5 Do’s & Don’ts: UK vs. China media


Despite the rise of social media in the UK and China, we should not forget about the power of traditional media in influencing brand perception and shaping public opinion.  

Just look at these numbers:  in China, there are still over 2,000 newspapers, over 9,000 magazines, 273 radio stations and 352 TV stations ; whilst in the UK, there are over 700 newspapers, over 10,000 magazines, over 205 radio stations, and almost 500 TV channels*.   

When dealing with the UK and China media, it is important to realise their distinctive differences.

Below are five do's and don’t’s when dealing with the UK and China traditional media (excluding Hong Kong’s as they operate quite similar to the UK media to a certain extent).  



  1. Prefer one-to-one interviews to big conferences

  2. Have strict editorial policy

  3. Like well-researched story angles

  4. Like to socialise over cocktails/drinks

  5. Are active on Twitter and LinkedIn


  1. Don’t like to be told

  2. Don’t accept freebies

  3. Don’t miss the deadlines

  4. Don’t like “No comments” meaning you’re probably hiding something

  5. Don’t like to receive huge attachments




  1. Tend to follow what’s told

  2. Attend press conferences

  3. Have sales agenda sometimes

  4. Welcome freebies and travel allowances

  5. Are active on WeChat and Weibo


  1. Don’t attend events on weekends

  2. Don’t ask questions publicly

  3. Don’t like off the record

  4. Don’t like jargons or acronyms

  5. Don’t like long emails; prefer calls


*Source: European Journalism Centre