1. Final
Presentation
Tuesday, 21st
May, 2013
FROM CHINA TO
SWITZERLAND –
ONE WAY !

2. •Problem
•Assignment
•Methodology
•Main Findings
 Swiss Media
 Chinese Companies
•Recommendations
•Our Learning
•Questions/Comments
AGENDA

3. •Increasing number of Chinese
companies entering the Swiss market
PROBLEM
0.50%
3.80%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
2003 2011
China's Percentage of
Worldwide outward FDI
(Source: UNCTAD)

4. •Anxiety among Swiss public due to
mostly negative media coverage
PROBLEM
Positive
9%
Negative
59%
Neutral
32%
Charachter of Media Coverage

5. •Chinese companies struggle to
communicate appropriately
PROBLEM

6. •Describe the current communication
behaviour
•Outline the challenges and obstacles
•Illustrate the media perception
•Recommend ideas for improvement
 Chinese companies operating in Switzerland
 Farner Consulting Ltd
 Swiss Journalists
ASSIGNMENT

7. • Desk research (secondary literature) used as
framework
• Qualitative and quantitative data collection
• Analysis of media coverage
• Interviews with Chinese companies
• Observation of the Web appearance
Derive recommendations
METHODOLOGY

8. •Clearly negative perception of
Chinese companies
MAIN FINDINGS
-SWISS MEDIA-
poor
60%
fair
40%
good
0%
excellent
0%

9. •Generally little contact with Chinese
companies (42 % never and 58 %
rarely)
•But if, the
encounters
tend to be neutral very
negative
0%
negative
11%
neutral
78%
positive
11%
very
positive
0%
MAIN FINDINGS
-SWISS MEDIA-

10. • Lack of information
provided by Chinese
companies
MAIN FINDINGS
-SWISS MEDIA-
never
18%
rarely
82%
often
0%
alway
s
0%
• Access to spokes-
person crucial for
communication to
media
poor
40%
fair
60%
good
0%excellent
0%

11. •Importance of PR activities varies
 Size (Small/Large companies)
 Willingness to expand PR activities depends on the size
•Relatively small or no PR budget
•Responsibility for communication
mainly at top management level
 Decreasing trend
•Mostly reactive PR approach
MAIN FINDINGS
-CHINESE COMPANIES-

12. •Channels used
 Mostly print (B2B business)
•Low influence of CN mother
company
 Budget
•Usage of external PR consultancy
 Size
 Trust issues
 Mostly low budget
MAIN FINDINGS
-CHINESE COMPANIES-

13. •Main challenges to integrate:
Surprised/not aware of PR importance in Switzerland
Only for brand image purposes located in Switzerland
Focus on government network only
Prejudice of Swiss public
Lack of market knowledge
Local language
MAIN FINDINGS
-CHINESE COMPANIES-

14. •Internet appearance (59 companies)
MAIN FINDINGS
-CHINESE COMPANIES-
43 (73%)
16 (27%)
Have a Webpage Do not have a Webpage

15. MAIN FINDINGS
-CHINESE COMPANIES-
•Only 5 webpages in all local
languages
5 (12%)
38 (88%)
Webpage in 4 languages (G/F/I/E)
Webpage in max 3 languages

16. MAIN FINDINGS
-CHINESE COMPANIES-
•Only 5 webpages have a media
contact 5 (12%)
38 (88%)
Have an official Media Office Do not have an official Media Office

17. •15 webpages provided press
releases in 2012
MAIN FINDINGS
-CHINESE COMPANIES-
15 (35%)
28 (65%)
yes no Press Releases

18. •Swiss Media
•Chinese Companies
•Farner
RECOMMENDATIONS

19. RECOMMENDATIONS
-SWISS MEDIA-
•Enforcing and promote the cultural
understanding
 Cultural workshops, training programs
0
20
40
60
80
100
120
140
PDI IDV MAS UAI LTO
China Switzerland World Average

20. RECOMMENDATIONS
-SWISS MEDIA-
•Compromise in order to meet
Chinese expectations
 Provide questions in advance
•Communicational methodology
 Adaptation to Chinese communication style

21. RECOMMENDATIONS
-CHINESE COMPANIES-
•Engage local PR agencies such as
Farner
•Definition of a spokesperson who
speaks one of the local languages

22. RECOMMENDATIONS
-FARNER CONSULTING-
• Develop a special service portfolio for
Chinese companies
 Differentiation between state-owned companies (complete support) and
private companies (focusing on reactive support)
 Focus on relationship building (face-to-face)
 Use of the successes of the company
 Careful selection of the representative when working with CN-companies
(older man)
 Brand equity
• Cooperating with a intermediate person
with an existing network
 Responsible for relationship building
• Specializing on Geneva
 Potential new customers

23. • General understanding of PR activities
• Importance of Web presence
• Networking is essential!
• Tools of Project Management
• Flexibility
• Work division/synchronization
• Usage of collaboration space
OUR LEARNINGS

24. QUESTIONS/COMMENTS