Communication In China: Myths, Opportunities & Strategies
By Birgit Söllner, Managing Director, MSLGROUP Germany
Over the past few years, we have observed a fast-rising demand for sustainable, global communication strategies by large German firms. Asia is the target market for many exporters and China, in particular, is the focus. Given that the media and communications landscape in the country is different, we decided to hold a thought-leadership workshop that would bring together stakeholders, experts and companies in Germany to discuss public relations strategies in China and challenges of communication with Chinese public.
The workshop “Communication In China: Myths, Opportunities & Strategies” had an interesting mix of media representatives, China market experts and select B2B communication professionals. Our guest speakers included the renowned Dr. Torsten Oltmanns (on Wikipedia), Global Marketing Director and a partner at the management consulting firm Roland Berger Strategy Consultants and Matthias Kamp, the editor of WirtschaftsWoche, a leading business weekly in Germany.
Birgit Söllner, MD, MSLGROUP Germany, at the workshop
Kamp has covered developments in Chinese business politics and finance and brings in-depth knowledge of the media industry in Asia-Pacific. He provided the workshop participants with very helpful insights into Chinese media industry and how Chinese companies work with the national and international media.
Representing MSLGROUP was Johan Björkstén, chairman of MSL China, who recently joined the advisory group Global Corporate Culture Research Center founded by Chinese super-entrepreneur Li Shufu. Johan is also the author of How to Manage a Successful Business in China.
Social Media In China
Johan Björkstén, chairman of MSLGROUP in China, addressing the workshop
Johan shared his key insights on the changing Chinese media landscape, the latest developments, and the opportunities for public relations. Furthermore he talked about the relevance of social media in Chinese context, and the top social media platforms – Sina Weibo (Read our whitepaper - Creating A Weibo That Supports Your Business), Youku-Tudou and RenRen.
Employer Branding
A key topic at the workshop was the rapidly growing significance of employer branding and internal communications, as well as strategies on dealing with political publics and opportunities for social media with regard to Chinese necessities and peculiarities. Dr. Torsten Oltmanns, who is responsible for the development of communication strategy and brand reputation in China at Roland Berger Strategy Consultants, shared his views on best practices to be followed and brand strategy.
Dr. Torsten Oltmanns, Roland Berger Strategy Consultants
MSLGROUP in Germany is a trusted advisor to many German industrial companies regarding their communication in the Asian target markets. We offer in this combining industrial know-how with experience in building and controlling a client-specific international agency-structure.
Birgit Söllner is Managing Director of MSLGROUP Germany. Bringing broad expertise in corporate communications and reputation management, Birgit is responsible for international Public Relations, quality and efficiency across the agency. She has worked with clients from a wide range of industries such as automotive, technology and energy. Before joining MSLGROUP Germany as Group Head of the agency’s Munich team in 2008, Birgit led the Berlin office of an agency specialized in corporate responsibility and cultural communication.
Also Read
- Building 140-character brands in China - Johan Bjorksten, chairman and founder, Eastwei MSL China
- Campaign Asia: ‘Five things you need to know about how brands use weibo in China’ – Stephy Liu, senior client service manager and digital strategist at MSL China
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