BEIJING - The Chinese Government has called on MNC agencies to help it hone its overseas communications strategy, as its international image is rocked by a succession of crises ahead of the upcoming Olympic Games .
According to sources, the State Council Information Office (SCIO) has “put out feelers” to several international PR agencies in Beijing, and has, separately, called a creative pitch for an overseas TV campaign. “They want to tell the broader story around China,” said a source.
While the initiatives are thought to have started well ahead of the Olympics, it is believed that the recent crises have, in particular, intensified efforts to seek sophisticated PR counsel.
“They are looking for advice on how to structure what they are doing and how to manage their messaging,” added another source.
The SCIO has previously worked with both Ogilvy PR and Hill & Knowlton.
China’s preparations for the Games have become bedeviled by increasing activism from a range of groups. The flare-up of trouble in Tibet, along with associated protests at the Olympics torch-lighting ceremony, have led several nations to consider boycotting the Games’ opening ceremony. At press time, German chancellor Angela Merkel was the only world leader to confirm a boycott.
MNC sponsors, meanwhile, are thought to be putting pressure on the US Government and Bocog to initiate more dialogue with Beijing.
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