After sars, zhao kaizheng, then director-general of the new state office, actively advocated and organized, and in september 2003, the office organized the first training course for government press spokespersons in kyoto, known as the “hang poi”, thus opening the way for the institutionalization of chinese press spokespersons for 16 years。
TodayPress releasesThe system has been established in all regions, fields and institutions, and the press spokesperson is becoming a specific profession。
At the time, the participants in the “simple of huang poo” included wang yongping, the press spokesman of the former railway department, wang xuming, the press spokesman of the ministry of education, wu peace, and others. Most of these speakers are now retired or re-employed。
Recently, zhao qiqi zheng's publication of a book entitled " practical training in press releases " was published by the chinese people's university press. Former press speakers, such as zhao kai zheng zheng, wu zheng, wang yongping and wang xuming, described their long-standing experience in the practice of press releases and revealed a number of past events. In addition, expert scholars from higher education institutions, including cheng manley and hu bae, provide front-line observational analysis based on years of professional research。
Zhao kai-jing: the ability to govern is incomplete when leadership cadres are not good at communicating with the media
Born in january 1940, zhao kai-chung was a former head of the shanghai city council standing committee, the minister of organization, the deputy mayor and the first director of the pudong district control committee. He was the director of the new office in 1998 and the dean of the press institute of the people's university of china in 2006。
Referring to the press release, zhao kai zheng stated that “information literacy among the leading cadres is already one of the elements of the capacity to govern, which is incomplete without good communication with the media. We live in an era of information, which is like air, which must be accessible every day. It is impossible for a modern human being to ignore the message, especially the leadership, and to have a certain amount of time per day to read it, think about it and send it. If you can't do it, you'll leave room and time for the gossip, and it'll be a lot of work."
Zhao kai is of the view that, in response to a public crisis event, when it happens, when you don't tell the true story in time, others will tell the false story, because the false story goes “runs” fast, and the true story often goes “traces” it. “preventive” is the same in all countries. The lack of clarity of the investigation should not lead to statements and to the use of “back-effects” as a cover for their inactivity. This is not true, and there is much evidence that late-effectors often fail. If you know more, you can say more. That way the public can accept and understand that you have done your duty。
“emergency is complex and efficient if it is to be issued quickly and accurately. Therefore, reporting on emergencies must begin with an effective accountability system, which must be extremely efficient.” according to zhao kai-cheng, the so-called press releases are not issued for emergencies and emergencies, but on a daily basis, a mechanism is established for the publication of the agency's news, which should be made available to the public at all times。
Turning to the quality of the press spokesman, zhao zhao zaiqi said three words: political maturity, correctness of position and responsibility; knowledge of the country, the world and culture; logic, reason and kindness。
Wang yongping: in the face of doubt, you can't speak in cold blood, do evil, do evil
Wang yongping was the press speaker of the former railway department from 2003 to 2011. Turning to this experience, wang yongping said, “in my case, the end of the sea, the wind and the wind, the beginning of the mind, the faith and the love remain.”
In his article, wang yongping put forward ten arguments, such as the need for a press spokesman to act with due diligence and preparation. The “political matter” noted that he had repeatedly spoken about his own experience。
Wang yongping became famous at the press conference on the july 23, 2011 car accident in winzhou because “i believe in you or not” and became the object of controversy in public opinion. Turning to that experience, he recalled that “the impact of the accident was so great that it was a matter of both medium and foreign concern. The speakers ' experience over the years has taught me that some of the media subconscious would treat the spokesperson as the person responsible for the accident and would use his or her answers as an argument. This time, the number of journalists, the mood and the multiplicity of media, both medium and foreign, made it extremely difficult to publish. When there is a single flash, it becomes a target of anger and may even be discredited.”
“at this point, for me, there is no match, there is a choice. No choice, no shame; no choice, no responsibility. While aware of the risks, we must face them. As a result of a variety of factors, and later this publication has brought intense and prolonged pressure and shock to me personally.”
Wang yongping stated that when dealing with emergencies, journalists must respect the public and the media. Be honest, speak honestly, and do things honestly. In the face of questioning, attention must be paid to methods, scales and art, and to the fact that it is not possible to speak harshly, in a cold, harsh manner, to do bad things, to use hard work and to prevent inappropriate handling from causing second-born and insolence。
“this sentence has accompanied me through a long process of public speculation and has even become a label for me. I do not want any more explanations, but i sincerely hope that this will be a precedent for all speakers.”
Wang yongping also revealed that zhao zhao qi was evaluating him at a meeting: “being in office — when someone needs to stand up at a critical moment and step forward without fear — insisting on the principle of telling the truth in the midst of a wave of public opinion, in silence and in silence to continue to work.”
Shortly after the press conference, when wang yongping left his post as spokesperson, the press office of the state council brought him together with the spokespersons of the ministries concerned. One of the new heads of state said: “we are engaged in an important, noble and difficult cause, with hard work and sweat, in an effort to promote openness of government, progress of the country and development of the cause of the people. In times of rapid social development and change, our work inevitably encounters challenges and setbacks, but we are confident that our hard work and efforts can be understood by the majority.”
Wang yongping said: “eight years of speaking may be the most uplifting and exciting part of my life. When i'm going to finish this life, i'm being honest because i'm subjectively trying."
Wang xuming: people can't do nothing wrong, so can the government. Mass
Wang xuming was the press speaker of the ministry of education from 2003 to 2008, and later the president of the language press, who resigned in 2017。
“we must be clear that the centrepiece of the press spokesman is the human being, who is a kind of news speaker. Therefore, i have always believed that the press spokesman, with his many technical means, should be a man of great emotion and deep thought, sincerity, kindness and beauty.” wang xuming opened his article。
In his view, the press spokesman, especially the current non-professional press spokesman in china, was different from the press spokesman in the developed countries of the west. One of the biggest differences was that of our press spokesman, who should be the “human” press spokesman rather than the “professional” press spokesman. “it is in this sense that i do not favour an overemphasis by some expert scholars on skills training as a top priority for journalists, which is not in line with the actual situation in our country or with the reality of our press spokesperson.”
Wang xuming said that a man of good faith and love for the media, even if he lacked skills, could gain public forgiveness, approval and understanding to add value to his sector. A significant number of officials and speakers in our country are not as sincere, as kind and as media-loving. Thus, in the media and the public, although there are some expressions of expression skills, they are quickly understood and even jeopardize the development of a cause. “if you want to be good, you have to be good.”
“it is impossible for a person to make mistakes, as is the government department. It is the minimum quality of the public service and the demand of the public in society for the government to admit the error honestly and to actually correct it.” wang xuming believes that the press spokesman must first provide basic facts and second, express basic attitudes, which are central. To deal with the media in a more eloquent and sincere manner, it is clear, it is unclear, it is to be found, it is to be mistaken, and it is to be seen that it is not its own mistake to be resolved in concert with the parties concerned。
Can the speaker say “no comment”? Wang xuming felt that he knew, but his superior did not allow the spokesman to say that he had told the public that he had no authority and that he could not say that the matter was under investigation. “the bottom line for the press spokesman is real whenever and wherever it is. Of course, speakers may use more euphemism and euphemism in expressing “no comment”
Peace: press releases need to be more than a simple response, more than an account of the facts and an account of the doubts
He served as the former director of the public information department of the ministry of public security, as well as as as a press spokesman and wang xuming and mao quan, former spokesperson of the ministry of health, and as a "three swordsman" in the press. Press spokesman of the ministry of public security, 2012 during his term of office, peace was rarely controversial。
In the book, the most significant change in the press system since its inception has been the improvement of media literacy, the development of topics, the proactive orientation of the media, and the effective orientation of the audience in order to resolve the crisis in public opinion。
Using the example of the “quinshan anti-kill” case, he said that, in the age of the internet, with profound changes in social progress and means of communication, citizens had paid unprecedented attention to socially sensitive events in depth and breadth, and had formed a huge public sphere of opinion “individual production, public communication”. It has become a source of information, a source of opinion, a hub of ideas and a forum for judicial commentary。
“each and every sensitive social event is judged here on its merits, which requires prompt factual and value judgements as a subject of open information and news releases. While responding positively to social concerns, the time has come to make the value-oriented truth of events and the rule of law available to media audiences, so that they can form a fragmented and diverse web of ideas in the process of intellectual appreciation and interpretation'max conventions', so that the rule of law is fully respected in every case."
It was also argued that public government and press releases could not stop with openness, a simple response and, above all, a statement of the facts and a sound interpretation of the doubts; they must not only provide the basic knowledge and “perceptions”, interpret policy, influence and shape public opinion, and avoid “media trials” where information asymmetries lead to public opinion taking precedence over the law。
In the book, peace wyoming also proposes eight ways to resolve public crises, based on his many years of case studies, from the liaoning “the ant liang” case of fraud, to the shanghai case of five judges who have been engaged in collective prostitution. “in a crisis of public opinion, the attitude is the one that determines the way in which public opinion is directed. Attitude always comes first relative to skill. With the right attitude, there are many ways of resolving the crisis.” peace of arms says。
Newsman ho keung
