China to the world mastering art of PR

Colin Mackerras has a lifetime of experiences in China.  Mei Jia /China Daily

Related story: Half a century of China watching

In the first half of the 20th century, it was Soong May-ling and Lin Yutang who shaped how the world saw China, just as it was Mao Zedong and Deng Xiaoping who became the faces of China in the latter half.

Colin Mackerras says that these days, however, it is the average Chinese at home and abroad who will influence Western perspectives on China. The China affairs expert also feels that "the First Lady Peng Liyuan is making good impressions recently".

Although he argues in his latest book that perceptions of China are often more about Western political viewpoints, Mackerras says there are still things that can be done to improve China's public relations image abroad.

In Western Images of China Since 1949, Mackerras quotes from an Opinion Survey by the Committee of 100 in 2012 investigating 1,000 United States citizens and 400 more from the social elite.

The survey showed that among the general American public, 55 percent find the image of China positive, a rise from 52 percent in 2007, while negative opinions dropped from 45 percent to 37 percent in the same period.

Another BBC Global Poll of 24,000 people from 22 countries the same year indicated that 50 percent of people are positive about China, a percentage that surpasses a comparative poll on the European Union.

Apart from Chinese cultural performances going out to the West, Mackerras sees the Confucius Institute as doing an excellent job on cultural exchanges.

As their numbers increase, both Chinese students studying abroad and foreign students in China are efficient channels that will move the shift in attitudes.

Tourism is another good platform to promote a better image for China, he says.