A Study Of The Current Problems And Countermeasures In China's External Publicity

External publicity, a branch of our party's publicizing work, plays an important role in building up good international consensus environment and a good international image for China. External publicity belongs not only to the transmission category, but also to the ideological political work. It is significant to study external publicity, in the perspective of ideological politics, and this is helpful to the fulfillment and development of both the ideological political work and the external publicity.Today remarkable success in external publicity was achieved. We received a good public praise both at home and abroad, but there is really a long way to go. For a long time, because of the bad actual effect of the external publicity, we didn't yet build up an appropriate international consensus environment as China aimed to. The traditional idea of external publicity, the outdated system and mechanism of our external publicity , the lack of the research of our external publicity, the special external publicity object, the complicated international state and the severe competition of international transmission media are the main factors that impact the actual effect of our external propaganda.There are a lot of peculiarities in the field of external publicity, for example, the international public is quite different from us of the culture, the custom, the ethic standard and the concept of value. And all these factors must be taken into consideration to get good effect of the external publicity. Today, the countermeasures of boosting up the effect of the publicity include the following, choosing the publicity contents properly, paying special attention to the way of publicity, innovating the system and mechanism of external publicity, strengthening the general national power and improving the whole staff's operation level.