Shanghai, April 20th–On April 20th, PR Newswire Asia held a Media Coffee in Shanghai, under the theme, the World Expo and Trade Publications. PR professionals from various well-known companies, including I.M. Skaugen, Lego, Vistage, Yum! Group, UBM China, Times First, ChinaPnRTM, eHai Car Service, PPlive, TNT MAIL, Wuhan East Lake High-Tech Development Zone and Gobi Investment got together to discuss the opportunities to leverage the World Expo in order to communicate corporate information to the world more effectively. 

The World Expo and Trade Publications Media Coffee

This Media Coffee is the second event to discuss corporate communications during the World Expo. Yiyi Ding, Full Senior Reporter of IT Times, Ling Zhang, Vice News Director of Weekly Shanghai, and Weimin Shen, Senior Journalist, were invited as guest speakers to share their insights on communications during the World Expo with the attending guests.

Yiyi Ding noted that journalists from IT trade publications are more interested in topics like the web World Expo and Urban Best Practice Areas. He suggested that companies avoid the “hard-sell” in their press releases, and include information related to the development of their industry. This tip also works for the regular company communications activities.

Ling Zhang highlighted that lifestyle media won’t put too much effort on reporting onthe events of the World Expo. Instead, fashion journalists will report on the subtle life changes in a special issue on the World Expo, and view Shanghai’s developments against the backdrop of its history.

Weimin Shen from Sino-Manager told the attendees that hot topics like the World Expo does not interest the journalists from business magazines. The journalists of business magazines are keen on delivering in-depth stories rather than reacting to news events promptly.

The guests were quick to thank PR Newswire Asia staff at the end of the event for giving them the opportunity to keep them abreast of PR know-hows and news writing skills, and for the chance to communicate with journalists personally, to understand their interests.  

About PR Newswire Asia's Media Coffees
For over 50 years, PR Newswire has provided electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of organizations worldwide, covering media communities in 170 countries. PR Newswire Asia hosts regular Media Coffees, bridging media with corporate PR professionals to discuss the latest developments in the communications field. PR Newswire Asia has continued this tradition since 2002 by hosting regular media coffees in Beijing, Shanghai, Shenzhen, Hong Kong, Taiwan, and now, Singapore. This has assisted hundreds of PR professionals in expanding their communications networks by directly interacting with local reporters and editors.