Tips for taming the tiger: How to successfully distribute news to China and the Asia-Pacific region
Published on February 8th, 2010 by Dagmar King
Did you know that China boasts the world’s fifth largest number of households with more than one million US dollars in liquid assets? And that China’s online media consumption is expanding so rapidly that even the Chinese government’s 32 internet censoring organizations aren’t able to police the 30 million Chinese blogs and social media sites reaching the 200 million Chinese accessing the internet for information!
As we approach the Year of the Tiger, 4707 (Chinese New Year begins on February 14, 2010 for us Westerners), it’s a good time to reflect on how China – along with Hong Kong, Japan, Korea, India, the Philippines and other Asia-Pacific countries – wield enormous influence on the global economy. These economies present fantastic opportunities for furthering brands, products and services.
There’s no doubt that Asia is a prime news destination for virtually every multi-national company. But getting news to target audiences – media outlets, journalists and influential bloggers – can be fraught with obstacles such as language barriers, skepticism of outside influences, reluctance of journalists to give out contact information, nationalistic tendencies and government control.
Here are some tips to penetrate those barriers (most of which also apply to media outreach in the West):
- Take time to understand the media landscapes in your targeted regions – each is unique (in China, major publications are affiliated with the ruling Communist Party).
- Make initial contact with the news outlets to identify the key decision-makers and journalists who would be most interested in your news.
- Make personal contact (email or phone) for best results.
- Explain to your target audiences what the information will be used for and why it’s vital to their organizations.
- Gain knowledge of local language, customs and trends.
- Show respect for established Asian institutions and norms.
- Research the major corporations and influencers in your target industries – and realize that many do not yet have an online presence.
- Don’t use a broad-based approach to social media – business and consumer audiences are highly segmented by language and culture.
- Be aware of time zones, holidays and national events shaping the media and consumer focus (i.e., typhoon, election, etc.).
If you want to increase your Asia-Pacific placement success, you’ll need the right ties – with government news agencies, financial news services and newspaper syndicates in China, press clubs in Japan and prominent websites across the Asia-Pacific region. Marketwire’s exclusive strategic relationships and partnerships ensure that your news reaches its target audiences. And that you receive comprehensive clip reports illustrating the coverage you received.
If time and resources hinder your ability to research and stay current on the media outlets and journalists you need to reach, consider using the services of Marketwire’s proprietary international media database, Mediahub. Its Asia-Pacific contact information is updated and maintained by Marketwire’s own media researchers in Beijing and Manila. They know the regional markets, languages and cultural nuances and work closely with local media, so all contacts are accurate right up to the second your Asian press releases or announcements hit the wire.
Now is the time to learn how Marketwire can help you tame your own Asia news distribution tiger.