Profiting from a personal touch

Dealing with the media is definitely a skill. During the National People's Congress session this year I've found more Chinese officials have learnt to master the skill or at least have been making an attempt. I have been really impressed by them and cannot help wondering why there has been such a change.

During a break in a group discussion session between deputies from the Xinjiang Uygur autonomous region, Zhang Chunxian, the region's Party chief, walked out of the conference room to go to the toilet. I didn't want to miss a chance to throw a few questions at him so I followed him and waited outside the toilet.

As soon as he came out I introduced myself and asked him if he could answer a couple of simple questions. Before he even opened his mouth, his tall secretary held his arm up between Zhang and me.

"No questions," he said firmly and coldly.

"Don't do that," Zhang said immediately, putting his hand on his secretary's shoulder as a hint for him to put his arm down.

"Let me explain why I cannot take your questions right now," Zhang said respectfully.

He then explained that he had to get back to the conference room to hear the deputies' proposals and hoped I would understand.

"Of course, I understand," I replied. Who wouldn't when you are asked so politely, I thought. I didn't see that explanation coming at all. I was prepared to be refused but not like that.

Zhang then asked my name and which media outlet I was from.

"I respect your hard work. Reporters are the busiest people during the two sessions," he said.

Also, I got a call from an ex-minister apologizing again and again on the phone for not being able to answer the questions listed on my interview request. Normally, you don't hear anything if an official doesn't want to talk to you.

Also, I found more officials are no longer afraid of answering sensitive questions. Instead, they answer them with confidence.

"It's our job to face problems and find solutions, so there is nothing we shouldn't talk about," a mayor said.

Chinese officials have become more confident and open with the media and the public. However, most of the time getting to them remains difficult.

The two sessions are like gold mines for reporters because we don't need to go through different departments and beg them to grant interviews with officials who actually don't object to interviews and want to talk.

The media can help governments communicate better with the public. So, please, don't be afraid of us.

(China Daily 03/08/2011 page8)