What do your China media and PR services include?

Media strategy and narrative development, and via an established group of partners day-to-day press office and media relations, corporate and executive communications, crisis and issues management, paid amplification, and reporting.

How is PR in China different from PR in Europe or the US?

Three differences matter most. The media has largely migrated onto platform accounts and away from standalone publications. The line between paid and earned sits in a different place, and sponsored placements are frequently not labelled. And the Advertising Law regulates the language of press materials in a way that has no close Western equivalent. A programme that works in London will not transfer without being rebuilt.

Is it true that you have to pay for coverage in China?

Not universally, and it depends heavily on the tier and the story. Genuinely newsworthy announcements from recognised brands do earn coverage. A great many placements, particularly in trade and lifestyle media, are commercial arrangements.

How much do media and PR services in China cost?

It depends on scope, sector, the number of announcements and how much paid amplification sits behind the earned work. We scope after understanding the objective.

Which platforms matter for PR rather than for advertising?

WeChat carries the serious long-form and corporate coverage, and it is where most media accounts publish. Xiaohongshu drives consumer discovery and increasingly acts as a search engine for beauty, travel and lifestyle. Weibo is where public conversation and crises surface. Douyin drives mass reach and video-led storytelling.

How do you measure PR results in China?

By reach and engagement per platform, share of voice against a named competitive set, search visibility for your category terms on Xiaohongshu and Baidu, sentiment movement, and whatever commercial signals can be attributed.

Media and PR Services in China

PR and Communications Planning & Activation Across Social

As a full-service marketing agency in China we support global brands with PR campaigns built around social media activation and amplification. Through our established network of partner agencies we can plan and execute integrated campaigns spanning traditional media, PR events, press conferences and TV. This approach allows us to cover the full spectrum of public relations, from media strategy planning and narrative development to day- to-day press office management, media relations, crisis communications, paid amplification and PR campaign reporting.

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The China Media Landscape: State Media, Social Media and Key Opinion Leaders (KOLs)

China’s media landscape is highly fragmented and very different from that of Western countries. This is largely due to the legal and regulatory framework, the fast evolution of social media channels in China and the outsized role that KOLs play. Effective PR therefore requires a coordinated approach that understands how traditional media, social platforms and influential creators interact to shape public perception.

State Media

In China, traditional media is largely controlled by the state and remains a key pillar of China’s communications landscape. Especially large brands with a public profile need to pay attention to this and maintain a positive corporate reputation. Outlets such as People’s Daily, Xinhua and CCTV carry significant authority, whilst sector-specific and regional publications also play an important role in shaping credibility and public visibility.

Social Media

China-native platforms such as WeChat, Weibo, Xiaohongshu and Douyin are central to how news and trending topics spread organically. Brand stories and public conversations largely get disseminated via these channels. Considering the tactical role they play in your PR campaigns is thus key. Messaging, formats and paid media amplification need to be suitable for the respective platforms.

More about this: China Social Media Agency

Key Opinion Leaders (KOLs)

In China, KOLs go full-funnel. They can help introduce your brand or a new product to a broader audience as part of a public awareness push. They can bridge the gap between brand communications and consumer trust by translating key messages into content that feels more relevant and credible to their audiences. At the other end of the spectrum, they can also drive bottom-line results via activities such as livestreaming.

More about this: Influencer Marketing Agency China

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Our China Media, PR & Communications Services

Via our teams in Shanghai, Hong Kong and London, we can orchestrate integrated PR campaigns based on your global playbook that are tailored to audiences in China.

Media Strategy and Media Relations

To get started, we define what your brand’s or product’s positioning in your category in China is and how a PR strategy can most effectively help you achieve brand and awareness goals. In this phase, we develop detailed PR plans to cover launches and product announcements and help you build relationships with editors and influencers.

Communications and Messaging

Clear, consistent communication is essential for building trust and protecting brand reputation in China. We help international brands develop messaging that works across different audiences, channels and situations, from corporate communications and executive positioning to campaign messaging, stakeholder communications and reputation management.

Paid Amplification and Reporting

Earned coverage in China usually needs help to travel, so we plan paid support around it. We can also provide detailed reporting on performance across Chinese social media channels, covering metrics such as engagement rate, share of voice, Xiaohongshu search visibility and sales.

Crisis Communications

In China, even small missteps can get brands into hot water, and managing and mitigating a PR crisis is a complex task, but one that is vital to maintaining a brand’s reputation. To support you, we work with partners that manage the immediate response to a PR crisis, whilst our focus is on preparing a playbook and an emergency protocol for a response that can be activated as and when needed.

Why Global Brands Work with us On China PR and Communications Planning

Tell us what you are trying to achieve in China and we will come back with a media and PR plan, the reasoning behind it, realistic targets you can achieve and transparent cost proposal.

A Global Team with China Digital Natives

With a team of twenty-five-plus China digital natives in offices across Shanghai, Hong Kong and London, we are able to understand the complex and multifaceted requirements of our partners. Our focus on luxury, beauty, fashion, lifestyle and travel brands has enabled us to develop deep industry expertise.

Channel Agnostic Approach

As an integrated agency, PR is only one of the tools in our tool belts. Whilst we can effectively plan and execute complex public relations campaigns in China, we will advise objectively as to what approach we believe will best meet your campaign and commercial goals.

Reporting on Metrics that Matter

Everything we do is documented, costed line by line and reported against pre-defined objectives and metrics. This allows you to extend and effectively localise global campaigns into China and to measure efficiency against globally aligned KPIs.

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