Introduction

Abstract

Over three decades of experience have revealed three truisms about public relations in China that any executive must remember, whether you are in general management, marketing, or in a public relations (PR) specific position:

• 1. If you do business in China, either as an enterprise or an organization, you need public relations.

• 2. In fact, public relations is necessary in China to a greater degree than in any other market in the world.

• 3. Enterprises and organizations from outside of China may not need good public relations right away, but eventually they all need it, and they need effective PR more than their local competitors.