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Media Visibility in China

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Media visibility in China

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Media Visibility in China

  1. 1. MEDIA VISIBILITY IN CHINA Ying Hu, 24 September 2014
  2. 2. CONTENT •Media landscape in China •Visibility we have been achieved •How we achieved? •Future plan •Tips
  3. 3. MEDIA LANDSCAPEIN CHINA
  4. 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. 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. 6. VISIBILITY WE HAVE ACHIEVED Period: Dec 2013 –Jun 2014
  7. 7. MEDIA COVERAGE Period: Dec 2013 –Jun 2014 Media hits Printed & Online media TV interviews by National and Satellite TV Stations
  8. 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. 9. Chinese Party media outlets48 % Media tours in Finland13 % Trade fairs13 % Industrial Survey9 % Politician dialogue17 % MEDIA COVERAGE Period: Dec 2013 –Jun 2014
  10. 10. HOW WE ACHIEVED?
  11. 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. 12. 1. STRONG MEDIA RELATIONS
  13. 13. 2. LOCALIZED CONTENT •Press release and Marcommaterials in Chinese •Media briefingin Chinese
  14. 14. 3. PRESENCE IN TRADE FAIRS
  15. 15. 4. TEAM FINLAND COOPERATION
  16. 16. 5. COMMITMENT FROM COMPANIES
  17. 17. OUR FUTURE MEDIA PLAN
  18. 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. 19. TIPS FOR MEDIA RELATION IN CHINA
  20. 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. 21. KIITOS! TACK! THANK YOU!

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