(Source: https://pltfrm.com.cn)
Introduction
China’s media ecosystem is vast, dynamic, and nuanced. For overseas brands aiming to build visibility and credibility, public relations is not simply about issuing statements—it’s about building narratives that resonate with Chinese audiences. This article dives into proven PR campaign tactics that have helped overseas companies localize their communications, gain trust, and establish a presence in the Chinese market.
1. Building a Newsworthy Narrative for China
1.1 Focus on Social Relevance
Localized Angles: Frame your brand message around topics that matter to Chinese consumers—such as wellness, digital transformation, education, or environmental responsibility.
National Priorities: Connect your brand to China’s broader development goals (e.g., “dual circulation,” sustainability, rural revitalization) to attract policy-aligned media outlets.
1.2 Solution-Oriented Messaging
Problem > Solution: Position your product or service as solving a very specific local pain point—be it cross-border logistics, digital payment integration, or user privacy concerns.
SaaS Example: For a SaaS brand, emphasize how your tool supports Chinese SMEs or accelerates digital workflows amid local economic pressures.
2. Selecting the Right PR Tactics
2.1 Press Release Localization
Content Tailoring: Chinese press releases should begin with clear, benefit-driven headlines. Avoid jargon and translate with nuance rather than word-for-word.
Distribution Platforms: Use local PR platforms such as Meihua, XinhuaNet Syndication, or WeMedia networks for scalable outreach.
2.2 Multimedia Integration
Visual PR Assets: Include infographics, video interviews, and product walkthroughs in your releases—especially for tech and SaaS offerings.
Media Kits: Make it easy for Chinese journalists and bloggers to tell your story by preparing bilingual press kits with product sheets, brand background, and image assets.
3. Collaborating with Chinese Media and Journalists
3.1 Cultivating Media Relationships
Targeted Pitches: Rather than mass emailing, tailor your media outreach to fit the journalist’s beat. For example, contact business journalists for SaaS campaigns or lifestyle editors for wellness tech.
Relationship Building: Host small press luncheons or webinars to educate media stakeholders and allow for deeper brand understanding.
3.2 Influencer-Journalist Hybrids
Media KOLs: Many respected journalists now also operate as influencers, sharing editorialized takes on products or companies. These hybrid voices can bring both trust and visibility.
4. PR Analytics for Market Feedback
4.1 Platform Metrics
Media Impact: Track repost frequency on platforms like Weibo and Toutiao to see which stories gain organic traction.
Engagement Signals: Measure WeChat view counts, shares, and user comments for any content amplified through official accounts or syndication.
4.2 Long-Term Brand Impact
Brand Awareness Uplift: Monitor Baidu search frequency and brand keyword trends over time to evaluate awareness gains.
Lead Gen Linkage: Embed trackable QR codes and UTM links in press articles to funnel traffic directly into conversion pipelines like WeChat mini-programs or landing pages.
Case Study: U.S. SaaS Company Launches Productivity App in China
To introduce its productivity suite in China, a U.S. SaaS company launched a media blitz built around China’s return-to-office trend post-COVID. The company issued a press release tailored to Chinese business goals and included stats on remote work efficiency. They secured coverage from 20+ digital media outlets including 36Kr and IT之家, and also partnered with two journalist-KOLs to run feature articles on WeChat. The campaign helped the brand earn 6,000+ new user sign-ups and built strong brand familiarity among tech decision-makers.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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