公共外交:海南自贸试验区的传播之道探讨

Analysis of the Publicity of Hainan Pilot Free Trade Zone through Public Diplomacy

公共外交是以政府为实际主导,政府行为体和非政府行为体为实施者,对国外企业、公众等非政府行为体开展的外交行动。我国自贸区传播、外宣的研究还属于起步阶段,迫切需要科学理论和方法,国际社会对于中国各地自贸区建设还缺乏关注与了解。公共外交对自贸区传播的作用包括增强自贸区的知名度和影响力、增进国内外企业和民众对自贸区相关事宜的了解、为自贸区树立积极正面的形象。运用公共外交传播海南自贸试验区,需要重视对公共外交效果的评估;重视政府行为体与非政府行为体的有机结合,构建独特的公共外交话语系统;做好应对负面新闻的预警和预案;借助海外华文媒体开展侨务公共外交;举办重大活动加速自贸区的传播等,从而促进自贸区在海外非政府行为体间的传播,为自贸区的发展创造良好的条件。

Public diplomacy is a kind of diplomatic activity targeted at foreign nongovernmental entities including enterprises and common people,in which the government plays the guiding role and governmental and non-governmental organizations act as the practitioners.Research in international publicity and communication of China’s free trade zones is still at the initial phase.Free trade zones have an urgent demand of scientific theories and methods concerning international publicity and communication.There has not been enough attention and understanding shown by the international community on China’s free trade zones.Public diplomacy can play a big role in enhancing the publicity of China’s free trade zones by promoting their popularity and influence,enriching the understanding of issues related to free trade zones on the part of both domestic and foreign enterprises and the public.It can also help foster free trade zones’positive images in the world.As on how to carry out public diplomacy in promoting publicity,taking the Hainan Pilot Free Trade Zone as an example,the paper suggests that people need to pay attention to the evaluation of public diplomacy effect and the combination of governmental and non-governmental actors,build a unique public diplomacy discourse system,make efforts in establishing an early warning system for dealing with negative reports,carry out public diplomacy among overseas Chinese through overseas Chinese media,and hold events of high-level impact to publicize free trade zones,so as to create a good environment for developing free trade zones among overseas non-governmental organizations.