On April 11, the Communication University of China and the China Public Relations Association established the first “Media Training Center for Leaders and Managers.” The training center will teach officials how to interact with the media and the public. The first group of 50 officials will attend in mid-May. They will take a five day training course which includes the study of cases and theory; it will also include live demos and exercises.
According to Dong Guanpeng, the Principal of the Communication University of China, many leaders currently lack the skills needed to work with the media. They simply rely on the spokesperson in their work unit to deal with the media. However. that person is not the decision maker and does not have access to the overall information. There are many other media training classes in the public relations market but many of them teach skills related to how to delete social media postings rather than the skills of working with the media and public. Therefore, the first training center was meant to correct the chaotic situation in the market and attract officials from around the country. They have invited Wang Guoqing, vice-minister of the State Council Information Office to be the board director of the training center.
Source: Xinhua, April 28, 2013