China International Public Relations Association Congress Held in Beijing
   2012-07-26 20:13:56      Web Editor: Liuyuanhui

Zhao Qizheng, head of the Information Office of the State Council, speaks at the China International Public Relations Association Congress in Beijing on Tuesday morning, July 26, 2012. [Photo: Yuanhui]


The China International Public Relations Association (CIPRA) congress has opened in Beijing on Thursday morning, with a mandate to try to better improve this country's image on the world stage.

One of the most important themes for this year's CIPRA congress, which is held once every two years, is to discuss China's public relations problems around the world.

Participants agree that China's foreign relations have been expanding since the adoption of the reform and opening-up policy. China's achievements over the past three decades are precious and thought-provoking lessons for the present and future.

Zhao Qizheng, head of the Information Office of the State Council, says that China's image has grown from the simplicity of the past, but China is still facing a difficult situation in terms of global public opinion.

"China has gained a lot of global attention since China's reform and opening-up 30 years ago. But the real China is quite different from the one in the sphere of international public opinion."

Zhao pointed out that it's important to have a comprehensive understanding of how international public relations develop and how to follow the trends.

The experience of the past three decades proves that China's diplomacy and public relations depend on reasonable analysis. It requires drawing close attention to how things are moving and complying with change.

"To realize the reality between public opinion of China and the real China, China should strengthen international public relations."

Christophe Ginistry, president of the International Public Relations Association (IPRA), echoed the views, adding it is important to know how to build international public relationships in today's connected world.

"It is not about convincing people, but about switching to a conversation where the beneficial relationship will be more difficult to establish."

He says that social media is more and more significant and that it provides more opportunities to involve people in public relations.

"20 years ago, we were only dealing with journalists. Today, we are dealing directly with all the stakeholders, and we have to learn how to deal with it. And this is a big challenge."

Julia Hood, chief editor of American PR Week, also states that the government and companies should pay more attention to social media.

"Public relations plus social media is the most efficient way to mediate awareness."

Julia also mentioned that social media and digital innovation have democratized information and given power to employers and employees alike, allowing them to engage with one another.

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