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Impacts of Chinese Government Pr 1 Running Head: Impacts of Chinese Government Pr

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Impacts of Chinese Government PR 1 Running Head: IMPACTS OF CHINESE GOVERNMENT PR

Impacts of Chinese Government Public Relations: PR Expertise, Legitimacy and News

October 31, 2007

Impacts of Chinese Government PR 2 Abstract Over the past five years, Chinese government has deployed considerable amount of resources to enhance government public relations expertise with the hope of achieving more positive media coverage by Western media. However, the effectiveness of government public relations strategies is not only contingent upon public relations expertise but also upon legitimacy of Chinese government perceived by journalists. This study finds out that Chinese government public relations efforts have been helpful in raising the number of attributions to Chinese government sources in U.S. media coverage of China, but do not improve the image of China in U.S. media coverage and the valence of China in American public opinion.

Impacts of Chinese Government PR 3 Impacts of Chinese Government Public Relations: PR Expertise, Legitimacy and News China has become more involved in the international community economically and politically since the reforming and the opening policies in the late 1970s. As a result, China has gradually played an important role in international economy and politics. Simultaneously, China has seen an influx of Western tourists and businessmen. Inevitably, these changes spur demand for various kinds of information of China, and lead to a dramatic increase in the amount of coverage of China by Western media (Lawson, 1998; Peng, 2003). But Western media coverage of China has been negative and unbalanced because of stereotypes and the difference in ideology (Li, 1996). To improve the image of China in Western media, Chinese government enhances public relations (PR) efforts, especially in media relations, because of the common belief that...

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