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People's Daily Online>>China Business

Chinese firms need to polish up PR skills

By Qin Zhongwei (China Daily)

09:08, December 30, 2011

BEIJING - As a growing number of Chinese businesses venture overseas, they need to improve their public relations skills and work harder to safeguard their overseas interests, according to Chinese political scientists and strategists.

Over the past 30 years, China has invested in more than 170 countries and regions, with outbound direct foreign investment topping $170 billion.

In 2010, China's outbound direct investment reached $68.8 billion,up 21.7 percent year-on-year, ranking above developing countries and surpassing Japan and Germany to become the world's fifth-largest source of foreign direct investment outflows, according to the Xinhua News Agency.

As a result, Chinese companies will face more challenges in protecting their overseas interests as well as enhancing their image, according to experts speaking at a recent seminar held by the University of International Business and Economics in Beijing.

"Chinese companies are still not familiar enough with the political risks they could face when investing in foreign countries," said Shi Yinhong, a professor at Renmin University of China.

Most Chinese enterprises still have very limited knowledge of the policies, culture, and even the language of the countries that they are going to invest in, Shi said.

It is not enough for Chinese companies to deal only with governments.

Chinese companies also need to deal with opposition parties, non-governmental organizations and civil society, in order to run their businesses well, according to Shi.

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Ang at 2011-12-3060.50.7.*
Chinese firms investing in overseas not only must have PR skill, they must also to make sure they are trustworthly and transparence in doing business

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