【正文】 169。 Copyright 2023 WISDOMSUN. All rights reserved. Chinese Media – State Controlled or Freewheeling Tabloids? ? Know about the media landscape in China ? Know how Chinese media differ from their counterparts in the West ? Apply global PR practices adapted to local market conditions 169。 Copyright 2023 WISDOMSUN. All rights reserved. China has been the world’s 3rd largest advertising market 2,000 Newspapers 9,000 Magazines 100 million copies daily sold 6,800 TV channels 513 million Inter users 356 million surf with Cellphone 169。 Copyright 2023 WISDOMSUN. All rights reserved. Newspaper is choice of brand awareness and reputation building Most newspapers are localized or regional Media in Tier 1 cities are professional, and that in tier 2 cities are much more mercial Strict government censors 169。 Copyright 2023 WISDOMSUN. All rights reserved. Lifestyle media are the beneficiary of the China development Proliferated along with the growth of the Chinese middleclass and consumer culture The West’s leading lifestyle magazines dominate the market Fashion , skincare and luxury goods are the main topics Expensive for advertising investment No much restriction and even encouragement 169。 Copyright 2023 WISDOMSUN. All rights reserved. Business media tend to more professional and aggressive Flourished along with the Chinese economy Professional journalists Strict government censors, especially refer to the stateowned corporations Media blackmail 169。 Copyright 2023 WISDOMSUN. All rights reserved. Television is king in China Capture 76% of China’s $96 billion advertising market China Central Television (CCTV) is the only nationalwide work and every province has its own work for hosting local channels and programming Commercial approach Strict government censors Lack a strong hold on some important niche audiences 169。 Copyright 2023 WISDOMSUN. All rights reserved. Inter Portals is the first channel for the youth to get the information The 2nd channel for information distribution, just behind TV Sina, Sohu and Netease, listed on NASDAQ, are the top 3 mercial portals in China. Not allowed to produce their own news 169。 Copyright 2023 WISDOMSUN. All rights reserved. Social media has bee the most active channel for information sharing Kinds of equivalent of US YouTube, Facebook, Twitter, and LinkedIn. 265 million people log on SNS frequently choice for young and opinion leaders Stricter restrictions Sina weibo is the most active platform with more than 200 million registered accounts 169。 Copyright 2023 WISDOMSUN. All rights reserved. PR in the PRC ? Unique factors of PR in China ? Best practice and methodology 169。 Copyright 2023 WISDOMSUN. All rights reserved. Fundamentals shared with the West ? Professional approach ? Relationships build ? Right message deliver 169。 Copyright 2023 WISDOMSUN. All rights reserved. 1 Unique factors in China Government influence The authority leverages China’s dynamic media to benefit political stability The Party now tends to participate in the conversation as an authoritative source Tends to be a more sophisticated approach 169。 Copyright 2023 WISDOMSUN. All rights reserved. Case: Railway accident The government ask the journalists to focus on reporting touching stories, such as local villagers rescuing passengers and blood donations from sympathetic citizens, instead of challenging the safety of the railway system or the possible corruption. 169。 Copyright 2023 WISDOMSUN. All rights reserved. 2 Unique factors in China Maturing Market The bination of “paying for coverage” and pitching good story 169。 Copyright 2023 WISDOMSUN. All rights reserved. 3 Unique factors in China Potential for corruption Bribery for no negative publicity Media blackmail from business media 169。 Copyright 2023 WISDOMSUN. All rights reserved. Methodology in China 1. Understand Local Target Audiences, Industry, and Media 2. Develop Tailored News Angles that Catch Media Attention 3. Build and Nurture longterm media relation 4. Create Your Own Media 5. Don’t Ever Be Tempted By or Tolerate Uhical PR Practices 169。 Copyright 2023 WISDOMSUN. All rights reserved. Profile of the key media 169。 Copyright 2023 WISDOMSUN. All rights reserved. Newspaper People’s Daily (人民日?qǐng)?bào) ) est. 1948 circ. million A newspaper under the Central Committee of the Communist Party of China (CPC), People39。s Daily distributes the latest news and policy information of the Party and government and major domestic and international news releases from China. It is the mouthpiece of the CPC and distinctly patriotic in tone. MNCs achieving positive coverage in People’s Daily can be perceived in the market as being in favor with the Party and government. In addition to its main Chineselanguage edition, it has editions in English, Japanese, French, Spanish, Russian, and Arabic. It also has an online version, , which is one of the largest Chinese news portals. 169。 Copyright 2023 WISDOMSUN. All rights reserved. Newspaper China Youth Daily (中國(guó)青年報(bào) ) est. 1951, circ. 500,000 Run by the Central Committee of the Communist Youth League of China, China Youth Daily is a popular of