If you are entering the China market or looking to build your brand in China within the Chemicals market, this deck will be helpful. It demonstrates the work we can do, but also includes events, key media, and a social media strategy which can be used. It also includes a schedule and budget. You can contact us to discuss helping your company in China, or Asia.

1. EASTWEST Public Relations Group
Getting Clients Noticed in Asia since 1995
Singapore | China| India
www.eastwestpr.com
Stakeholders Communications Outreach Plan
Public Relations in the Chemicals industry
January to December 2020
Jim James
Managing Director
+44 7717 729625
E jim@eastwestpr.com

2. The Landscape

3. INDUSTRY LANDSCAPE (Background)
3
In the first three quarters of 2019, China's plastic imports of primary shapes gradually increased by 8.65%. In October
2019, China imported 3.06 million tons of plastic in primary shape, up 9.5% year on year.
——Database of China Business Industry Research Institute
In the first 20 expositions（China Plastics Expo), there were 9888 exhibitors, more than 2.405 million Chinese and foreign
businessmen participated in the expositions, with a total turnover of 64.071 billion yuan. 523 Sino foreign joint ventures
and cooperation projects were signed, with a total investment of 10.68 billion US dollars.
——Database of www.chinanews.com
China is the largest plastic producer in the world, accounting for about a quarter of the world's plastic products every
year. In 2017 alone, 75.1544 million tons of plastic products were produced.
——Database of China Plastics Processing Industry Association

4. What do we get from Baidu.com
Keywords：Client 高莱 Keywords：高莱
- A Chinese Website is a must, and
preferable to use a China mainland
website hosting
- Better to relocate the searching result
- Pay attention to PICTURE zone
- Baidu SEO will result in business
development

5. TARGET
AUDIENCES
5
Primary (Core)
• C-Suite - CEO, COO, CTO, CFO,
Procurement
• Manufacturing & Operations Decision
Makers
• Government / Regulators.
Secondary (Influencers)
• Traditional & New Media.
• Industry Association.

6. The Approach

7. CONTENT STRATEGY
It all begins with creating content…
• Content is critical to any new media
strategy.
• Content can take the form of blog posts,
videos, or presentations.
• With the right content and effective
promotion, it will reach the target
audience and the most influential users
who will carry on the message.
7

8. OVERVIEW OF TACTICAL IMPLEMENTATION
The three-pronged approach on tactical implementation will resonate with Client’ overall
communications strategy to tell its story in China emphasising on ensuring visibility in the
marketplace, endorsing change in the industry and encouraging business sustainability.
Build The Story Initiate The Conversation
Establish Thought
Leadership
Inform target stakeholders about
the vision, unique value
propositions of Client in China
Initiate communication with target
stakeholders to increase brand
awareness and corporate profiles in
China and a call to action.
Establish thought leadership
amongst target stakeholders on
industry trends, issues and
challenges.
▪ Localise Client for the target markets.
▪ Content development.
▪ Planting industry related stories in the target
markets.
▪ Identify hot topic and key trends.
▪ Key-opinion leading forums.
▪ Engage with key industry influencers.
▪ Contribute to editorial columns on relevant media
publications.
▪ Choose 2-3 CSR projects and keep for years
▪ Byline articles & Commentaries.
▪ Interviews.
▪ Wechat Management
Ongoing Media Outreach Strategy 8

9. BUILDING THE STORY
• Develop and localise talk track for China.
• Content development: Localise content that caters to
Client’s target stakeholders
• Profiling: Secure interview opportunities or plant stories
with target media and identified senior executives
(appointed spokespersons).
• Explore trending stories and current hot topics with
different media to provide a complete story in China.
RAISING AWARENESS
9

10. INITIATING THE CONVERSATION
• Secure relationship meetings with senior journalists and/or
editors in the respective markets to establish relationships.
• Executive Visibility Programme: Enhancing Client’
leadership’s media visibility through strategic engagements
and offering Client’s spokesperson’s thoughts and insights
on industry trends, customer challenges, regulatory
environment etc in relevant publications.
• Influencer networking with target analysts and media
o Meet with relevant industry influencers, relevant media community
members to highlight, address and discuss industry sensitive issues and
drive the messaging of Client’s mission in these networking meetings
START AND LEAD CONVERSATIONS
10

11. ESTABLISHING THOUGHT LEADERSHIP
Byline articles
• In an industry where innovation is a commodity, knowledge is
certainly a new capital. The key to surviving and even taking
competitive advantage in an increasingly commoditised world, is
to carefully plan to ensure knowledge continuity is maintained –
just as a corporate enterprise plans for business continuity.
• Client to leverage byline articles as a medium to deliver its value
proposition to its key stakeholders in a clear and concise
manner.
Leverage existing blog posts/white
Papers/infographics
• Showcase Client’ products and its adoption in the region,
building a stronger case for the brand
• Showcase knowledge and expertise in a creative way
• Posting all these content in Weixin (Wechat) to reach out to
bigger audience group
11

12. SAMPLE MEDIA LIST (Industry Media)

13. SAMPLE MEDIA LIST – Government Media
媒体名称 Media Name
新华社 Xinhua News Agency
人民日报 People's Daily
中央电视台 CCTV
中央人民广播电台 Central People's Broadcasting
经济日报 Economic Daily
新华网 http://www.xinhuanet.com
光明网 http://www.gmw.cn
人民网 http://www.people.com.cn
中国改革报 China Reform News
人民政协报 Journal of the Chinese People's Political Consultative Conference

14. SAMPLE MEDIA LIST (TOP TIER MEDIA)
媒体名称 Media Name
新浪 http://www.sina.com
搜狐 http://www.sohu.com
腾讯 http://www.tencent.com
网易 http://www.163.com
凤凰网 http://www.ifeng.com
环球网 http://www.xinhuanet.com
央广网 http://www.gmw.cn
大公网 http://www.people.com.cn
国际在线 China Reform News
中国日报网 https://cn.chinadaily.com.cn
媒体名称 Media Name
中国网 http://www.china.com.cn
中华网 https://www.china.com
中国青年网 http://www.youth.cn
北青网 http://www.ynet.com
中国新闻网 http://www.chinanews.com
中国经济网 http://www.ce.cn
千龙网 http://www.qianlong.com
央视网 http://www.cctv.com
中青在线 http://www.cyol.com
海外网 http://www.haiwainet.cn

15. CSR STRATEGY
• Environment Improvement
- Focus on “Green” related projects: plastics & the ocean
- Focus on “Water” related projects: purifying water source
Translate infographics to Chinese and use these to drive
the conversation
• Education
- Keep supporting scholarship on individuals and in
universities
- Cooperate with College on chemical research projects

16. Part B Content Distribution
Media Database：新浪 搜狐 腾讯 网易 人民网 凤凰网 中国日报网 Tom 21cn 中国经济网 中国新闻网 央广网 国际在线
央视网 光明网 千龙网 新华网 海外网 中国网 中华网 中国财经时报网 中国青年网 中青在线 环球网 东方财富网 财经网
经济网等50余家综合&高收录媒体

17. Reporting
• Using coveragebook.com to deliver tidy reports with metrics

18. SOCIAL MEDIA
Develop contents for Wechat on the latest hot topics and trends, and company’s latest news and activities
with focus on latest products/ company development :
• Content development
• One post per week
Recommended topics:
• News coverage
• Company news and events
• Currents news and hot topics
• Behind the scenes – daily business operations
• Industry statistics

19. Wechat Account Management
- Currently ave 30-110 views per article
- Links to English language site
Looks like a subscription account and we can
increase the frequency of content & promote the
articles within relevant communities.
- update the background image
- 8 reprinted & revised articles per month
- Daily management of any comments

20. Part B Content (self-media platform)
- 4-5 Self-media platform register & content synchronization & management -
今日头条 (Toutiao)
百度百家 (Baidu Baijiahao)
雪球 (Xueqiu)
知乎 (Zhihu)

21. Issuing content to many platforms

22. Part C：Q&A platforms
• - Platforms：
http://zhidao.baidu.com
http://wenda.so.com
https://www.zhihu.com
https://www.wukong.com
• - 10 groups per month
• - Each group contains 1 question and 2 answers

23. Part E Outcomes and Reports
• We will provide a monthly reports
including analysis by geography,
and which posts are most read
and shared.

24. EVENTS & SEMINARS
To identify relevant industry events and seminars to participate in either through participation, sponsorship
or speaker opportunities with the aim of positioning as an industry Thought Leader.
中国国际塑料橡胶工业展览会/Chinaplas
2020.4.21-25
Shanghai, China
- Over 30 years history
- Rank top level in Plas Industry
- UFI Approved Event
- Over 340 thousand sqm with more than 3900
companies
中国国际化工展览会
ICIF China
2020.9.16-18
Shanghai, China
- Start from 1992
- Organized by three authoritative organizations in the
chemical industry: China Petroleum and Chemical
Industry Federation, chemical industry branch of China
Council for the promotion of international trade and
China Chemical Information Center

25. EVENTS & SEMINARS
2020.3.13-15
Zhengzhou City, Henan Province
- Start from 2012
- Two sessions a year
- Over 500 companies
- One of the fastest growing plastic expo
2020.9.23-25
Shenzhen City, Guangdong Province
- Over 20 thousand sqm with more
than 300 companies
2020.6
Chengdu City, Sichuan
Province, China
- Over 20 thousand sqm with
more than 300 companies

26. EVENTS & SEMINARS (more events….)
中国（余姚）国际塑
料博览会
China (Yuyao)
International Plastic
Expo
http://cpe.21cp.com
Yuyao City, Zhejiang
Province, China
- Start from 1999
- UFI Approved Event
from 2016
- Yuyao City, Zhejiang
Province, China
中国国际塑料展
CHINA NEW PLAS
http://www.chinanewplas.c
om
2020.11.3-5
Nanjing City, Jiangsu
Province, China
- Start from 2014, 2016
- Over 140% growing speed
广州国际塑料加工及原辅料展览会
Guangzhou International Plastics processing and
raw materials exhibition
亚洲高性能塑料展览会
Asia High Performance Plastics Exhibition
深圳国际高分子产业博览会
Shenzhen International polymer industry expo

27. Scope-of-Work

28. 28
OVERVIEW OF TIMELINE (Jan – Dec 2020)
Scope-of-work Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Kick-start project, set-up the client’s press office
1x
Press release distribution / White paper release /
announcement 1x 1x 1x 1x 1x 1x 1x 1x
Interview Opportunity
1x 1x 1x 1x 1x
Byline article develop/placement
1x 1x 1x 1x
Event support (to pitch media opportunity – 4-6
Media) 1x 1x
Case study development and placement
1x 1x 1x 1x
Social Media – Wechat management
4x 4x 4x 4x 4x 4x 4x 4x 4x 4x 4x 4x
News monitoring on company news, industry
trends, and competitor news,
Strategy and Counsel
Ongoing account management
and weekly calls

29. 29
INDICATIVE BUDGET
Scope-of-work Qty Rate Total in USD
Kick-start project, set-up the client’s press office 2500 1 2,500.00
Press release distribution / White paper release / announcement 2200 8 17,600.00
Interview Opportunity 2800 5 14,000.00
Byline article develop/placement 3500 4 14,000.00
Event support (to pitch media opportunity – 4-6 Media)
o To Identify targeted media for in-depth interviews
o To draft the invitation to invite oversea media
o To develop media angle for spokesperson
o Conceptualizing / Writing of media briefing book with anticipated questions,
o key messages and suggested answers
o Briefing of spokespersons prior to briefing session
o Onsite management of media briefing session, provide onsite support to all interviews, and media follow up.
o Media travelling logistic arrangement
6800 2 13,600.00
Case study development and placement 2800 4 11,200.00
Shareable contents for mass public (one post per weeks, total 48 posts) 960.00 12 11,520.00
News monitoring on company news, industry trends, and competitor news, 280 12 3,360.00
Strategy and Counsel – Ongoing 350 12 4,200.00
Ongoing account management
and weekly calls
280 12 3,360.00
OOP, Administration and Disbursements**6,000.00
Subtotal (monthly retainer fees is USD8445/month)101,340.00
- GST at prevailing rate will apply to all the fees charge (if applicable)
- **Operating Expenses include: Stationery, fax, photocopy, scanning, phone charges, consultants’ local travel and courier of documents locally.
- Operating expenses excludes but is not limited to the following: Translation of materials, airfare, accommodation, venue rental, F&B, hire of video/camera crew, printing of materials
outside of press kit materials, etc.
- All third-party costs will be subjected to the standard agency fee of 17.65% if initial payment or deposit is borne by EASTWEST

30. Timeline
Activities Jan Feb March April May June
WeChat Account Management
To research and develop articles for the post （capped between 600-800
words)
4x 4x 4x 4x 4x 4x
To source / localize and repost articles from industry 8x 8x 8x 8x 8x 8x
Content Distribution (each article will distribute to 5 top tier media
outlets)
4x 4x 4x 4x 4x 4x
To register Self-media platform
今日头条 (Toutiao)
百度百家 (Baidu Baijiahao)
雪球 (Xueqiu)
知乎 (Zhihu)
4x
Content synchronization & posting on the self-media platform 4x 4x 4x 4x 4x 4x
Q&A plarform – generating 10 questions with two answers each and
share at these platform (increase the visibility of Enstoa as thought
leader)
http://zhidao.baidu.com
http://wenda.so.com
https://www.zhihu.com
https://www.wukong.com
10x 10x 10x 10x 10x 10x

31. Budget
Activities Qtn Rate Total USD
Layout of content and design 6 850 US$5100.00
To research and develop articles for the post (each article capped at 800 words) 24x 520 US$12480.00
To source / localize and repost articles from industry 48x 50 US$2400.00
Content Distribution (each article will distribute to 5 top tier media outlets) 24x 180 US$4320.00
To register Self-media platform :今日头条 (Toutiao) / 百度百家 (Baidu Baijiahao)/ 雪球 (Xueqiu)/
知乎 (Zhihu)
4x 450 US$1800.00
Content synchronization & posting on the self-media platforms 24x 80 US$1920.00
Q&A platform – generating 10 questions with two answers each and share at these platform (increase
the visibility of Enstoa as thought leader)
http://zhidao.baidu.com
http://wenda.so.com
https://www.zhihu.com
https://www.wukong.com
60X 120 US$7200.00
Total for six month US$35220.0
0
** Client has to bear the registration cost between 300-500 RMB for each self- media platform
** Client may consider to sponsor / prepare some prizes for the social media platform contests and awards . For example, a USB device, a ticket for close
door industry insight sharing session, complimentary to receive core industry insight or report which generated by Enstoa etc.

32. Case Study

33. Case Study - Healthcare
CARESTREAM® Healthcare (Retainer Client)
Former Brand: Kodak Healthcare
Basic Business: B2B company, Produce X-ray Machine and Printing
Machine as well as Oral X-ray System.
- New Brand Building within 2 years
- 4 National Exhibitions and 3-4 Industry Exhibitions
- 1-2 Rewards for CEO and VP
- Quarterly Media Communication Activity
- Over 3000+ News Release each year
- Great Business Achievement
- Result : secured more than 3000 piece of coverage over 2010-2016
, including monthly news release, interview, Event PR service....

34. Case Study - Radio Therapy
• Accuray (Nasdaq: ARAY)/CNNC Accuray
(Project Client)
- CNNC Accuray is a joint enterprise of Accuray(USA) and CNNC
(China National Nuclear Corporation)
- CNNC Accuray was founded in early 2019, now it is collecting its
own media resource and attending exhibitions.
- Attending CIIE(China International Import Exhibition in
Shanghai, China)
- Result achieved: Generated at least 50-100 piece of coverage
for each project

35. Case Study - Logistics Industry
• 中储智运/CMST (Retainer Client)
- Hold its own forum, inviting several leader from government
- Maintain a strong relationship with industrail medias
- Cooperate with industrial institutions
- Publish WHITE BOOK in logistics industry
- CCTV and China Daily reported its “Accrossing China (流动中
国)” project during China's 70th Anniversary
- Result achieved: Generated approximated 100 piece of
coverage per month