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Will You Add? - Asian Media Relations: Increase Your Profile and Image in China
Cross-Selling is a great way to boost revenues and profits by gently persuading existing customers to purchase an additional product during service conversations.There are ten really great reasons your CSR’s should make an effort to cross-sell to existing customers and clients:(1) You Already Have The Customer’s Attention!This may sound obvious, but it’s a critical fact. Marketers wrack their brains thinking of clever ways to simply get prospects to focus upon their offers. When you have existing customers on the phone, you don’t have to compete with other companies for their ears—they’re already tuned into you, and only you. From a communicat
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until th
People today are spending longer hours at work, in front of their computers, just to meet their pressing deadlines and KPIs. As a result, there are more incidents of debilitating back pain, neck ache, headaches, RSI and burnout that are reducing productivity and increasing stress leave.More than half of computer users each year develop neck or shoulder symptoms and just over one-third develop an impairment or the loss of some function [2] One survey found that backache was the most common complaint, followed by sore eyes and headaches.[1]In Australia, back problems are the leading specific musculoskeletal cause of health system expenditure, with an e
The following are ten points to consider when embarking on a media relations strategy in the Chinese market and identifying with the Chinese media.
1. Understand cultural differences.
Be sensitive to local communities and understand the complex and varied structures of the Chinese media. They are not uniform and often controlled at a local, provincial and national level. Improve your cultural literacy by understanding the culture and history of those you're doing business with. Respect these differences and don't impose your own values and perceptions on how the local media should treat you. Never make assumptions, do your research.
2. Use a local spokesperson.
Depending on the news value of the story, you will have a better chance of gaining media coverage the more Chinese you make your message. Using a local spokesperson will give you greater credibility. For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots.
3. Know your point of difference - what you do in your own backyard you also have to do in new markets.
Find out what makes you or your service or product unique in the Chinese marketplace? How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed. Be accountable as your actions will automatically be associated with your company’s offices regardless of their location.
4. Clarify your communication objectives?
What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural diversity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. By understanding your objectives you are more able to set tasks to achieve them accurately and will gain a better understanding of the processes involved.
5. Define your target audience?
Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it still have credibility even though it is controlled? The media is evolving and becoming more respected. Never assume similarities between similar markets in different countries, do your research, this not only helps define your objectives but offers cultural insight.
6. Identify the best channels of communication.
What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.
7. What is your key message?
The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until the
Outsourcing has been maligned for political reasons. The tremendous benefits of outsourcing to all, have been lost among the debates related to its so-called damage to the nation’s economy. Outsourcing has suffered because of its close association, in today’s world of internet, to offshoring. However, outsourcing has been a normal business practice for a long-time in the U.S. and has been the major contributor to the growth of many business organizations.Outsourcing has been used very frequently in the manufacturing industry for a long time very successfully. Manufacturers have been able to reduce their overall costs, improve manufacturing processes, improv
Depending on the news value of the story, you will have a better chance of gaining media coverage the more Chinese you make your message. Using a local spokesperson will give you greater credibility. For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots.
3. Know your point of difference - what you do in your own backyard you also have to do in new markets.
Find out what makes you or your service or product unique in the Chinese marketplace? How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed. Be accountable as your actions will automatically be associated with your company’s offices regardless of their location.
4. Clarify your communication objectives?
What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural diversity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. By understanding your objectives you are more able to set tasks to achieve them accurately and will gain a better understanding of the processes involved.
5. Define your target audience?
Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it still have credibility even though it is controlled? The media is evolving and becoming more respected. Never assume similarities between similar markets in different countries, do your research, this not only helps define your objectives but offers cultural insight.
6. Identify the best channels of communication.
What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.
7. What is your key message?
The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until th
There's just something about hitting the open road that appeals to many. For some, the allure is so strong they make it their careers. And, with plenty of good reasons beyond the fun, too. Trucking is a fantastic career choice and even a great personal business for just about anyone to get involved in.Truck drivers will cite a number of reasons as to what drove them to the career choice. These include:* Pay. Good, reliable truck drivers are hard to find. Inasmuch, trucking companies tend to pay top dollar for their drivers' time and expertise. This is especially so for drivers who are willing to tackle the long hauls. The money that can be had is inc
What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural diversity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. By understanding your objectives you are more able to set tasks to achieve them accurately and will gain a better understanding of the processes involved.
5. Define your target audience?
Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it still have credibility even though it is controlled? The media is evolving and becoming more respected. Never assume similarities between similar markets in different countries, do your research, this not only helps define your objectives but offers cultural insight.
6. Identify the best channels of communication.
What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.
7. What is your key message?
The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until th
You feel like you’re a square peg in a round hole at the office. You see yourself as a fashion icon or someone who knows the latest trends in clothing, make up and accessories and who dresses and acts in like manner. You have used your knowledge to help out your fashion-challenged friends and family members, turning them from dowdy ducks into graceful swans through the right clothes, the correct make-up and a few lessons in proper bearing, walk and projection.However, you’re working in an office where the majority dress as if they were stuck in the fifties.You decide it’s time to look for more suitable employment, perhaps in a company where the dre
6. Identify the best channels of communication.
What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.
7. What is your key message?
The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until th
Listening to complaints, whether they're reasonable or not, is a part of every manager's job. Sometimes complaints can be overwhelming. However, by taking them in stride with an open mind, we can learn much from our employees' and customers' feelings about the workplace.After all, a complaint is nothing more that a person telling you that his (or her) needs haven't been met. As dissatisfied customers, they are giving us a second chance to correct something that should have been done properly the first time around. (In this case the customer happens to be your employee.)If you listen to them patiently and attentively, their complaints will alert you t
8. Build your case.
When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.
9. What is the China hook?
What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until the local market tells you. Giving money to Chinese journalists is no longer acceptable. Use more legal and ethical incentives such as providing transport, lunch or a gift or souvenir item. This isn’t to be used as a bribe however, rather a hook, something to capture their interest and should be mutually beneficial.
10. Develop long-term relationships with the media.
Visit and meet journalists face to face. Network, get to know them and involve them in the story. There is now a focus on the interactive brand experience. For example in one successful mobile phone campaign local journalists were involved in trialing the product prior to launch. They were asked for their feedback and engaged proactively in its development providing them with ownership of the product and subsequent story. Relationships and personal connections, or guanxi, are very important in China and especially so in cultivating good media contacts.
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