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.