Public Relations in China Nellie Wang For EASTWEST PR Strategy Session 4 April 2008, Singapore

PR industry in China A promising industry- more than RMB 8 billion turnover in 2006 More than 2000 PR companies in China 2/3 of Top 20 international PR agency already in China Divided by 5 main trade Durable consumer goods IT Fast consumer goods Communication Healthcare Others

PR industry in China

A promising industry- more than RMB 8 billion turnover in 2006

More than 2000 PR companies

in China

2/3 of Top 20 international

PR agency already in China

Divided by 5 main trade

Durable consumer goods

IT

Fast consumer goods

Communication

Healthcare

Others

China Media Landscape 2,000 newspapers 10,000 magazines 2,000 TV channels 2,000 radio stations 165 million Internet users

China Media Landscape

2,000 newspapers

10,000 magazines

2,000 TV channels

2,000 radio stations

165 million Internet users

Media Authority System China Propaganda Department “ Teibet” Ministry of Industry and Informationization of China Internet nanny The State Administration of Radio, Film and Television Content censorship Investment control Genneral Administration of Press and Publication Content censorship

Media Authority System

China Propaganda Department

“ Teibet”

Ministry of Industry and

Informationization of China

Internet nanny

The State Administration of Radio,

Film and Television

Content censorship

Investment control

Genneral Administration

of Press and Publication

Content censorship

Media Running System Daily Newspaper Business Newspaper Trade publications news money Content department Distribution department Ad department

Media Running System

Daily Newspaper

Business Newspaper

Trade publications

Special issue for PR work in China Transportation Fee

Special issue for PR work in China

Transportation Fee

EASTWEST Case Study V-KOOL Beijing Showroom Launch Key Point How to deal with meida without transportation fee? Objective 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. Challenge 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. Our Results Successfully secured 20 foreign and Chinese media to the launch 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.

Key Point

How to deal with meida without transportation fee?

Objective

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.

Challenge

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.

Our Results

Successfully secured 20 foreign and Chinese media to the launch

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.

EASTWEST Case Study Promethean Media Conference Key Point How to manage partnership relations? Objective 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. Challenge As this was Promethean’s first interaction with the Chinese media, it was a challenge to generate media interest for an unknown brand. Our Results 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.

Key Point

How to manage partnership relations?

Objective

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.

Challenge

As this was Promethean’s first interaction with the Chinese media, it was a challenge to generate media interest for an unknown brand.

Our Results

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.

EASTWEST Case Study MPG Retainer PR Service Key Point How to build long term media relationship ? Objective Being a relatively new entity in the mainland Chinese market, MPG needs to get noticed in order to secure more business. Challenge 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. Our Results Build good relationship with key industry media including Media, Marketing Magazine in Hong Kong and Marketing China, International Advertising in mainland China Secure speaking opportunity for MPG and its sister company CEO in 4 industry event. Arrange 6 media interview with Havas Media Group spokespersons in one Month

Key Point

How to build long term media relationship ?

Objective

Being a relatively new entity in the mainland Chinese market, MPG needs to get noticed in order to secure more business.

Challenge

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.

Our Results

Build good relationship with key industry media including Media, Marketing Magazine in Hong Kong and Marketing China, International Advertising in mainland China

Secure speaking opportunity for MPG and its sister company CEO in 4 industry event.

Arrange 6 media interview with Havas Media Group spokespersons in one Month

Clients of Beijing Office

Clients of Beijing Office

Public Relations in China Nellie Wang For EASTWEST PR Strategy Session 4 April 2008, Singapore