Strategic Communications in China | Shawn Jiang Xiaofeng of China Advocate

PRGN Presents • Season 8, Episode 6 • Originally published as an audio podcast on March 19, 2026. Effective reputation management in China requires a deep understanding of state media and a willingness to build trust with government, media, and the public. Shawn Jiang Xiaofeng, founder and CEO of China Advocate in Beijing, joins Abbie Fink and Dr. Adrian McIntyre to talk about how business in China is changing and what it takes to communicate effectively and build local trust. China is entering the first year of its 15th Five-Year Plan. Shawn explains that this plan shifts the economy from debt-fueled growth toward innovation, high technology and a green transition, and how this informs multinational companies where to invest. Companies that align with those priorities and show their value to the industry and to society, as AstraZeneca has, find the warmest welcome. When Adrian asks about the tension between openness to foreign products and the pressure to “buy Chinese,” Shawn points to a growing list of sectors open to foreign companies. Shawn describes the dominant role of state media, including on social platforms. Trust has to be built with government, media and the public, he says, but the biggest gap for many companies is the internal communication disconnect between global headquarters and their local teams in China. By prioritizing long-term relationships and clear value demonstration, companies can better adapt to the evolving demands of the Chinese market. KEY TAKEAWAYS • China's 15th Five-Year Plan signals where multinational companies should invest, with priority on innovation, high technology and the green transition. • Companies succeed in China when their business strategy aligns with national priorities and they show their value to the industry and society, as in "in China, for China." • State media play a dominant role in China, including on social platforms, so relationships with top state media help build reputation and protect against crises. • Statements made anywhere in the world on red-line issues such as Taiwan, Xinjiang or Tibet can cause serious trouble in the Chinese market. • Trust is built with government, media and the public, but for many multinationals the biggest gap is internal, between global headquarters and the team in China. Read the full episode notes and transcript: https://prgnpodcast.com/episode/strat... --------------------------------------- ABOUT THE GUEST Shawn Jiang Xiaofeng is founder and CEO of China Advocate, a Beijing-based boutique consulting firm, and PRGN’s regional vice president for Asia-Pacific. With 25 years in public affairs, strategic communication and marketing, he advises Fortune 500 companies and leading Chinese enterprises in advanced manufacturing, tech and healthcare, and Chinese firms expanding abroad. He has managed more than 20 crisis incidents and speaks regularly to the European and American chambers of commerce in China. • Learn more: https://prgn.com/agency/china-advocate/ • Connect with Shawn:   / shawn-jiang-xiaofeng-%e5%a7%9c%e6%99%93%e5...   --------------------------------------- ABOUT THE HOSTS Abbie Fink is president of HMA Public Relations, the oldest continuously operating PR firm in Arizona and a founding member of PRGN. • Learn more: https://prgn.com/agency/hma-public-re... • Connect with Abbie:   / abbiesfink   Dr. Adrian McIntyre is an anthropologist and communications advisor specializing in the marketing and selling of expertise. He is a founding partner at Speed of Story, where he helps entrepreneurial experts and boutique firms clarify their positioning, package their intellectual property, market their premium services, and get paid for their thinking, not their time. • Learn more: https://adrianmcintyre.com/ • Connect with Adrian:   / adrianmcintyre   --------------------------------------- CHAPTERS 00:00 Podcast Intro 00:59 Meet Shawn Jiang of China Advocate 01:11 How Business in China Is Changing 03:05 Decoding the 15th Five-Year Plan 06:20 Openness vs. a "Buy Chinese" Mindset 09:59 Matching Your Story to China’s National Priorities 12:47 Understanding the Chinese Media Market 16:28 Red-Line Issues Every Company Must Respect 18:29 Building Trust With Government, Media and the Public 22:45 Trust as a Universal Currency 24:53 Attack and Defense: Reputation and Crisis Readiness 25:19 The Trust Gap Between Headquarters and China Teams 28:14 Podcast Outro --------------------------------------- PRGN Presents features conversations with members of the Public Relations Global Network. No matter where you do business, there is a PRGN member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you: https://prgn.com/pr-agencies/