When we mention Chinese public relations, many people will first think about the brand, a popular streamer, or a celebrity who does product advertisements. But there is an actual person who is a master in public relations. If you want to know the PR with strategic, ethical, or global, you must know Yang Lan.
Yang LAN is not just a famous TV host, but a media entrepreneur. She is more like a classic public relations model. She used the story to promote Chinese culture to Western countries. She promotes diplomacy with other countries, as well as the bridges of relationships with other countries. She is one of he most influential women in China. Also, as the CEO of the media company, she made the show named “Yang LAN One-on-One” and hosted and directed it by herself. She used to interview famous people like Bill Gates, Kobe Bryant, and famous influencers worldwide.
But what is her PR ability, then? The first one is her global view. Not just her own channel, she is the 2008 Beijing Olympic Chinese ambassador. She used her confident speech to win the trust of the Olympic Union, which is one of the most successful PR accomplishments both for her and China.
Second, she uses the media as a PR tool, compared to traditional PR, like background control of content. She uses the media as a campaign platform. Every time she interviews someone on her channel, she is not just sharing valuable information; she is also trying to push the cultural exchange between those countries. She used these strategies to improve her relationship with the Chinese media.
The third reason I believe is herself. Because of the work she did for China and for herself, she built up her vibes as intelligent, rational, and honest. She built a lot of trust with famous people and the public. She used her honest opinion to win the trust of her viewers.
In the end, I recommend you investigate more about her if you are trying to build the same brand or company as hers. She used her experience to remind us that real PR is based on trust, communication, and values.
Wikipedia information about her: https://zh.wikipedia.org/zh-hans/杨澜
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