The Chinese government’s decision to allow foreign news correspondents to interview anyone without prior permission is a major milestone for journalists around the world. But just as significant as the free press implications are the new challenges that this development creates for Chinese companies in crisis.

Whether the issue has been melamine in baby formula and pet food or lead paint in toys, Chinese companies used to be able to shade themselves from the spotlight under the cover of government policy. That is no longer the case – and there are many tough questions that the western media wants answered.

While official Chinese government spokespeople have experience with the needs – and thus the demands – of western journalists, non-government executives may very well be sailing into uncharted waters. For example, transparency, timeliness, and tenacity are universal components of dealing with the western news media in any scenario. The Chinese government has, to a certain extent, grown to understand that these guidelines are essential in high visibility, emotional, and fast-moving environments such as the aftermath of this summer’s earthquakes.

Non-government executives, however, need to start playing catch-up. While the current push to hire English-speaking executives is a good start, another key to future success is to start generating a frequent, credible flow of information to reporters and to build a strong crisis plan that includes enforceable details of who does what during difficult times. Of course, practicing crisis response is important as well – so that key players can grow comfortable with new communications roles well before they are needed.

It’s a new whole ballgame for corporate communicators in China – and it’s important that they adapt well to how it’s played before taking the field.