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Information Communication, Interactive Media, and Cooperation for a Win-Win:——An Interview with Hao Changjiang, the First Chairman of the Board of China Chemical Industry and President of China Chemical News
On October 24, 2005, China Chemical News, along with several leading companies in the chemical industry, announced the formation of a strategic alliance and established the “China Chemical News Council.†While councils are common in the media sector and represent a somewhat traditional model, this initiative aimed to bring fresh perspectives to an evolving industry. The council was designed to enhance the integration of information resources within the chemical industry, offering a more structured and interactive platform for communication.
The first chairman of the board and director of the China Chemical News Agency, Hao Changjiang, explained the background and purpose behind the establishment of the council. He highlighted that, historically, traditional media methods had two major shortcomings: one-way information dissemination without interaction, and the lack of systematic release of content. This often led to newspapers failing to accurately reflect the current structure of the industry, especially with large enterprises at its core.
Hao noted that the council emerged as a natural outcome of media marketization. In many foreign countries, media agencies are often funded by large corporations and serve both government and private sectors. In China, while direct corporate investment in media is still in its early stages, the council serves as a bridge between media and enterprises, aligning better with the current industry system.
When asked about the council’s positioning, Hao described it as a three-platform system: a promotional platform for showcasing company achievements, an exchange platform for sharing policy trends, industry insights, and expert opinions, and a communication platform facilitating dialogue among business leaders. These platforms aim to foster information exchange, idea sharing, and personal interactions, reducing information gaps and improving decision-making efficiency.
Regarding the impact on the media itself, Hao emphasized that the council marked a shift from a media-centric to a resource-centric approach. Previously, many Chinese media outlets focused inward, publishing content primarily for internal audiences or regulatory bodies. Now, the newspaper aims to better serve enterprises by integrating their resources and shifting its focus toward meeting market demands.
Concerns were raised about whether small and medium-sized enterprises (SMEs) would be overlooked. Hao reassured that SMEs have always been a critical part of the newspaper's coverage, and serving large companies actually benefits smaller ones as well. Large enterprises play a central role in the supply chain, and keeping all stakeholders informed ensures comprehensive and fair information access for all.
Finally, questions were raised about whether companies might influence the media through the council. Hao clarified that the council’s charter explicitly states that members cannot interfere with the newspaper’s editorial independence. Many large companies joined the council precisely because of the publication’s commitment to objective, neutral reporting and its role as a third-party observer in the chemical industry.
Overall, the council represents a significant transformation in how the industry communicates, aiming to create a more collaborative, transparent, and effective information ecosystem.