No stopping daylight by killing roosters

When their mistakes are pointed out by the media many officials, even government agencies, respond by blaming the media first, without thinking about their own mistakes. Some powerful officials have even punished reporters for inaccurate information about negative facts. Actually, negative publicity, especially that involving the authorities is more difficult as it often meets resistance from those involved. What officials should do is to be tolerant and correct their own mistakes if there are any, instead of being querulous.

The last, but also very common mistake of officials is displaying an ostrich mentality trying to delete bad news through public relation measures. When bad things happen and get covered, it is quite common for officials to contact the media to get the information deleted. Such deeds are indescribably foolish: they think that they can prevent daylight coming by killing the rooster. In countless examples, efforts to delete negative information only lead to more social concern and finally to bigger social events, especially after the officials' PR efforts are revealed. This should be a lesson to officials.

In this new media age, the government and its officials should be extremely careful about publicity, especially when emergencies or negative incidents happen, because any improper words and deeds will be amplified and cause unimaginable results. Many local governments have realized this and they have set up professional agencies to research public opinion; this trend is welcome and we hope they can do a more professional job in having dialogue with the public.

However, the ultimate solution is for officials to do a better job. In other words they need to respect the people and really have their interests at heart, only with better service to the people will proper publicity help regain public trust.

The author is a researcher from the Shanghai Party School. The Chinese version of this story first appeared on Study Times.

(China Daily 09/09/2013 page8)