SHANGHAI/HONOLULU - China is not getting its message across effectively to the rest of the world, said Zhao Qizheng, chairman of the Foreign Affairs Committee of the Chinese People's Political Consultative Conference.

"We may have first-tier Internet technologies, but a number of in-depth articles on China's policies are written in Chinese, which makes them inaccessible to a broader foreign readership," Zhao told China Daily on Friday.

Zhao called for high-quality bilingual literature to be posted online and the immediate integration of useful resources.

With increased people-to-people interaction and the proliferation of new media, experts have been looking at diversifying a nation's public image in the interests of better public diplomacy.

Gordon Johndroe, deputy press secretary and deputy assistant to former United States president George W. Bush, said on Thursday that Washington has embarked on the ambitious target of focusing on a much younger audience to form a pro-China attitude.

Ideally the goal is that 50 percent of the audience are high school students or aged under their mid-20s, Johndroe said in a speech at the Center for American Studies at Fudan University.

"Countless measurements and evaluations have shown the best way for public diplomacy is through people-to-people exchanges," Johndroe told China Daily.

The United States has long sought to influence people from other countries through public diplomacy, according to Tang Xiaosong, a specialist on public diplomacy at Guangdong University of Foreign Studies.

US embassy, among the first batch of many foreign embassies in Beijing, has set up a Chinese micro blogging site, hoping to use the new form of mass media to publish news and exchange views with local netizens.

Despite all its vicissitudes, "public diplomacy is well-established in the US as it is equipped with specific organs, clear target groups and tailor-made policies", Tang said. While some of the responsibilities are folded into the US State Department, Johndroe said relevant organizations such as the International Republican Institute, partly funded by Washington, have been in operation for years and serve as a bridge between various civilian societies and the government.

Public diplomacy agendas also include specific plans tailored to particular countries or regions, Johndroe added.

"In East Asian countries such as Indonesia and Malaysia, we have established an 'American corner' in universities to give a comprehensive introduction. As for China, we intend to talk more about export and trade issues," Johndroe said.

For the administration of US President Barack Obama, student exchange programs have become the "baton" that conducts the whole public diplomacy orchestra. The 100,000 Initiative, among other plans, has pledged to send 100,000 US students to China over the next four years to learn Mandarin and familiarize themselves with Chinese culture.

Despite the efforts, US Senator Richard Lugar of Indiana argued in a February report that the US was languishing behind as China increasingly molds public opinion through its cultural institutions and media.

"The fact is, the US is unnerved by China's moves on promoting public diplomacy. Once China puts it on the agenda, it will offset the effects of endeavors by the US to spread its democratic values," Tang said.

Another driving force behind such appeals is the push for "electronic governance", Tang added, citing the closure of Voice of America's Mandarin service as an apparent move to shift strategic focus from traditional channels to up-to-date means.

Li Xiaokun in Beijing contributed to this story.