Beijing, April 22th–The world’s leading information distributor, PR Newswire Asia, held a Media Coffee under the theme, Communication Through Technology Portals, in Beijing on April 22nd, 2010. Over 30 marketing and PR professionals from 20 organizations, including China-British Business Council, Aigo, HP, ADI, STMicroelectronics, Shanda Interactive Entertainment, IDC China and TEXT100 exchanged their views.

Three guest speakers -- Mr. Fei Gao, Editor in Chief of ZDNet, Mr. Lihong Li, Editor in Chief of Tencent Technology and Mr. Yan Bao, Editor in Chief of PCPOP News -- attended the event, while several print media journalists also joined the discussion. The purpose of this Media Coffee was to reinforce the guest's understanding on vertical IT portals, and the operation and interview process of web portal’s technology channels. The three guest speakers gave their in-depth analysis on features of vertical IT portals and web portals in an easily accessible manner.

Mr. Fei Gao, Editor in Chief of ZDNet

Mr. Fei Gao’s speech began with the concept of fragmented news. He pointed out that news is actually the snapshots of events. Because reporters and readers usually only pay attention to one or two paragraphs of a news story, PR professionals need to develop breaking news to seize the attention of reporters. In addition, lots of PR professionals want web portals like Sina or Tencent to pick up their company news, so as to overlook the importance of vertical IT portals.

Mr. Yan Bao, Editor in Chief of PCPOP News

Mr. Gao believes that visitors of vertical portals are potential consumers that companies should target. Finally, he described the web portals as passive platforms because the reporters first receive a great amount of news stories every day, and then select what interests them to publish. On the other hand, the reporters of vertical portals collect industry related information that would interest visitors proactively.

Mr. Yan Bao highlighted the strengths and advantages of vertical portals in corporate communications. He noted that vertical portals are channels for product promotion.

Mr. Lihong Li analyzed the importance of headlines for selecting news to help attendees understand the structure of news headlines.

Mr. Lihong Li, Editor in Chief of Tencent Technology

Guest speakers and company guests exchanged their ideas on the interview process of vertical portals during the coffee break. Mr. Yujie Chen, Managing Director of PR Newswire Asia shared his ideas with three guest speakers at the end of the media coffee.

About PR Newswire Asia's Media Coffees
For over 50 years, PR Newswire has provided electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of organizations worldwide, covering media communities in 170 countries. PR Newswire Asia hosts regular Media Coffees, bridging media with corporate PR professionals to discuss the latest developments in the communications field. PR Newswire Asia has continued this tradition since 2002 by hosting regular media coffees in Beijing, Shanghai, Shenzhen, Hong Kong, Taiwan, and now, Singapore. This has assisted hundreds of PR professionals in expanding their communications networks by directly interacting with local reporters and editors.