How to condense the original text and creative performance in the way that can make peoplewillful to listen, understand and share them to the international community?How to tell the Chinese story, spread the voice of China?
On the morning of March 31st, Dr. Chen Xianhong, the vice dean of Journalism and Information Communication School of HUST and academic leaders of the first public relations doctor degree of China came to SCUT, giving a academic lecture “A Good Chinese story: Five Dimensional Meta Narrative Communication Strategy”, and telling details about “ The First Creative Communication International Contest of Telling Chinese Story”.
Starting with the 2016 national social science fund project, Chen Xianhong introduced theand communication methods and idea of public relations. She pointed out that the public relations originated in the United States has a strong localization in China, with significant cultural differences. The differences of cultural context make the public relations, the Western subject, produce people's misunderstanding, prejudice and distortion in China.
When it comes to the vision of brand, Chen Xianhong believed that the brand is a relationship, a trademark registered in the minds of consumers, rather than logo registered in the Trade and Industry Bureau. That is to say, the brand is not only manufacturers’, but alsoconsumers’. The actual meaning of the brand comes ture only consumers recognized. In this sense, the brand is the bond of the relationship. The brand really sets up only with establishment of a strong trust. From the perspective of the relationship, brand public relations is to provide enterprises with the core values of the brand, the emotion through responsible public relations activities.
As one of the core issues and research field of public relations, the construction of national image is a major demand of the government. Brand awareness is particularly important for the promotion of China's image. It is necessary for communicators to learn how to tell stories.Chen Xianhong said, we should focus on the cultural ideas, cultural rituals, cultural symbols ,entertainment products and cultural beliefs to speak good the culture of the Spring Festival, Chinese characters , Taoism culture, Journey to the West and so on. Among the stories of the Chinese brand, it is emphasized that the core values of the brand, whether it is the city brand, the country brand or the national brand, should become the common values of the international society. It is important to develop the brand core value from the perspective of human nature and seek the common meaning between brand and culture, which helps to design the story.
Telling the Chinese story is a way to build a national brand. It is not only the national strategy proposed by President Xi Jinping in 2013, but also the behavior of the people. As one of “ The First Creative Communication International Contest of Telling Chinese Story” organizers, Chen Xianhong proposed three transformations: telling story from top to bottom to bottom to top, inside to outside, recognize yourself to be recognized by others. I hope ‘Telling a Good Story of China Contest is not only an academic research project, also can become a think tank service products, with the concept of public relations and strategic thinking, acts as a public communication model in the whole society.
