Advertising and Public Relations in China
As one of the most important emerging markets in the world, the advertising and public relations professions in today’s China are growing rapidly at approximately 30% annually.
It is an exciting time to be thinking about China. Many brands see much of their growth coming from China while U.S. and European markets are flat. Economic growth and the rise of a middle class mean that China will become one of the global centers of brand communication. Visit China to learn about its culture and brand communication fields.
The Chinese advertising industry experienced exceptional growth from 2007 to 2011, which should continue through 2016. Food, beverage and personal/healthcare is the largest segment of the advertising industry in China, accounting for 38% of the industry’s total value. Because China is so large, it accounts for 36% of all Asia-Pacific advertising. The major leaders in China’s advertising industry are Dentsu, Omnicom, and WPP Group.
Anyone operating in this market also needs to recognize the Chinese government’s regulation of advertising content, especially for age-restricted products such as cigarettes and alcohol. Today, advertising content is delivered in multiple formats through diverse channels ranging from sponsorship of sports events and teams to Internet and mobile advertising campaigns. As target audience are increasingly fragmented due to technological advancements and lifestyle changes, players in the advertising field are constantly innovating, adjusting, and improving their practice to remain relevant.
Public relations is also growing in China at an unparalleled rate. Opportunities for public relations practitioners are virtually boundless. China has based its public relations education and professional training on Western practices, including the use of social media. According to the China International Public Relations Association (CIPRA), there were over 2,000 public relations agencies in China, and that number continues to climb. Similar to advertising, Omnicom and WPP are leaders of the public relations area.
Public relations and public affairs encompass corporate, consumer, financial and brand-building services from public relations and lobbying firms including Fleishman-Hillard, Ketchum, Porter Novelli, Burson-Marsteller, Cohn & Wolfe, Hill & Knowlton, Ogilvy Public Relations Worldwide, and RLM Finsbury. Local Chinese public relations agencies are also growing rapidly to compete in the growing Chinese market. Interesting the government employs international public relations firms more frequently than local firms. It hires them to assist Chinese businesses expand their presence in diverse foreign markets and to create a more positive reputation of China to the world.