Archive for March, 2010


Today, we talked about ethic issue in PR. This topic reminded me about my first essay in the first semester. The topic of the essay is to write something about conduct code in PR. At that time, I was not sure about the reason of writing this essay.  Now I have got some clue. And I really appreciate having written this essay.

PR doesn’t always have a good reputation. There are a lot of biased terms connected with PR, such as propaganda, spin doctors and etc. Our tutors are both aware of this. Giving the students an assignment about ethic is a very ethical teaching method. I learned that for a master course, it is more important to be a right person in society than learning skills.

In everyday life, PR practitioners are very easy to meet with a lot of conflicts during the works, for example, one article in PR Week asking one question –‘ Is it ethical to run a PR campaign of tobacco , coca cola or McDonald?’

The answer suggested by the article did not give a yes or no answer. Different people have different answers, some will prefer business benefit, others will prefer individual ethic principles. For me, I would like a combined reply that we achieve both business benefit and ethic goods. Although there are some distrust happening in PR, but basic principle can’t be broken.

It is so good to echo something I have learned before and remind me of the good time in first semester fresh and free. Time passes fast. I really learn a lot from this course, and want to thank my tutors and dear classmates.


 CIPR Code of Conduct


Today’s topic is feminism.
I am not only interested in feminism in PR, but also interested in feminism in politics, society status and etc. Now I would like to maintain some culture difference between China and Britain in feminism.

In China, we used to have all the women working in families. We have an old saying that women who are stupid are the best women in the world. In the old dynasty period, a husband has the right to have several wives. The only income were from men.

As the new era came, things began to change. During the civil war time in China, our president Mao published a law that the women who have several babies would be named as hero mothers. The law was made for giving more soldiers the war. It was good at the war time, but this law also led to the greatly increasing number of population in China. At that time, the status of women were still in families- wives and mothers.

Then when we worked together with Russia, the communism theory brought the idea to us that everyone is equal, so we just copied the principle and spread this idea to the whole society.

As we released the ‘opening and reform’ to the world in the late 1970s, we had the chance to get know the western culture. Suddenly, all of the western ideas flew to us. One good point of Chinese people is that we learn things very fast. We then delivered the ideas of gender equality to all classes in China.

As far as I know, the freedom of women in western country experienced a long period of fights and social strikes against authority. The society revolution let everyone in society join in the movement and increase the awareness of the public. It can be regarded as a necessary process of a liberal society.

On the contrary, the feminism ideology was not achieved through revolution in China. We were directly told by authority and did not have self-awareness process of the people. With the excessive information from western country, we just copied the surface of feminism theory. Generally speaking, the feminism in China was the result of laws , party instruction and western culture.

Therefore, a lot of our feminism ideas of people are not deep and in detailed. People in China intended to trust western culture a lot. But there is a tendency that we think all things from western world are the best。A lot of arguments about this issue was brought out recently on the Internet. People talk a lot about the relationship between China and western culture.

To sum up, this blog reviewed the historical process of feminism in China and compared the different shaping process of feminism between China and Western world. It is just my personal point of view, welcome to hear your ideas.


I will write something about NGO now. Today, we have one good guest speaker from 38 degree to talk about the inside stories of NGO.

First, I want to make clear of the terms of NGO-Non Government Organization. It is different from charities. NGO can deal with political issues, while charity can’t do. There are generally two kinds of NGO actions: lobbying against government and persuasion towards grassroots for changing behavior. Both of the purposes of these two actions are the same- for change.

The guest speaker talked about some inside story about NGO PR, I just listed the bullion points of him.

  • 1 NGO uses online media a lot, because Internet is cheap, quick and for mass.
  • 2 NGO moves much faster than any other sectors in the society. NGO always foresees the upcoming future for the society and uses new media faster than any other sectors in PR.
  • 3 When NGO goes to a small place for an issue. They will first get to talk to decision makers who set the agendas. The way about how to approach them is carried out by generating controversy buzz through the media and then forcing the authorities to come to the public for an explanation.
  • 4 When there is a crisis issue against one corporate, the corporate under attack will then work with other charities to do other things so as to convert public attention from the original issue.
  • 5 Smoking companies pay money to have smoking pictures in movies. Is this ethical? Before this talk, I have never thought this before. There are a lot of cool films which involve men’s charming way of smoking or women’s attractive way of smoking. It seems that tobacco companies put a lot of money to do that. Young people today see smoking as a fashionable and cool personality. But they don’t know that they are cheated by brands. Now one question come out: it is ethical to promote tobacco? PR practitioners will defend that tobacco is produced for the needs of people not for killing people.
  • 6 PR and science. Has PR degraded the trust of science among the public? Scientific research has always been used as a strategy for PR people in a campaign. Recently, I have read one piece of news in the newspaper. It was a scientific research, telling people that people may have foot disease if they wear boots with a poor quality. This research is sponsored by UGG, so there is a very big picture to show an example of good boots. Yes, there is some scientific truth in the news, but obviously this is also PR news for UGG.

Public are stuffed by loads of scientific research news. Do they still believe science? I think it is wise not to believe everything in the news. Otherwise, we will be the poor target which brands hunt for.


New media



Crisis management


Faminist masculinism

Political PR


Realizing the increasing importance of Internet and the fierce competition with other brands, Topman recently released its online magazine, which covers topics of fashion trends, new product, cosmetic and style. In this magazine, there is an important section of street shot, which attracts readers very much.

This social media campaign is to generate positive awareness of the launch of this online magazine. The main creative idea of this campaign is the street -shot model hunt for Topman online magazine. The hunt is mainly done through videos. First, Topman will go on the street in five different cities in UK to shoot videos of cute and fashionable guys and upload detail information of them on the official website.

This is an example of the video made by Topman:

Then for the public, they can also upload their trendy pictures or videos. At last, it is the public who choose their favorite street -shot model for the face of Topman online magazine and 1,000 pounds award.

The main social media platform will be Youtube for the videos to go viral. Other social media network platforms will also be used for this campaign-a Facebook fan page, a twitter page and a flickr page of this competition will be set up to help promote this campaign.

Political PR

You were the star of the show and you thoroughly deserved the round of applause ’-Pam

This is the comment of my tutor Pam William about my performance of a debate with the topic that ‘Whether Political PR has degraded democracy or not’.

I am so happy to receive this feedback, which proved my hard work is worthy and I could be the best.

I am on the side that is for Political PR.

Mainly, I have three points, which are: political PR improves the communication between government and the public, it builds a bridge between the two; the way of doing political PR is becoming more transparent; and finally, the purpose of doing political PR is for the public’s good.

Our group have prepared a lot to fight back the opposite argument, such as How do us defend that Iraq war is all about lies; Political PR is only window dressing, politicians only pretend to take actions, but actually they don’t make changes; Political PR is all about manipulations.

Personally, I think there are two sides of political PR, I find all of these opposite arguments are the negative sides of political PR. The lie of Iraq war is the most evident scandal of political PR. How I decide to defend for our group is based on the common sense that people can’t charge only the appearance of   a person, as the same, you can’t charge the lying aspect of political PR.

If there were no political PR, things would go like the status quo in Northern Korea, where the public there are only recipients. While, there are always two-way dimension of communications in western country: political PR for and against the Iraq war; sending information and collecting feedbacks.

Political PR is a broad concept. It can include: propaganda (white and black propaganda), lobbying, government PR and etc. Organizations, like 38 degree, are also well involved in the political circle. Sometimes, I ask myself who is really the person that raises the public agenda in politics—media? Government? Lobbying group? Or the public?  It seems,  among these different groups of interest,  public lies in the position which is the worst  in power in certain point, no matter in western and eastern societies. This point of view reinforces my opposite classmates’ view in the debate that it is the unethical problem that is always in a political PR scandal. BMP, MP expenses and Iraq war are all in such cases.

On the whole, the right way of dealing with political PR, according to Pam, is first admitting the positive aspect to have all kinds of different opinions in the society and then we should not omit the unethical aspect of promoting or the promoted contents.

Press Release

11 March 2010

By Menglu Wang

Are you interested in social media? Do you want to conquer the network? Your –Social-Media-Consultancy released a social media webcast to help you to make a perfect social media strategy.

The plan is easy to follow, only 6 steps to make a successful social media plan.

Step 1 -Define social media
Social media incorporates the online technology and methods through which people can share content, personal opinions, swap different perspectives and insights into world issues and generally discuss the evolution of media in itself.

Social media is all about socializing. Social media allows you to create a personal profile about yourself then chat, discuss and share information with others such as friends and clients. Prime examples of social networking sites are.

Social media include: Social networking ( Myspace,  Twitter and Facebook); Video sharing(Youtube), Photo sharing(Flickr), News aggregation(Googlenews ) Social bookmarking and Online gaming(Secondlife).

Step 2-Understand the sociological and cultural concepts behind social media and connect it with PR

Social media is important to business. It enables people to create and distribute the stories they care about and discuss what’s important to them. It is a good way to reach audiences. There are five concepts for PR practitioners’ better understanding of social media:

  • Conversations–Two-way communication;
  • Conversationalist- mavens, connectors, salesmen
  • Networks, word of mouth, viral communications
  • Authenticity and lack of Authority
  • More amateurs online

Step 3 -How to use social media?
What social media PR can offer: Baseline audits, Audience research, Corporate policies, Workflow process, Social media scoping, Strategic development, Campaign ideas, Ongoing monitoring, Online engagement , Influencer outreach, Issues management, Design and creative.

Step 4- Make good use of the benefits

  • Low costs
  • Builds credibility
  • Connections

Step 5 -Find what the negatives to the client are

  • Lack of anonymity
  • Scams and harassment
  • Time consuming.

Step 6 Tips to the most sufficient strategy

  • DO provide valuable content that people can use.
  • DO be consistent.
  • DO promote you presence on social media through email signatures, business cards, website, etc.
  • DON’T be a fake. Take off the mask and be authentic.
  • DON’T give up. Results take time.

More information:

  • Your –Social-Media-Consultancy:

Your–Social-Media-Consultancy is a social media online PR agency. Its clients are IBA,, PR networks and etc. Their services include: It generates buzz about events product launches and campaign websites; It asks people to do what we want them to do: sign up, leave messages and emails; it improves webpage ranking in Google

  • The webcast:

The webcast is released by Your –Social-Media-Consultancy on 19th February 2010. It is eight minutes long. View it again on YoutubeHow to use Social media for your Business , Slideshare Social Media and Digg Social Media Webcast.

  • Six steps to successful social media strategy for your company

1 Define social media
2 Understand the sociological and cultural concepts behind social media and connect it with PR
3 How to use social media?
4 Make good use of the benefits
5 Find what the negatives to the client are
6 Tips to the most sufficient strategy

  • Quotes from the author Mengluwang

‘This webcast is made for study usage. The reason why I made this video is that I realized the increasing influence of social media on PR industry. Social media is a great tool to explore new business. The online market is huge. Making a best use of social media will be essential to business in a near future.’

  • Press Contact:

Phone: 07891917256
Address: University of Westminster
Blog: Mengluwang in London

Slideshare about social media