Yujie ChenManaging Director, PR Newswire China

@YujieChenweibo.com/chenyujie

yujie.chen@prnasia.comwww.prnasia.com

#IABC12

• China's population in 1960 was 667 million; more than double that of the United States in 2010. Population now stands at almost 1.4 billion

• Now the second largest economy in the world, many are predicting China will overtake the U.S. as the world’s largest economy within the next 10 to 15 years

• The U.N. and Goldman Sachs predict China will have 1.4 billion middle-class consumers by 2030, compared to only 365 million in the U.S.

Are You Aware Of The Opportunity Awaiting

You In China?

Are You Aware Of The Opportunity

Awaiting You In China?

• Market is worth over $200 billion to US companies

• In 2011, U.S. exports to China grew four times more than exports to the E.U.; E.U. exports to China grew 12 times more than exports from the E.U. to the U.S

• 71% of US companies with operations in China stated China was a top 5 priority; while 60% noted profits from China operations were greater than other business units

China’s Media Landscape can be very

confusing and contradictory at times,

but it can also be characterized by its fast transformation

Television

With a penetration rate of 97%, television is the centerpiece of many of China's 1.3 billion citizens

With 374 TV channels, it may seem odd that the only national TV network is the state-run China Central Television (CCTV)

One of the issues facing TV today is its continuingly strict censorship guidelines

teenagers and well-educated adults are seeing limitations in the type of broadcasting available and are becoming increasingly skeptical of the controlled messages that they are being exposed to

News Agencies

There are only two news agencies in China: Xinhua News Agency and China News Agency

Xinhua is the government's primary collector and distributor of information in China, and the most authoritative source on Chinese government affairs.

the largest wire service in the world, Xinhua provides daily, 24-hour news information to the world in Chinese and English. It is also responsible for creating many of the media controls regarding censorship in China.

State Media Stepping Up Efforts to Appear More Modern and Global,

But Commercial Media Are Gaining Audience, Credibility

Government Papers Commercial Papers

PR

INTED

ON

TH

E S

AM

E

DAY

And Here’s An Example Why…

Xinhua News Agency is the only

news agency in China and it’s

owned and controlled by the

government

The Most Penetrated

Media, So Far

Television has 97% penetration in China

and is the most popular source of

news and entertainment,

especially in rural areas

Print Media, Alive & Well,

Largely2,200 NEWSPAPERS

OVER 9,000 MAGAZINES

Trade And Online Sources Enjoy Increasing Authority In Business

Circles

Over 513 Million Internet Users In China And Growing

Watching video, instant messaging, gaming and reading news are the most popular

activities but micro-blogging and shopping are on fast

rise

From Portal to Search;From Social to Mobile

LARGEST COMMERCIAL NEWS WEBSITES

Baidu Enjoys 78% of Search Market Share

Has Only 16%

Paid Searches Can Dominate Several Pages

A Good PPC Campaign Can Skyrocket You to the Top

The Situation Improving, But Will Take Time

DOMINATES!

Over 700 Million Accounts Have Been Registered With Sina Weibo & Tencent

Weibo

77% of the companies have started micro-blogs, mainly to fulfill their needs in the areas of content marketing and multimedia communications services

87% of the respondents use social media on a daily basis

68% of Chinese companies recognize the role of social media in winning new clients and increasing product sales

China’s Top Micro-blogs

Weibo Presents Risks As Well As

Opportunities

With YouTube blocked, Chinese online video sites essential

China's online video users expected to reach almost 500 million by 2013

Content can be easily shared on the Weibo and SNS platforms and then played directly

Multimedia

1 billion mobile phones in use

66% use mobile phones to access online content

252 Million Smart Phone Users

THE GREAT FIREWALL OF CHINA

Almost All Western Social Media Blocked; Chinese Content Can Also be Blocked at Times

Local Players Dominate All Key Sectors

Local Players Dominate All Key Sectors

CensorshipBroadcast, Print and Digital Media are Closely Monitored; Editors and

Journalists Alike are Under Government Pressures; Content

Must Be Suitable for Public Consumption

Does This Need To Negatively Impact Your

Business?

Pay for Play

Think BIG

Play to the Masses

What Works In The US Doesn’t Always

Translate

Dos & Don’ts

Chinese Survival Guide

Understand your target audience and write copy that is interesting & relevant

Localize your content whenever possible, tailoring content so that it stands out and shows effort , Try to include a local contact person

Keep your headlines short – under 20 characters is best, as many sites have limitations regarding what they'll accept

Keywords are important, so think about how English content is translated; use native speakers or translators that can be trusted

Top Tips For Writing

A Press Release

Personal relationships still key; face-to-face meetings still important

Be proactive and research information about media points that are of interest

Be active in your communications, answer questions and don't be afraid to follow-up via telephone Use social media platforms where feasible to build key influencers

Top Tips For Building

Media Relations!

If serious about the Chinese market, optimize your website in Chinese

Search remains a key tool for both consumers and journalists, so ensure content is SEO-friendly, remembering Baidu.com dominates the market with unique search rules

Traditional media still remain important and influential, and major portals also aggregate their content

Utilize images and video to your advantage. You're much more likely to get noticed and shared if you do

The major blogs and social media platforms carry a lot of weight with search engines

Getting Noticed Online!

Remember….

Get It Right, and…..

SOURCE: 24/7 Wall St. (Jan. 2012)

Enjoy!

Q&A

Thank You!