Media Invitation in China
Journalist coordination for launches, forums, exhibitions, signing ceremonies, corporate events, site visits and interviews where on-site reporting can add real value.
When media invitation makes sense
Media invitation is different from online press release distribution. It is most useful when journalists can obtain information that does not already exist in a prepared article.
- A product or technology can be demonstrated on-site.
- Executives or specialists are available for substantive interviews.
- A partnership, project or announcement is being made at the event.
- The event has strong visual, regional or industry relevance.
What journalist attendance does not guarantee
Attendance is not a promise of coverage. Journalists and media organizations retain editorial judgment. They may publish, change the angle, shorten the story or decide that no article is warranted.
How PR Channel approaches invitations
We first look at the event, news angle, target audience and available interview subjects. Media selection should be based on relevance rather than attendance numbers alone.
The better question is not “How many journalists can we invite?” It is “Is there enough news value for journalists to come?”
Media invitation and distribution can work together
For some events, selected journalist attendance can be combined with a post-event release. This allows the company to provide verified facts while giving journalists the opportunity to develop independent reporting angles.
Read the full guide: When Should a Company Invite Journalists to an Event in China? →