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Securing editorial coverage in China is one of the most powerful ways to enhance personal or brand credibility, establish authority, and open doors to new business, investment, or immigration opportunities. However, China’s media landscape is distinctive and requires a tailored strategy, especially for overseas professionals and organizations unfamiliar with local norms.
This article outlines how to navigate that process—and how China Business Agency can help you break through effectively.
Understanding China’s Media Landscape
China’s media ecosystem includes a wide range of platforms with different levels of influence, formats, and audience reach:
- National Media: Outlets like China.com.cn, Haiwainet, and China Daily are widely recognized and lend significant credibility.
- City/Provincial Media: Platforms such as The Paper, Xinmin.cn, Beijing Radio & TV, and Southern Metropolis Daily help build reputation with educated, urban readers.
- Hong Kong & Macau Media: Trusted for bilingual reach and international perspective, including Wenweipo, HKCNA, Takungpao, Hong Kong Commercial Daily, Macao Daily News, and Macao Business News.
- Tech & Innovation Media: 36Kr, Lieyunwang, TMTPost, PingWest, and Leiphone are well-regarded in the startup, AI, and hardware ecosystems.
- Fashion & Lifestyle Media: Jing Daily, Rayli, OnlyLady, Vogue China, and ELLE China provide strong visibility for personal brands and luxury businesses.
- Trade/Industry Publications: China Business Journal, Yicai Global, and Economic Observer support B2B, economic, and policy credibility.
Key Steps to Getting Featured
- Clarify Your Message and Angle
Media outlets are looking for relevance and resonance. Focus on how your story aligns with the outlet’s audience—whether it’s innovation, cultural influence, global business success, or thought leadership.
- Use a Third-Person Editorial Style
China’s mainstream media favors objective, third-person coverage written in a journalistic tone. Avoid self-promotion, and center the article around verified achievements, professional influence, or case studies.
- Select the Right Tier and Type of Media
Not all press is equal. Based on your goals, decide whether to aim for national credibility, regional exposure, or industry-targeted platforms. For example:
- An EB1A applicant might target Haiwainet or Wenweipo.
- A tech founder may prioritize 36Kr or Leiphone.
- A luxury expert might choose Jing Daily or ELLE China.
- Partner with Media-Capable Professionals
Language and format matter—working with bilingual editorial teams ensures your message is accurate, compelling, and professionally presented. Additionally, many top outlets in China do not accept unsolicited pitches. Access often requires prior relationships or editorial partnerships.
What China Business Agency Offers
China Business Agency is a Shanghai-based full-service communications and market-entry consultancy. We specialize in building credible media portfolios for global professionals, brands, and organizations seeking visibility and recognition in Greater China.
Our services include:
- Strategic editorial planning and narrative development
- Content creation in journalistic, third-party style
- Media outlet matching and relationship management
- Editorial negotiation and guaranteed placement
- Translation, verification, and documentation for legal or immigration purposes
We have successfully placed content in over 20 reputable outlets, including:
- China.com.cn, Haiwainet, China Business Journal, The Paper, Xinmin.cn
- Beijing Radio & TV, Southern Metropolis Daily, Wenhui Net
- 36Kr, TMTPost, PingWest, Leiphone
- Wenweipo, HKCNA, Takungpao, Hong Kong Commercial Daily, Macao Business News
- Jing Daily, Vogue China, ELLE China, OnlyLady
We work across fields such as technology, arts, design, business, education, science, and public affairs.
Who This Service Is For
- Professionals applying for EB1A, O1, or global talent programs
- Global brands seeking visibility in the Chinese market
- Experts or public figures aiming to build international reputation
- Institutions preparing for public diplomacy, academic exchange, or cross-border investment
Start Your China Media Journey
Whether you’re seeking EB1A support, entering the China market, or strengthening your international narrative, media exposure is an essential tool. China Business Agency ensures your story is positioned for maximum credibility and impact—delivered through the right channels, to the right audiences.
Let’s schedule a consultation and discuss your China media strategy.