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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

Crisis Management

When crisis happens, it can be regarded as a turning point. An efficient crisis management can not only solve the problem, and harness the responsible branding images, while a poor reaction could result in the breakdown of the company. It happens randomly. However, there may be some symptoms before its happening: growing uncertainty, loss of control, growing isolation, or even attack). A good company should prepare a plan for possible crisis. When a crisis happens, it is very important for the organization to react quickly, take control, clarify the problem and take the responsibility. In a crisis management, the company has to deal with several relationships: media relationship, relationship with victims, government relationship and response to general public. The crisis story will be interpreted in a narrative way, which means, there will be heroes and villains involving. It will be wise to figure out who is ally or enemy and how to get as many allies as possible.

Recently, there are two poor cases of crisis management.

Toyota crisis
“Toyota it’s just getting worse and worse because they didn’t come clean in the first place.”
“It came across to the public as if they were hoping the government would not find out… it looks like all they cared about was their bottom line.”
“The first rule of PR is get ahead of the story”

by Glenn Selig, founder of public relations (PR) firm The Publicity Agency.

Tiger Wood crisis
Although he apologized in public recently, he is still far away from being forgiven by the public, because of Mr. Woods’s stiff delivery and of taking several months to address the matter
“People will be Tiger golfer fans again, but that does not translate into a resurrection of an endorsement career,” said Kevin Adler, founder of Engage Marketing, a sports-marketing firm in Chicago.

social media webcast

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.

Hope you will enjoy watching!


Science Media Center and CSR

The former post about new media issue worked very well for me. I found that my memory straightly after class is the clearest. Therefore, I just want to keep the habit to write the content of the class every week in the evening of Wednesday (hopefully I can keep it for the next weeks).

Today, we had an extremely interest guy talking about science PR, and he arouse my great interest in science PR.

 The points he mentioned on the class include:

Why the Science Media Centre exist?

This is the needs of both the media and the scientists.

What are the strategies?

Rapid reaction (breaking news); round up (planned agenda); meetings with journalists and experts

How to choose story?

News worthy; or according to journalists’ agenda

 He said there were only 6 people in his office. They built a bridge to connect media together with experts. They give journalists news and give experts to disseminate their ideas. So they are a perfect platform of science information. It is a complete charity, so it only receives funding but does not have the responsibility to give donators something back. It is important to build the trust with media colleagues, so there is no spin. The centre is set up by a group of passionate people with the hope to develop the science environment in the society.

 So from what he mentioned before, I see there is a great social responsibility of these people, and of course they have a very clever business mind to run the centre.

I think this model of science and media business can work very well in China too. There is a great space to develop the contemporary science environment in China. And the dissemination of scientific information is quite free. I just see a great opportunity in this aspect. Talking about my idea with Viola a little bit, both of us realized the concerns of doing this, which are, the funding problems and difficulty in building the networks of scientific and media support in the complex social environments. But I will still keep an eye on it. 

The second part of the class is mainly the debate, of course, this is again another heated one, for most of us have already had some normal perceptions about the problem.

The term-CSR (Corporate Social Responsibility), is first known to me by far. With more corporate understanding the severe situation about our earth, they began to fulfill their social responsibilities, such as donating charities or helping the poor. But constant controversy has been raised about the ultimate motivation of their so-called ‘socially good contribution’.

 Is CSR window dressing?

My opinion is that the good behavior of corporate will definitely do a lot of good to the people who need help. But for the rest public, it is necessary for us to look clearly what the corporate real purpose of doing CSR is.

There are potential business benefits of CSR: firstly, it can be one big attraction of recruiting new people, giving the company a good title, such as ‘top good companies for graduates’. What’s more, CSR is long term reputation management plan, and it helps to build up a positive social image. Here, long term means that there is no short term outcome (increasing sales) for the company, however, if a crisis happens, the good image, which were already in consumers’ mind, can contribute to the successful solution. Thirdly, CSR can differ one corporate from the others. For example, there are two brands of biscuit, one normal brand, and the other brand with 1 pound donation to the charity for each purchase, in most cases, the consumer will prefer to buy the second one. Finally, fulfilling CSR can help companies to get license to operate, and pay less tax in some areas according to the local laws. This is one of the ways government uses to advocate environment protection.

Therefore, based on the four business benefits of CSR, the company would always like to do it. CSR can improve the reputation, solve problems, and also save money. For me, I just think there are no points of not doing it.

 But what I would not like to see is that some companies utilize CSR activities as a tool to distract the public from their main ethical problems. McDonald, BP (British Petroleum), and BAT (British American Tobacco) are all problematic. They have issues of bring damage to health or environment. They every year would spend a lot of money on charity. What usually appear on media are about their good deed, but not about how many problems they have caused.

Therefore, I want to conclude there are purposes for corporate to do CSR. CSR is good, but its purpose needs to be well aware of.

Global PR 2

There was another interesting term, high context culture and low context culture.
Britain and Germany have low context culture.
During the class, I did not know which culture we have in China.
Now I understand that we are in a high context culture.
I only want to describe one social occasion happening in UK and China. The reasons can be easily got.
An English man asks another person for dinner, he will say directly: hey, do you want to eat together with me?
A Chinese person will say: hi, how are you, are you busy recently, it is such a coincidence that both of us are free today, let us do something, how about going out for a dinner?

Today’s topic is globalization of PR.
There are a lot of reasons which stimulate the process of globalization. We analyze this question from the normal angle, ranging from political reasons to business factors. Because the globalization of business is quite evident in the world, the internal branding is already not a new thing. The global reputation management took an important role in the whole corporate business. So when the pubic is consuming a international brand, he or she is also buying the brand’s value (could be understood through advertisements, products services, and corporate social images). The big names, such as Mcdonald’s, Nike, Wall-Malt, all do very well in their marketing campaigns. Along with the development of international connections, the clients of PR are from more countries or the clients want to reach consumers beyond the nation boundaries.

Our debate topic is very interesting: will PR in future be totally international or not? I think the answer to this question defends on different occasions. What I could say is that the globalization is the general trend for PR. The long plan for any PR agency will be internationalized. But they should tailor the strategies according to different need of clients. It is not a yes or no question. But it definitely arouses my attention to the big international PR agencies in UK. I have looked at a lot of their websites. To my surprise, a lot of them have offices in China. I am very happy to find that.

One case study in Pam’s PPT let me to think over for a while.
It was a picture of Chinese Warrior Exhibition in British Museum.
Pam asked us: Chinese Warrior is so fragile and precious, but why Chinese government did that?
Before this class, I never thought about this question. I only worried if there would be market of these warriors. I only paid attention to the surface of this issue. When talking to the purpose of Chinese government, they are very clever. Instead of selling a lot of ticket of the exhibition, they got more media coverage in UK and a lot of British people would have the chance to know Chinese culture. This was a perfect time to export the ‘invisible’ culture abroad.