‘PR and the Party –The Truth About Media Relations In China’ - Eastwei MSL Releases Whitepaper

Sept. 27, 2011 - PRLog -- Beijing, China – September X, 2011 – Eastwei MSL, part of MSLGROUP—Publicis Groupe’s flagship speciality communications, PR and events network and the largest PR and social media agency operation in Greater China—today launched its latest whitepaper on the Chinese media landscape. PR and the Party: The truth about media relations in China provides local insights, perspectives and best practices on navigating China’s unique media environment for communications professionals.  
With China’s per capita income expected to almost double to US$8,118 over the next six years (from US$4,382 in 2010) according to the International Monetary Fund , communications and public affairs executives at multinational companies are increasingly being tasked with supporting strategic growth plans in China. MNCs venturing into China often experience hurdles, and in extreme cases, consumer crises as a result of limited understanding of the local PR and media relations dynamic. This whitepaper explores and explains the complex, fluid and often contradictory nature of China’s communications landscape to help companies better understand how to promote, protect and position their brands in one of the world’s fastest-growing markets.  
“Recognizing the importance of China in their global strategy, multinationals seek expert advice on how best to engage with Chinese audiences and reach their business objectives,” said Par Uhlin, managing director of Eastwei MSL and member of the Greater China Management Board. “This whitepaper details the country’s broad range of media channels; the triangular relationship between government, media and consumers; and how businesses should approach this unique communications environment.”
The whitepaper also draws on Eastwei MSL’s proprietary methodology, “Knowledge-Driven Media Relations” which leverages best practices garnered from more than two decades of experience in working with Chinese media. The Eastwei MSL report provides insights and advice in five key areas, emphasizing that all marketers in China should:  
a)   Understand the local target audiences, industry and media – many MNCs still fail in analysing and understanding who exactly their audience is, which factors are shaping their company’s industry in China and how journalists perceive and report on the company and its competitors.
b)   Develop tailored news angles - as official and independent-commercial media compete for consumer attention, successful communications in China will depend on appealing to and aligning with a complicated mixture of government agendas, social concerns, broad groups of constituents such as joint venture partners and influential organisations, and geographically relevant audiences.    
c)   Build and nurture ‘Guanxi’ – relationships are and will remain important in the China market. Any ongoing media outreach program should incorporate this, and include frequent outreach to journalists, in-person visits and newsworthy updates to maintain relationships.
d)   Create your own media – many MNCs have developed content-rich English websites interwoven with social media, but have stopped short of making this investment in Chinese. With around 420 million Internet users in China, this is a huge missed opportunity when it comes to brand building, as explored by our earlier whitepaper on Best Practices in Chinese Micro-blog Communications.
e)   Don’t be tempted by or tolerate unethical PR practices – whilst some local practitioners condone them, they do not deliver positive, long-term results.
To learn more and read the PR and the Party: The truth about media relations in China whitepaper in full, please visit asia.mslgroup.com or click here: http://www.eastweimsl.com/userfiles/files/Eng_China_Media...
f)   - ENDS -

About MSLGROUP Asia
For over 20 years, MSLGROUP Asia has counseled global, regional and local clients, helping them to establish, protect and expand their businesses in Asia. The largest PR and social media network in both Greater China and India, MSLGROUP Asia is headquartered in China and includes 30 owned offices and 1250 staff across Shanghai, Beijing, Guangzhou, Chengdu, Hong Kong, Taipei, Tokyo, Seoul, Singapore, Kuala Lumpur, Mumbai, Delhi, Ahmedabad, Pune, Bangalore, Chennai, Hyderabad and Kolkata. A satellite network of staff reaches an additional 125 Indian cities and a strong affiliate network of independent agencies across the region adds another 23 Asian cities to our reach. In the past two years, MSLGROUP Asia has been recognized with more than 40 awards, including MSL Japan’s 2009 ‘PR Lion’ in the Travel and Tourism category at the Cannes Lions International Festival of Creativity and “PR Consultancy of the Year” for Hanmer MSL India, 20:20 MSL India, Eastwei MSL China, and ICL MSL Taiwan from both international and local industry groups.

About MSLGROUP
MSLGROUP is Publicis Groupe’s PR, speciality communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to employee communications, from public affairs to reputation management and from crisis communications to event management. With more than 2,900 people, its offices span 22 countries. Adding affiliates and partners into the equation, MSLGROUP’s reach increases to 4,000 employees in 83 countries. Today the largest PR network in Greater China and India, the group offers strategic planning and counsel, insight-guided thinking and big, compelling ideas – followed by thorough execution. Learn more about us at: www.mslgroup.com + http://blog.mslgroup.com + Twitter + YouTube.

About Publicis Groupe
Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe employs approximately 49,000 professionals and offers local and international clients a complete range of advertising services through three global networks: Leo Burnett, Publicis, Saatchi & Saatchi, and numerous agencies including Fallon, 49%-owned Bartle Bogle Hegarty, and Kaplan Thaler Group. VivaKi combines digital and media expertise, allowing clients to connect with consumers in a holistic way, with Starcom MediaVest Group and ZenithOptimedia worldwide media networks; and interactive and digital marketing led by Digitas and Razorfish networks. VivaKi develops new services, tools, and next generation digital platforms. Publicis Groupe offers healthcare communications with Publicis Healthcare Communications Group (PHCG, the first global network in healthcare communications). And with MSLGROUP, one of the world's top five PR and Events networks, also provides expertise in corporate and financial communications, public affairs, branding, and social media marketing.
Website: www.publicisgroupe.com | Twitter: @PublicisGroupe |
Facebook: www.facebook.com/publicisgroupe