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 Strategy, planning, and consultation
Provide PR strategy, planning, and consultation services, as well as crisis and issue management services as needed, to further advance PR objectives and enhance overall corporate image.
Identify and recommend participation in industry events such as seminars and exhibitions pertinent to the client’s business.
Media relations & database maintenance
Set up and maintain a focused media database (target # of key media depending on China’s industry coverage, e.g., for IT can be up to 100 depending on program level), which includes media profile, reporters’ names, writing style, and contact information.
Perform ongoing media relationship – regular communications, story opportunities, inquiry management, event invitations, etc.
Press release distribution
Write and / or translate / localize press releases into Chinese and distribute to selected target media in China.
Feature article placement
Target for feature article (written by client, translated / localized by e21) to be published in 1-2 selected media. Article examples include stories on client’s latest technology or product or service application.
Clipping monitor and analysis
Monitor all client media coverage (including but not limited to newspapers, magazines, and online), and provide list of links and / or physical clippings, when available.
Competitive analysis
Collect information on three major competitors and provide a competitive intelligence report on a monthly basis.
Media training
Train client spokespersons to understand Chinese media organizations and reporters, government policies, information management, being interviewed (face-to-face, phone & TV interview preparation), interviewee and presentation techniques, etc. Also, provide ways to avoid bad press in China (what not to discuss) and crisis communications.
Press and marketing event organization
Assist client in organizing press conferences, product launches, signing ceremonies or meetings with its targeted audience in Greater China, followed by subsequent media relations activities like press interviews and article placements, with the aim to maximize exposure and coverage in China.
Identify and recommend participation in industry events
Identify, evaluate, and recommend client participation in public sponsorship campaigns, community affairs, and at appropriate industry events such as seminars, conferences, and exhibitions.
Web marketing
Develop a unique, interactive communications Web platform between the client and its target media in China. Timely and valuable information sharing can be made possible based on this integrated Web site.
Develop an internal-use bilingual information platform for the client. It will enable the client to gain comprehensive PR information including updated media database, latest PR activity, industry dynamics, and competitive status.
Set up an e-press conference for maximizing market visibility and media exposure in an extremely cost-effective way.
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