A PR Question For Chinese Managers

Comments (16)


A PR Question For Chinese Managers

By: Robert A. Kelly

As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers - tutored as they have been by European, North American and other PR specialists - continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?

Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?

And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed or reinforced by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished."

Managers who employ such a PR blueprint often see results such as prospects for their services or products starting to do business with them, fresh proposals for strategic alliances and joint ventures arriving on a regular basis, specifying sources starting to look their way, increases in visits to show rooms, and existing customers beginning to make repeat purchases.

If this approach to public relations appeals to you, before that PR blueprint is first employed, you need every member of the PR team assigned to your unit to agree that it's crucially important to know how your outside audiences perceive your operations, products or services. Dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.

With that understanding achieved, It's time to activate the PR blueprint and begin monitoring and gathering perceptions of those key external stakeholders by questioning members of that very important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Fortunately, the PR people assigned to you are, by definition, already in the perception and behavior business, so they can be of real use for this opinion monitoring project. While professional survey firms can be brought in to handle the opinion monitoring, that can be expensive. But whether it's your people or a survey consultant asking the questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

But which of the above "negativities" is serious enough that it obviously must become your corrective public relations goal because, unattended, it will lead to seriously hurtful behaviors? For example, clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?

With your public relations goal thus established, you can assure you'll achieve it by picking the right communications strategy from the three choices available to you to show you HOW to reach your goal. Change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.

So what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?

Select your best writer to prepare the message because s/he must put together some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Happily, the next step is easy. You select communications tactics to carry your message to the attention of your target audience. Making certain that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Keep in mind that HOW one communicates often affects the credibility of the message, so you may wish to deliver it in smaller meetings and presentations rather than through a higher-profile media announcement.

You'll soon feel pressure for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the communications tactics have succeeded in altering the offending perception in your direction. Remember that you can always accelerate the program by adding more communications tactics as well as increasing their frequencies.

This bears repeating - successful managers everywhere generally use every public relations weapon they can lay their hands on, and that includes strategic, rapid-fire print and broadcast tactics.

But those same competitive managers also know that above all, they need an aggressive blueprint such as this one that will deliver planned behavior change among their most important outside audiences leading directly to achieving their managerial objectives.

end

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1045 including guidelines and resource box.

Robert A. Kelly Copyright 2004.)

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

Comments

George Allan 10.12.2010. 20:00

What are the qualifications to teach in Singapore? My wife was promoted to a hotel manager in Singapore. I currently live in New York City, United States. I am fluent in the English, Malay, and Mandarin Chinese Languages. What are the qualifications to teach in Singapore?

George Allan

Admin 10.12.2010. 20:00

check the following website... Ministry of education .. Singapore...
http://www.moe.gov.sg/careers/teach/applying/trained-foreign-teachers/

you should also check this information about Teaching English in Singapore...
http://www.eslbase.com/advice/singapore

job forum for foreign teachers in Singapore...
http://jobs.goabroad.com/search/singapore

I could not give you specific answers because you did not give your qualifications and what level you can teach ... school/college etc
But I hope the information provided will be of some use....


Some basic information below...

Trained Foreign Teachers

Successful applicants who are Non-Singapore Citizens / Non-Singapore Permanent Residents (PR) may be offered employment on contract terms.
Contract Terms

Successful applicants will be awarded an initial teaching contract period of 1 to 3 years.
Remuneration

Trained foreign teachers will receive a salary based on their teaching experiences and academic qualifications.

In addition to the monthly salary, the annual remuneration package will include the following:

* A variable Non-Pensionable Annual Allowance (NPAA) equivalent to 1-month?s gross salary,
* An Annual Variable Component (AVC) at the end of the year, subject to Singapore?s overall economic performance, and
* A Performance Bonus, subject to the officer?s performance.

Contract gratuity is paid upon successful completion of the contract. This contract gratuity is paid in lieu of CPF contributions.
Allowances for those residing overseas

The following are provided to foreign teachers who are residing overseas:

* Inbound economy air passage on first appointment, and return economy air passage on completion of your contract.
* Relocation allowance.
* Home Leave upon contract renewal.


BEST OF LUCK

Admin

Angel 16.07.2013. 00:59

Write the first of what you hope will be a produc- tive instant message exchange with Kuei-Chen. Remember, you? Thank goodness your company, Diagonal Imports, chose the
instant messaging software produced by IBM Lotus, called
Sametime. Other products might allow you to carry on real-
time exchanges with colleagues on the other side of the
planet, but Sametime supports bidirectional machine trans-
lation, and you?re going to need it.
It seems that production on a popular line of decorative
lighting appliances produced at your Chinese manufacturing
plant inexplicably came to a halt last month. As the product
manager in the United States, you have many resources you
could call on to help, such as new sources for faulty parts. But
you can?t do anything if you don?t know the details. You?ve
tried telephoning top managers in China, but they?re evasive,
telling you only what they think you want to hear.Finally, your friend Kuei-chen Tsao has returned from a
business trip. You met her during your trip to China last
year. She doesn?t speak English, but she?s the line engineer
responsible for this particular pr
oduct: a fiber-optic lighting
display, featuring a plastic base with a rotating color-wheel.
As the wheel turns, light emitted from the spray of fiber-
optic threads changes color in soothing patterns. Product
#3347XM is one of Diagonal?s most popular items and
you?ve got orders from novelty stores around the United
States waiting to be filled. Kuei-chen should be able to
explain the problem, determine whether you can help, and
tell you how long before regular shipping resumes.
what you hope will be a produc- tive instant message exchange with Kuei-Chen

Angel

Admin 16.07.2013. 00:59

What is the question?

Admin

Angel 16.07.2013. 00:51

Write the first of what you hope will be a produc- tive instant message exchange with Kuei-Chen. Remember, you? Thank goodness your company, Diagonal Imports, chose the
instant messaging software produced by IBM Lotus, called
Sametime. Other products might allow you to carry on real-
time exchanges with colleagues on the other side of the
planet, but Sametime supports bidirectional machine trans-
lation, and you?re going to need it.
It seems that production on a popular line of decorative
lighting appliances produced at your Chinese manufacturing
plant inexplicably came to a halt last month. As the product
manager in the United States, you have many resources you
could call on to help, such as new sources for faulty parts. But
you can?t do anything if you don?t know the details. You?ve
tried telephoning top managers in China, but they?re evasive,
telling you only what they think you want to hear.Finally, your friend Kuei-chen Tsao has returned from a
business trip. You met her during your trip to China last
year. She doesn?t speak English, but she?s the line engineer
responsible for this particular pr
oduct: a fiber-optic lighting
display, featuring a plastic base with a rotating color-wheel.
As the wheel turns, light emitted from the spray of fiber-
optic threads changes color in soothing patterns. Product
#3347XM is one of Diagonal?s most popular items and
you?ve got orders from novelty stores around the United
States waiting to be filled. Kuei-chen should be able to
explain the problem, determine whether you can help, and
tell you how long before regular shipping resumes.

Angel

Admin 16.07.2013. 00:51

I didn't get your question. Make it clear actually what you need to be here as the answer.

Admin

Derllll Love 06.02.2011. 14:06

A gym manager denied the use of the bathroom to my senior friend &he pee on himself ,can we take legal action? A gym manager denied the use of the bathroom to my senior friend &he pee on himself ,can we take legal action?
A gym manager denied the use of the bathroom to my senior friend &he pee on himself ,can we take legal action?
I am member of a very well know important Gym , where i have to pay a very big membership .
Yesterday i went to work out in company of my 65 years old roommate ( HE IS LIKE A FATHER TO ME ) while he was waiting for me on the gym lobby , he called me , since he is old and have some health problems , he can not retain the pee to longer , so he ask me to ask the manager to use the restroom , ,she refuse let him to use ,the restroom , she tell us that we have to go to find a public restroom ...So very upset ,i took my friend to find restroom in another place , but since his ages , and since was a emergency situation ,before we arrive , he pee on him on the street and he become to cry because he felt humiliate .
I am vip member of this gym located in hollywood for many year, i can believe the rudeness and un human way that this gym manager act .She claim that she did what the policy of the gym said , but also the policy said that a member can bring for first time a friend inside the gym , and let us him all the gym facility ,even when i told her that she still refused let him in .

I wandering if there any legal action that we can do vs this important Gym ,.so in this way other senior citizen ,and members we will be respect .
please if you know about low , let me know if we can do something .
Ps : In los angeles is so co mun have those assh ***!*@ why ?
My old chinese roommate is total depress for this incident , he felt discriminate and i fell that my right as member was not respect at all for this new young pretty manager in turn .
This gym have all the time other young muscle member good looking friend coming in with out any problem ,I do believe that here was discrimination since my roommates is old and not 'hot" ,could the the reason of the manager rejection .
Any way i cant believe the manager did not have any marcy in a old 65 years old man needed of help.
2 minutes ago - 4 days left to answer.

Derllll Love

Admin 06.02.2011. 14:06

A lawsuit would be a waste of time and money. A gym is a business and they work very hard to market their name to gain new business. You might want to consider going to the media to tell your story. While the manager was following the rules, there are exceptions and it wouldn't have been a huge deal to allow your senior friend to use the restroom. Afterall, you are a member and not just someone from the street. He should have shown compassion. If I were you, cancel your membership if you can, and go to the media. Bad PR is far worse than a useless lawsuit. Good luck!

Admin

Artoro 13.09.2009. 15:49

Is this not a silly action to do and asking others to follow up? Why say one thing & do another opposite, WHY? China: Trade penalties will hurt US relations - Yahoo! News

http://news.yahoo.com/s/ap/20090912/ap_on_go_pr_wh/us_us_china_trade
DO YOU THINK IT WILL END HERE? THE TIRE WAR IS TO START LIKE WILD FIRE AGAIN TO THE WORLD.....AT A TIME WHEN THE HEALTH WAR IN USA IS AT ITS PEAK. JUST LOOKING FOR TROUBLE......INSTEAD OF CLOSE TALK TO SOLVE THE ISSUE. OTHER WARS WILL ALSO START SOON TO JOIN THE CROWD, JUST WATCH!!

Artoro

Admin 13.09.2009. 15:49

This response from them answers your question best:

"The Chinese government will continue to uphold the legitimate interests of China's domestic industry and has the right to take corresponding measures," Deming said.

In other words, they can, and will make us pay more than them for this perceived insult to them.
.
Just curious, if you owed the bank 750 billion dollars, would you go to the nearest branch and slap the managers face?

Admin

zak1881 09.02.2010. 16:17

Where to look for jobs in Bangkok for a farang? I'm a chinese farang living in Bangkok. I don't have a degree but my English is near perfect...both written and spoken. I used to work for a local bank as a PR Manager back home and was making quite a handful of income. Since I've moved to Bangkok 6 months ago, I've tried so many job searching websites and still no luck. Teaching English is just not my cup of tea. Is there something else I could do? I'm only 30 years old...

Any farangs who used to be in my situation, you advise is much appreciated. Going home is not an option for me and VISA to stay here is already taken cared.

zak1881

Admin 09.02.2010. 16:17

I met this group of western people who travel around the country doing English Camps for Thai students. This is not actually class room teaching but a fun way to teach English to young high school students. These instructors are all around your age and seem to enjoy the work. You may want to contact them. Here is the website http://www.dragonfly-english-camps.com/

Admin

-Kat- 03.04.2010. 16:00

Which college major choice would be best for me? Well...for my future career I'd really like to work internationally for some sort of non-profit organization or humanitarian relief project. I can easily picture myself volunteering for the Peace Corps or feeding starving children...stuff along that lines; making a difference in the world.

But really what college majors lead to this sort of work?

I've been researching info and these are the most relevant majors and minors I can come up with. Which combination of these would be the most useful for me in the future?

Majors:
Global Studies
Sociology
Global Health
Non-Profit Leadership and Management
International Business
International Relations
Social Work

Minors:
Global Studies
Sociology
International relations/business
Any language (spanish, french, chinese, japanese)
Non-profit Administration
Non-profit Leadership and Management

Also would these really be useful or would I be better off going towards something educational or medical?

-Kat-

Admin 03.04.2010. 16:00

There are a lot of different sorts of "save the world" positions out there. They all require different sorts of backgrounds. Very few of those positions need people who "study" the conditions (such as sociologists and anthropologists) but instead they need people that "do" such as doctors, nurses, engineers, agriculturists, lawyers, educators, economists, and the like.

The organizations that send these folks around the world need all of the support functions that any other organization needs. They need managers, accountants, HR, communications, fund raisers, PR, IT, etc... too but those aren't the folks that go out and do the "hands-on" work.

USAid is one of those organizations that attempts to help around the world. Take a look at their career needs here --> http://www.usaid.gov/careers/fso.html

International Red Cross (ICRC) is another organization doing that sort of work. Their HR page is at ---> http://www.icrc.org/Web/Eng/siteeng0.nsf/htmlall/section_vacancies?OpenDocument

Other than interpreters, you see a lot of engineers and medical professionals in those listings. Very many of these professional positions will require a master's degree or higher.

So, your better step at this point would be to look around at all of the organizations out there providing humanitarian services and see what's on their "help wanted" pages and what those positions require. Then decide which sort of help it is you'd like to provide. That's what you'll need to become skilled in. Doing "global studies" so that you understand the varied needs of the world won't exactly qualify you to actually respond to those needs, only to understand them. International Business is about conducting business with companies in other countries from here.

As for languages - a major/minor in a language isn't all that useful for this sort of work. What's useful is real language skills in a world language or two. While the college classes are a good start, most people that took 3 semesters of a foreign language in school can't even order lunch, let alone speak the language. Knowing how to conjugate some verbs just isn't very useful when you want to eat and can't read the menu. The very best way to learn a language is to immerse into a cultural group where the language is spoken fully. Some languages are more universally useful than others. English, Spanish, French, and German are good western languages. Russian, Arabic, Chinese, Japanese, and Korean are good specialty languages.

Admin

NONAME 14.01.2010. 04:18

If I one day move to Japan will I regret it? I'm 15 (as of now) and I'm thinking about my Future, I decided I don't want to be one of those people stuck in a Boring town wondering what might have been (I live in Oklahoma by the Way). let me just ask if is somehow moved to Japan would I regret it? For those who have been there is it a very nice country? Also I'm wanting to live in the town of Niseko (???) for those who have been there, how nice is it? I don't know what to do, i'm just realizing that I'm growing up and I need to figure out what i should do with my life.

(Also I heard that Japan isn't a imagrant country and it's hard for people to move there, is their any kind of loophole?)

NONAME

Admin 14.01.2010. 04:18

Whether you enjoy Japan or not will depend on your choices, your job, etc. There is no law in Japan that explicitly prevents immigration. It is difficult to immigrate, but if you can land a job and keep it, it is only a matter of time before you can get better visas, and maybe PR and citizenship after a decade or so.

That said, I know that being "stuck in Boring town" sucks, but then, so does being a cookie cutter English teacher in Japan. Many EFL teachers think they are being "non-conformist," but the truth is that I have never seen a more conformist group of people in my life. Almost all EFL teachers are white, have a bachelor's degree, teach screaming, brat kids at the exact same time of day (afternoons and evenings), make exactly the same amount of money (250K yen a month), and do exactly the same things on the weekends (get drunk and hang out with other lame English teachers).

When you're an English teacher in Japan, people are about as impressed as when you say "I'm a PE teacher" in the US. In fact, I'd argue that an American PE teacher holds more respect than an EFL teacher in Japan -- at least a PE teacher has a teacher's license! Perhaps an English teacher's social status in Japan is closer to a McDonald's general manager or a neighborhood karate instructor.

As a result of lack of respect for EFL teachers, you can expect parents to complain frequently, expect to be reprimanded by your director right in front of your classes, and expect to be replaced whenever they feel they can get someone slightly better.

If you want to enjoy your Japan experience, work hard, learn Japanese, and get a job that isn't teaching (unless teaching is really your passion -- it sure isn't mine).

Some people move to Japan and never come back because they love it so much. I've met a total of five permanent residents in Japan, so immigration is possible, just not easy.

Research the visa types and requirements and figure out what you're allowed to do, and find out the individual job requirements. This goes for immigrating to any country.

This business of "Japan isn't an [immigrant] country" is false. There are many immigrants in Japan -- over 900,000 Zainichi Koreans, a similarly high number of Chinese immigrants, tens of thousands of Americans, and a smattering of other nationalities. There is no law in Japan that specifically prohibits immigration across the board. Permanent residency takes 10 years, which is a very long time (and most people leave before they've been there 10 continuous years), but completely possible. If you move there when you're 22 and start working, you could have PR by the time you're 32 and have the legal right to live in Japan for the rest of your life. Or you can naturalize after five years as a Japanese citizen.

There is some institutional racism in Japan (the government, the laws, etc.) but there are ways to live there if you're willing to work very hard for it.

Get a bachelor's degree in a USEFUL subject, preferably one that teaches you an important job skill (e.g. not a humanities subject -- something like computer science, IT, engineering, etc. is much more marketable), learn Japanese to at least a semi-advanced level (JLPT N2 or above), and your shot at getting a decent job in Japan and being able to live there long enough to claim PR or citizenship will increase exponentially.

And don't focus on one town. You may arrive in Niseko and find there are no jobs for foreigners there. Keep an open mind regarding what part of the country you go to, and try to locate yourself near a major city. There are always some jobs that need doing in the major cities.

Admin

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