Aussie companies urged to better engage with Chinese media

An article published in Australia's "Business Spectator" this week highlighted the need for Australian companies to better engage with Chinese media outlets.

Marcus Reubenstein, founder of consultancy firm Red Door Asia who penned the article told Xinhua that there's a tendency for Australian businesses not to engage as much as they should with Chinese media.

"Good things don't come around to those people who sit around and wait for them, they come to people who get up, roll up their sleeves, (and) do some hard work," Reubenstein said.

Chinese media outlets are profoundly important to the Australian media landscape, according to renowned Australian broadcaster and Sky News Correspondent Jim Middleton, who has reported on international and national affairs for more than four decades.

"Chinese media outlets are prepared to commit resources in Australia. That indicates there is a significant market for news about Australia in China," Middleton told Xinhua.

Middleton said Australian companies and politicians who ignore the Chinese media do it at their own peril and risk loosing out to other competitors.

"Engagement with Chinese media outlets is an important part of messaging and marketing for Australian companies," he said.

Middleton added that companies who don't wish to speak with Chinese media outlets are profoundly short sighted because China is critically important to the prosperity of Australia.

"If they don't pay attention to the Chinese media...other competitors to Australia's interests and companies certainly will, and they run the risk of missing the boat."

A spokesperson for the Australian government said they are aware of the availability of quality of Chinese media outlets and content in Australia, which provide a vital role in reflecting, fostering and promoting cultural diversity.

"In Australia, Chinese content is available through numerous platforms including commercial and community radio, numerous subscription television channels on Foxtel, Fetch TV and direct satellite services and the Special Broadcasting Service (SBS)," they said. Endit