Corporate Reputation Management in China

Business and politics in China remain linked for all companies, but particularly so for foreign-invested firms, as the country’s burgeoning economy becomes more mature and increasingly less reliant on foreign technology and investment for growth and development.  In addition, growing nationalism in the media and among Netizens has made it increasingly difficult for foreign companies operating in China to build, enhance and protect their corporate and brand reputations in the market.

Meanwhile, for the Chinese government, the new challenges brought on by the global economic crisis and climate change include a vast range of new issues including how industry and management can promote long-term sustainable domestic consumption, how technology employed can create a low-carbon society that is equitable, environmentally sustainable, prosperous and resilient, and how economic development can contribute to an educated and healthier workforce.

Misconceptions about how to conduct government and public affairs in China – particularly the belief that a company must rely on someone with connections to achieve its goals – make it challenging for companies to conduct effective in-country government affairs and corporate reputation management programs.

With continuous operations in China’s rapidly changing and often opaque economic system for over 20 years, Alan Reid and John Gruetzner of Intercedent have valuable insights on how to engage and influence the Chinese government which often controls partners, suppliers, customers, service providers and the media.

In a typical assignment, Intercedent will work with your company in this area of our operations in 3 phases:
 

Your management is closely involved as the project advances and has the opportunity to review the progress, and the relationship with us, at the end of each of Phase 1 and Phase 2 of the project.

Overall Work Flow

►Phase 1

In the initial phase we complete an internal audit and external research which identifies needs, issues, concerns, commercial goals and your value added proposition as a company operating in China.  We also conduct external research by meeting with key contacts in government, the industry, academics, the media and civil society. 

The results of the audit and research process are then presented to your management team for review at the end of Phase 1. 

►Phase 2

Next, we work with you to design a detailed Blueprint containing detailed government affairs and corporate and brand reputation management strategies for your company in China and a series of working action items, programs, and activities supported by budgets which you will implement in the short, medium and long terms, both corporately and externally in the market place.

►Phase 3

During the final phase of the project, Intercedent will work with your China team on a detailed agreed basis to implement the agreed programs.

In parallel, we will transfer relevant knowledge and skill sets to your China management team in order that they will be able to independently manage your company’s on-going government affairs and corporate and brand reputation management programs in China.