China's PR challenge

Chinese brands must understand their consumers in deeply nuanced ways in a similar fashion to campaign strategists for the US Presidential elections.

China's PR challenge

Scott KronickOgilvy Public Relations

China is embracing public relations as a communications strategy to combat consumer mistrust in the wake of food contamination scandals, the SARS outbreak and negative perceptions around cheap, 'Made in China' products.

Watch any debate about the upcoming US Presidential election and you will see why the public relations industry is more relevant today than ever before. Success rests in the nuanced understanding of voting constituencies, the careful crafting of messages and the ability to communicate those messages in a way that hits hot buttons and sways opinion. Campaign strategists begin with...

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