Li Lei
Li Lei, President of Weber Shandwick China
To explain China in words that foreigners can understand, it is best to proceed step by step.
To tell Chinese stories well to the outside world, the main body of communication must not only pay attention to small people and ordinary people, but also pay attention to spreading the great spirit full of Chinese culture. You must keep talking, keep talking, because your image will not be affected by one thing; you must make good use of data to speak, and focus on disseminating actual work results; you must be good at borrowing power and inviting professional friends from third parties to spread together; We should pay attention to the form of communication, especially good at using new media forms such as charts and videos; we should pay attention to the difference between mainstream media and social media, and carry out strategic content distribution according to their different levels of attention.
There are four rules for telling good stories: 1. Why do we do this instead of that? First, let’s make our concepts and principles clear; second, what can we use to attract attention and be persuasive? 3. What should we say to be accepted? 4. Who can we ask to increase the effect?
We must use a vivid way of sharing to make the world feel that China's experience is credible, and use the height of philosophy and ideas to make China respectable. We must work hard to constantly talk about China's "ecological civilization" and integrate it into the ecological civilization of the world.
Source: China Youth Daily (Page 04, October 14, 2021)
Source: China Youth Daily
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