The face of public diplomacy

Zhao Qizheng says when Chinese business people operate in the international marketplace, they are representing not only their company, but also their country. Chen Yingqun and Jiao Xiaoli report.

Many Chinese companies dismally fail the test of diplomacy when they go abroad, says Zhao Qizheng, former chairman of the Foreign Affairs Committee and former minister of the State Council Information Office. Not only do they act clumsily, but they also have little understanding of the concept of public diplomacy, says Zhao, who is widely regarded as a pioneer in Chinese public diplomacy.

"We've done research on Chinese companies going overseas and found that many businessmen are good at talking business, but not at social dialogue," Zhao says.