Chinese celebrities in its national promotional video. [China.org.cn]

All nations face great challenges during major disasters or crises, and one single incident can attract international attention and have crucial consequences for a country's reputation and image, subsequently, it's vital for China to have a well-developed public relations (PR) strategy.

China entered a PR era when it exhibited its national promotional video last October, and in recent years has gained significant PR experience while dealing with SARS in 2003 and hosting the Olympic Games, the World Expo and the Asian Games.

Crises demand acute attention and a proactive PR strategy. Chile and the Philippines were two examples of international crises management in 2010. Chile successfully saved 33 trapped miners and received international acclaim. Adversely, the Philippines failed to rescue Hong Kong tourists taken hostage by a former police official and eight hostages died. Its government absorbed severe criticism and its image declined.

Shi Anbin, deputy dean of School of Journalism and Communication at Tsinghua University, thinks Chile's image improved because its government conducted "media events marketing," and believes China should learn how to manage news and guide public opinion from Chile's example.

The U.S., a more experienced country in this aspect, first raised the idea of a "Brand State." Shi writes in his book "National Public Relation and Cultural Power" that American scholar Peter van Ham proposed to market the U.S. in a similar way as Nike markets itself.

Currently, China is at a crucial time in its development, according to Zheng Yannong, deputy director of China International Public Relations Association. He says a healthy and positive national image will not only help export core values to the world but also create a favorable public opinion environment for China's economy. Thus, a national PR strategy based on image, brand building and reputation management should be regarded as a guarantee to building national core competence. Only those countries that take brand building and management seriously can remain invincible in severe international competition, Zheng said.

As a veteran PR practitioner, Zheng stresses that positive and passive communication will produce different results.

"Most Chinese people believe in the traditional proverb: 'good news goes on crutches and bad news has wings.' Information society has changed the first part and strengthened the second," he said.

Zheng recalled when SARS first broke out in China in 2003, and the government kept it secret. It only made the disease spread faster. Later the government released more information and built a positive image.

He emphasized that a country cannot guard its image by hiding things but should be open and disclose the truth, which in turn will earn respect and trust from other nations. If a crisis is handled properly, then a country's image will not be harmed and can even be improved.

"Although you cannot change facts, you can change public opinions toward you," Zheng said.