Beijing, China – PR Newswire issued a new white paper that provides essential information about the media landscape in China, as well as tips for building successful communications strategies and media outreach programs. Designed specifically for companies looking to learn more about China that may not currently have a presence here, the white paper, titled “Navigating China’s Complex Media Landscape,” is a must-read for marketing and communications experts interested in learning about what drives the world’s most populous nation.

Breaking down China’s complex media landscape into bite-size segments, the white paper provides useful and usable information about how to navigate both traditional and online media in China. Confusing and contradictory at times, Chinese media can also be summarized by their fast transformation, and while traditional media still play an important role, online media are becoming more and more influential.

The white paper includes: a detailed breakdown of both traditional and online media, with an emphasis on the power of traditional media and the growing impact of social media and new technologies; a comprehensive list of Do’s and Don’ts for marketers and communicators; tips for writing Chinese press releases, building media relationships and getting noticed online and a selection of case studies highlighting international companies that got it right.

“The goal of the white paper is simple. We want to provide companies with a clear and concise picture of China’s media landscape and how best to navigate it,” said Lee Green, Director of Operations (Asia) at PR Newswire. “We hope that the knowledge we’ve gained over the last decade, since PR Newswire first opened its Beijing office, will help guide companies as they look to crack what can be a very complex industry, and we’re also delighted to be conducting a three-part webinar series on ‘Understanding China’ that runs in connection with this white paper.”

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Always wondered how to write a press release? Well, in order to write a proper press release, it is important to understand the basic components that go into writing one. The six components appear below in the order they appear in a press release:

• Headline
• Summary
• Dateline and Lead
• Body
• About the Company
• Contact Information

Companies will write a press release when they want to share news about their business. Writing a press release is a great way to reach other markets, improve SEO, garner media attention, and have their news published.

Some topics covered in a press release are for the announcement of a new product or feature, winning an award, hosting a fundraiser, announcing an employee change, launching a new partnership, sharing survey results and spreading news of an event, a start-up business or sports game.

Include “For Immediate Release” at the top of the page, then a headline. It is crucial to have an eye-catching headline, to incite the reader to keep reading, otherwise you will lose the chance of getting your press released published.

The summary will cover the main focus for writing the press release. It is important to name your company in the beginning to make the connection between the news and your company. The summary should be brief, but enough to give the reader an understanding of what you will be covering later in the press release.

The date and lead paragraph will cover the announcement the company is trying to make. It will answer the five w’s: who, what, when, where, and why. The dateline will cover the where and when. The dateline should look like this: NEW YORK, NY. – October 1, 2011. The lead paragraph will answer the who, what, and why.

Next is the body, which will further elaborate on the news. This is where most of details for the press release will be written. In this instance, it is good to include quotes from top employees, experts on the topic, statistics, or anything relevant to the release. It is important not to write this as an advertisement, and to not address the audience directly.

The “About the Company” should be towards the end of the press release after the body copy. Here, include the contact information so readers know who and how to contact that person. It is also useful to include contact information at the top of the page so readers can have access to that information from the very beginning.
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