China seeks PR help, but will it listen to the advice?

Here's hoping so.

There is a big chasm separating China's view of itself, and the way it's viewed outside of its borders. This discrepancy was highlighed recently with the Tibetan dispute, and now the Chinese government appears to be understanding that playing the PR game is important when trying to get its message out.

The Financial Times is reporting the Chinese government has been meeting with international PR agencies to try and repair China's tattered image:

Several British and US agencies were invited to interviews with Chinese officials to discuss a contract, which includes pre-games PR strategies, media training and market research on western perceptions of China. The winner has not yet been announced, said a person familiar with the talks...

..."This is a cry for help," said a Beijing-based PR executive. "They need to understand what people think of them and how they can effectively get their story into the media."

I would love to be in those meetings. While I'm encouraged China is deciding to strengthen its own hand, I'm doubtful (read: cynical) that the Chinese authorities will actually listen to the advice. There is proof of this with BOCOG's continuing PR troubles, despite its relationship with the respected firm Hill & Knowlton. This is from Imagethief:

This is apparently not the fault of their widely respected PR agency (gossip has it that they've been told their job is to take orders, not to tell BOCOG what to do), but simply Chinese bureaucracy doing what it doesn't do best.

I also recall some of my first days as a China Radio International news host. We were told that international reporters, with journalism backgrounds, were being brought in to help improve the station. Similar lines are fed to foreign staff at CCTV 9. The problem is rarely is the advice given actually accepted and used by staff. More frequently, it's frowned upon as the "western way" of doing things or dismissed out-of-hand.

I don't disagree with this position. In the end, the Chinese government and Chinese media can do what they like. That is their right. My point is only to say that claiming to be open to advice, constructive criticism, or critiques is much different than actually implementing changes.

Playing the PR game, and playing it well, will only be to China's advantage. Here's hoping they earnestly listen to the advice they are apparently seeking.