Doing Business in China more
Welcome to China‚ which every day discards more of its Land of Mystery anonymity for Western businesses and organizations. As for public relations in China‚ despite explosive growth‚ it still represents an industry that took off only a decade or so ago when China’s market economy began to surge. I co–founded Newscan in 1980 and it’s been Ketchum Newscan for a decade‚ so we’re PR pioneers of sorts. Your company may already be doing business in China‚ and many of you may have visited China. Perhaps‚ though‚ you haven’t considered communication or public relations in Greater China and how they work here.
First‚ PR growth is concentrated in some key cities — Beijing, Shanghai‚ Guangzhou/Shenzhen and‚ increasingly‚ Chengdu/Chongqing and Dalian — and expansion into second-tier cities will take some time. Second‚ many major corporations on the mainland have accelerated their spending on community services and more are beginning to invest in corporate image-building. They realize that international investors increasingly look for real corporate social-responsibility measures from workplace conditions to environmental practices. Other growing areas of PR expertise include investor relations and help with initial public offerings by Chinese companies.
In addition‚ as the domestic consumer market explodes‚ companies are recognizing the need for promotion and brand marketing. Brand recognition is the name of the game as the affluent and the young generation of consumers look for choices‚ from cars and computers to soft drinks and fashions.
It’s exciting to be a participant in and a spectator to so many changes – and many more will follow. With six full-service offices in Greater China – in Hong Kong, Beijing, Shanghai, Guangzhou, Chengdu and Taipei – Ketchum Newscan has a front–row seat as it continues to assist its clients in this ever-changing landscape.
Above we offer views on an array of communications issues about doing business in China from colleagues who work or have worked with us.