The Chinese military should improve its image in the international community "to attract and convince a global audience [of its peaceful intent]," says a Study Times article. The key is to adopt a soft approach when disseminating information about the military. 
 

The suggestions are: 1) Focus on civilian readers and progress from “readable” to “pleasantly readable,” rather than preaching. 2) The content should include soft peripheral stories appealing to the public, along with hard, main messages, so as not to trigger resistance. 3) Narrate stories gently and charmingly – be up close and personal when explaining military actions. Through the soft approach, “the pleasant image will gently sneak into the mind of the audience. It is beneficial to narrow the communication gap, bring the audience into the military’s fold, and help them understand the real intent behind the communications."

Source: Study Times, September 6, 2010
http://www.studytimes.com.cn:9999/epaper/xxsb/html/2010/09/06/12/12_47.htm

China Review News (CRN) published a review of an analysis on the recent frequent naval exercises that the U.S., South Korea, and China have been conducting. The author expressed the belief that the U.S. has an obvious intent to contain the Chinese military within the “first chain of islands.” China has tried to respond to the situation with a series of escalated exercises to demonstrate its capabilities to break the blockade. The analysis cited “the West,” using the name of “A Cold War at Sea.” The U.S. was blamed as the troublemaker, since the U.S. has significantly heightened its participation in military activities around China, especially on the east and south sides. However, at the end of the analysis, the author softened his tone by suggesting that a “serious confrontation” was very unlikely.

Source: China Review News, August 28, 2010
http://gb.chinareviewnews.com/doc/1014/2/8/0/101428094.html?coluid=148&kindid=0&docid=101428094&mdate=0828005921