A press release does not become suitable for Chinese media simply because it has been translated into Chinese.
For overseas companies, the more important task is to make the announcement clear, factual and easy for editors to evaluate.
Start with a real news development
The release should answer a simple question: What happened?
Useful developments may include:
- a product launch;
- a new partnership;
- market expansion;
- a factory or office opening;
- research or technology progress;
- a public business event;
- an executive appointment;
- an industry initiative;
- a measurable corporate milestone.
If there is no clear development, the release can easily become promotional copy rather than news.
Put the main fact near the beginning
The first paragraphs should help an editor understand:
- who is involved;
- what happened;
- when it happened;
- where it happened;
- why it matters.
Do not make the reader go through several paragraphs of brand background before reaching the actual announcement.
Keep claims supportable
Statements such as “leading,” “best,” “first,” “largest,” “revolutionary” or “industry-changing” should be used carefully.
If a claim cannot be supported, remove it or rewrite it more precisely.
Instead of:
We are the world’s leading solution.
Use a factual description of what the product or company actually does.
The same principle applies to market share, performance, scientific results and customer outcomes.
Distinguish facts from company opinions
A press release can include executive comments, but it should be clear when a statement is an opinion or interpretation.
For example:
“We believe this partnership will help us improve regional service coverage,” said…
This is clearer than presenting the same statement as an established external fact.
Explain foreign company names clearly
For overseas companies entering the Chinese market, name consistency matters.
Prepare:
- the official English company name;
- the official Chinese name, if one exists;
- the product or brand name;
- the legal operator where relevant.
Do not use several different Chinese translations of the same company across different releases unless there is a reason.
Consistent naming also helps search engines and AI systems connect references to the same entity.
Use background information selectively
Company background is useful, but it should support the announcement rather than dominate it.
A concise boilerplate can include:
- what the company does;
- where it operates;
- key products or services;
- official website;
- public contact information.
Avoid turning the final third of the release into a long marketing brochure.
Prepare evidence before distribution
If the release includes important factual claims, prepare supporting material in advance.
Examples include:
- public reports;
- research documents;
- partnership announcements;
- event information;
- product specifications;
- company registration information;
- approved executive quotes.
The editor may not ask for every document, but having them ready makes review easier.
Images should add information
If images are included, they should have a clear purpose.
Useful images may include:
- product photos;
- event photos;
- executive photos;
- factory or office images;
- charts or technical illustrations where appropriate.
Image captions should identify the subject clearly.
Translation should preserve facts, not only style
A polished Chinese translation is helpful, but accuracy comes first.
During translation, verify:
- company names;
- titles;
- dates;
- locations;
- product names;
- technical terminology;
- numbers and units.
A fluent translation with incorrect facts creates more problems than a simple but accurate version.
A practical pre-submission checklist
Before sending a release to Chinese media, check:
- Is the main news fact clear in the first two paragraphs?
- Are the company and brand names consistent?
- Are major claims supportable?
- Are dates, locations and names accurate?
- Is the release written as news rather than an advertisement?
- Are quotes clearly attributed?
- Are images and captions ready?
- Is the Chinese version factually consistent with the English source?
- Is there a company contact for follow-up questions?
Good distribution starts with a release that editors can understand and evaluate.
The media list cannot compensate for unclear facts.