“Free PR” in China Singapore Chamber of Commerce April 2008 Jim James DID: +86 135 5869 7335 Mob: +86 139 1973 1967 Email: [email protected]
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“Free PR” in China
Singapore Chamber of CommerceApril 2008Jim James
DID: +86 135 5869 7335Mob: +86 139 1973 1967
Email: [email protected]
Connecting Within
Connecting the EASTWEST Way
The EASTWEST Tools
100,000 free dm per year!
Being Connected
PR industry in China
A promising industry- more than RMB 8 billion turnover in 2006
• More than 2000 PR companiesin China
• 2/3 of Top 20 international PR agency already in China
Divided by 5 main trade• Durable consumer goods• IT• Fast consumer goods• Communication• Healthcare• Others
Source: CIPRA
Media Authority System
China Propaganda Department – “Tibet”
Ministry of Industry and Informationization of China
– Internet nanny
The State Administration of Radio, Film and Television – Content censorship– Investment control
General Administration of Press and Publication – Content censorship
China Media Landscape
1,500,000 people1,922 newspapers10,000 magazines314 TV stations282 radio stations1,913 outlets165 million Internet users
Source: China Journalism yearbook
Media Running System
Contentdepartment
Distributiondepartment
Addepartment
Western system
Editorial Integrity
newsmoney
Chinese system
Commercial confusion
Special issue for PR work in China- Transportation Fee
EASTWEST Case StudyV-KOOL Beijing Showroom Launch Key PointHow to deal with media without transportation fee?
ObjectiveTo obtain coverage in Chinese and English language technical press, to raise V-KOOL’s profile and support product entry into the Beijing market. Set up close relationships with both local and foreign media.
ChallengeAs this was V-KOOL’s first showroom launch in Beijing, it was important to build a strong brand name for the product in China. As well, it was important to communicate with V-KOOL’s target media.
Our Results- Successfully secured 20 foreign and Chinese media to the launch- Secured 11 pieces of coverage from 10 different local and overseas media, including China Building Materials Daily, China Real Estate Business, Construction News Website, China Building Materials and Decoration etc
EASTWEST Case Study Promethean Media Conference
Key PointHow to manage partnership relations?
ObjectiveTo obtain coverage in Chinese and English language press, raise profile and support Promethean’s Interactive whiteboard media event, set up close relationship with both local and foreign media in China.
ChallengeAs this was Promethean’s first interaction with the Chinese media, it was a challenge to generate media interest for an unknown brand.
Our ResultsSecured 10 pieces of coverage from 10 different local and overseas media, including Beijing Times, Beijing Youth Daily, Beijing Morning Post, British Business in China, China Education Info, Beijing This Month, Time Out, Beijing Daily Messenger, 21st Century Principal.
EASTWEST Case Study MPG Retainer PR Service
Key PointHow to build long term media relationship ?
ObjectiveBeing a relatively new entity in the mainland Chinese market, MPG needs to get noticed in order to secure more business.
ChallengeAs a new company under big media giant Havas’ brand, MPG needs to get noticed in mainland China from the very beginning and compete for media resource with other big brands already have strong presence in China.
Our Results- Build good relationship with key industry media including Media, Marketing Magazine in Hong Kong and Marketing China, International Advertising in mainland China- Secure speaking opportunity for MPG and its sister company CEO in 4 industry event. - Arrange 6 media interview with Havas Media Group spokespersons in one Month
Thank You
Jim JamesEASTWEST Public Relations
Singapore | Beijing
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