Afew months ago, I wrote about some of the lessons that multinational companies （MNCs） in China learned during 2008： The importance of the internet as a communications channel; the need to heed local sensitivities...Afew months ago, I wrote about some of the lessons that multinational companies （MNCs） in China learned during 2008： The importance of the internet as a communications channel; the need to heed local sensitivities in crafting communications programs worldwide; and the growth of a more professional paradigm in local employee communications.展开更多
Every time I attend a seminar in marketing, sales or PR, someone will mention the wvord ＂guanxi ＂ Relationships are, of course, important in any market. By building guanxi , companies get better access to informatio...Every time I attend a seminar in marketing, sales or PR, someone will mention the wvord ＂guanxi ＂ Relationships are, of course, important in any market. By building guanxi , companies get better access to information, increased sales, or overcome bureaucratic hurdles by having the means to legitimately explain the company＇s position to decision makers. As important as this concept is in China, however, few companies take a strategic approach to guanxi -building, even in the most obvious areas of government relations, media outreach or sales. A company＇s collective guanxi can be defined as the organizatiorfs ability to call on personal relationships to appropriately facilitate the achievement of business objectives.展开更多
In last monks column, I discussed measuring public relations （PR） results in the context of differences between PR and advertising.Several readers have asked me to elaborate on the measurement of PR results.
Irecently gave a speech about online communications to the Shanghai PR Association. Afterwards, a seasoned Chinese PR manager made a remark which resonated with my own experience of multinationals： ＂The most junior ...Irecently gave a speech about online communications to the Shanghai PR Association. Afterwards, a seasoned Chinese PR manager made a remark which resonated with my own experience of multinationals： ＂The most junior people on my team are the only ones who understand the internet - but on the other harld, they also have the least experience of communications and PR. My senior colleagues and I have no idea about how to approach the online environment.＂展开更多
One of the most successful methods of Igetting coverage in the Chinese press is to arrange ongoing media interviews with a senior manager. Interviews are an opportunity for improving and humanizing corporate image by ...One of the most successful methods of Igetting coverage in the Chinese press is to arrange ongoing media interviews with a senior manager. Interviews are an opportunity for improving and humanizing corporate image by giving the organization a human face. But not all companies take advantage of this opportunity, and many could do it better. Choosing the right person, providing a personal angle,展开更多
Several times in this column I＇ve highlighted the importance of learning about and managing the rapidly emerging online communications challenge. Recently, several of our PR clients have asked us to work with their H...Several times in this column I＇ve highlighted the importance of learning about and managing the rapidly emerging online communications challenge. Recently, several of our PR clients have asked us to work with their HR departments to address a new challenge from the internet： employees who publicly vent their grievances about the company online.展开更多
During the spring of 2008, companies woke up to the power of social media in China. Most local PR professionals have known for a long time that communications crises tend to originate on the web before hitting mainstr...During the spring of 2008, companies woke up to the power of social media in China. Most local PR professionals have known for a long time that communications crises tend to originate on the web before hitting mainstream media. But even as they recognize how important the web has become, few companies are taking a comprehensive approach to the internet in China, and some are engaging in dangerous unethical practices.展开更多
Most of my work for multinationals （MNCs） in China has been affected by the controversies of the past several months and the resulting surge in local patriotism. We are likely facing a new media environment, in whic...Most of my work for multinationals （MNCs） in China has been affected by the controversies of the past several months and the resulting surge in local patriotism. We are likely facing a new media environment, in which Western public opinion may clash with a China coming to terms with its new role as a global player. MNCs in China risk being squeezed by public opinion on two fronts： from activist groups in the West, and irate customers in China.展开更多
Most companies in China are placing increasing emphasis on PR, but in many multinationals （MNCs） key decisionmakers lack a ＂natural＂ sense of which publication is more suited to a particular message, or even which...Most companies in China are placing increasing emphasis on PR, but in many multinationals （MNCs） key decisionmakers lack a ＂natural＂ sense of which publication is more suited to a particular message, or even which ones are more important and influential. Many are also unable to read Chinese. Together with the outdated method of measuring PR results by the number of ＂column inches＂ of coverage generated,展开更多
文摘Afew months ago, I wrote about some of the lessons that multinational companies （MNCs） in China learned during 2008： The importance of the internet as a communications channel; the need to heed local sensitivities in crafting communications programs worldwide; and the growth of a more professional paradigm in local employee communications.
文摘Every time I attend a seminar in marketing, sales or PR, someone will mention the wvord ＂guanxi ＂ Relationships are, of course, important in any market. By building guanxi , companies get better access to information, increased sales, or overcome bureaucratic hurdles by having the means to legitimately explain the company＇s position to decision makers. As important as this concept is in China, however, few companies take a strategic approach to guanxi -building, even in the most obvious areas of government relations, media outreach or sales. A company＇s collective guanxi can be defined as the organizatiorfs ability to call on personal relationships to appropriately facilitate the achievement of business objectives.
文摘In last monks column, I discussed measuring public relations （PR） results in the context of differences between PR and advertising.Several readers have asked me to elaborate on the measurement of PR results.
文摘Irecently gave a speech about online communications to the Shanghai PR Association. Afterwards, a seasoned Chinese PR manager made a remark which resonated with my own experience of multinationals： ＂The most junior people on my team are the only ones who understand the internet - but on the other harld, they also have the least experience of communications and PR. My senior colleagues and I have no idea about how to approach the online environment.＂
文摘One of the most successful methods of Igetting coverage in the Chinese press is to arrange ongoing media interviews with a senior manager. Interviews are an opportunity for improving and humanizing corporate image by giving the organization a human face. But not all companies take advantage of this opportunity, and many could do it better. Choosing the right person, providing a personal angle,
文摘Several times in this column I＇ve highlighted the importance of learning about and managing the rapidly emerging online communications challenge. Recently, several of our PR clients have asked us to work with their HR departments to address a new challenge from the internet： employees who publicly vent their grievances about the company online.
文摘During the spring of 2008, companies woke up to the power of social media in China. Most local PR professionals have known for a long time that communications crises tend to originate on the web before hitting mainstream media. But even as they recognize how important the web has become, few companies are taking a comprehensive approach to the internet in China, and some are engaging in dangerous unethical practices.
文摘Most of my work for multinationals （MNCs） in China has been affected by the controversies of the past several months and the resulting surge in local patriotism. We are likely facing a new media environment, in which Western public opinion may clash with a China coming to terms with its new role as a global player. MNCs in China risk being squeezed by public opinion on two fronts： from activist groups in the West, and irate customers in China.
文摘Most companies in China are placing increasing emphasis on PR, but in many multinationals （MNCs） key decisionmakers lack a ＂natural＂ sense of which publication is more suited to a particular message, or even which ones are more important and influential. Many are also unable to read Chinese. Together with the outdated method of measuring PR results by the number of ＂column inches＂ of coverage generated,
