Not movie stars or celebrities. The next steps of Chinese PR are socializing and strategic. Compared to old PR rules, China is using another way to rewrite them.
Chinese PR is not just changing but reshaping. In the past, like other countries, China relied on celebrities or movie stars to shoot traditional media. But this is not working anymore. The one who is popular right now is more focused on the general public, not on TV, but on the Red Note and Douyin video streaming app. Those platforms totally change the definition of the term “public relations.”
The core of those renovations is based on the “new influencer”—the content creator. Also, with their background in digital communication, they are not changing the popular trend; they are making the trend for people.
From digital campaigns to real life, from platform topics to popular trends, the PR strategy in China is not just controlling the topic but also putting on a big show with the team. Want to more, read next blog post to find out.
Tim’s Blog 