As Western corporations eye the vast and quickly growing Chinese
market, PR practitioners charged with executing programs there quickly
find that they have much to learn.
Insights into what professionals should watch out for there were
shared last month in a panel session at the annual meeting of the
Counselors Academy of the Public Relations Society of America, held in
Coronado, Calif.
Vast, Complex Market
Leaving aside language concerns, the size of the market is
overwhelming, said Kenneth DeWoskin of the department of Asian
Languages and Cultures at the University of Michigan. For example,
the country contains 95 cities with populations in excess of 1
million, he said. But Western companies find that their efforts to
tap this vast market are impeded by numerous limitations, such as the
paucity of market information services and consumers' evolving
lifestyles.
PR Still Seen As Propaganda
In the commercial marketplace, PR also is evolving: in many
cases, it's an entirely new thing" for Chinese organizations and
media, said DeWoskin. Not surprisingly, PR still is seen as similar
to propaganda. In fact, in the Chinese language, one word refers to
advertising, public relations and propaganda, he said.
Media, Government Relations Nuances
Media relations practices in China vary from the practices
familiar to Western PR executives, said Doug Killian, director of
international communications, Northwest Airlines Inc.. For example,
Western companies are advised to play down their earnings statements
to avoid the perception that foreign-owned entities are profiting from
the Chinese marketplace. Along those lines, companies should consider
reporting financial results on a yearly, rather than quarterly basis,
he said.
Relationships with the government and local communities are
critical for Western companies doing business in China, said Killian.
He said Northwest organized a May 3 state dinner to mark the opening
of direct flights from the United States to Beijing. His company also
does "a lot" of community relations in China, he said. (Counselors,
212/995-2230)