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Media plays a central role in shaping brand perception in China. But navigating the local media landscape—comprised of government-influenced outlets, commercial platforms, and a fast-growing digital ecosystem—requires more than just a press release. It takes strategy, local insight, and the right partnerships.
Let’s break down how international brands can successfully build strong media relations in China.
1. Understand the Chinese Media Landscape
The Chinese media environment includes:
- State-owned and regulated media (e.g. Xinhua, CCTV)
- Commercial outlets (e.g. Sina, Tencent, NetEase)
- Industry-specific platforms for tech, fashion, education, etc.
- Social media platforms like Weibo, Rednote (Xiaohongshu), Douyin
Understanding which channel to target—and how—is critical for successful media outreach.
China Business Agency helps clients identify and prioritize the most impactful media for their industry and audience.
2. Tailor Your Brand Narrative for Local Media
A one-size-fits-all approach won’t work in China. Local journalists and editors are looking for:
- Localized relevance: Why does this matter to Chinese consumers?
- Industry insight: Does this reflect innovation or market trends?
- Strong visuals: High-quality photos or videos help improve pick-up.
- Cultural fit: Avoid phrases or angles that may be misunderstood.
Working with a bilingual PR team ensures your content lands well—literally and culturally.
3. Leverage Media Events and Face-to-Face Connections
Relationships are everything in Chinese media. While email outreach is common, in-person engagement still reigns supreme:
- Host press briefings or exclusive media roundtables
- Attend industry events to meet editors and producers
- Offer interviews with brand executives or spokespersons
Building media rapport takes time—but pays off long-term in earned trust and better coverage.
4. Integrate Media Strategy with Social and Influencer Campaigns
In China, media influence often overlaps with KOLs and digital creators. Some journalists are also active Weibo users; others follow KOL trends closely.
Integrating your media outreach with influencer engagement:
- Boosts visibility
- Strengthens message consistency
- Enhances credibility in consumers’ eyes
China Business Agency can orchestrate multi-channel media campaigns that blend traditional and digital outreach.
Conclusion
Securing meaningful media coverage in China is both an art and a science. By understanding the local landscape, crafting the right story, and nurturing relationships, international brands can earn visibility, credibility, and consumer trust.
China Business Agency provides comprehensive media relations services, from local press pitching and story development to press events and bilingual media training.