Better legal environment to help boost government relations

"Companies with overseas ambitions have an increasing demand to build up connections with government organizations, to narrow cultural differences," she said.

In 2013, overseas merger and acquisition activity involving Chinese companies reached $61.9 billion, up 8.8 percent year-on-year, according to the Ministry of Commerce.

To take advantage of the associated opportunities, Hill & Knowlton established a project named 'Access' that focuses on Africa-China business services, supported by the firm's teams in Beijing, Johannesburg, Nairobi and Lagos.

The project provides a full range of services to clients, including public affairs and stakeholder communications, for Chinese companies such as State broadcaster China Central Television and China Railway Corp that are operating in Africa, according to Ye.

"Our services are not routine but are tailored to those companies."

"With China becoming a more important member of global society in recent years, government PR work in China has grown more in line with international levels," said Guo Huimin, vice-president of the University of International Relations and deputy secretary-general of the China International PR Association.

"But we should be aware that the situation in China is always unique, especially in terms of government PR work," Guo said.

Hill & Knowlton is one of the top 25 PR companies in China, according to a survey by the China International PR Association.

In 2013, China's PR industry was estimated to be worth about 34.1 billion yuan ($5.5 billion), up 12.5 percent year-on-year, the survey said.

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