A Study On The Current Situation And Countermeasures Of Chinese Public Diplomacy

Since the21st century, with China’s comprehensive national power and gradually increased level of diplomacy,"public diplomacy" has gradually entered into the vision of our government and academia, becoming an important part of the country’s overall diplomatic strategy, as well in the fields of international relations, journalism, public relations and other emerging disciplines. Media diplomacy, as an important form of public diplomacy, is currently a weak link of China’s public diplomacy theory and practical operation, is worthy of us to make more in-depth exploration and try.Currently China’s international influence of mainstream media is gradually expanding; however, the capacity of civil media has yet to be enhanced. Public media diplomacy, on behalf of the development trend of the new media and the future direction of public diplomacy, is still at early stage in our country. As a rapidly developing country, China has drawn widespread attention around the world. In this context, to create a good image of the country is very important to China’s development. The construction of international communication capacity of new media has risen to important national strategies. Challenges arise along with the opportunities-the limitations of the international public media pattern, lack of professional competence of the Chinese media, the scarcity of international talents are problems yet to be solved.In the context of opportunities and challenges, Chinese public media has well recognized the situation, drawing lesson from mature international experience, combined with the new requirements of the new media era on public diplomacy, propose to develop media public diplomacy strategy in line with China’s national conditions-taking positive and effective measures to strengthen the international capacity-building propagation of the mainstream media, and actively guide the healthy development of private media. Establishing public diplomacy strategies of new media, promoting the construction of the international credibility of the media, seizing opportunities and battling challenges, all will play significant role to the development of China’s public diplomacy.