中国媒体环境调查(NXPowerLite)

©Copyright2011WISDOMSUN.Allrightsreserved.ChineseMedia–StateControlledorFreewheelingTabloids?•KnowaboutthemedialandscapeinChina•KnowhowChinesemediadifferfromtheircounterpartsintheWest•ApplyglobalPRpracticesadaptedtolocalmarketconditions©Copyright2011WISDOMSUN.Allrightsreserved.Chinahasbeentheworld’s3rdlargestadvertisingmarket2,000Newspapers9,000Magazines100millioncopiesdailysold6,800TVchannels513millionInternetusers356millionsurfwithCellphone©Copyright2011WISDOMSUN.Allrightsreserved.NewspaperistheNo.1choiceofbrandawarenessandreputationbuildingMostnewspapersarelocalizedorregionalMediainTier1citiesareprofessional,andthatintier2citiesaremuchmorecommercialStrictgovernmentcensors©Copyright2011WISDOMSUN.Allrightsreserved.LifestylemediaarethebeneficiaryoftheChinadevelopmentProliferatedalongwiththegrowthoftheChinesemiddle-classandconsumercultureTheWest’sleadinglifestylemagazinesdominatethemarketFashion,skincareandluxurygoodsarethemaintopicsExpensiveforadvertisinginvestmentNomuchrestrictionandevenencouragement©Copyright2011WISDOMSUN.Allrightsreserved.BusinessmediatendtomoreprofessionalandaggressiveFlourishedalongwiththeChineseeconomyProfessionaljournalistsStrictgovernmentcensors,especiallyrefertothestate-ownedcorporationsMediablackmail©Copyright2011WISDOMSUN.Allrightsreserved.TelevisioniskinginChinaCapture76%ofChina’s$96billionadvertisingmarketChinaCentralTelevision(CCTV)istheonlynational-widenetworkandeveryprovincehasitsownnetworkforhostinglocalchannelsandprogrammingCommercialapproachStrictgovernmentcensorsLackastrongholdonsomeimportantnicheaudiences©Copyright2011WISDOMSUN.Allrightsreserved.InternetPortalsisthefirstchannelfortheyouthtogettheinformationThe2ndchannelforinformationdistribution,justbehindTVSina,SohuandNetease,listedonNASDAQ,arethetop3commercialportalsinChina.Notallowedtoproducetheirownnews©Copyright2011WISDOMSUN.Allrightsreserved.SocialmediahasbecomethemostactivechannelforinformationsharingKindsofequivalentofUSYouTube,Facebook,Twitter,andLinkedIn.265millionpeoplelogonSNSfrequentlyNo.1choiceforyoungandopinionleadersStricterrestrictionsSinaweiboisthemostactiveplatformwithmorethan200millionregisteredaccounts©Copyright2011WISDOMSUN.Allrightsreserved.PRinthePRC•UniquefactorsofPRinChina•Bestpracticeandmethodology©Copyright2011WISDOMSUN.Allrightsreserved.FundamentalssharedwiththeWestProfessionalapproachRelationshipsbuildRightmessagedeliver©Copyright2011WISDOMSUN.Allrightsreserved.1UniquefactorsinChinaGovernmentinfluenceTheauthorityleveragesChina’sdynamicmediatobenefitpoliticalstabilityThePartynowtendstoparticipateintheconversationasanauthoritativesourceTendstobeamoresophisticatedapproach©Copyright2011WISDOMSUN.Allrightsreserved.Case:RailwayaccidentThegovernmentaskthejournaliststofocusonreportingtouchingstories,suchaslocalvillagersrescuingpassengersandblooddonationsfromsympatheticcitizens,insteadofchallengingthesafetyoftherailwaysystemorthepossiblecorruption.©Copyright2011WISDOMSUN.Allrightsreserved.2UniquefactorsinChinaMaturingMarketThecombinationof“payingforcoverage”andpitchinggoodstory©Copyright2011WISDOMSUN.Allrightsreserved.3UniquefactorsinChinaPotentialforcorruptionBriberyfornonegativepublicityMediablackmailfrombusinessmedia©Copyright2011WISDOMSUN.Allrightsreserved.MethodologyinChina1.UnderstandLocalTargetAudiences,Industry,andMedia2.DevelopTailoredNewsAnglesthatCatchMediaAttention3.BuildandNurturelong-termmediarelation4.CreateYourOwnMedia5.Don’tEverBeTemptedByorTolerateUnethicalPRPractices©Copyright2011WISDOMSUN.Allrightsreserved.Profileofthekeymedia©Copyright2011WISDOMSUN.Allrightsreserved.NewspaperPeople’sDaily(人民日报)est.1948circ.2.8millionAnewspaperundertheCentralCommitteeoftheCommunistPartyofChina(CPC),People'sDailydistributesthelatestnewsandpolicyinformationofthePartyandgovernmentandmajordomesticandinternationalnewsreleasesfromChina.ItisthemouthpieceoftheCPCanddistinctlypatrioticintone.MNCsachievingpositivecoverageinPeople’sDailycanbeperceivedinthemarketasbeinginfavorwiththePartyandgovernment.InadditiontoitsmainChinese-languageedition,ithaseditionsinEnglish,Japanese,French,Spanish,Russian,andArabic.Italsohasanon-lineversion,peopledaily.com.cn,whichisoneofthelargestChinesenewsportals.©Copyright2011WISDOMSUN.Allrightsreserved.NewspaperChinaYouthDaily(中国青年报)est.1951,circ.500,000RunbytheCentralCommitteeoftheCommunistYouthLeagueofChina,ChinaYouthDailyisapopularofficialdailynewspaperandthefirstindependently-operatedcentralgovernmentnewsmediaportalinthePeople'sRepublicofChina.Althoughitslargereaderbaseisdueinparttomandatorysubscriptionsatuniversitiesandhighschools,itisahigh-qualityandwell-respectednewspaper,especiallybecauseofitsfocusonhumaninterestoverpolitics.AswiththePeople’sDaily,positivecoverageinthisnewspapercanprovideMNCsinChinasomepoliticalcachet.©Copyright2011WISDOMSUN.Allrightsreserved.ChinaDaily(中国日报)est.1981,circ.570,000TheleadingEnglishlanguagedailyinChina,itisthemostpopularlocalnewspaperamongforeignerslivinginthePRC.Twentyyearsago,ChinaDailywasadulllitanyofpositivenewsaboutChinaandtriteobs