Centro de Búsqueda
|
Which points should be kept in mind when undertaking communications activities?
- Chinese media is increasingly resistant to overtly commercial media pitches. Attention to "political correctness with Chinese characteristics" is necessary to obtain the desired coverage.
- Chinese reporters, especially in general and business media, are keen to cover news that pertains to issues with social or business importance to China.
The reporters also monitor and report on situations to use as case studies for Chinese enterprises. Media coverage is necessary in order keep government decision-makers and influencers aware of current issues. Editors and reporters are particularly receptive to topics such as corporate culture and structure, management systems and how companies achieve success.
- Chinese media tend to ask less aggressive questions than their Western counterparts.
Specialist beat reporting has been on the rise since 1994, and questions can be penetrating even though delivered in a non-confrontational style. Typically Chinese reporters will ask multi-part questions and often start with a short speech including the background or context of their questions. For detailed answers, executives are advised to pick one or two of these multipart questions that are most relevant to the story at hand.
- Chinese editors and reporters pay close attention to the spokespersons' title and openness at interviews.
For example, a China Daily business Weekly article once highlighted the contrast between "a Boeing spokesperson who refused to be named" versus the president of Airbus China who was freely quoted. This is important to reporters. Contacting an executive directly after meeting at a function is a usual practice for Chinese journalists. Often this contact develops into an attempt to solicit advertising or program sponsorship. This practice arose as a result of decreasing government subsidies for the Chinese media and the need to increase advertising and promotional revenue. This type of opportunity should be carefully evaluated, as many are not worthwhile. In all cases, any payment should be made to the organization, not to the individual reporter. If uncertain, it is appropriate to refer such requests to the public relations counsel in China. An appropriate response is to say one is not responsible for the company's marketing and advertising.
|
