From Overseas Press

Beijing tries e-mail route to citizens

(chinadaily.com.cn)
Updated: 2010-09-17 13:27

The Communist Party of China attempted to use the Internet to show its public relations techniques by launching an online bulletin board that allowed citizens to leave messages to their top political leaders, said an article in the Financial Times on Sep 13.

The bulletin board, which is named "Direct Line to Zhongnanhai"-"referring to the compound housing the party leadership’s offices and homes in central Beijing"-features a box where citizens can type in messages and click on the name of Hu Jintao, the party chief, or any other members of the politburo inner circle to send it to

The move is "part of a broad and growing effort of the leadership to demonstrate responsiveness and transparency as it is trying to deal with social and economic pressures." This has become more urgent as "the internet has diluted the state media’s traditional information monopoly."

Dong Guanpeng, a media and PR expert who has done extensive advisory work and media training for the government and the party said, "The main task (of the new site) is publicity."

That was "clearly visible on the new page’s first day in operation." The 37,746 messages Hu had received were "a balanced mix of expressions of support and mild expressions of concern over economic and social issues."

Some complained the high property prices while "others praised the leadership for its decision to launch the board and its work in general."

The message board is "the culmination of a long series of attempts by Chinese officials to use the Internet proactively rather than be surprised by the fallout from it."

Provincial and city governments have "built an Internet presence, some also with an interactive element, in recent years."

Both Mr. Hu and Wen Jiabao, premier, have chatted with Internet users before.

The top leaders’ message board takes these efforts to a new level.

Scott Kronick, president of Ogilvy China-a PR firm does media training work for Chinese government officials-said, "For years now, the Chinese government has come out and asked PR companies and journalists how it can be more responsive." "This is a step forward. The jury is out, though, on how it will be utilized. Having one billion people e-mail the president is not that practical," he added.