When I arrived to China, there was one thing that struck me as odd and peculiar – giving reporters, who attend a press conference, transportation stipend, or what’s commonly called among PR professionals – “media allowance (usually around USD 25 per reporter).” This is certainly something I have never seen before, and yes, it is common practice in China.

When we try to position this in front of global corporations, who are unfamiliar with Chinese media practices, most of the executives see this as a type of bribe, and challenge the PR agency instead. Whatever you call it, “media allowance” or “bribe,” one has to agree to the fact that the practice is there, and for the near future, it will not go away. So the dilemma here is: “should we follow the customs or should we uphold our principles?”

Actually things shouldn’t be taken that seriously. Why this is a practice lays upon the fact that most reporters earn very little (an entry level reporter might get paid around USD 300 a month), and asking them to travel to press conferences using their own money is just a bit too much to ask (an average Shanghai consumer reporter receives 2-3 press conferences invitations a day). So, a way to encourage them to come is to offer this type of allowance.

What you should know is that this allowance does NOT guarantee coverage. Good and extensive coverage still come from good news angles and meaningful messages; And these cannot be generated from a simple and customary token.