“Haier's communications and PR skills are so poor that they could complicate any effort to buy” Maytag

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Global Communications Expert Warns: Future Chinese Acquisitions May be Difficult due to Haier's Poor Communications Surrounding its Bid for Maytag.

Global communications expert Josef Blumenfeld is warning that weak communications and public relations by the Haier Group as it bids for Maytag may make future Chinese acquisitions more difficult. In an article this week in the Des Moines Register, Blumenfeld’s caution that “Haier's communications and PR skills are so poor that they could complicate any effort to buy the ailing Iowa appliance maker” is validated in a “behind-the-scenes look at business around Iowa.” The article was headlined “Chinese firm tough to contact,” and used a conversation with a Haier America spokesperson that “provided a glimpse of what Blumenfeld meant.”    

Illustrating Blumenfeld’s point, the article concluded: “So how do we reach the Haier brass in China?” The spokesperson “said she didn’t know.”

In the blog Managing Global PR and in interviews with US and international press, Blumenfeld warns that “unless Haier's PR surrounding its bid for Maytag improve dramatically - and quickly - China's business community will get a collective lesson on the importance of communications, particularly in a market with a free press.”

This analysis follows an article Blumenfeld wrote for Hong Kong-based Media, one of Asia’s leading marketing trade publications. In that article, Blumenfeld highlighted that “once iconic American brands are losing marketshare, often to Asian brands.”

“In that article, I cited a lack of seasoned American global communications professionals that are experienced in Asia, and the hurdle that presents US companies,” Blumenfeld said. “Haier’s missteps indicate that this is a two-way street: China also lacks savvy communications pros that understand the strategic value of the US press. Unless China’s businesses recognize the strategic imperative of savvy communications outreach, the anticipated wave of Chinese acquisitions is far from certain.”

About Tradewind Strategies

Tradewind Strategies was founded by Josef Blumenfeld, a strategic communications professional with experience managing PR agencies and programs in 28 countries on six continents. Tradewind Strategies allows companies to identify international marketing resources and to expand their public relations and communications programs into new and growing global markets. Blumenfeld has been quoted in worldwide press, including Fortune, The New York Times, Asian Wall Street Journal, Globo (Brazil), Media (Hong Kong), UPI, and Inc. Information at http://www.tradewindstrategies.com

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