Zhao Qizheng

Zhao Qizheng, former minister of China's State Council Information Office, and dean of the School of Journalism of Renmin University of China

Information released by the government is powerful in guiding the public opinion home and abroad. Therefore a spokesperson has the responsibility of telling China's story to the world.

Government spokespersons should have maturity, authority and a sense of responsibility. They should have a good knowledge of both the domestic and world situations, be culturally literate, logical and polite. These are extremely high requirements. But it is vital for the nation's spokespersons to have a broad range of knowledge and be well acquainted with China's policies at home and abroad, and to be able to express themselves so that audiences will accept what they are saying.

In order to meet these high requirements, spokespersons need specialized training, and the importance of their role should be respected. Poorly trained and part-time spokespersons will not be able to do the job well. And behind the visible focus of the spokesperson there should be an invisible specialized team providing support. To do a good job a spokesperson needs the opportunity to take part in the highest level meetings of the government department or institution he or she serves.

A spokesperson must be especially well-prepared when introducing a major policy initiative.