Body Of Enterprise Public Diplomacy Behavior

The subject of public diplomacy is the state. The main force is the people. A vastnumber of non-state actors are the main forces of public diplomacy. Companies,especially multinational corporations, often carry distinctive national characteristics intheir foreign relations. They are among the important channels and platforms tospread national information, shape national image, and safeguard national interestsand among the important forces for the state to carry out public diplomacy. With theexecution of "going global" strategy for over10years, a large number of Chinesecompanies went overseas. They made significant achievements; but they are alsofacing increasingly complex and severe challenges. While improving product qualityand service levels, Chinese companies also need to make more investment in buildingsoft power and developing corporate culture so as to spread China’s national imageand create a more favorable external environment.In light of the current international situation and China’s national conditions, thepaper elaborated on the necessity and urgency for Chinese companies to carry outpublic diplomacy, with a particular emphasis on the positioning and roles of the threemajor actors (government agencies, companies and civil societies) in driving Chinesecompanies to "go global", identified the relationship among the three key actors, andput forward related countermeasures and suggestions.