TSJC Deputy Dean, Professor Shi Anbin, and China International Public Relations Association Deputy Director, Zheng Yannong, exchanged views on China’s public relations strategy during a talk with the Guangzhou Daily on January 17, 2011.

“To build a good national image, a country should focus on its people, who can represent the country’s image most vividly. Celebrities and ordinary people are of equal importance,” stated Professor Shi.

He also advised the government to make the build a new image by correcting stereotypes, such as learning from the United Kingdom in their recently launched promotional campaigns.

Professor Shi and Zheng further touched upon the topic of China’s soft and hard power. Zheng suggested developing multi-channel diplomatic methods to explain China’s values to different audiences, and that building the national image is one of the important ways to cultivate soft power.

For further reading, please refer to:

http://www.china.org.cn/opinion/2011-01/17/content_21755910.htm