We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

OCTOBER 28, 2015 //  

Why PR is More Important than Ever in China


WolfBook_Slider


In the wake of the global financial crisis and the arrival of China's fifth generation of national leaders, it has never been more difficult to establish, build, defend or rejuvenate a brand or corporate reputation in China.

Beijing once welcomed foreign businesses as catalysts for China's economic development. However, today, China has no shortage of capital, technical know-how and business best practices. Competition has also intensified. Players from every industry in the world have flocked to China, running head-to-head with local companies equally eager to stand out from the crowd and dominate the market. Additionally, how a company and its brands are perceived in China is no longer important only in China. What a reporter writes there can be market-moving news worldwide.

These and a myriad of other issues indicate that now, more than ever, public relations is a critical tool for a company's success. PR must be strategic, proactive and consistent. It must address all of a company's stakeholders in China without forgetting that there are others from overseas who are taking notice. PR must be executed with the same care, enthusiasm and senior level attention that a company gives to its sales, finances and product development.

In my new book, “Public Relations in China: Building and Defending Your Brand in the PRC,” I offer practical advice for public relations professionals working for companies that are operating or planning to operate in China. I'll dive a bit deeper into some of these issues over the next several weeks, which include:

The importance of understanding the layers of Chinese regulation. Understanding who makes policy and why, and who interprets that policy toward enforcement are what makes the difference between bending with the political winds and being broken by them.
What happens in China moves the market. What happens in your company's China operations can move your share price overnight, even before you get to the office. This means that company leadership and teams must be ready to react quickly and get ahead of the news cycle before a story runs out of control.
How to influence government policy in China. While this has become harder than ever for foreign companies, there are still ways to ensure that your voice is heard in the policymaking process.
The differences between Chinese and US media. The emergence of investigative journalism and the arms-length relationship between the government and media should not be seen as the emergence of independent journalism. The Party is still determined to ensure that media remain responsive to the needs of the government.
How to enhance your social media efforts in China. While still a moving target, social media has risen to a level of importance for public relations professionals in China that is equal to, or greater than, the importance of journalists and the outlets for which they work.

I hope you will follow my perspectives on these topics, and chime in with any others you'd like to learn more about.

David Wolf is the managing director of Allison+Partners' Global China Practice. Recognized as a leader in China's public relations industry, David specializes in helping clients manage complex communications challenges, including government relations, crisis, new market entry, and corporate reorganization. His book, “Public Relations in China: Building and Defending Your Brand in the PRC,” was released in October 2015.  

The Stream

Articles + Opinions Delivered Directly to your Inbox.

Sign Up today!

BUSINESSINSIDER // AUG 16, 2017
Trump attacks Amazon: 'Doing great damage to tax paying retailers' t.co/tPqqRCgeEq t.co/Vhmu6ETMro
BRAINPICKER // AUG 16, 2017
Camus on the 3 antidotes to the absurdity of life t.co/q9GamNqMTS
ERICTTUNG // AUG 16, 2017
Despite rise in breaches, most organizations believe their #Data is safe via @infomgmt t.co/U25iDf6Jis
MAGGIENYT // AUG 16, 2017
Keep thinking about the quote from the Big Chill, about how no one can get through the day without two or three large rationalizations
MENTAL_FLOSS // AUG 16, 2017
What is Mercury in Retrograde, and Why Do We Blame Things On It? — t.co/JJaBO8h7FD t.co/5BZR8VekRs
TMAGAZINE // Aug 15, 2017 The photographer @MarioTestino began collecting photography in the early 1980s — and since then, he has amassed a formidable collection of contemporary photography that is unexpectedly subversive given the over-the-top glamour of his own subjects. In next
KRISTASCHLUETER // Aug 15, 2017 Photographed on set during the filming of Difficult People for @vulture @nymag thanks for this assignment @mayarrobinson ⚡️
GOODTYPE // Aug 15, 2017 "Together" by @vinivieira. . . . This GoodtypeTuesday, we are taking a stand against racism and bigotry. Letter a word, phrase or quote about inclusion, acceptance or love. Tag us @Goodtype and hashtag it #GoodtypeTuesday. . . . As always, we will repost
JATECSON // Aug 15, 2017 @drewleague MVP @franknittyy
JATECSON // Aug 14, 2017 @dianeabapo vs @randynakajima Mix Tape coming soon...
NATGEO // Aug 14, 2017 Photo @lucalocatelliphoto here we are at CERN - LHC experiment. At CERn the European Organization for Nuclear Research, physicists and engineers are probing the fundamental structure of the universe. Physicists from the ATLAS experiment have found today
TMAGAZINE // Aug 9, 2017 "There’s a scene toward the end that is quite shocking," says the 21-year-old @FlorencePugh of William Oldroyd’s "Lady Macbeth," in which she plays the protagonist, Katherine. "Some people have gotten up and left, and to me, that’s so exciting because we
MEDIAITE // AUG 9, 2017
Paul Manafort’s Home Raided By The FBI t.co/pXQPVuHiv9 t.co/EMwchPeaw4
MENTAL_FLOSS // AUG 9, 2017
What You'll See of the 2017 Solar Eclipse From Your ZIP Code — t.co/lfIye5uy5j t.co/iZkRSmuUlA
VULTURE // AUG 9, 2017
Bruce Springsteen is planning to set up shop on Broadway for eight weeks this fall t.co/DberDJK5iN
BUSINESSINSIDER // AUG 9, 2017
Amazon could be the first company worth $1 trillion — but it'll cost a lot of jobs t.co/mttbWHgGXC t.co/x9SQJtG1Hl
SALON // AUG 9, 2017
It's tough to resist the politics of "us versus them." But science suggests we can rewire our brains for pragmatism t.co/EAJbIIgZnh
ADFREAK // AUG 9, 2017
.@Chiquita claims the upcoming solar eclipse (well, partially) with wacky "Banana Sun" idea: t.co/PF3fnVo0LT t.co/acovVJY7vz
NATGEO // Aug 8, 2017 Photo @lucalocatelliphoto for @natgeo Here, three tourists from Saudi Arabia enjoy a ride at Ski Dubai, an indoor ski resort, at the Mall of the Emirates. The temperature in Dubai can get as high as 122 Fahrenheit but here, in the ski park, it’s a cool 14