While the first day of the London Book Fair (LBF) saw debut authors drawing interest, day two was headlined by veterans like renowned China image polisher Zhao Qizheng, who unveiled his two new books on public diplomacy.

Zhao Qizheng demonstrates his theory on public diplomacy to the audiences attending his new books launch. [Photo by Li Huiru/China.org.cn]

The launch ceremony for "Cross-border Dialogues: the Wisdom of Public Diplomacy" and "How China Communicates: Public Diplomacy in a Global Age" was held Tuesday at Piccadilly Room of Earls Court Exhibition Hall. The two books were published by Foreign Language Press and New World Press respectively.

 

"Cross-Border Dialogue," available in both Chinese and English, pools dialogues between Zhao and senior government officials and top experts from countries around the world. It covers a wide spectrum of public diplomacy topics, contrasting ideas and combining wisdom from the East and the West.

The rise of China and its engagement with the rest of the world has been felt all over the world. Speaking at the launch ceremony, Zhao compared the situation to a community where an affluent neighbor moves in: The first response of the residents in this community would be curious and alert. This is what the other countries in the world think about China.

"Public diplomacy is a kind of dialogue between different civilizations," Zhao said. "What China has to do is to explain China's real conditions to the world and strengthen mutual understanding between the Chinese people and the global community, and to promote the development of friendly relations."

"How China Communicates" is based on Zhao's ample experiences in practicing public diplomacy. He touches upon important topics with interesting stories that give readers a behind-the-scenes look at public diplomacy works in a complicated environment.

At the book launch, Liu Binjie, minister of the General Administration for Press and Publications (GAPP) of China, praised Zhao's efforts in promoting public diplomacy in recent years. He said the timing of the book launch is of critical importance.

"China's activities as Guest of Honor at this LBF pose not only a great opportunity for copyright transactions, but also an important stage for public diplomacy efforts," Liu Said. "I believe Mr. Zhao's books will help foreign readers understand better China's public diplomacy theory and practice."

Michael Hoey, Professor from University of Liverpool, said intercultural communication is of great importance for successful public diplomacy. He suggested the English audience to listen more carefully to China in the future and gain more understanding from China.

"The success of public diplomacy depends upon there being a truthful, honest and friendly relationship between the people of the countries engaging in dialogue," he said.