Question

Topic: Advertising/PR

Doing Pr In China

Posted by Anonymous on 3/8/2005 at 8:34 AM ET 150 Points
I work for a management consulting firm that specializes and is recognized as a thought leader in the retail and consumer products industries, particularly in the US. Right now, we're looking to expand our presence in China, and in fact I am writing this KHE post from my desk in Hong Kong.

Here are the details of this particular situation. We have published an in-depth survey of the Chinese consumer that provides insight into the critical issues that drive consumer behavior in China. The report also reveals emerging trends that significantly affect the global retailing industry as a whole. We believe that this is something that retailers and brands that have entered or are entering the Chinese market (these days, that includes pretty much everybody) would be interested in.

The challenge at hand is how to use this publication to promote our firm. Our objectives are twofold:

1) to get our name in front of potential clients,

and far more importantly,

2) to build awareness of our knowledge and expertise in the retail and consumer goods industries among Chinese companies (and companies looking to enter China).

The publication has already gotten positive coverage from CNBC and the Asian WSJ, and has gotten exposure at a couple of conferences in Tokyo and Shanghai, but it's our feeling that we haven't done enough to capitalize on it.

What approach(es) would you suggest for us to put this publication out there more effectively?

Thank you in advance for your advice!
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RESPONSES

  • Posted by Peter (henna gaijin) on 3/8/2005 at 5:24 PM Accepted
    There are definite differences to the way business is done in China. For example, if you do a press tour or otherwise meet with Chinese press, it is expected for you to give a red envelope with cash to the press. Without doing this, you won't get any print - but doing this, you are pretty much guaranteed print. You may want to find a firm to work with that knows these differences, or start reading about them.

    You may want to contact Virago, one of the users of this site. He is based in China and may be able to give some good pointers. His profile is at: https://www.marketingprofs.com/ea/profile.asp?userID=258292
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