How to Build Effective Media Partnerships in China

with China Business Agency

When international brands enter the Chinese market, building the right media partnerships can mean the difference between obscurity and visibility. But in a landscape that’s fragmented, fast-moving, and uniquely local, knowing how—and with whom—to collaborate is essential.

1. Understand the Media Landscape

China’s media ecosystem is dominated by domestic platforms. Traditional media (TV, newspapers, radio) still have influence, but digital-native platforms now drive most of the conversation. From Rednote (Xiaohongshu) to Toutiao, each platform has its own tone, audience, and content preference.

China Business Agency helps clients navigate this ecosystem, identifying media channels that align with their brand voice and goals.

2. Choose the Right Media Tier

Chinese media outlets are tiered: from national-level (like People’s Daily, Xinhua) to vertical industry platforms, and even local or regional media. For many brands, especially in niche B2B or lifestyle categories, mid-tier and specialized media can offer better ROI than big-name national outlets.

3. Craft Localized, Media-Friendly Content

Chinese media value local relevance and storytelling. A standard global press release won’t cut it. You’ll need to adapt the format, tone, and messaging. Include localized case studies, Chinese spokesperson quotes, and stats relevant to China’s context.

Pro tip: Timely content tied to current trends or social themes gets picked up faster.

4. Build Relationships, Not Just Press Lists

Media relations in China are deeply relationship-driven. Cold outreach often goes nowhere. But with the right PR partner, you can leverage existing connections, pitch effectively, and follow up through the right channels—often WeChat or phone, not email.

5. Integrate Influencers and KOLs

Media partnerships increasingly overlap with KOL (Key Opinion Leader) marketing. Journalists may also be bloggers or WeChat account managers. Collaborating with hybrid media-influencers allows your message to travel farther and reach younger audiences.

Conclusion:
In China, media partnerships are about relevance, relationships, and resonance. With China Business Agency’s expertise and network, we ensure your brand gets seen and heard—on the right platform, in the right voice, to the right audience.