2014 China New Media Content Marketing and ROI Measurement

News Release: Cycle, Frequencies, Types, Methods & KPIs

Introduction

This is the 3rd part of the PR Newswire report ‘2014 China New Media Content

Marketing and ROI Measurement’.

• The report is based on online surveys. All interviewees were invited through

email, Weibo

and telephone so the statistics may have neglected companies that don’t often

use Internet.

• This survey only targets professionals in certain areas including branding,

marketing and

company executives, professionals from other areas are not included.

• This survey consists of 4 parts and 31 questions, the interviewees answer all

questions

according to current status of their companies. Based on the companies’

business type,

size, industry and business model, the report analyzes their content publication

channels in

terms of frequency of use, current status, strategy, future trends, budget and

future

challenges.

Legend

1. Cycles Of News Release 4

2. Frequencies Of News Release 6

3. Types Of News Release 8

4. Methods Of News Release 10

1. KPIs For News Release 12

1. Cycle Of News Release

By publishing trustworthy, fresh and interesting content through traditional

media, Internet and social media, enterprises can increase their influences, raise

the reputation of their brands, gain public awareness, engage with their users,

maintain lasting visibility on search engines and acquire high-quality visits.

1. Cycle Of News Release

2. Frequencies Of News Release

In the last 12 months, number of news release by enterprises remains nearly

the same compared to the previous year. B2C enterprises have made more

news releases with 56.7% of them making more than 20. Most number of

news release is made by companies in the automobile, exhibition and IT

industry.

In the last 12 months, 56.5% of automobile companies made more than 50

news releases, with 1/3 of them over 100. 17.2% of computer/software &

hardware/telecommunication companies made more than 100 news releases.

2. Frequencies Of News Release

3. Types Of News Release

In the last 12 months, news content on ‘promotion/marketing events’ made

by companies decreased markedly, the quality of news release has seen

some improvements over the previous year.

Most numbers of news release on ‘promotion/marketing events’ are made by

companies in food/beverage (75%), retailing/FMCG (72.7%), travel/hotel

(71.4%) and automobile (70.3%) industry.

3. Types Of News Release

4. Methods Of News Release

Most number of news release made by enterprises is for ‘new

products/services/businesses’. Compared with the year before, news releases on

‘promotion/marketing events’ decreases to 46.7% from 58.5%, news releases on

‘corporate business cooperation’ increases markedly to 41.18% from 27.33%.

B2B enterprises made more news releases on ‘research reports’ (33%),

‘corporate business cooperation’ (45.3%), ‘corporate social responsibility’

(30.9%), ‘meetings/conferences/awards’ (53%) and etc., number of news release

on ‘promotion/marketing events’ is much lower for B2C enterprises.

Compared with the previous year, the percentage of enterprises using

professional services such as PR agencies and professional news agencies

increases by 3%, almost half (53.4%) of foreign companies use PR or

professional news agencies for news release.

4. Methods Of News Release

5. KPIs For News Release

About 56.7% of enterprises put most emphasis on ‘number of reprints for each publication’ which is followed by ‘results of SEO’, ‘number of industry websites reached’ and ‘visibility on social media’ as the most important KPIs for news release. Least attention is paid to ‘number of journalists/media reached’, ‘length of news articles on media’ and ‘number of articles on print media’.

Print media is still the most emphasized channel for companies in the travel/hotel and automobile industry, around 42.9% of travel/hotel companies and 44.4% of automobile companies cite number of ‘number of articles on print media’ as important KPI, and over 60% (62.3%) of automobile companies list ‘number of news releases sent annually’ as a key KPI.

About half of companies in the travel/hotel, Internet, e-commerce, education, retail/FMCG, food/beverage industry put more emphasis on ‘visibility on social media’ for their news release.

B2B enterprises put more emphasis on ‘number of reprints for each publication’ (60%) and ‘number of industry websites reached’ (46.7%), the percentages for B2C enterprises are 49.3% and 35.3% respectively. Nearly 40% of B2C enterprises agree that ‘corporate social responsibility’ is one of an important KPIs for news release, however less than 1/3 (29.2%) of B2C enterprise share the same view.

5. KPIs For News Release

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