Weber Shandwick, as communication consultant for the Beijing bidding committee for the Games, is already reaping some reward for the event. Now, they are trying to drum up more Olympic clients.

"As a global PR company, many Olympic sponsors have already been our clients and we are contacting more Olympic sponsors as well."

As for Olympic marketing activities, Liu suggested that PR companies help organize uplifting events.

"Besides marketing events, some activities aimed at encouraging staff are also necessary," said Liu.

Since Olympic sponsorship and marketing are still new to China's companies, Liu suggested local PR companies not support ambush marketing by clients not officially sponsored by the Olympics.

"The Olympic project is very special, since the Olympic sponsors enjoy exclusive rights in their own category, so we will suggest our clients, which are not Olympic sponsors, to promote their brands in other ways," Liu said.

"The Olympic marketing events should obey Olympic rules that may not be so clear with some local companies."

Sponsoring other sports events may be one option.

"While people are paying attention to the Olympic Games, they may also watch other sports activities," Liu said.

"So sponsoring star athletes or famous sports teams are efficient ways for the promotion of the companies that are not Olympic sponsors."

"China is a rising sports powerhouse, but sports marketing is still at the starting line," Liu said. "The Olympics will help boost sports marketing in China, which means much more chances for PR."

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