media visibility in china_2014
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MEDIA VISIBILITY IN CHINA
Ying Hu, 24 September 2014
CONTENT
• Media landscape in China
• Visibility we have been achieved
• How we achieved?
• Future plan
• Tips
MEDIA LANDSCAPE
IN CHINA
China’s media 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,
• Mobile Media• 83% of
online users
• Multimedia• e.g. Youku,
SinaVideo
o Chinese media led by the state-party
o The party and nonparty outlets
-- All news media are state-owned.
-- Party organizations established market-targeting, sub-news outlets.
o Commercialization enforces state intervention in the media
o Chinese media --“a hybrid of political authoritarianism and capitalism”
o Media control is tight and strict, but rulers only censor “very negative news”
o Online/social media are flourishing.
o New media are under the good and effective control of the party-state.
MEDIA IN CHINA
VISIBILITY WE HAVE
ACHIEVED
Period: Dec 2013 – Jun 2014
MEDIA COVERAGEPeriod: Dec 2013 – Jun 2014
Media hits
Printed & Online
media
TV interviews by
National and
Satellite TV Stations
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
Chinese Partymedia outlets
48 %
Media tours in Finland
13 %
Trade fairs13 %
Industrial Survey
9 %
Politician dialogue
17 %
MEDIA COVERAGEPeriod: Dec 2013 – Jun 2014
HOW WE
ACHIEVED?
1. STRONG MEDIA RELATIONS
Media Type Media outlets
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, Jiefang Daily, China Science
Daily, etc.
Business & Economic 21st Century Business Herald, CBN Daily/Weekly,
Economic Observer, China Economic Times, Caixin Media,
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, Wenhui Daily
(Shanghai), Shanghai Morning Post, Sohu, etc.
1. STRONG MEDIA RELATIONS
2. LOCALIZED CONTENT
• Press release
and Marcom
materials in
Chinese
• Media
briefing in
Chinese
3. PRESENCE IN TRADE FAIRS
4. TEAM FINLAND COOPERATION
5. COMMITMENT FROM COMPANIES
OUR FUTURE
MEDIA PLAN
• 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
FUTURE PLAN
TIPS FOR MEDIA
RELATION
IN CHINA
• 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
KIITOS!
TACK!
THANK YOU!
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