China’s media is transforming. For many years, established state media were the main venue for public communication. Today, China’s media market is lively, aggressive and growing fast. It is also extending beyond traditional media, with widespread Internet use driving the rise of user-generated media (UGM).
Millions of blogs, forums and chatrooms duel with television, newspapers and magazines for public attention. China’s new media landscape is a fragmented, complex web of traditional and user-generated media where two-way communication is increasingly the rule. The Internet has amplified the voices of company and brand stakeholders, providing more platforms for them to share opinions and extending the reach of traditional media coverage.
Word-of-mouth has been imbued with a power that marketers are only just beginning to understand. Crises can emerge and propagate across the country with breathtaking speed, and sentiment about brands, especially foreign ones, can swing quickly.
But with the new risks come new opportunities to build brand value and to communicate effectively with stakeholders in innovative ways. Burson-Marsteller media experts can help clients develop communication strategies that take into account the increasing importance of UGM in China, and its complex relationship with traditional media and wider audiences.
Our areas of expertise include:
- UGM communications risk assessment and issues management
- Corporate blogging communications guidelines and program development
- CXO reputation development via blogging
- Developing communications guidelines and policies and providing platforms for companies to create their own blogs
- Shaping blogging or other forms of UGM communications strategies
- UGM issues-monitoring and early warning
- Developing UGM brand ambassadors and building relationships with prominent UGM opinion leaders
- Measuring the effectiveness of UGM-based communication campaigns
- Providing customized training on UGM best-practices to communications professionals
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