Stories told the Western way

The government's decision to turn to Western public relations companies to tell "China stories" has drawn much attention both at home and abroad. The shift to outsourcing its soft power in this way marks an eye-catching change.

It is reported that five international PR companies have now offered "China promotion" programs to the Information Office of the State Council, China's Cabinet.

While any decision is yet to be made and the actual effects of the new form remain unknown, such an approach should still be applauded.