【正文】 pyright 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. 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. 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. 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。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. 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. 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. Profile of the key media 169。s Republic of China. Although its large reader base is due in part to mandatory subscriptions at universities and high schools, it is a highquality and wellrespected newspaper, especially because of its focus on human interest over politics. As with the People’s Daily, positive coverage in this newspaper can provide MNCs in China some political cachet. 169。 Copyright 2023 WISDOMSUN. All rights reserved. Newspaper Beijing Evening News (北京晚報(bào) ) est. 1958, circ. million Inexpensive and readable, the Beijing Evening News is one of the capital’s most popular dailies – especially with older readers. However the Beijing Evening News faces challenges from other emerging general newspapers and online portals, and its circulation has been declining. 169。 Copyright 2023 WISDOMSUN. All rights reserved. Newswire Xinhua News Agency (新華社 ) est. 1931 As the state news agency of the People’s Republic of China, Xinhua is the government’s primary collector and distributor of information in China and the most authoritative source of information on Chinese government affairs. Employing more than 10,000 people in 107 bureaus worldwide, 31 of which are in China, Xinhua News Agency is the largest wire service in the world. The agency provides daily 24hour news information to the world in Chinese, English, French, Spanish, Russian, Arabic and Portuguese. As most Chinese newspapers do not have overseas bureaus, Xinhua is their primary source for international reporting. Just as with other media in China, the government has cut its funding of the agency and it now generates revenue through public relations and information services. In 2023, it launched its 24hour Englishlanguage news channel China Xinhua News Network Corporation (CNC World), which is headquartered in Hong Kong. CNC World will reportedly be a strategic focus for Xinhua News Agency in the next five years. 169。 Copyright 2023 WISDOMSUN. All rights reserved. Business Media China Business News (第一財(cái)經(jīng)日?qǐng)?bào) ) est. 2023, circ. 250,000 Like Bloomberg, the CBN Group operates print and broadcast business news services. The Group’s newspaper, China Business News, is published Monday through Saturday。 Copyright 2023 WISDOMSUN. All rights reserved. Lifestyle Media Modern Weekly (周末畫(huà)報(bào) ) est. 1980, circ. 497,500 A glossy tabloid published in Guangzhou with a focus on fashion and culture, Modern Weekly is China’s leading paper with weekly distribution. It is well known for its personal interviews and business section. Targeting upper ine Chinese and those that inspire to be, it is a favorite advertising platform for luxury, fashion, and other highend consumer brands. 169。 Copyright 2023 WISDOMSUN. All rights reserved. Lifestyle Media New Weekly (新周刊 ) est. 1996, circ. 285,000 Possibly the trendiest of Chinese lifes