The China Public Relations Association held its third thematic salon of 2026 in Beijing on July 30, centered on the theme of "Public Relations Empowering New Practices in International Communication for Chinese Enterprises." The event focused on cross-cultural communication, international image building, crisis management, and brand innovation for Chinese companies operating overseas, gathering experts from various enterprises and industries for in-depth discussions.
Mao Yixiang, chairman of the association's Enterprise and Public Institution Public Relations Committee, moderated the event. Li Chengcheng, Deputy Party Secretary and Director of China Uranium Corporation, Hong Jun, General Manager Assistant of COSCO Shipping Ports Limited, and a representative from China Harbour Engineering Company (a subsidiary of CCCC) delivered keynote speeches and engaged in interactive exchanges with both in-person and online attendees.
Li Chengcheng used the Rössing Uranium Mine in Namibia as a case study to illustrate the public relations practices of Chinese mining companies abroad. Facing the complex challenges of overseas operations, China Uranium Corporation has elevated public relations to a strategic level, establishing three core principles: value symbiosis, cultural integration, and shared responsibility, aiming to be a "good neighbor" to local Namibian communities. In cross-cultural communication, the company pursues two-way integration, establishing institutionalized communication channels and replacing "system imposition" with "value identification," organizing events like the Rössing Marathon to genuinely integrate into local society. In terms of social responsibility, it opens the mine gates to the public and embeds charitable initiatives into the community fabric. As a result, the project's service life has been significantly extended, and it has won the Namibia Mine Safety Award three consecutive times, demonstrating the central role of public relations in stabilizing overseas projects.
Hong Jun shared experiences from the operation of the Piraeus Container Terminal (PCT) in Greece and the Chancay Port in Peru, focusing on port public relations practices amid global supply chain disruptions. Facing multiple challenges like geopolitical tensions and a complex media environment, COSCO Shipping transformed its PR approach from passive response to active shaping. PCT underwent a three-year transition, evolving from an "unknown" to a "well-known" brand, achieving a leap in brand value and winning several prestigious local business awards. Chancay Port maintains a highly localized operation, conducting cultural integration activities around festivals and numerous community engagement projects benefiting over 10,000 residents, supported by a multilingual communication matrix. He emphasized that port PR work requires local integration, value leadership, and systematic implementation, using operational results and social contributions to win international trust and respect.
A representative from China Harbour Engineering Company discussed the Bogotá Metro Line 1 project in Colombia, explaining the importance of public relations in maintaining public support for infrastructure projects. Facing challenges like government transitions and diverse stakeholders, the project adheres to a "friendly neighbor, quality client" philosophy, using cultural resonance to win hearts. On the construction front, it innovatively uses prefabricated assembly technology to minimize on-site work and noise. Environmentally, it incorporates street art to create an urban landmark that attracts residents. For ecological protection, it adjusted key construction steps to protect endangered sparrowhawks and incorporated this shared city memory into the train's exterior design. He stated that overseas infrastructure projects must prioritize "social attributes," anchoring themselves to the goal of serving local populations before achieving value sharing through engineering.
During the interactive session, representatives from institutions including Huanqiu.com, China Nuclear Industry News, and China Quality Certification Center discussed topics like building long-term local PR mechanisms, translating ESG value into narratives, and integrating global brands with local culture. They explored pathways for Chinese enterprises to shift from "interest symbiosis" to "value co-creation" when going global.
Guo Weimin, President of the China Public Relations Association and former Deputy Director of the State Council Information Office, noted in his speech that from the excellent practices of Chinese enterprises going global, companies have moved from an early focus on promoting their own capabilities to prioritizing community relations, people's livelihoods, and cultural integration. Regardless of challenges, enterprises use public relations to serve local people and societies, becoming key players in showcasing national image, telling China's story, and practicing the concept of a shared future for mankind. He stated that these frontline innovations offer both practical tactics and theoretical insights, providing fresh examples and valuable experience for building a public relations theory system with Chinese characteristics. The association will continue to compile excellent case studies from various industries to better empower global economic development and national governance capacity building.
The event was hosted by the China Public Relations Association and co-organized by its Enterprise and Public Institution Public Relations Committee, CNNC (Beijing) Media Culture Co., Ltd., and CIPG Xufang International Media. Attendees included association vice presidents Dong Guanpeng, Tang Hewei, and Lyu Dapeng, along with heads of some Beijing-based committees, executive directors, directors, members, and representatives from member units, strategic partners, and specially invited experts. Representatives from enterprises, universities, think tanks, media, and the PR industry also participated. Online participants included committee heads, directors, members, and representatives from member units outside Beijing, as well as delegates from provincial public relations associations in Shanxi, Fuyang in Anhui, and Xinyang in Henan, and from some provincial and municipal propaganda departments and international communication centers.
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