Dentsu Creative presents Chinalike Reputation PR Playbook

Moving into 2025, the worldwide economic and political climate is still marked by unpredictability, while in China, the marketing communication landscape is expected to showcase significant progress in the fusion and adaptation of cultural influences.

Against this backdrop, what approaches should brands take to align with China’s evolving trends and momentum to increase their commercial appeal and social impact?

Presenting the Chinalike Reputation PR Playbook, developed by the PR Consulting specialists at Dentsu Creative. The Playbook delves into the latest trends in policies and regulations, economic factors, public sentiment, media landscapes, and consumer segments, harnessing the credibility of Chinese institutions and media, along with cultural IPs and influencers, to craft bespoke PR solutions for both international and Chinese brands.

Dentsu Creative’s PR Consulting team has, over the years, consistently redefining the value of public relations for brands, acting as a catalyst for the collaborative growth between brands and society. Utilizing innovative public relations approaches, they are setting the stage for brands to embrace sustainability, allowing them to tap into their potential for growth and increase their presence in the marketplace.

TREND 1

MULTIPOLAR COEXISTENCE

An inclusive and collaborative approach builds a trust-based alliance for brands. The combined influence of diverse expert insights generates a symbiotic relationship between brands and their audience.

TREND 2

SUSTAINABLE FUTURE

Despite the ongoing evolution of environmental awareness, the journey towards a sustainable world is an unending endeavor.

TREND 3

RISING DOMESTIC GOODS

The youth are becoming more engaged with Chinese aesthetic values, broadening their artistic horizons to include influences that extend beyond Western styles.

TREND 4

TRAFFIC DRIVEN

Online traffic is the core impetus, generating excitement and driving greater growth that exceeds expectations.

TREND 5

CONTENT REGENRATED

A new chapter in content marketing is unfolding, driven by the renewed interest in podcasts, social media stepping into the role of a new search engine, and the creativity inspired by AI.

TREND 6

CRISES ABOUND

Tensions that emerge from personal sentiments and fan communities can rapidly escalate into serious challenges and risks for a brand's public standing.

Dentsu Creative’s PR Consulting, also known as Dentsu PR, draws upon six decades of expertise from the Tokyo headquarters and has been building resources in the Chinese market since 2010. Their portfolio includes a variety of impressive PR campaigns for sectors like fast-moving consumer goods, science and technology, automotive, B2B, and outbound marketing for Chinese brands, and more. 

Remarkably, the team has been shortlisted and awarded the titles of PR Agency and Event Marketing Agency of the Year at the Campaign’s Greater China Agency of the Year Awards for the years 2021 to 2024 in a row.

Dentsu Creative’s PR Consulting team has designed a groundbreaking 3D Reputation Management System that navigates crises through strategic communication and data-driven dialogues, empowering businesses to adapt their operations, brands, and offerings to align with their targets.

Alongside this, by capitalizing on the policy trend insights from the Think Tank, the PR Consulting team brings together industry experts, media authorities, and influential voices to conduct detailed corporate research, offering businesses the most credible reputation management consulting available.

To facilitate the brand's CSR initiatives in achieving commercial success, the PR Consulting team at Dentsu Creative has created a model that integrates the CSR ecosystem with the go-to-market strategy. The team pioneers and continually fine-tunes the specialized brand activation approach, triggers user emotions through content, identifies channels and influencers based on the merits of diverse platforms and algorithms, to precisely engage targeted demographics and maximize ROI.

Through the power of co-creation, Dentsu Creative PR Consulting champions shared values and supports brands in aligning their business objectives with social values to drive sustainable growth.

Echo Wang, General Manager of PR Consulting at Dentsu Creative, shared, “Goal-driven insights and strategies enable us to generate meaningful societal conversations while elevating the representation of diverse community voices. We stand apart because our team excels at integrating creative storytelling with online and offline experiences, creating a lasting impact on brands rather than just one-off messages. At the same time, we are focused on designing solutions that are both distinctive and relevant to the local market, allowing our clients to make a notable mark within their sector. Our identity is shaped by our heritage, and we work to inspire innovation by teaming up through partnerships and championing brands to achieve long-lasting and resilient success.”

To gain further insights into the Chinalike Reputation PR Playbook designed for your brands and businesses, please connect with the PR Consulting team at Dentsu Creative.

DentsuCreativeChina@dentsu.com