Media Relations (May 19, 2004, Beijing),1,Media and Journalists in China Principles of Working with Media What Can Media Do for us? What Shall We Do for Media? Case Study,Agenda,2,8,725 of magazines 2,058 of TV channels / 360 TV stations 2,094 of newspapers 1,933 of radio channels / 360 radio stations 595,550 Websites internet plays an increasingly important role (Info source: Media Analyzing Web, China Internet Info Resources Report),Media and Journalists in China,3,Limited resources / tight budgets More attention to consumers Window to the Chinese consumers Patriotism Thirsty for new info (trends, tech, etc.) Strong support of reform and development Openness to intl coverage and perspective Tightened restriction of commercial stories Tight editorial control Quality of reporting fluctuates Higher turnover,Media and Journalists in China,4,Each comes with his / her own style, level of ethics, expertise, knowledge and personality Each one, however junior or senior, demands respect, attention and patience,Media and Journalists in China,5,Facts and Figures Access to the senior managers and first-hand info Exclusiveness Juicy stuff and localized materials News mutual respect No lies Dont be forced into saying / doing which you dont want to say /do,Principles of working with media,9,Help us to reach different stakeholders customers, employees, business partners, opinion leaders, investors, administrators, etc. Tell people the story Provide 3rd party endorsement,What Can Media Do for Us?,10,Educate target groups Create excitement and creditability Win attention Build customer relationship Call an action,What Can Media Do for Us?,11,Understand media nature and their subjects Understand / respect media needs (e.g. deadline) Ease them access to necessary company resources Regular contacts (not only at important cases) Info / knowledge sharing Treat them as your friend,What Shall We Do for Media?,12,Personal relationship is important; but more importantly, is the professionalism and quality of a media relations specialist / manager in your company.,What Shall We Do for Media?,13,CASE STUDY,14,Tire a low interest category Tire knowledge lacking from media side Media training in an entertainment way Contents - What is a tire, tire maintenance, road safety; self tire pressure check, mount and dismount, balancing in a dealer shop Training handouts for daily use,Tire Knowledge Workshop,15,Tire Knowledge Workshop,16,Results: Strengthen media relations Nearly 90 journalists in SH + BJ are equipped with professional tire knowledge Nearly 60 are coming in 2004 and more will be in future years Continuous supports from media Consumer Day, etc.,Tire Knowledge Workshop,17,Thank you for your attention!,18,