A lease extension on the giant pandas at the US National Zoo. A new Chinese-style garden at the US National Arboretum. A national program that is sending more and more American students to China. China has never been so active in utilizing "public diplomacy" – a PR blitz launched by the Chinese government as President Hu Jintao went to Washington.

Another part of the "public diplomacy" campaign includes the less successful 60-second spot that is being shown in Times Square. Intended to convey a peacefully rising China to Americans, the video shows a montage of dozens of Chinese celebrities, most of whom are unknown in the U.S. – leaving Americans wondering what the purpose is of displaying successful Chinese.

It is in China's interests to reinforce its presence in the U.S. China's development has fostered doubts and fear in other countries, despite repeated statements of a peaceful China rise. China's territorial disputes are even interpreted as ambitions to take over the U.S. Thus, it is smart for China to take the initiative to introduce a real China for more strategic trust.

Despite Americans' misunderstanding of the video's message, the video did a good job but it could have made its message clearer to weaken Americans' perception of the Chinese threat. When approaching people outside of China, it is necessary to think of the audience first with a focused theme. For example, the Confucius Institute has clear goals of teaching Chinese culture, tradition and language, so people hardly suspect the intentions of Chinese educators. Controlling people's interpretations of information is unfeasible, but China can at least make its message clear to minimize misreading.

China has been practicing "public diplomacy" since the early 1990s in Southeast Asia. But as China became a regional power, new uncertainties for its neighbors have eroded the fruits of regional cooperation. This dynamic reminds China that any public diplomacy is not a one-time deal. Today's China has to expand horizons to all the strategic partners, to carefully leverage its soft power and to maintain flexibilities in practice.

China's "public diplomacy" can be done if China treats criticism with as much importance as praises. China is capable to tell the world that this country does more than exports.

The author is a Vasey Fellow of the Pacific Forum, Center for Strategic and International Studies (CSIS)

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