"In China, perhaps more than anywhere else in the world, building
and maintaining a strong corporate image--carefully managing
reputation--is critical to the achievement of virtually every
company's business purpose," said Dian Terry, senior vice president
and general manager of Hill and Knowlton's Beijing-based Chinese
operations.
To build a positive image in China, corporate communications
plans must be integrated with business plans, as well as with
government relations and marketing priorities, said the 10-year China
PR veteran last month at an International Association of Business
Communicators seminar in Hong Kong.
Steps to Image Success
Terry cited several strategies essential for PR success in China:
-- Research your audiences and publics.
-- Tailor your image to the Chinese market, while retaining an
international image (and the product/service quality that implies in
China).
-- Back up direct relations--face-to-face, personal contact--with
media relations. "Maximize direct contact by building strong media
relations and maximize media relations by merchandizing results to aid
your direct contact," she said.
-- Seek maximum exposure for milestones, such as new facilities,
signings of agreements and other developments. (Hill and Knowlton,
011-86-10-512-3524)