How Can Overseas Brands Publish Press Releases in China? A Guide to Chinese Media Distribution, PR Processes and Key Considerations

As more international brands look to enter and expand in China, building visibility and establishing a credible presence in the Chinese digital landscape has become increasingly important.

Social media platforms such as Xiaohongshu (RED), WeChat, Weibo and Douyin are important parts of China marketing. However, Chinese press release distribution and media PR can play a different role by helping brands communicate corporate news, product launches, partnerships, events and other important developments through Chinese-language media channels.

For overseas companies unfamiliar with the Chinese media landscape, the process can raise many questions:

How should a Chinese press release be written? Can an overseas company distribute news directly to Chinese media? Which media outlets should be selected? What materials are required before publication?

This guide provides an introduction to the process of publishing press releases in China and highlights several important considerations for international brands.

Why Should Overseas Brands Publish Press Releases in China?

When entering China, many international brands initially focus on social media or influencer marketing.

These channels are important, but media PR serves a different purpose.

Press releases are particularly suitable for communicating more formal brand and corporate information, including:

• Market entry announcements
• Product and service launches
• Business partnerships
• Corporate developments
• Exhibitions and events
• New store or project openings
• Tourism campaigns
• Entertainment projects
• Executive or brand interviews

For brands that are relatively new to Chinese consumers, publishing Chinese-language content can also help gradually build a stronger digital information presence in the market.

Rather than viewing press release distribution simply as a short-term promotional tool, it can be considered part of a broader China PR and brand communication strategy.

What Kind of News Can Be Distributed in China?

Press releases are not limited to large multinational companies.

Brands of different sizes may have newsworthy developments that can be communicated to the Chinese market.

For example, a Thai hotel may announce a new service designed for Chinese travelers. A Southeast Asian beauty brand may introduce a new product line. A company may participate in an exhibition in China, announce a new partnership, launch a campaign, or expand its business into the Chinese market.

The key is to identify the genuine news value behind the information.

A press release should not simply turn an advertisement into a news article. Instead, the content should provide clear information and a meaningful angle for the intended audience.

Translation Alone Is Not Enough

One of the most common mistakes international brands make when approaching Chinese PR is assuming that an existing English or local-language press release can simply be translated word for word.

Technically, the information may be translated correctly. From a communications perspective, however, the result may not be suitable for Chinese readers or media.

Different markets have different expectations regarding headlines, article structure, brand introductions, terminology and the order in which information is presented.

For example, a Thai company may already be widely recognized in Thailand and therefore require little introduction in a Thai press release.

Chinese readers, however, may never have heard of the company.

The Chinese version may therefore need additional context explaining who the brand is, what it does and why the announcement matters.

A more effective process is often:

Original Materials → Chinese Translation → Content Localization → Editorial Adaptation → Media-Ready Chinese Press Release

This is the difference between simply translating content and creating PR materials specifically for the Chinese market.

What Is the Typical Chinese Press Release Distribution Process?

Although each project is different, press release distribution in China generally involves several key stages.

1. Define the Communication Objective

Before writing the press release, the brand should first clarify what it wants to communicate.

Is the objective to announce entry into China? Introduce a new product? Promote an event? Build brand awareness? Establish more Chinese-language information about the company?

The objective influences both the editorial angle and the media strategy.

2. Prepare Brand and News Materials

Useful materials may include:

• Company and brand introduction
• Official website
• Product or service information
• Details of the announcement
• Relevant photographs and visual materials
• Executive information
• Existing English, Thai or other-language press releases
• Supporting facts or background information

Providing accurate and complete materials makes the localization and editorial process more efficient.

3. Write and Localize the Chinese Press Release

The content is then developed into a Chinese-language press release suitable for local readers.

This may involve adjusting the headline, article structure, terminology, brand introduction and background information rather than directly translating every sentence from the original version.

4. Select Appropriate Chinese Media

China has a large and diverse media landscape.

Media selection should be based on the brand's industry, target audience, content type, campaign objectives and budget.

A hospitality brand targeting Chinese travelers, for example, may benefit from tourism, lifestyle and consumer media.

A technology company may require a very different combination of technology, business and industry publications.

5. Media Submission and Review

The press release is submitted to selected media channels for review and publication.

Publication is not necessarily automatic.

Content may need to comply with the editorial policies and content requirements of individual media platforms. Some articles may require revisions, while certain types of content may not be accepted.

6. Collect and Review Publication Results

After publication, the resulting media placements and links can be organized for reporting and future reference.

This also helps brands evaluate their communications activities and plan subsequent China PR campaigns.

How Should Brands Choose Chinese Media?

One of the most common questions is:

Which Chinese media outlets should we publish on?

There is no single media list that is suitable for every company.

China's media ecosystem includes a wide range of channels, such as:

general news and portal platforms, business and financial media, industry publications, regional media, entertainment media, technology media, tourism media, and lifestyle platforms.

The right combination depends on the story being communicated.

A Thai resort promoting itself to Chinese travelers does not necessarily need the same media mix as a B2B technology company entering China.

Instead of focusing only on the number of placements, brands should consider four basic questions:

Who are we?

What are we announcing?

Who do we want to reach?

What do we want this communication to achieve?

Media selection should follow the answers to these questions.

What Should Overseas Brands Pay Attention to?

Accuracy is particularly important when publishing corporate information in another market.

Brand names, company names, executive titles, statistics, dates and factual claims should be checked carefully before distribution.

Brands should also avoid excessive promotional language or unsupported claims such as “No. 1,” “the only brand,” “the world's leading,” or similar statements unless there is appropriate evidence to support them.

China also has its own advertising regulations, media standards, platform policies and content requirements.

Certain industries and topics — including medical, financial, political and other sensitive areas — may require additional review or may be subject to specific restrictions.

For this reason, overseas brands should ideally have Chinese-language PR materials reviewed and localized by a team familiar with the local media environment before distribution.

Is One Press Release Enough?

For a single event or announcement, one press release may be sufficient.

For brands that are serious about building a long-term presence in China, however, one article is unlikely to create a complete brand presence.

A company can gradually build its Chinese-language communications around different milestones:

Entering China → Brand Introduction

Launching a Product → Product News

Joining an Exhibition → Event Coverage

Signing a Partnership → Corporate News

Executive Interview → Thought Leadership Content

Launching a Campaign → Campaign Coverage

Over time, this creates a more complete body of Chinese-language information around the brand.

When potential consumers, partners, distributors or media search for the company, they are more likely to find meaningful information about its activities and development.

Chinese PR Works Better as Part of a Wider Marketing Strategy

China has a highly diverse digital and media ecosystem.

Press releases can communicate formal corporate and brand information, while Xiaohongshu and Douyin can help brands reach consumers through more engaging content.

KOLs and KOCs can influence consumer perception through third-party recommendations, while official Chinese social media accounts allow brands to build longer-term relationships with their audiences.

For many international brands, an effective strategy may therefore combine:

Chinese PR + Chinese Social Media + KOL/KOC Marketing + Content Localization

Not every company needs every channel.

The right combination should depend on the brand's objectives, development stage, audience and available budget.

Building a Brand Presence in China Starts with the Right Communication

Entering China involves much more than changing the language of existing marketing materials.

It requires an understanding of Chinese consumers, media, digital platforms and communication practices.

Chinese press release distribution may appear simple — write an article and publish it through media channels — but the quality of the result depends heavily on the preparation behind it: accurate information, effective localization, a suitable editorial angle and appropriate media selection.

For brands entering China for the first time, a localized Chinese press release and targeted media campaign can be a practical starting point before gradually expanding into social media, influencer marketing and longer-term brand communications.

Siam Culture provides China marketing services for Thai and Southeast Asian brands, companies, artists and organizations, including Chinese press release writing and localization, Chinese media distribution, China PR, Chinese social media management, KOL/KOC marketing and Chinese content localization.

Our goal is not simply to translate an overseas press release into Chinese and distribute it.

We help brands answer two more important questions:

How should this story be communicated to the Chinese market — and through which channels should it reach the right audience?