For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots. Know your point of difference - what you do in your own backyard you also have to do in new markets. How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed.
News values differ in China.
Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. The media is evolving and becoming more respected. Identify the best channels of communication. Do your homework on how news is structured and gathered. Investigate who is reporting on what.