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In the past 30 years, China's media has undergone staggering developments with the transformation of mass media in the mobile era. The media environment, communications channels, and target audiences are unique to China, providing no outside reference to consult.

Traditionally, the PR strategies of foreign businesses in China follow those of their international headquarters – from simple press release to major press conference or event. In the mobile era and in this unique Chinese environment, such traditional methods are not suitable for the difficult and dynamic media atmosphere found here.

As such, acquiring a comprehensive knowledge of PR helps businesses to see the essence of, and understand the business environment they operate in, and better manage their strategies.

In the upcoming series of trainings, we'll fully illustrate PR techniques and strategies to help trainees improve their PR strategy and execution.

There are six courses in the series:

Course One: Collaboration Between Businesses and Media: Establish Win-Win Media Relations (July 31)

Course Two: How Should Businesses Interpret Government Guidance of Mass Media (August 23)

Course Three: Selecting and Refining Your Company's Speaker: A Premium Brand of Entrepreneur is the Invisible Asset (August 30)

Course Four: Ten Point on PR Events: What it Takes to Arrange an Event the Press Will Love (September 19)

Course Five: Ten Points on Crisis PR: From Diagnosis to Treatment (September 20)

Course Six: Improve Aesthetic Appreciation in Business: Design Techniques for the Enterprise (October)

Course One: Collaboration Between Businesses and Media: Establish Win-Win Media Relations

China has the most media in the world, and the most flexible business-media collaboration models in the digital age.

Traditionally, China's media is the speaker of the Party, an uncrowned king. In the past 20 years, however, China's media has witnessed many distinct and rapid changes rather than long-term developing growth.

Since the beginning of the 2000's, traditional media has become heavily commercialized. In 2009, the debut of Sina Weibo brought a quick burst to the process – media was an effective communications channel at that time, which attracted a lot of sponsors. However, the sudden emergence of self-produced media dragged China's media in to a heavy winter, followed by "the death of print media", and the rise of the WeChat-driven trend of "screen reading."

Today, after experiencing a messy fight among the Internet, social media, and waves of rumors and fake news, the audience has finally realized that media's No.1 value comes from credibility, not profitability.

Now, spring has returned as the audience is again looking for credibility in media. To businesses, media has always been a necessary communications channel, so companies have to build up their own media list and media relations for difference communications purposes. Companies must strategically manage their media relations for the long term, which makes media relations a necessary skill for Public Relations professionals.

Therefore, we're here to help you untangle the messy media environment and find the truly valuable media partners for your brand outreach.

Outline (for reference):

1. The Past and Presence of China's Media

1.1 Twenty Years of Ups and Downs

1.2 Challenges in Different Eras

1.3 Current Overview of China's Media

2. The Map of China's Media

2.1 The Overall Environment

2.2 Media Structure: Party Media, News Media, Business Media, Industry Media, and Internet.

2.3 Self-Media is not "Media"

2.4 Distinguishing Real and Fake Media

3. Now that We Have Cellphones, Why Do Companies Need to Collaborate with Media?

3.1 Media Never Loses Credibility

3.2 Companies in Media: It's Not Just Baidu Search

3.3 Different Media Serve Different Purposes

3.4 The Role of Media in the Matrix of Business Branding

4. Common Scenarios Involving Companies and Media

4.1 How to Send Out a Press Release

4.2 How to Arrange an Interview

4.3 Media Problems in Events: What if the Media don't Come Upon Invitation? What if the Media don't Write Press Releases Afterwards?

4.4 How to Handle Interview Requests

4.5 Are Forums Organized by Media Helpful

4.6 What if the Media Write Negative Reports

4.7 How to Collaborate with TV Media

4.8 How to Get the Media to Write an In-Depth Press Release

5. Press Kits for Corporate PR Professionals

5.1 What is in the "Kit"?

5.2 Importance of Reference Materials

5.3 Importance of the CV of Corporate Speakers

5.4 How to Tell if a Press Release is Professional

5.5 Standard Writing of Press Release: 4 Paragraphs, 5 Pieces of Information

5.6 Categories of Press Release: Event, Product, and Statement

6. How to Arrange Media Interview with Corporate Leaders

6.1 Necessary Skills for Corporate Leaders in Media Interviews

6.2 How to Research before a Media Interview

6.3 Etiquette in Media Interviews

6.4 Clothing Etiquette and Emotion Management

6.5 Techniques in Answering Media Questions

6.6 Corporate Leaders as Good Corporate Speakers

7. Companies Need a Customized Media List

7.1 Factors for Consideration: Industry, Strategy, and Purpose

7.2 Prioritize Your Tasks

7.3 Distinguish In-Depth and General Content

7.4 Summary Makes Good Journalists

7.5 Media List

8. How to Manage Media Relations in the Long Term

8.1 Companies Must Have Their Own PR Pros: Marketing is Different from PR

8.2 Half of a PR PRO's Duty Goes to Managing Media Relations

8.3 Go to Media Proactively: Don't be Arrogant

8.4 Information Sharing – A Win-Win in Media Relations

8.5 Treat the Media with Etiquette and Respect

8.6 Offline Meeting is an Ideal Tool for Getting Connected

8.7 A Leaders' Personal Charisma is the Best Weapon

8.8 Show Media the Company's Growth

9. Corporate-Media Collaboration: Do's

9.1 Both of Us are Here for Work: Win-Win Relations to Complete the Task

9.2 "Professional" is the Best Work Relations

9.3 Respect and Understand the Media

9.4 Do Research and Get Prepared

9.5 Trust Media and, More Importantly, Manage Media

10. Corporate-Media Collaboration: Don'ts

10.1 Media is Not Your Best Friend Forever

10.2 Media is Not Your Underling

10.3 Media Doesn't Serve as Your Source of Information



15 mins



180 mins



120 mins







Employee of Member Company

Please register and pay by July 25.

RMB 1,950

Please register and pay by July 25

RMB 2,300

Cancellation Policy

If you cannot attend a training for which you have registered, please cancel your registration no later than five business days prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.


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