解读新时代的英文RethinkingCorporateCommunicationforChinaInc.WilliamMossDirector,Burson-Marsteller'sLeadershipInstituteFebruary,2009In2004LenovosuccessfullyacquiredthepersonalcomputerdivisionofIBMinwhatistothisdaythehighest-profileacquisitionofitskindbyaChinesecompany.AlongthewayLenovofacedsomemajorchallengesdefendingitsacquisitionbeforeasuspiciousAmericanpressandpublic,retainingtalentandmanagingacomplex,cross-culturalintegration.TheLenovo-IBMdealstandsasthehighestprofileexampleforChinesecompaniesmakingtheleapintoglobalmarkets,butnoteverydealhasgoneaswell.AyearafterLenovo’smove,theChinaNationalOffshoreOilCorporation(CNOOC)madeabidforAmericanoilcompanyUnocal.Despiteintensivelobbyingandpublicrelations,CNOOC’sattempttoacquireUnocalfailed,atleastinpartbecauseCNOOCcouldnotconvinceAmericanstakeholderstoacceptthedeal.BothofthesedealsillustratethenewcommunicationchallengesthatChinesebusinessesinc---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---reasinglyface.Whilefewventureswillbeasdemandingastheseexamples,agrowingnumberofChinesecompaniesisengagingincommercialmergersandacquisitions,venturingintoglobalmarkets,anddealingwithglobalstakeholders,sometimeswithunpredictableresults.Increasingglobaldemandsarematchedbychangesathome.Domesticmediaarerapidlygrowingandprofessionalizing.Chinaremainsamarketinwhichcomplicatedissuesandfull-blowncrisesregularlyarise.Finally,theInternetcontinuestobeapowerfullydisruptiveforceinpubliccommunication,creatingbothnewopportunitiestoengagestakeholdersandnewrisks.Let’slookmorecloselyatthefourpowerfultrendsthatareredefiningcorporatecommunicationforChinesecompanies,andindeedforallcompaniesdoingbusinessinChina:GlobalizationTenyearsagotherewasessentiallynosuchthingasaglobalChinesecompany.TodayLenovo,Haier,Huawei,LiNingandseveralotherscanclaimthatmantle.Butit’snotaone-wayprocess.AsChinesecompanieshavemovedtotheworld,sohastheworldcometoChina,withanincreasingnumberofglobalcompetitors,partners,investorsandmediaoperatinghere.TheresultofthisexplosionofstakeholdersisthatChin---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---eseandglobalstandardsforeffectivecommunicationareconverging,forcinglocalcompaniestoadoptglobalpracticesorseetheirreputationssuffer.ChineseCEOsandexecutivesareincreasinglycomparedtoandjudgedbythesamestandardsasglobalCEOsandmustcommunicateeffectivelyatthesamelevel.TheChangingMediaEnvironmentThelastdecadehasbeenagoldenageforChinesemedia,withtheemergenceofavigorous,livelybusinesspressledbysuchpublicationsasCaijing,21stCenturyBusinessHerald,theEconomicObserverandothers.TheanalysisandinvestigativereportingoftopChinesemedianowrivalsthatofthebestglobalnewsorganizations.Chinesecompaniesaredealingwithmuchhigherexpectationsfromjournalistsandmedia,andamoresophisticatedaudience.Relationshipsalonearenotenough.Modernexecutivesneedtoknowhowtohandletoughinterviewsfromsavvyjournalistsandmakesuretheirmessagescomeacrossclearly,evenindifficultsituations.GlobalizationisalsoreshapingChina’smediaenvironment.Todaytherearemorethan500foreigncorrespondentsinBeijingalone,andChinahostssomeofthebiggestoverseasbureausofmajorforeignnewsorganizations.HabitscultivatedforChinesemediacanbeatbestunproductiveandatworstrisky.Thegoodnewsisthate---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---ffectivespokespersons...