In an era of mass media and a flood of information, politicians have to learn a lot in order to balance public relations. This was showcased when a Guangdong official in charge of land acquisition, Zhou Jianzhong, wore a gauze mask during an interview and claimed he has a right not to be on television. The attempt at anonymity has caused a backlash in the online community.

Zhou has not been the only target of the media who's succumbed to his inability to effectively communicate with journalists. In early May, Bai Fang, a spokesman for the State-owned Wuhan Iron and Steel Corp, brushed off an investigative journalist's request on the pretext he was in a hurry to take a hot spring bath.

The unwillingness of officials to face the media may be due to many reasons, such as an increasingly influential media. Officials must be wary of dealing with the increasing difficulty covering up reports that make them look bad and, most importantly, the enormous cost of coming across poorly on screen.

An official unskilled in dealing with journalists might dread showing up on TV, particularly in a time of crisis, when the public needs timely information. But officials are apprehensive about becoming the scapegoats for failure. They might bear the brunt of criticism as a result of offering clumsy answers or looking insincere. They thus have reasons to have second thoughts before granting a journalist an interview.

Such a juvenile rejection as wearing a gauze mask can only be attributed to a scant sense of honesty and accountability to the public. Such behavior, rather than preserving an official's so-called privacy, contravenes the public's right to know, which is stipulated by Regulation on the Disclosure of Government Information.

As a matter of fact, there is a mechanism for public relations in the government, which apparently functions poorly. The lack of professionalism is sometimes perceived by a journalist when dealing with a government department spokesperson. The peripheral and unprofessional role these spokesmen usually play compounds public relations problems. There has to be a remedy for it, involving a practical overhaul of the spokesperson system through which the government releases information.

There exists a conflict: a vigilant official prioritizing his career safety versus an inquisitive public wanting the government to be accountable and transparent. To resolve such conflicts, the government must be genuinely open to its citizens, while the public should appreciate those willing to communicate, but not appearing not telegenic or gracious. Officials' fear of facing the media should be warded off, through the efforts of both the government and the public.