Lessons from experience.

Here are a few tactics we've learned along the way that we like to impart to multinational brands and companies to achieve successful communications in China:

• On a busy day in Shanghai, this may feel like capitalism, but it’s not a democracy. Understand the Government's policies and point of view about your industry sector and relevant issues, at both national and regional levels. Then tailor your messaging to show your support for and contribution to national development.

• Behave like a diplomat, not a salesperson. Position your business activities as responding to the initiatives and policies of Chinese government at the highest level, helping to build up and stimulate Chinese industry and development.

• Make your Chinese team members, customers and partners the heroes. The characters for China literally mean the 'middle kingdom' - so make sure you treat your audiences as if they are the center of the world.

• Be humble and respond proactively to criticism. Slow or defensive responses can be viewed as rude and arrogant, and trigger a broad-based nationalistic reaction to your company or business initiative.

• Well conceived and implemented Corporate Social Responsibility programs in China can help multinationals embellish their perception while cultivating good faith with local government officials and consumers. Increasing government and social attention to environmental protection issues offers opportunities for MNCs to demonstrate their goodwill and supportive positions.

• Focus on the differences. While Chinese consumers want quality, reliability and low prices similar to their counterparts worldwide, there are tremendous differences in nuances and expectations of companies and brands. Ignore these at your peril.

• Be seen in the news. Commercial priorities are driving competition and changing the style of news reporting. The Chinese government is reducing its funding of state-owned media organizations encouraging them to generate revenue through advertising. In an increasingly commercialized business environment, a strong media presence conveys a sense of leadership and wider presence.

• Localize deeply: Yes, you will certainly need local language websites and collaterals, but smart foreign companies take a long look at business practices, processes and models too, and adapt to local culture and tastes where it makes business sense.