PR in China

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PR in China

  1. 1. Public Relations in China Nellie Wang For EASTWEST PR Strategy Session 4 April 2008, Singapore
  2. 2. <ul><li>PR industry in China </li></ul><ul><li>A promising industry- more than RMB 8 billion turnover in 2006 </li></ul><ul><ul><ul><li>More than 2000 PR companies </li></ul></ul></ul><ul><ul><ul><li>in China </li></ul></ul></ul><ul><ul><ul><li>2/3 of Top 20 international </li></ul></ul></ul><ul><ul><ul><li>PR agency already in China </li></ul></ul></ul><ul><li>Divided by 5 main trade </li></ul><ul><ul><ul><li>Durable consumer goods </li></ul></ul></ul><ul><ul><ul><li>IT </li></ul></ul></ul><ul><ul><ul><li>Fast consumer goods </li></ul></ul></ul><ul><ul><ul><li>Communication </li></ul></ul></ul><ul><ul><ul><li>Healthcare </li></ul></ul></ul><ul><ul><ul><li>Others </li></ul></ul></ul>
  3. 3. <ul><li>China Media Landscape </li></ul><ul><li>2,000 newspapers </li></ul><ul><li>10,000 magazines </li></ul><ul><li>2,000 TV channels </li></ul><ul><li>2,000 radio stations </li></ul><ul><li>165 million Internet users </li></ul>
  4. 4. <ul><li>Media Authority System </li></ul><ul><li>China Propaganda Department </li></ul><ul><ul><li>“ Teibet” </li></ul></ul><ul><li>Ministry of Industry and </li></ul><ul><li>Informationization of China </li></ul><ul><ul><li>Internet nanny </li></ul></ul><ul><li>The State Administration of Radio, </li></ul><ul><li>Film and Television </li></ul><ul><ul><li>Content censorship </li></ul></ul><ul><ul><li>Investment control </li></ul></ul><ul><li>Genneral Administration </li></ul><ul><li>of Press and Publication </li></ul><ul><ul><li>Content censorship </li></ul></ul>
  5. 5. <ul><li>Media Running System </li></ul><ul><li>Daily Newspaper </li></ul><ul><li>Business Newspaper </li></ul><ul><li>Trade publications </li></ul>news money Content department Distribution department Ad department
  6. 6. <ul><li>Special issue for PR work in China </li></ul><ul><ul><li>Transportation Fee </li></ul></ul>
  7. 7. EASTWEST Case Study V-KOOL Beijing Showroom Launch <ul><li>Key Point </li></ul><ul><li>How to deal with meida without transportation fee? </li></ul><ul><li>Objective </li></ul><ul><li>To obtain coverage in Chinese and English language technical press, to raise V-KOOL’s profile and support product entry into the Beijing market. Set up close relationships with both local and foreign media. </li></ul><ul><li>Challenge </li></ul><ul><li>As this was V-KOOL’s first showroom launch in Beijing, it was important to build a strong brand name for the product in China. As well, it was important to communicate with V-KOOL’s target media. </li></ul><ul><li>Our Results </li></ul><ul><li>Successfully secured 20 foreign and Chinese media to the launch </li></ul><ul><li>Secured 11 pieces of coverage from 10 different local and overseas media, including China Building Materials Daily, China Real Estate Business, Construction News Website, China Building Materials and Decoration, Construction Times, ZhuLong.com. </li></ul>
  8. 8. EASTWEST Case Study Promethean Media Conference <ul><li>Key Point </li></ul><ul><li>How to manage partnership relations? </li></ul><ul><li>Objective </li></ul><ul><li>To obtain coverage in Chinese and English language press, raise profile and support Promethean’s Interactive whiteboard media event, set up close relationship with both local and foreign media in China. </li></ul><ul><li>Challenge </li></ul><ul><li>As this was Promethean’s first interaction with the Chinese media, it was a challenge to generate media interest for an unknown brand. </li></ul><ul><li>Our Results </li></ul><ul><li>Secured 10 pieces of coverage from 10 different local and overseas media, including Beijing Times, Beijing Youth Daily, Beijing Morning Post, British Business in China, China Education Info, Beijing This Month, Time Out, Beijing Daily Messenger, 21st Century Principal. </li></ul>
  9. 9. EASTWEST Case Study MPG Retainer PR Service <ul><li>Key Point </li></ul><ul><li>How to build long term media relationship ? </li></ul><ul><li>Objective </li></ul><ul><li>Being a relatively new entity in the mainland Chinese market, MPG needs to get noticed in order to secure more business. </li></ul><ul><li>Challenge </li></ul><ul><li>As a new company under big media giant Havas’ brand, MPG needs to get noticed in mainland China from the very beginning and compete for media resource with other big brands already have strong presence in China. </li></ul><ul><li>Our Results </li></ul><ul><li>Build good relationship with key industry media including Media, Marketing Magazine in Hong Kong and Marketing China, International Advertising in mainland China </li></ul><ul><li>Secure speaking opportunity for MPG and its sister company CEO in 4 industry event. </li></ul><ul><li>Arrange 6 media interview with Havas Media Group spokespersons in one Month </li></ul>
  10. 10. <ul><li>Clients of Beijing Office </li></ul>
  11. 11. Public Relations in China Nellie Wang For EASTWEST PR Strategy Session 4 April 2008, Singapore

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