"With most Western governments still focused squarely on economic recovery and specifically job creation, Chinese companies should consider aligning their communications with the creation of employment and economic development in their target markets. Many Chinese brands have good stories to tell stakeholders and the media on this front and should proactively take the opportunity to build goodwill with target communities and their political representatives."By calling for Chinese brands to boost employment and economic development, this advice brings a useful focus on actions rather than just words. And, in doing so, it demonstrates why communications alone will not help Chinese companies win over Western audiences.
The SABRE Awards is the world's largest PR awards program, running across six continents. 2016 details now available.