East-West Dialogue on Public Diplomacy

Academic activities at the 2012 London Book Fair (II/III)

Below is the basic info about Zhao Qizheng’s two book launch events:

East-West Dialogue on Public Diplomacy: New Books from Zhao Qizheng

Time: 9:00 – 10:00, 17th April
Venue: Piccadilly Room
Chair: Huang Youyi, Vice Director and Editor-in-chief of the Foreign Languages Bureau, the CIPG
Speakers: Zhao Qizheng, Liu Binjie, Willem Buiter, Michael Hoey
Organiser: China International Publishing Group (CIPG)
Language: English (Chinese & English simultaneous translation)


9:00-9:05 Chair to introduce the event and guests
9:06-9:10 A speech by Liu Bingjie, Minister of the General Administration of Press and Publication of China (GAPP)
9:10-9:15 A speech by Zhao Qizheng, the author
9:15-9:20 A speech by Willem Buiter, the Citibank chief economist
9:20-9:25 A speech by Michael Hoey, Vice-Chancellor, the University of Liverpool
9:25-9:45 A dialogue between Zhao Qingzheng and Honorary Guests
9:45-9:50 Media Q & A session
9:50-9:55 Group photo

Links of related info: http://www.chinanews.com/cul/2012/04-18/3826832.shtml

About the author

Professor Zhao Qizheng, is Dean of School of Media, Renmin University and Dean of School of Binhai Development, Nankai University. He is also the Head of the Standing Committee of the CPPCC National Committee, Director of the Foreign Affairs Committee, Vice-Chairman of the Economic and Social Council, CPPCC; former ……..State Council Information Office; former Shanghai Vice-Mayor and Director of Pudong New Area management Commission. See more from the links below:

Book 1

Cross-Border Dialogue: the Wisdom of Public Diplomacy
: Zhao Qizheng at el
Publisher: New World Press (March 2012)
ISBN 978-7-5104-2558-5


In this age of globalization, public diplomacy is an important force for enhancing cross-cultural relations and understanding. This book pools the dialogues between Zhao Qizheng, chairman of the Foreign Affairs Committee of the Chinese People’s Political Consultative Conference, and top officials and experts from many countries around the world. It is a spectrum of public diplomatic wisdom with contrasting ideas from the East and West shining through the pages.


  • Presenting China Today Is Key (Dialogue with Paul Foldi in Beijing on September 22, 2010)
  • Norman Bethune’s Contribution Produced the Effect of Public Diplomacy (Dialogue with Mark McDowell in Beijing on December 3, 2010)
  • Many Obstacles to Be Overcome in China’s International Communication (Dialogue with Sameh El-Shahat in Beijing on December 3, 2010)
  • New Asia’s Peace and Prosperity (Zhao Qizheng’s speech at the 6th Jeju (South Korea) Forum for Peace and Prosperity on May 29, 2011)
  • China Never Takes Itself for a G2 Member (Dialogue with South Korean experts on public diplomacy in Jeju on May 29,2011)
  • China’s GDP Comes from Hard Work and Diligence (Dialogue with Henry Kissinger in New York on June 2, 2011)
  • Sensitive Questions Are in Greater Need of Answers (Dialogue with experts of the New York Times in New York on June, 2, 2011)
  • Track-Two Diplomacy: An Important Mode of Public Diplomacy (Dialogue with scholars of Yale University on June 3, 2011)
  • Public Diplomacy: A Method Rather than a Science (Dialogue with scholars of Harvard University on June 3, 2011)
  • Difference Between Public and Commercial Broadcasting in America (Dialogue with Gordon H. Smith in Washington on June 6, 2011)
  • Legacy of Cold War Mentality Hinders Progress (Dialogue with Richard Lugar and Others in Washington on June 6, 2011)
  • Public Diplomacy: A Supplement to Official Government Diplomacy (Dialogue with James Steinberg in Washington on June 6, 2011)
  • Finding Ways to Make Mutual Study More Meaningful (Dialogue with experts at Meridian International Center on June 6, 2011)
  • Enjoy Talking with Journalists (Dialogue with reporters and editors of the Washington Post in Washington on June 6, 2011)
  • Why No “Jessamine Revolution” in China (Dialogue with Robert Kuhn in Washington on June 6, 2011)
  • China’s Search for a Model for Global Expression (Dialogue with Mark Kirk in Washington on June 7, 2011)
  • China Does Not Hide Its Problems (in Los Angles, June 8, 2011)
  • Improving China-U.S. Relations Is a Driving Force for World Progress (Dialogue with USC scholars in Los Angles on June 8, 2011)
  • China Has Two Shining Coats: The Beijing Olympic Games and 2010 Shanghai Expo (Seminar: Public Diplomacy in the Age of Globalization in Beijing on October 12,2011)
  •  Beijing Olympic Games and Shanghai Expo (Dialogue with Joel Souza Pinto Sampaio in Shanghai on November 19, 2011)
  • Public Diplomacy Is Not Plastic Surgery (Zhao Qizheng talks with some Japanese experts of public diplomacy in Tokyo on December 2, 2011)


  • Public diplomacy is a kind of dialogue between different civilizations. Cultural difference makes dialogue a necessary bridge. The goal of China’s public diplomacy is to explain China’s real perspective to the world, strengthen mutual understanding between the Chinese people and the global community, and to promote the development of friendly relations. The theory of public diplomacy is not so academic, but its practice and implementation requires the brightest minds. — Zhao Qizheng, chairman of the Foreign Affairs Committee of the Chinese People’s Political Consultative Conference.
  • In the era of globalization, cultural differences create the foremost barrier. So we should advocate dialogue with an emphasis on culture. After adequate cultural communication, political, economic and military dialogue will be easier to initiate and engage in. — Sameh El-Shahat, President of China-i Ltd.
  • It is very important to be as familiar as possible with the conditions of foreign nations. If you are familiar with another culture, it is easier to find commonalities with your own culture – and it will be easier to see that your people and those of other countries are not so dissimilar, that they may even be facing the same challenges. It is through these similarities that both parties will feel more comfortable when negotiating or engaging in strategic dialogue. — Mark McDowell, public diplomacy counselor of the Canadian Embassy to China.
  • There are three core elements to public diplomacy. The first – and core of public diplomacy – is convincing the nationals of other countries to favor your country. The second is to ensure people’s proper understanding of the exchanges between the government and civil society. The third is that bilateral exchanges are also important. — Moon Ha-yeong, Overseas Compatriots Consul Ambassador in charge of overseas Korean compatriots affairs at the Ministry of Foreign Affairs and Trade, ROK
  • Public diplomacy can be divided into five aspects: listening to the voice of foreign people to find a starting point for further dialogue; speaking and expressing ideas; culture exchanges; and international communication. — Nicholas Cull, professor at USC Annenberg School for Communication and Journalism
  • The biggest challenge between Brazil and China is shortening the distance between the two countries through mutual understanding. This understanding must be direct. China and Brazil are two strong and advanced countries, both able to engage in dialogue without the need for intermediaries. — Joel Sampaio, Deputy Consul General of Brazil in Shanghai
  • In my view, public diplomacy is not unilateral action but mutual interactions between two sides. This is an important feature. While it’s important for the world to understand China, it’s also important  how the world views China, and how its policy affects the world’s perception of China. — Mitsuru Kitano, Deputy Director-General of the Secretariat of the Japanese Foreign Ministry

Book 2

How China Communicates:Public Diplomacy in a Global age
 Zhao Qizheng
Publisher: Foreign Languages Press (2012)
ISBN 978-7-119-07104-6


In this age of globalization, public diplomacy is an important drive for enhancing cross-cultural relations and understanding. This book pools the dialogues between Zhao Qizheng, chairman of the Foreign Affairs Committee of the Chinese People’s Political Consultative Conference, and top officials and experts from many countries around the world. It is a spectrum of public diplomacy wisdom with contrasting ideas from the East and West shining through the pages.


A historic work based on ample public diplomacy practices. Even the shortest article has emerged against a complicated background, and touches upon significant subjects with interesting stories.

Mr. Zhao Qizheng: a Chinese cultural disseminator and pioneer in China’s public diplomacy effort, a great communicator between the most populous country and the rest of the world. This book is:

  • A summary of his practices in and reflections on public diplomacy over the past 20 years
  • A record of China’s integration into the world and the world’s growing understanding of China
  • The vision of international communication broadened as an important element of public diplomacy
  • The bar in international communication raised to better introduce China to the outside world
  • More than just a collection of documents, or a minute detailed account, it is enlightening for both academic thinking and real-life operation.

Quotes from the book

  • The main actors in public diplomacy include, at different levels, the government, non-governmental organizations, social organizations, social elites and the general public. Among them, the government is the leading party. Non-governmental organizations, social organizations and social elites constitute the backbone forces. The general public is the foundation.
  • If the core content we want to express is the characteristics of Chinese socialism, one might draw an analogy with Vitamin C, something found in apples, with apples being the social reality of China and stories about that reality. It follows that foreign audiences should be given apples, the vitamin in its original form, rather than as vitamin pills. In other words, they should be allowed to feel the essence of China’s socialism themselves and have the space to digest and understand.
  • Generally speaking, when a person has great confidence and pride in his nation, he will be upright and confident. However, in the art of communication, there is a better level than this: “standing proud but courteous.” While being upright and confident on the inside, one should have the appearance of standing proud but courteous. While being upright and confident means self-confidence only, standing proud but courteous implies self-confidence plus composure.
  • China neither envies nor hankers after superpower status. Over many years, she has focused on carrying out internal construction and tackling her own problems. With the growth of her comprehensive national strength, China is ready to make efforts to shoulder international responsibilities appropriate to that strength.


Part I Concepts

Chapter I China in an Age of Public Diplomacy
I. From Non-governmental Diplomacy to Public Diplomacy
II. New-type Public Diplomacy: a Network for Harmonious Global Dialogue
III. Non-governmental Forces in Public Diplomacy
IV. Public Relations and Public Diplomacy: Linked but Distinct
V. International Forums: an Important Platform of Public Diplomacy
VI. Shanghai World Expo: a Grand Stage for Public Diplomacy

Chapter II International Public Opinion: Important for National Development
I. Building Up Good Relations via Public Opinion
II. The Significance of Public Opinion to National Security

Chapter III News Spokesperson System
I. Press Work: an Effective Way to Steer Public Opinion
II. China’s News Spokesperson System
III. Forms and Features of News Release
IV. Excellent Media and Journalists as Forces to Rely on
V. Basic Qualities of a News Spokesperson

Chapter IV “Shaping a Country” and “Communicating Its Image”
I. Reality: the Basis of a Country’s Image
II. Explaining the Real China to the World

Chapter V How Local Regions Contribute to a Country’s Overall Image
I. Local Regions Have a Duty to Conduct Public Diplomacy
II. International Communication Should Highlight Local Specialness
III. Introducing Regional Economic Progress to Foreign Audiences

Chapter VI Culture-based Communication with the World Beyond
I. Culture Being the DNA of All Aspects of Society
II. Cultural Differences Are Universal
III. Communication Barriers Caused by Cultural Differences
IV. Seeking “Limited Common Understanding” through Dialogue
V. Bridging Differences through Cultural Commonalities
VI. Getting China’s Message across to the World

Chapter VII Power of Discourse in Cross-cultural Communication
I. National Strength: Foundation of Power of Discourse
II. Knowing Western Media Rules of the Game
III. Fact-based Communication Carries Weight
IV. “National Rhetoric” and “National Key Words”
V. Power of Discourse in International Political Dialogue

Chapter VIII Translation: a Bridge across Cultures
I. Reform and Opening-up Calls for the Development of Translation
II. Demands of Translation Work in the Current Age
III. Conveying “National Key Words” through Accurate Translation
IV. Training a Strong Contingent of Translators and Interpreters

Chapter IX Opportunities and Challenges of the Internet
I. Rise of Cyber Diplomacy
II. New Challenges for Public Diplomacy in the Internet Age
III. Promoting the Beneficial and Removing the Harmful

Chapter X Chinese Cultural Vitality Enhanced by Communication
I. National Rejuvenation Needs Cultural Rejuvenation
II. Chinese Cultural Vitality Enhanced by Communication
III. Deficit in China’s Foreign Cultural Communication
IV. Developing Cross-cultural “Products
V. Opportunities and Strategies for China’s Books to Go Global

Chapter XI China’s Image and the “China Model”

Part II Practices

One Public Diplomacy Is the Duty of All — A Dialogue on Public Diplomacy with Ambassador Wu Jianmin
Two The “China Train” on a Peaceful Development Track — A Dialogue with the Futurists John Naisbitt and Doris Naisbitt
Three Harmony Transcends Religious Beliefs — Dialogues with Dr. Luis Palau, an American Religious Leader
Four At Times of Crisis New Wisdoms Emerge — A Dialogue with Andrew Steven at 2009 Summer Davos Forum, Dalian
Five A Responsible Stakeholder — Comment on Robert B. Zoellick’s Speech
Six Cherishing History and Facing Reality — Speeches at the Unveiling of the James R. Fox Memorial and at the High-level Unofficial Dialogue
Seven Public Diplomacy to Promote Sino-Japanese Relations — Speeches at the Beijing-Tokyo Forum
Eight Do Not Turn Back the Clock of History — On Yoshibumi Wakamiya’s Reconciliation and Nationalism
Nine A Smart Horse Does Return to Graze Old Pasture — At the CPPCC National Committee Annual News Conferences
Ten Training International Communicators — Speeches at Schools of Journalism
Eleven Reading and the Humanistic Spirit — Dialogue at the World Expo Forum “Reading Cities, Reading Culture”


Backcover blurbs

  • After Zhao took office, the way information was released changed at China’s State Council Information Office. Press conferences multiplied, and Chinese officials were urged to provide more conveniences for journalists. He also adopted certain Western practices such as informal talks remaining private.  – Asia Weekly 
  • My special thanks to Mr Zhao Qizheng, for his professional management and hospitalities to foreign media companies in China, and his admirable devotion to introducing China’s culture and traditions to the rest of world. He is also the key promoter of Chinese media companies seeking international cooperation. – Richard D. Parsons, Former President and CEO of Time Warner
  • One of the gentle generation of Chinese officials, Mr Zhao Qizheng impressed Western diplomacy with his relatively open attitude. — New York Times
  • The frankness and openness of Mr Zhao’s speeches help China’s public relations efforts. — Reuters

Significance of promoting Zhao’s work

At the 2012 London Book Fair Professor Zhao Qizheng launched his two new books in English. They are ‘Cross-Border Dialogue: the Wisdom of Public Diplomacy’, published by the New World Press, and ‘How China Communicates: Public Diplomacy in a Global age’, published by the Foreign Language Press. This is an English version of his Chinese book entitled ‘Public Diplomacy and Cross-Cultural Communication’, published by Remin University Press (2011).

Although Zhao has published nearly 20 books, he might not know that the New World Press, which published his latest book on cross-border dialogue in public diplomacy, as well as his first book, ‘An Introduction of China to the World’ (2005), is the same publisher which published the China Studies Series in English as early as 1980s, e.g., ‘Chinese Village Close-up’; and ‘Small Towns in China: Functions, Problems and Prospects’, by Fei Xiaotong.

Chinese social sciences have started to achieve global recognition only in recent years as a result of a continuous effort made by Chinese social scientists. During the period when the New World Press published the China Studies Series, Professor Martin Albrow, the then President of British Sociological Association (BSA), and Editor of Sociology, published a few articles which were written by Chinese sociologists. This was in fact encouraged by Fei Xiaotong himself and helped by Dai Kejing, who translated Fei’s ‘Peasant Life in China’ into Chinese.

When the above book on cross cultural communication was translated into English with the subtitle ‘Public Diplomacy in a Global Age’, Zhao Qizheng may not have realised that the term ‘global age’ was used as the main title for his book The Global Age: State and Society Beyond Modernity (1996), by Martin Albrow, now CCPN’s Principle Research Associate. In Albrow’s recent proposal for a monograph series entitled ‘Chinese Theory for a New World Order’ he stressed the point that the world needs to take Chinese thinking seriously. Albrow would be glad to learn that Zhao’s above book, with ‘global age’ as the subtitle, includes a theoretical part,  e.g., a powerful discourse in cross-cultural communication. But he probably isn’t aware of this because  ‘Part I Theories’ has been translated as ‘Part I Concepts’ in the English version.

One of the great wishes of Fei Xiaotong is to gain recognition from the international academic community for Chinese sociological and anthropological theoretical contributions including his own work. If Fei Xiatong’s books are mainly a part of anthropological and sociological disciplines, the majority of Zhao Qizheng’s books can be categorised as ‘international relations’. This mighty be the reason why Zhao Qizheng became Dean of the School of Journalism and Communication, Renmin University of China since 2005. This is the first of the journalistic educational institutions founded by the party and government since the founding of New China. It puts together the strength in journalistic education from Remin, Yenching and Peking Universities. It consists of the departments of communication studies, radio and television, advertising and media economics, teaching and research of news history, etc.

Albrow and many scholars in the West may also not know that Zhao Qizheng’s books relate to sociology and anthropology which was directly influenced by Fei Xiaotong himself. This can be seen from his earlier book ‘Shanghai Pudong Miracle – A Case Study of China’s Fast track Economy’ (2008). It shows how sociology and anthropology were applied to the development of Pudong when Zhao was the vice Mayor of Shanghai City and Director of the Management Committee of the Fudong New Area.

Zhao has served as Dean of the Binhai Development Institute, Nankai University since 2008. The institute engages in major projects on the comprehensive study of strategic, institutional, policy and theoretical issues for national and regional economic and social development. Based on the principle of ‘small institutions, large network’ the academic think tank organizes interdisciplinary research and fostering comprehensive high-level talents to serve the development of the Tianjin Binhai New Area and regional area, which is located in Tianjin City, one of China’s four municipalities directly under the Central Government. It is hoped that Zhao would bring us a new work in this area in the near future.

Zhao Qizheng’s work also incorporates a comparative perspective, which can be seen from one of his earlier works entitled ‘America and Americans through Chinese Eyes’ (Intercontinental Press, 2005); a dialogue with Dr Luis Palau, a preeminent American Christian evangelist with a global ministry; ‘A friendly Dialogue between an Atheist and a Christian’ (English), New World Press (2006).

In short, Zhao’s works can be seen as one of the typical examples of Chinese scholarly work, and thus offers insight into the Chinese way of thought and expression. Although this work may appear less academic by social scientific standards, it offers the promise of adding a uniquely Chinese perspective to the academic study of human knowledge. If we could learn how Chinese think and understand better, and how Chinese society operates, our research would greatly benefit by using China as a comparator and applying a comparative perspective with other countries and regions.

Selected publications

  • 2012 Cross-border dialogue: the Wisdom of public diplomacy (English), New World Press
  • 2012 How china communicate: public diplomacy in a global age (English),  Foreign Languages Press   ( 《公共外交与跨文化交流》, 中国人民大学出版社, 2011)
  • 2011 与吴建民等,《生命的方向》, 求真出版社[with Wu Jianmin at el, The direction of life, Qiuzhen Publishuing House]
  • 2010 《交流,使人生更美好——赵启正、吴建民对话录》, 世界知识出版社[Communications — make a better life: dialogue between Zhao Qizheng and Wu Jianmin, World Affairs Press ]
  • 2010 with John Naisbitt and Doris Naisbitt, The China Model: A Dialogue Between East and West (English), New World Press  (《对话:中国模式》, 赵启正、(美)奈斯比特、(奥)奈斯比特 著; 张洪斌、许靖国 译, 新世界出版社, 2010)
  • 2008 Dialogue between Nations (English), Foreign Language Press
  • 2008 One world: bridgeing the communication gap (English),  China International Press
  • 2008 A Friendly Dialogue Between an Atheist and a Christian (English), Zondervan
  • 2008 Shanghai Pudong Miracle – A Case Study of China’s Fast track Economy  (English), China Intercontinental Press (《浦东奇迹》, 五洲传播出版社,2008)
  • 2007 《浦东逻辑: 浦东开发和经济全球化》, 上海三联书店 (Pudong Logic: Pudong Development and Economic Globalization (Chinese), Shanghai Sanlian Publishing)
  • 2007 《在同一世界—-面对外国人101题》, 辽宁教育出版社[In one world: 101 questions facing foregners (Chinese), Liaoning Education Publishing House, 2007]
  • 2006, with Luis Palau, Riverside Talks: A friendly dialogue between an Between an Atheist and a Christian (English), New World Press [与路易•帕罗《江边对话-一位无神论者和一位基督徒的友好对话》, 新世界出版社]
  • 2006 《向世界说明中国(续编)-赵启正的沟通艺术》, 新世界出版社[Introducing China to the world (continued) in Chinese, New World Press]
  • 2005 《向世界说明中国—赵启正演讲谈话录》, 新世界出版社 [Introducing China to the world (Chinese), New World Press]
  • 2005 America and Americans Through Chinese eyes (English), China International Press (《中国人眼中的美国和美国人》, 五洲传播出版社, 2005)

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