Joanna Dodd says Chinese companies need to localize when entering the British market. Provided to China Daily

Public relations woman brings a personal dimension to britain-china business ties

Many foreign businesses are rushing to woo the world's second-largest economy by forging business ties with their Chinese counterparts. Some see the enormous market potential in China while others cite the country's spectacular economic growth as a major draw. But for Briton Joanna Dodd, it was the heart of a loving mother that led her to do business with Chinese companies.

As chief executive of a British public relations company, Dodd was part of a delegation that was in China last month to attend the Beijing International Fair for Trade in Services.

Between her talks with people from Chinese companies, she opened her iPad to look at the photos of two Chinese girls.

"These are the pictures of my daughters," Dodd said proudly to everyone before talking business.

On their first trip to China in December 2002, Dodd and her husband met their elder adopted daughter, Wan Mae, in Wuhan, Central China's Hubei province.

"It was the trip when we became a family, and as it was Christmas and snowing, a magical time. Because of that experience, China has a very special place in our memories. From that time on, we knew we were going to have a life-long link with China," Dodd says.

Later, in November 2005, the couple adopted their second Chinese daughter Mei Mae in Nanchang, Jiangxi province.

Dodd and her husband wanted their daughters to feel China was very much a part of their family life.

"Whenever I mention China at home, my younger daughter Mei Mae always says 'Mummy, that's my China'," she says.

It was an easy leap for Dodd to consider building an even stronger bond through her work in PR, in which she has more than 25 years' experience, since an increasing number of Chinese companies are investing overseas.

"I know the market and they want to come in. Chinese companies are becoming more aware of the need to create a positive media profile and the benefits this can bring to their business," she says.

Dodd's PR company, Rochester PR Group, based in London, helps companies that want to set up in Britain.

Her European clients include Belgian chocolate brand Guylian, restaurant chain Nando's and French cookery school L'atelier des Chefs.

"The decision I took in terms of PR consultancy was to stay located in the UK in order to help Chinese companies with their going-global aspirations," she says.

The most recent highlight of Dodd's cooperation with Chinese companies was with China National Publications Import & Export (Group) Corp and the General Administration of Press and Publication on the 2012 London Book Fair China Market Focus, which took place in April.

According to official reports, a total of 300 activities were held, reflecting a vibrant and evolving China. These included the first China-UK forum on investment in the publishing industry and 11 dialogues discussing the interaction of publishing and socio-economic and cultural development.

"It was a very intense period, the end result was a great success and we were lucky to have been involved in so many different events and with so many different organizations and people," she says.

Liu Binjie, head of the General Administration of Press and Publication, attributed China's success at the London Book Fair partly to intensive and thorough communication with people in Britain, not only official, scholars and publishing companies, but also school children and ordinary citizens.

"It is important to bring people of two parts closer and let British people understand China better," she explains of her concept of the London Book Fair project.

That success has also made Dodd more confident about cooperating with more Chinese companies - and she is enjoying it.

"It's very difficult to choose just one interesting experience from our work with Chinese companies - the best element is without doubt the people you meet both here in the UK and in China," she says.

Beijing Huajiang Culture Development Co Ltd, also known as Honav, which has exclusive rights to design and manufacture 2012 London Games lapel pins, is one of Dodd's Chinese clients.

Honav's success in the overseas market provides a good example for Chinese cultural companies, especially as the central government is encouraging domestic cultural enterprises' expansion in the global market.

"I think it is interesting to see cultural connections between China and the UK brought about by business connections, and Rochester is very much willing to help build the bridge," she says.

According to Dodd, Chinese companies face many challenges when entering the British market.

"People in the UK almost know nothing about Chinese companies, so it is important to explain what they are doing," she says.

Her company provides advice on sales and marketing literature, new product launches, event, seminars and exhibition management and undertakes market and consumer research.

"Unlike other European companies, which are constant clients of our company, Chinese companies prefer to approach PR companies project by project, because they think that's enough," she says.

Most Chinese companies keep a low profile in Britain, which scarcely helps them to develop locally, she says.

"They just pop out in a certain event, and then keep being invisible. They need to communicate more with local market players and clients."

Dodd also suggests that Chinese companies change their concepts toward PR work when they are entering Britain.

"They know the importance of PR efforts, but they don't know the difference of PR work between the Chinese market and the UK market. It is impossible for UK PR companies to be more Chinese. Instead, Chinese companies should try to localize."

Dodd says her business relationship with Chinese companies will intensify in coming years, and she hopes her daughters can help build bridges between Britain and China.

"We hope they will both choose to do something with their lives to help encourage connections between the UK and China, whether that is in the area of business, cultural events or charity work."

yanyiqi@chinadaily.com.cn

(China Daily 07/13/2012 page29)