Trust is the cornerstone of doing East-West business and public relations or PR is one of the most powerful tools to build and maintain trust required to do business between East and West.
PR helps businesses to identify and understand who their target audience is: how to communicate with it effectively; and what to say, in order to build the trust required to do business effectively.
…But is PR in the East different from PR in the West?
The answer is both yes – because of cultural differences – and no.
Culturally, people in the East tend to listen to authority and as a result they my not speak up or express their opinions as openly as in the West.
For example, a yes may well not mean yes in the East, so Westerners have to dig deep to really understand what their counterparts really want.
On the other hand, there is no difference in doing PR in the East and the West because the end goal is the same, which is often to drive sales performance or to raise brand awareness.
So what are the elements of a successful PR campaign to present a Western brand and products in China/Asia?
This is the topic of the interview I hosted in the Asia Business Network Expert Series with Sally Maier-Yip, a cross-cultural Public Relations Strategist with a mission to help companies build successful business with PR and marketing in both Europe and Asia.
Tune in as we chat about the inside tips and secrets to East-West PR and communications:
9 Secrets To Create A Winning PR Strategy for Asia/China Business
Listen in as we discuss:
- Finding a memorable Chinese brand name
- Choosing a local brand ambassador in China
- Why global messaging doesn’t work
- KFC’s ‘Eat Your Fingers Off’ Mandarin mistake
- Don’t wish your Chinese consumers an ‘easy death’
- How Chinese brands use PR in Western markets
- Does a Chinese brand mean poor quality?
- Why educating clients about cultural differences is essential
- How doing it ‘my way’ may not be their way
Have you made a big cultural mistake when doing business in Asia and how did you overcome it?
Would you add anything to Sally’s great advice on how to create an East-West PR strategy?