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).
Prefer one-to-one interviews to big conferences
Have strict editorial policy
Like well-researched story angles
Like to socialise over cocktails/drinks
Are active on Twitter and LinkedIn
Don’t like to be told
Don’t accept freebies
Don’t miss the deadlines
Don’t like “No comments” meaning you’re probably hiding something
Don’t like to receive huge attachments
Tend to follow what’s told
Attend press conferences
Have sales agenda sometimes
Welcome freebies and travel allowances
Are active on WeChat and Weibo
Don’t attend events on weekends
Don’t ask questions publicly
Don’t like off the record
Don’t like jargons or acronyms
Don’t like long emails; prefer calls
*Source: European Journalism Centre