21
MEDIA VISIBILITY IN CHINA Ying Hu, 24 September 2014

Media Visibility in china_2014

Embed Size (px)

DESCRIPTION

Cleantech Finland's media visibility in China

Citation preview

Page 1: Media Visibility in china_2014

MEDIA VISIBILITY IN CHINA

Ying Hu, 24 September 2014

Page 2: Media Visibility in china_2014

CONTENT

• Media landscape in China

• Visibility we have been achieved

• How we achieved?

• Future plan

• Tips

Page 3: Media Visibility in china_2014

MEDIA LANDSCAPE

IN CHINA

Page 4: Media Visibility in china_2014

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,

Wechat

• Mobile Media• 83% of

online users

• Multimedia• e.g. Youku,

SinaVideo

Page 5: Media Visibility in china_2014

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

Page 6: Media Visibility in china_2014

VISIBILITY WE HAVE

ACHIEVED

Period: Dec 2013 – Jun 2014

Page 7: Media Visibility in china_2014

MEDIA COVERAGEPeriod: Dec 2013 – Jun 2014

Media hits

Printed & Online

media

TV interviews by

National and

Satellite TV Stations

Page 8: Media Visibility in china_2014

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

Page 9: Media Visibility in china_2014

Chinese Partymedia outlets

48 %

Media tours in Finland

13 %

Trade fairs13 %

Industrial Survey

9 %

Politician dialogue

17 %

MEDIA COVERAGEPeriod: Dec 2013 – Jun 2014

Page 10: Media Visibility in china_2014

HOW WE

ACHIEVED?

Page 11: Media Visibility in china_2014

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.

Page 12: Media Visibility in china_2014

1. STRONG MEDIA RELATIONS

Page 13: Media Visibility in china_2014

2. LOCALIZED CONTENT

• Press release

and Marcom

materials in

Chinese

• Media

briefing in

Chinese

Page 14: Media Visibility in china_2014

3. PRESENCE IN TRADE FAIRS

Page 15: Media Visibility in china_2014

4. TEAM FINLAND COOPERATION

Page 16: Media Visibility in china_2014

5. COMMITMENT FROM COMPANIES

Page 17: Media Visibility in china_2014

OUR FUTURE

MEDIA PLAN

Page 18: Media Visibility in china_2014

• 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

Page 19: Media Visibility in china_2014

TIPS FOR MEDIA

RELATION

IN CHINA

Page 20: Media Visibility in china_2014

• 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

Page 21: Media Visibility in china_2014

KIITOS!

TACK!

THANK YOU!