Media Visibility in China
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This document summarizes media visibility and strategies in China. It discusses the Chinese media landscape including traditional, online, and new media outlets. It then outlines the visibility a Finnish cleantech company achieved from December 2013 to June 2014, including over 100 print and online media hits. The company achieved this visibility through strong media relations with various Chinese outlets, localized content, presence at trade fairs, and cooperation with Team Finland. It outlines future plans to strengthen relationships with government media, economic media, and distribute business-oriented content. Personal relationships, localized content, social media, and face-to-face meetings are emphasized as important strategies for media relations in China.
Media Visibility in China
- 1. MEDIA VISIBILITY IN CHINA Ying Hu, 24 September 2014
- 2. CONTENT Media landscape in China Visibility we have been achieved How we achieved? Future plan Tips
- 4. Chinasmedia landscape Traditional Online New News Agencies Xinhua China TV >370 CCTV Local Satellite Print World largest >9000 magazines; >2000 newspapers Go Online and Social Strict Regulations, Censorship > 600m users News Portals Gov. portals e.g. Xinhua, People Commercial e.g. Sina, Sohu, QQ, Search Engines Baidu Social Media e.g. Weibo, Wechat Mobile Media 83% of online users Multimedia e.g. Youku, SinaVideo
- 5. oChinese media led by the state-party oThe party and nonparty outlets --All news media are state-owned. --Party organizations established market-targeting, sub-news outlets. oCommercialization enforces state intervention in the media oChinese media --a hybrid of political authoritarianism and capitalism oMedia control is tight and strict, but rulers only censor very negative news oOnline/social media are flourishing. oNew media are under the good and effective control of the party-state. MEDIA IN CHINA
- 6. VISIBILITY WE HAVE ACHIEVED Period: Dec 2013 Jun 2014
- 7. MEDIA COVERAGE Period: Dec 2013 Jun 2014 Media hits Printed & Online media TV interviews by National and Satellite TV Stations
- 8. 121 42 77 16 29 109 37 0 20 40 60 80 100 120 140 2013-12 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 hits month Finnish Cleantech MEDIA COVERAGE
- 9. Chinese Party media outlets48 % Media tours in Finland13 % Trade fairs13 % Industrial Survey9 % Politician dialogue17 % MEDIA COVERAGE Period: Dec 2013 Jun 2014
- 10. HOW WE ACHIEVED?
- 11. 1. STRONG MEDIA RELATIONS Media Type Mediaoutlets TV CCTV, CBN TV, Beijing TV, Shanghai TV, etc. Political Xinhua News Agency, Economic Daily, China Daily, Intl business Daily, China Environmental News, China Industry News, China Youth Daily, JiefangDaily, China Science Daily, etc. Business& Economic 21stCentury Business Herald, CBNDaily/Weekly, Economic Observer, China Economic Times, CaixinMedia, Global Entrepreneur, Forbes China, Bloomberg China, ECOnomy, etc. Industrial Energy Review, Energy Observer,Eco-city and Green building, China Pulp & Paper, China Energy News, China Paper News, Chinapaper.net, China Household Paper Industry, Autocar, etc. Public Sina, Tencent, China News Service, WenhuiDaily (Shanghai),Shanghai Morning Post, Sohu, etc.
- 12. 1. STRONG MEDIA RELATIONS
- 13. 2. LOCALIZED CONTENT Press release and Marcommaterials in Chinese Media briefingin Chinese
- 14. 3. PRESENCE IN TRADE FAIRS
- 15. 4. TEAM FINLAND COOPERATION
- 16. 5. COMMITMENT FROM COMPANIES
- 17. OUR FUTURE MEDIA PLAN
- 18. Strengthen the existing relationships with the government media In-depth collaboration with Xinhua News and CCTV Develop solid relationships with economic/industrial media and influencers Create easy-2-understand content for mass media Create business-oriented content for economic/industrial media, business decision makers and investors, and distribute through targeted channels Networking with stakeholders on social media platforms Media tours in Finland Trade fairs and international events FUTUREPLAN
- 19. TIPS FOR MEDIA RELATION IN CHINA
- 20. Personal relationships are key; establish guanxi with journalists. Use social media to build relationships with journalists, e.g. Weibo, Wechat. Be proactive to understand the news interests of journalists. Media events and face-to-face meetings are important tools. Localize the content (e.g. press releases); call or meet the key media to confirm the content, when possible. Communicate in Chinese whenever possible. English is not common. Write the messages in an easy to understand format. Be active across platforms. TIPS
- 21. KIITOS! TACK! THANK YOU!