Don't miss James Fallows' superb story in Atlantic Monthly on China's national communication woes. Fallows gets into all the things that China does to undermine its own attempts to improve its international image. It's a fascinating read for anyone interested China and communication:

Such self-inflicted damage occurs routinely, without the pressure of the Olympics. Whenever a Chinese official or the state-run Xinhua News Agency puts out a release in English calling the Dalai Lama “a jackal clad in Buddhist monk’s robes” or a man “with a human face and the heart of a beast,” it only builds international sympathy for him and members of his “splittist clique.” A special exhibit about Tibet in Beijing’s Cultural Palace of Minorities this year illustrated the blessings of China’s supervision by showing photos of grinning Tibetans opening refrigerators full of beer, and of new factories including a cement plant in Lhasa. Such basic material improvements are huge parts of the success story modern China has to tell. But the exhibit revealed total naïveté in dealing with the complaints about religious freedom made by the “Dalai clique.” It was as if the government had hired The Onion as its image consultant.

Let’s assume for the sake of argument that reporters are viewed with suspicion or loathing by the political or business leaders they cover. That doesn’t keep governments in many countries from understanding the crass value of cultivating the press. Anyone with experience in neighboring South Korea, Taiwan, or Japan knows how skillful their business-governmental establishments are at mounting “charm offensives” to make influential foreigners feel cosseted and part of the team. Official China sometimes launches a successful charm offensive on visiting dignitaries. When it comes to dealing with foreign reporters—who after all will do much to shape the outside world’s view of their country—Chinese spokesmen and spinners barely seem to try. Maybe I’m biased; my application for a journalist visa to China was turned down because of “uncertainty” about what I might be looking for in the country (I have been here on other kinds of visas). But China’s press policy seems similar to, say, Dick Cheney’s (if without the purposeful stiff-arming) and reflects the same view—that scrutiny from the Western press is not really necessary. I’m convinced that usually these are blunders rather than calculated manipulation.

Fallows' point --and I agree with it-- is that the great tragedy of this is that there is much positive happening in China and many good stories to tell, but that they often get lost among the time-warp rhetoric, self-destructive mistakes and ham-fisted attempts at total control. That's a shame, because the essence of good PR is to find the good stories and tell them well. Fallows also points out that the government's domestic communication abilities far outstrip it's international ones. As someone who lives in China and likes it, I sympathize with the need for better external communication. As a PR man, however, I often cringe at the attempts.