Today, reform and opening-up has brought China economic, social and political development. China is also actively involved in international affairs as the world benefits from its growth. But a BBC opinion survey last February showed the percentage of people regarding China as positive influence slipping from 45 to 39 percent. This result runs counter to actual development. The world has not reacted accordingly to China's growth because it is not presented with the merit it warrants.

The China-EU relationship is one of the most important bilateral relationships in the world. In the face of the global economic downturn and trade contraction, the two should more than ever broaden and deepen cooperation, so as to meet the challenges hand in hand.

I sincerely hope that the Chinese and European media will play a positive and constructive role in promoting our relations.

To make this happen, I think the following four points should be given special attention: responsibility, objectivity, credibility and communication.

Our media and correspondents shall be more aware of their responsibility for promoting China-EU relations. They have major influence on public opinion, on policy and on the future of our relations. They ought to bear in mind the responsibility and the interest of 1.8 billion Chinese and European people, look at our relationship from a long-term and strategic perspective, and make their news reporting and commentary conducive to consensus, trust and cooperation between us, rather than conflict, dispute and contradictions.

For objectivity, our media and correspondents shall stick to the basic principles of news reporting for presenting the truth to the world. Despite differences, we all cherish and follow the principle of telling the truth. The objectivity of news reporting depends on comprehensiveness of information and balanced views. One should not stand in favor of any side by using certain tricks, such as selective wording or photography with underlying statements. Chinese and European media should respect the other's theory of development, policy choice and cultural values, and the correspondents should do their job with an open mind, an open heart and a broad vision.

For better communication, our media and correspondents should cooperate more to acquire more understanding and knowledge.

The Chinese and European media should engage the local community and establish frank, in-depth and two-way communication with people from all walks of life. They should listen more attentively to how the other side responds to their impressions, judgments and conclusions.

Finally, I'd like to say a few words about China's reaction to criticisms from the Western media. The Chinese nation is modest, self-critical and eager to learn from others. We are keen to study from others, and we acknowledge the problems during the course of development and welcome constructive suggestions and well-intended criticisms. And we are ready to talk about disagreements and disputes. What we don't accept is willful imposition of views and standards or pressuring. China never yields to any pressure. Over the past 30 years, China has made tremendous achievements in economic, social, political, cultural and other fields. These achievements are the result of the reform and opening-up policy and the hard work of all Chinese people. They are by no means the result of media pressure from the West.

During his recent visit to the EU headquarters, Chinese Premier Wen Jiabao said, "I believe that the larger trend of the EU-China relationship cannot be reversed, like no one can reverse the trend of history".

And President Barroso said, "Europe, China and the international community can only benefit from intense cooperation between the EU and China".

It is a historical mission for us to push forward the China-EU strategic partnership. To fulfill it, we shall do our bit in our job and also give the other assistance and support. Together we will make our relationship beneficial to our people and the world.

The author, Song Zhe, is Chinese ambassador to the European Union. The article is an excerpt from a speech he made Wednesday (April 8) at the Chinese and European media Forum.

(China Daily March April 9, 2009)