© FAKTUM

CHINA Strategic Communication and Public Relations

公共关系与企业传播

2013

中国合作网络

China Network

Your network for shaping successful communication in China

FAKTUM has its core competences in public relations, corporate communications and marketing consulting and has been active in China since 1995 at its locations in Shanghai and Beijing. Tri-lingual teams support its mainly German clients, which profit from FAKTUM‘s 19 years of work as well as integrated reporting in their native language. Our network becomes the strength of our clients. Because in China in particular a good personal relationship with journalists, trade associations and multipliers is indispensable. Our strategic campaigns are always related to China. In this way we reach the greatest perception of our communication messages. And this is what our clients appreciate when working together with FAKTUM.

China Network

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服务选项

Services

Comprehensive Communications Services

FAKTUM Services

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  Public Relations   Communications Consulting   Corporate Communications   Market Research   Media Analyses   Strategic Communication Campaigns   Social Media Strategies   Trade Fairs, Conferences, Events   Corporate Videos   TV and Radio PR   Intercultural Consulting   Graphic and Web Design

策略传播

Strategic Communication

Knowing how to form opinions in China

Strategic Communication

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If companies active in China neglect strategic communication, they will suffer disadvantages in future. Brands and companies have to communicate so they are perceived by Chinese decision-makers. To do this it is extremely important to use the specific communications channels strategically and shape the message according to cultural sensitivities. The company’s positioning always has to be based on its identity. Feeling, thinking and acting are always oriented on history and tradition in China. Emotion in communication is important, whereby you should ideally use symbolism here. Technocratic arguments are not what is required in China, but the Chinese remain fascinated by the tradition of the German inventor, as before. Storytelling is in high demand, authentic campaigns that communicate the corporate culture as much as products and their applications are appreciated by and gain the attention of decision-makers.

© FAKTUM

Example Strategic Communication – KSPG AG

KSPG – “Clean & Lean” for China‘s Automotive Industry

Strategic Communication

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The car parts supplier KSPG AG, which belongs to the Rheinmetall Group, is further developing its presence on the Chinese market. KSPG AG’s sales in China were around 500 million euros in 2013, thus achieving growth of 30 per cent compared to 2012. At ten Chinese locations, the KSPG Group produces pistons, cylinder heads, engine blocks and exhaust gas recirculation systems, as well as variable oil and electrical cooling pumps. In its business fields the company specialises in technologies to reduce pollution, reduce fuel consumption and CO2 emissions as well as in lightweight construction in automobile and engine technology. Strategic Communication by FAKTUM:   Conceiving the campaign   Strategic positioning   Communicating the corporate strategy   Making contacts with the media and multipliers   Holding trade fairs and events   Presence in business and trade media (print & online)   Initiating radio and TV contributions   Initiating interviews

Auto Shanghai 2013: KSPG trade fair stand

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Auto Shanghai 2013: On-the spot interviews

On-the-spot interviews with the CEO on the trade fair stand on 20 April 2013

  Participants: 10 journalists form the most important trade and business media organisations in China

Captain’s Dinner on 20 April 2013

  Captain’s Dinner on the occasion of the trade fair Auto Shanghai on 20 April in the Shanghai Hongta Hotel – organisation & timetable, acquiring journalists, effective media conception & presentation contents, press folder

  Participants: 25 journalists from the most important trade and business media organisations in China

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Successful placing – trade and business media organisations (print & online)

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Auto Shanghai 2013: Medienpräsenz

  China.com.cn   China Auto Times

  Xinhua News Agency

  HC360

  Economic Daily

  Automobile Industry China

  Checking eligibility of journalists (150) and media organisations (120)

  10 journalists held on-the-spot interviews on the trade fair stand, 20 April 2013

  24 journalists took part in the Captain’s Dinner 20 April 2013

  More than 150 press discussion about KSPG company and product information

  Over 80 publications in print media

  Over 170 publications on online media

Convincing results

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© FAKTUM

徕卡

Example Strategic Communication – Leica Camera AG

Leica – a legend in China

The German camera and sporting optics manufacturer Leica is taking a great leap forward. The 2010/2011 financial year presented Leica Camera AG with an increase in sales of 57.2 per cent and record sales of 248.8 million euros. And the success story is continuing. Now the pioneer of photography increasingly wants to conquer the Chinese market. Seven Leica stores and Leica boutiques – in Shanghai, Beijing, Hong Kong and Macao – are bringing the brand to life and are meeting places for photographers and artists. In the next few years it is intended to create up to forty such stores. Strategic communication by FAKTUM:   Conceiving the campaign   Roll-out   Communicating the corporate strategy   Making media contacts   Initiating radio and TV contributions   Initiating interviews   Presence in online media   Holding events

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Media presence results

Strategic Communication

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  Checking the eligibility of media organisations and media channels from media contacts

  Identifying online portals

  Developing multiplier contacts

  Background information about the Board of Leica Camera AG

  153 contributions in the Chinese business media (print & online)

  121 contributions in special interest magazines

  268 contributions on online portals

  9 radio contributions

  2 TV contributions

危机公关

Example Crisis Communication – ALTANA AG

ALTANA AG – Crisis Communication in China

Krisen-Communication

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ALTANA is a company globally active in special chemicals with locations throughout the world, fourteen of which are in China. The business divisions act under the ALTANA umbrella with their own brands. ALTANA’s locations are generally run by local management. In this way cultural inclusion and brand proximity, as well as quick decision-making processes, are guaranteed. Strategic communications consulting by FAKTUM:   Analysing the levels of a crisis   Communicating before a crisis   Forms of crisis communication   Organising management   How does a crisis centre look?   Communication during a crisis   Communication after a crisis   Media specifics in China   Role of social media channels in China

媒体关系 Media PR

Forms of communication   Business communication   Product communication   Integrated communication   Online communication   Social media strategies   Press conferences   Subject conferences/congresses   Addressing multipliers   Lobbying   Influencing

Communication across all channels

Media PR

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Results   Positioning   Media presence   Agenda setting   Acceptance   Dialogue   Forming opinions

EXPO motto for the City of Düsseldorf – made by FAKTUM:

德国杜塞尔多夫 - 顶级城市经验

媒体关系 Example Media PR – City of Düsseldorf Expo 2010

“Düsseldorf – The City Experience.”

Target: positioning the City of Düsseldorf as an attractive business location for Chinese companies Communications tasks for FAKTUM

  Developing and following up the EXPO communication strategy

  Developing an internationally effective claim for the EXPO presence of the City of Düsseldorf

  Organising press conferences in China   Writing and placing media reports   Placing radio contributions   Placing TV contributions   Supporting blogs in China   Placing online contributions   Conceiving and editing an HTML newsletter   Producing film contributions for China   Photo documentation   On-site support

Media PR: City of Düsseldorf EXPO 2010, Shanghai

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Media PR

Press conference City of Düsseldorf; EXPO 2010

Media PR in China and Germany

City of Düsseldorf: EXPO 2010, Shanghai

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Visit of the former German President Horst Köhler

City of Düsseldorf: EXPO 2010, Shanghai

TV contributions

Media PR

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  Staging with great media effect – here: the visitor magnet “Little Düsseldorf”

EXPO Shanghai, Urban Best Practices Area: The Düsseldorf Pavilion

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EXPO 2010, Shanghai: –   1 May to 31 October 2010 –   73 million visitors

Düsseldorf Pavilion: –   Urban Best Practices Area –   2.3 million visitors

Events: –   Over 15 events during the Expo –   Architecture exhibition –   Culture day –   Düsseldorf Day –   MobileMonday

–   240 exhibitors. Including over 190 countries, 50 international organisations and over 50 cities

Communication: –   Over 1200 editorial contributions in China –   Over 250 publications in daily newspapers –   Over 1000 publications online –   Over 30 radio contributions –   Over 50 TV-contributions

–   Accompanied by extensive communication in Germany: publications in the business media and contributions on the radio and TV

Düsseldorf. The City Experience. Facts about the EXPO and EXPO communication

Leistungen

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Besuch von Bundespräsident, Horst Köhler

Medien PR

Stadt Düsseldorf: EXPO 2010, Shanghai

媒体关系 Example Media PR – Heidelberger Druckmaschinen AG

Heidelberg Quality - Made in China

Media PR

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The world’s leading solution and service provider for the print media industry, Heidelberger Druckmaschinen AG, achieved total sales of 2.6 billion euros in the 2010/2011 financial year, 15.9 per cent of which were realised in the Chinese market. China is thus the largest single market for Heidelberg. And it is continuing to develop dynamically. Around 10 per cent growth in the print industry is also realistic in the next few years. In September 2011 the Heidelberger Druckmaschinen AG production location in Qingpu near Shanghai was expanded by a third construction phase. Strategic communication by FAKTUM:   Placing the corporate strategy and current data   Communication in business media   Making media contacts   Initiating interviews   Press conference on the occasion of the ceremonial opening of the third

construction phase in Qingpu   Presence in the Chinese business media for Heidelberger Druck (online

& print)

Heidelberger Druckmaschinen AG: press conference

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Participants: 27 journalists from the most important daily and business media organisations in China

Press conference on the occasion of the plant expansion on 28 September 2011 in Qingpu – organisation & timetable, acquiring journalists, effective media conception & presentation contents, press folder

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Media PR

Media PR Results

  Press conference on 28 September 2011 in Qingpu: participation by 27 editors from the most important Chinese business media organisations

  Background information about the Board of Heidelberger Druckmaschinen AG

  Individual discussions with representatives of business media organisations

  73 contributions before the press conference in the Chinese business media (print & online)

  43 contributions in the Chinese business media as a result of the press conference (print & online)

PR Event 公关活动

Schaeffler Group

PR Event

PR Event

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Schaeffler Group

PR Event

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Freudenberg Group

PR Event

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PR Event

Clients in China 在中国的客户

  ALTANA AG (Germany)   City of Duesseldorf (Germany)   Eisenmann AG   Freudenberg Group (Germany)   Heidelberger Druckmaschinen AG (Germany)   KSB AG (Germany)   KSPG AG (Germany)   Leica Camera AG (Germany)   Schaeffler Group (Germany)   VW (Germany)

  AMT (Australia)   Bahrain Investment Wharf (Bahrain)   Baldwin (USA)   Bamboo MediaCasting (Israel)   BBH (USA)   Flowserve (USA)   IPEX (UK)   PIV-Big 5 Exhibition (UAE)   Xaar (UK)

The Agency

FAKTUM MARKETING I Communication I PUBLIC RELATIONS is an owner-managed communications agency in Heidelberg. We have supported well-known companies operating nationally and internationally since 1992. As an agency for communication we offer our clients strategic consulting and campaign implementations in content marketing, public relations, corporate communications and corporate publishing.    9 employees in Germany • associated graphics studio

   International: member of an international network of owner-managed PR agencies    9 employees in China • offices in Beijing and Shanghai

Agency

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Corporate Communication –   Strategy concepts –   Advertisements –   Corporate brochures –   Trade fair concepts and realisation –   Corporate design

Public Relations –   Strategy consulting, communications concepts –   Crisis PR, Product PR –   Media cooperation –   Press conferences –   Symposiums, workshops, congresses

Corporate Publishing –   Customer magazines, newsletters print and online –   Business reports

Employee Communication –   Communications concepts –   Employee newspapers, newsletters print und online

Research –   Subject and concept laboratory –   Client and journalist surveys –   Media analyses

China –   Corporate communications –   Strategy consulting/concepts –   Product PR and launches –   Intercultural consulting, roadshows

Events –   Corporate events, employee events –   Product launches and promotion

FAKTUM Practices

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FAKTUM Contacts

Michael Fass Owner / Chief Executive Officer

Ming Zhang Chief Executive Officer China

Ansprechpartner

联系我们

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Suwen Shen Project Manager China / Germany

FAKTUM GmbH Friedrich-Ebert-Anlage 27 D-69117 Heidelberg Postfach 102264 D-69002 Heidelberg

Tel.: +49 (0) 62 21 / 45 89-0 Fax: +49 (0) 62 21 / 45 89 89 faktum@faktum-kommunikation.de www.faktum-kommunikation.de www.faktum-newsroom.de

© FAKTUM