The Chinese trust an authoritative voice
The Chinese trust an authoritative voice, so a well-conceived online PR plan is just as important as an active social media presence. It’s vital that your university is referred to and implicitly endorsed by reputable bodies and media within China. In this sense, it’s no so different to the West. It’s all about reputation, reputation, reputation. Always more about what others say about you than what you say about yourself. Making sure that your university is talked about and referred to in online news media will play an important role in making you known and therefore trusted.