Media Landscape in Mainland China

The media landscape in mainland China is distinctively shaped by the country’s unique political, cultural, and regulatory environment. For companies to communicate with the media effectively in China, they need to understand the nuances of the country’s media environment. In this blog, we outline the current state of China’s media ecosystem and discuss key elements that influence how businesses should navigate media relations to advance their business objectives and reputation in the region.

Vibrant within a structured framework

In China, a substantial portion of the media landscape is owned by the state. Prominent television networks, newspapers, and online platforms – such as CCTV (China Central Television), People’s Daily, and Xinhua News Agency – are all under the same umbrella. The strict regulatory framework that governs them creates one of the world’s most domestically focused media markets with a limited presence of foreign media and journalists.

Many major Western media organizations are subject to certain guidelines and often constraints in the content they are able to share. Some major international media like CNN and BBC has a presence and is accessible. Understanding and navigating this dynamic between the state and the media creates an extra layer of complexity for overseas companies seeking to engage with the media in China.

Despite these constraints, China boasts a massive media industry with over 69 media groups and 2,500 news channels and publications. Notable business publications such as 21st Century Business Herald, Caijing and Caixin, are all known within the Chinese media market for their in-depth reporting on economic and financial matters. For businesses seeking to shape business narratives and share insights into China’s economic landscape, engaging with these publications can foster meaningful relationships, and enhance credibility and visibility within the financial and business community.

Media outreach in China

Crafting nuanced and carefully tailored media outreach strategies is imperative when engaging journalists in China, as opposed to taking a generalized pitching approach which works in some other media markets. While email remains the go-to for media outreach, establishing connections with journalists in mainland China is more effective through WeChat, the largest messaging platform in China. As China’s leading “super app”, WeChat offers a more streamlined, immediate, and direct communication channel.

Findings from Telum’s APAC Journalism 2022 Survey underscored this trend, revealing that nearly 9 out of 10 mainland journalists prefer engaging with spokespeople through WeChat, with over half (53%) considering text messages as the optimal medium for pitching stories. This highlights the significance of adapting communication methods to align with the preferences and practices of Chinese media professionals.

WeChat also stands out as a distinctive news distribution channel due to its ability to facilitate rapid information dissemination within users’ close social circles, fostering discussions and interactions with media accounts. A 2020 New Media Development Report highlighted that 77% of netizens primarily source news from WeChat group chats. Unlike platforms reliant on algorithms, WeChat’s relationship-based recommendations create a trusted and user-friendly information hub.

Through a WeChat Official Account (OA), users can share a wide range of content – text, photo, video, and live streaming content – with subscribers. The growth of WeChat OAs has been consistent since their inception, establishing them as a vital channel for content delivery. Beyond OAs, news entities are exploring additional features within WeChat, such as mini-programs and video accounts, to enhance user engagement. Looking ahead, WeChat is poised to retain its position as the primary digital platform for news media to connect with their audience effectively.

Social Media as News Aggregator

Even though Weibo is primarily a social media platform, it has evolved into a critical component of China’s media landscape since its launch 15 years ago. Often described as a blend of Twitter and Facebook, Weibo is one of the largest social platforms in China, boasting a large user base of over 256 million active daily users as of Q2 2024.

Weibo holds a unique position as not just a social networking site but also as a key news aggregator. Many Chinese internet users turn to Weibo as a primary source of news and information, using the platform to discuss current events and social trends. Weibo’s “trending topics” feature serves as a dynamic reflection of what captures public attention, blending user-generated interactions with curated selections by the Weibo team.

When a topic gains traction on Weibo’s trending list, it can ignite vibrant debates and exert a profound influence across various social spheres. This phenomenon underscores the platform’s pivotal role in shaping public opinions and driving social interactions. In the broader context of digital media evolution, China has notably been at the forefront of an interconnected and information-rich digital media landscape.

Implications for businesses

In China’s evolving news media landscape, businesses encounter a diverse range of opportunities and challenges in media relations. The expansion of media formats and distribution channels has led to the emergence of a complex multi-channel, multi-format media matrix. To navigate this environment successfully, businesses must adapt their strategies to capitalize on the evolving trends.

First and foremost, developing an integrated media strategy is crucial. With the increasing shift towards digital channels, businesses need to prioritize platforms that maximize mobile and social media reach. Key channels such as WeChat OA, news portals, and apps have become essential in driving effective communication strategies. Utilizing these fully digitized media outlets can lead to more impactful media relations outcomes.

Focusing on building relationships with core media outlets and reporters is essential. In today’s saturated and fragmented digital media landscape, quality often outweighs quantity. Tailoring PR strategies to engage with media outlets and journalists that align with the brand’s values and target audience is vital for establishing meaningful connections. Fostering strong relationships with key media figures can significantly enhance credibility and visibility within the Chinese media sphere.

Finally, businesses need to remain attentive to nuances across media platforms, local news trends, and public perceptions to achieve effective PR outcomes. Working with experienced marketing communications and PR professionals that are equipped with deep industry knowledge, is crucial for building your brand’s reputation and awareness in this vibrant yet complex market.