With the rise of social media, Chinese state-owned enterprises increase their use of new media in their communication with the publics. Through surveying senior public relations executives of Chinese state-owned enterprises, this study analyzed the factors that in?uence the new media use of state-owned enterprises from the perspective of excellence theory. The results suggest that communication and cooperation with third-party experts and consultancies is the most important factor. Other factors include professionalism and strategic use of public relations.