Chinese enterprises need to proactively tell stories

July 2nd, 2011 / 4:17 am

The China Economic Herald recently interviewed Jeremy Galbraith, CEO of Burson-Marsteller in EMEA, on how China and Chinese companies should present themselves to audiences across the globe and build up healthy and sustainable communication channels with the rest of the world.

In the interview, Mr. Galbraith spoke about the general principles of building a brand image for a country and why now is a good time for China to proactively present its national image around the world.

Moreover, Mr. Galbraith shared with the reporter some specific advice to Chinese companies on “telling stories” to foreign audiences, including how to distinguish the company messaging from China’s national image, and the importance of developing long-term communication strategies and applying an evidence-based approach throughout the whole communication process.

comments(0) Categories: China

---

subscribe

fresh posts

• The Asia-Pacific PR awards
  (4/7/2012)
• Digital crisis communications infographic
  (2/24/2012)
• Asia-Pacific social media influence
  (2/20/2012)
• Crisis communications in 2012
  (2/9/2012)
• How to optimize social media for PR
  (1/2/2012)
• America’s new PR offensive in Asia-Pacific
  (1/2/2012)

categories

• Asia
• awards
• Burson-Marsteller
• careers
• China
• crisis communications
• CSR
• culture
• digital
• friends
• guest post
• infographics
• measurement
• media relations
• national brand
• news
• persuasion
• PR industry
• psychology
• publicity
• radio
• speaking platforms
• talent
• technology
• thinking

tags

apology communications asia asia-pacific australia b-m canada careers china cialdini continuous improvement crisis communications culture digital digital storytelling edelman hill & knowlton image india infographic japan journalism korea language leadership lindstrom management marketing measurement media media relations media training metaphors persuasion PR propaganda psychology publicity public relations public speaking singapore social media social networks thinking training zaltman

friendfeed