Chinese Public Relations
As mentioned above, good PR (public relations) can help improve the brand image in China. What’s more, PR campaign is also a promotion of brand awareness. Another advantage to mention is the high cost-efficiency of online PR.
Why using public relations in China?
1. Trustful source of information
Compared with other media, news media are seen as more trustworthy by people. When companies take these marketing tool, readers will tend to give more trust. That explains why companies from tourism and cosmetics industry use PR a lot in China.
2. Tremendous influence
Hundreds of millions of people read news online in China every day. A piece of news on the Sina homepage can easily get millions of views in one day.
3. Cost efficient
Compared with traditional way of marketing, public relations, especially relations with online news are one of the most cost-efficient ways to get your brand well-known in a short time.
How to use PR in China
You could do PR in China by yourself if you already have profound understanding in Chinese language and internet environment. If not, you had better choose an agency who understands both what you want and knows well about Chinese PR.
No matter which solution you take, please take the following tips which are very different from the western PR into consideration.
Because the design of most Chinese media is always stuffed with thousands of titles, an outstanding title is very important for you to catch readers’ attention among a sea of titles.
Compared with Western readers, Chinese readers don’t care about the source of the information so much because they usually judge the reality of the news by themselves instead of source. While a source from a western media can help a lot because they usually believe that western media is relatively free and fair.
Chinese Internet is well-known for its strong censorship, but it may be stricter than you expected, even big brands like “Ferrari” was once censored for a week when the luxury brand was involved in a car accident suspected to be a plot.
4. Selection of the media
Big, powerful media are not always good. They can bring you huge traffic while the cost is also huge. On the other hand, there are many small media who are more focused on certain group of people. There companies can reach their target precisely at a lower cost.
5. Careful plan
Planning is very important for PR campaign in China. All the details in the plan from content preparation, platform selection, execution, feedback and crisis control need considering in the planning to minimize the unexpected problems such as malicious news from competitors. see the case study
To collect feedback during PR campaign and make an analysis on the result is an inseparable part of a successful campaign. From a report, you can have a clear idea about the effect of the campaign such as what kind of people like to read? What do they like? Do other media like the content? All this information is very helpful to the next campaign.
If you have any questions for the article or plan for business, don’t hesitate to contact me for more information or advice: marketingtochina[at]gmail.com
We are a online PR company based in Shanghai. We already have a database of 1000 journalists in online media. We are a cost effective company. Do not hesitate to contact us contact (at) agency.marketingtochina.com or visit our website