China’s progressive business environment is attracting worldwide interest.  The 2008 Olympics in Beijing, the Shanghai World Expo in 2010, entry into the World Trade Organization, and the emergence of a robust consumer market, all lead to an influx of business, ideas, people and products that will forever change China and the World. These developments create opportunities for the relatively young public relations industry in China, merely 20 years old.

Below are some survival tips for the maturing PR market in China:

BE Willing to Teach and Learn:
The average age of PR consultants is 25-27, causing challenges for peer-to-peer discussions with CEOs, and conducting high-level corporate and crisis management campaigns. To help the maturing PR market, experienced consultants from mature Asian markets, such as Singapore and Taiwan, are transferring to China to manage and train junior staff.

BE Aware of Government Control:
The central government has embarked on impressive reforms in the media industry offering more flexibility and editorial control.  However, the Propaganda Department of the Central Committee of the Communist Party of China still controls all media outlets. Issues considered sensitive by the government must be handled carefully.  Clients should highlight their commitment and contribution to the local economy and community, and acknowledge local partners.

BE Patient:
News in China generally has a long shelf life, and can be published up to a month after the event.

BE upholding of high standards
Until recently, relationships with journalists depended on "guanxi" (connections) rather than having a good story to tell.  As a result, clients are still focused on how many journalists attend an event rather than the resulting coverage. Global consultancies such as Weber Shandwick must educate clients that quality of coverage is more important than quantity of journalists.

BE Creative:
There are many press briefings in China, therefore, get creative with the "trimmings" in order to excite and engage journalists.  Both local and international companies have tired of traditional style events (such as ribbon cutting ceremonies) and are looking for more creative ways to differentiate themselves from their competitors.

BE Local:
China is mistakenly viewed as a single market.  In fact, the mainland comprises 31 provinces and autonomous regions across a vast territory, each with its own economic characteristics, development and culture. As a result, PR focus and approach must be tailored to local interests.

BE willing to change industry misperceptions
PR is synonymous with organizing events and entertainment, which often deters University graduates from considering PR as a career.  Weber Shandwick wishes to demonstrate the effectiveness of PR through partnerships with the top Chinese universities and work with the Chinese government on the Shanghai Expo and the Olympic bid.

Public relations in China can be an enormous challenge due to geography and the media, but with all the exciting developments in business and culture today, the future is assured for this young industry.