Over the years, Chinese companies in Africa have earned a reputation for not very being good in how they communicate with local stakeholders, particularly with local media and civil society groups. While that remains true for the large state-owned construction and mining companies, it’s definitely not the case for a growing number of consumer-facing private companies that now employ sophisticated corporate messaging strategies.

The Paris-based, Africa-focused strategic communications agency 35° Nord works with Chinese corporate clients on the continent, both private and SOEs, on public relations, social media outreach as well as crisis communications. Claire Xue, head of the China desk at 35° Nord and consultant Anna An join Eric & Cobus to discuss how Chinese corporate communications in Africa are evolving.