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.

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

3. MEDIA LANDSCAPEIN CHINA

4. China’smedia 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!