The 2025 Publicity Training Program on Improving Beijing’s Role as the Center for International Exchanges was successfully held at Beijing Polytechnic University from April 22 to 25. Nearly 60 participants specializing in public affairs publicity from over 50 Party and government agencies, enterprises, and public institutions across the city attended the training.

Focusing on improving Beijing’s role as the center for international exchanges, the training addressed effective strategies to tell the stories of Beijing and its foreign affairs work in the new media era, as well as better aligning publicity efforts with the city’s overarching priorities. Experts and frontline practitioners in international communication were invited to deliver sessions that integrated theoretical insights with case studies, offering participants timely and result-oriented guidance for advancing foreign affairs publicity.

From Theory to Practice: Bridging Knowledge and Application

“Your message should be something your audience wants to hear. Only when it resonates will it truly be effective.” This insight, shared by senior diplomat Chen Yuming, Vice President of the China Public Diplomacy Association (CPDA), and Hu Xiaodong, Director of Bureau of Public Information and Communication of the International Department of the CPC Central Committee, underscored the importance of mastering the art of language in diplomatic and foreign affairs settings as it is essential for presenting the achievements of Chinese modernization and fostering international exchange and cooperation.

Professor Zhang Ying from the Language Center, Tsinghua University vividly demonstrated the critical role of audience awareness and intercultural sensitivity in public policy translation by contrasting numerous cases of translation failure and success.

Yang Yujun, Dean of the Academy of Media and Public Affairs at Communication University of China (CUC), took spokespersons’ responses to journalists’ questions as the topic, and through compelling examples, illustrated how to engage in constructive dialogue with foreign media.

Du Yan, Deputy Director of the Beijing Office of China News Service, shared practical experience in media planning and topic development, highlighting how to tell Beijing’s stories well from multiple angles to achieve greater impact.

The sessions combined solid theory with practical application, providing participants with clear insights and fresh perspectives. Attendees expressed that the training deepened their understanding, broadened their horizons, and offered valuable guidance for carrying out foreign affairs publicity work in the future.

Innovation Is the New Value

Recognizing the rising influence of images, short videos, and AI technologies, the training program proactively adapted to the features of the all-media era. It introduced innovative courses such as mobile news photography and AI-driven video production, receiving warm feedback from participants.

“The power of photography lies in its simplicity,” said Associate Professor Jia Ting from the Photography Department at Beijing Film Academy. She highlighted the importance of effective communication between photographers and their subjects, vividly demonstrating how to capture compelling news images using mobile phones. Qiu Guangshuai, Department Manager at Kuaishou Technology, gave a live demonstration of how AI technology can turn creative ideas into reality. He encouraged participants to get hands-on with the tools, affirming that “everyone can become a video master.” After the session, participants eagerly gathered around the podium to share their works, exchange ideas, and continue discussions with the instructors.

Trainees’ Praise Goes Viral

Sun Yiwen, Foreign Affairs Office of Changping District :

“The training deepened my knowledge, broadened my horizons, and provided a valuable opportunity for me to exchange ideas with outstanding peers. It has greatly boosted my confidence in engaging in foreign affairs publicity going forward.”

Gong Jie, Beijing State-Owned Assets Management CO., Ltd.:

“The training brought together leading experts and offered highly practical and valuable content. It has significantly strengthened our ability to conduct foreign-related work and enhance international communication.”

Han Mengchen, Beijing Women’s International Center:

“This training has been highly rewarding. I will put what I have learned into use and share more engaging stories that promote Beijing as an international city.”

Lai Jinghan, Beijing Daxing International Airport:

“From in-depth lectures to hands-on sessions, this training has deepened my understanding and inspired new approaches to storytelling. I look forward to better presenting the stories of Beijing and China, and warmly welcome friends from around the world to arrive at and depart from Daxing Airport.”

In recent years, Beijing Foreign Affairs Office has actively leveraged both mainstream and new media platforms to promote Beijing abroad Through diverse formats and channels, the stories of Beijing have been told to the world, facilitating cooperation and fostering a favorable environment for the city’s high-level opening up and high-quality development. The foreign affairs publicity training program has been held for ten consecutive editions, with nearly 700 participants trained to date. Many have gone to apply their knowledge in their respective roles, sharing Beijing’s voice from multiple perspectives and continuously injecting fresh momentum into the city’s development as the center for international exchanges.