Mai Kai security on public diplomacy in the era of globalization Foreign Affairs Committee of the CPPCC National Committee delivered a speech
“the Chinese government and enterprises in the implementation of the strategy of going out, almost without exception, employ multinational public relations and communication consultancy firm for its services. This is tantamount to the right to speak and referred back to the Western world.” Secretary-General of the British 48 Group Club Mai Kai said Ann.
Mai Kai Ann is 12 Foreign Affairs Committee of the CPPCC National Committee should be invited Zhao, entitled “public diplomacy era of globalization,” the seminar, made the remarks. He believes that the Western world do not understand the Chinese, the media often have a lot of things wrong on China or distorted reports and comments, China should actively carry out public diplomacy, to the scientific method positive to the world about China’s own story.
for how to conduct effective public diplomacy, Mak security proposed “international reputation management (IRM)” theory. International reputation management is different from the old foreign Publicizing the word “convey direction”-style spread, while the use of “persuasion (persuasion)” method, from the perspective of the audience, through two-way interaction, the value of guidance to achieve the purpose of communication.
international reputation management is a Chinese and foreign parties to implement “common coinage” process. Therefore, China Mai Kai safety recommendations “to establish their own credible communications platform, and to develop appropriate operational capacity of the international service organization. The use of ‘international reputation management’ of the effective tools, training and development of local services is particularly important. “
Mai Kai security mentioned in his speech in 2010 in a research report shows that Britain’s national image of the well-known global ranking fourth, with 9.6 million square kilometers of land and population of 1.3 billion China, ranked only 14th. China there is a huge surplus in the economic field, while it is in the cultural field deficit.
“Olympic Games, World Expo’s success, CCTV broadcast in multiple languages, are China made significant achievements in public diplomacy, but the gap is still evident in many areas need improvement. For example, last year 400 million Britons visited the United States, the British came to China, less than half a million Chinese ambassador to Britain, Mr. Liu Xiaoming mentioned several times in his speech, the British understanding of China, it is too little. “Mak Ann said.
British public diplomacy as a global leader, China has much to learn from success. Such as the British Council, BBC British Broadcasting Corporation, British Tourist Authority and the UK Trade & Investment, the British public diplomacy is to promote the main body. Mai Kai Ann suggested that China should increase investment in public diplomacy, and this “very urgent.” In the field of international communication and public relations, and now China too much reliance on the West, particularly the U.S. consultancy, which is equivalent to their own promotional, image and establish the right to speak to the Western world. This result is not necessarily expect the Chinese side.
Mak Ki also worried Ren Xinzhou International Group (NICG) and members of the business trends of the Chinese media organizations and public affairs senior advisor to the government. He said the trend has been the successful operation of Chinese media organizations decade, China is now among the best PR consultancy, is a rare cross-cultural operational capability of local enterprises. He witnessed many international reputation management system to implement the use of public diplomacy success stories, but still too few companies like China, need to develop.
trend of China’s media sector is a new member of Shenzhou International Group company headquartered in Beijing. With offices in major cities, is China’s most influential public relations firm brand companies.
University of Southern California School of Journalism and Communication Dean, former White House National Security Council senior advisor to Ernest? Wilson also invited to speak at this seminar gave a keynote speech. He stressed that the United States in 2012 to carry out public diplomacy is to reduce the gap between the United States to understand the critical years. He believes that public diplomacy is people’s diplomacy, the power of non-governmental organizations, such as academic institutions, organizations should play a leading role.
CPPCC Foreign Affairs Committee, Zhao, Ma Xiuhong, vice director of the Foreign Affairs Committee, Yuan Ming, vice president of International Relations, Peking University, China Huang Youyi, Deputy Secretary for foreign leaders and other stakeholders attended the seminar will.
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