Enterprise Public Diplomacy Between Sino-african Relations

Public diplomacy has become an important national strategy, traditional public diplomacy can not respond to changes in the international situation, the new public diplomacy ready. The new changes in the new public diplomacy appear mainly emphasize diversified actors, especially non-state actors and other non-governmental organizations and enterprise bodies to participate. Development of economic and trade relations between China and Africa is growing very rapidly. Chinese investment in Africa has also grown dramatically in recent years, more and more Chinese enterprise to invest in the African continent, they made a great contribution to the development and transformation of African economies. But the West fears and blamed for China in Africa, in addition to a strategic level, is mainly for Chinese enterprises in Africa. For now, in order to establish a good image of Chinese enterprises in Africa, to help enterprises to better development in Africa, but also to protect the interests of overseas Chinese in Africa, to carry out enterprise public diplomacy has become very necessary.But these enterprises "going out" process is also facing many problems. such as lack of Chinese enterprises in public diplomacy awareness and ability to fulfill corporate social responsibility situation is not ideal, Chinese business people and property in Africa are also facing a lot of security threats. Therefore, to do a better enterprise public diplomacy, relying only on enterprises themselves can not be completed, it is necessary to initiate efforts from both government and enterprises, so that it can only deal with issues faced by enterprise public diplomacy. Chinese government should strengthen the coordination of public diplomacy, to strengthen the business guidance and supervision, and have more security cooperation with African countries to protect the safety of Chinese citizens and investment in Africa. Enterprises should carry out awareness and capacity-building of public diplomacy initiative to fulfill corporate social responsibility, and strengthen communication with African civil society. To do a better enterprise public diplomacy work for the overall development of China-Africa relations are very important, only mutually beneficial cooperation will last longer.