"Historically, foreign companies taking legal action in China have been reticent to engage the local media as they believe, quite rightly, that it will likely take the side of the local company being sued, irrespective of the merits of the case."
The tactic for foreign is to engage China-based foreign media in order to generate international news coverage.
"[O]verseas media coverage will be reported back to Beijing via China's global network of embassies, consulates and internal news reporting organs. For example, Xinhua, apart from running its news wire service, also prepares classified briefing papers and cables for senior government officials."
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