PLA: En­gag­ing pub­lic called long-term com­mit­ment CHINA DAILY USA

China Daily (Canada) - - TOP NEWS -

How­ever, while ad cam­paigns and TV shows even­tu­ally come to an end, the Min­istry of De­fense has said its work to en­gage the pub­lic through so­cial me­dia is a long-term com­mit­ment.

Wan Bin­hua, head of the min­istry’s pub­lic­ity sta­tis­tics of­fice, said the PLA val­ues pub­lic opin­ion and has re­al­ized the im­por­tance of com­mu­ni­cat­ing its stance quickly and ef­fec­tively.

For ex­am­ple, in De­cem­ber, the min­istry posted on Sina Weibo about an in­ci­dent in which it ac­cused Ja­panese fighter jets of ha­rass­ing Chi­nese planes. The mes­sage at­tracted more than views, Wan said.

“So­cial me­dia al­low us to di­rectly de­liver our stance to a wider range of au­di­ence in a timely man­ner,” he said. “It is now a cru­cial part of the min­istry’s com­mu­ni­ca­tion ap­pa­ra­tus.”

Be­tween Oc­to­ber and De­cem­ber, the min­istry tripled 17 mil­lion its fol­low­ers on Sina Weibo to 3.25 mil­lion, thanks to “a se­ries of in­flu­en­tial and timely re­sponses on hot top­ics, rang­ing from the US un­der­wa­ter drone to our car­rier bat­tle group mak­ing open-sea drills”, he said.

The min­istry’s so­cial me­dia are not just out­lets for of­fi­cial an­nounce­ments, he added, not­ing that his col­leagues also pub­lish hu­man in­ter­est sto­ries about sol­diers and of­fi­cers to help the pub­lic un­der­stand ser­vice mem­bers’ lives, sac­ri­fices and con­tri­bu­tions.

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