A training program on media management was launched in Beijing on June 17, 2008, offering new avenues for the Chinese to deal with the Western media.

Hao Ping, President of BFSU, addresses the audience at the launch ceremony

Jointly organized by the Beijing Foreign Studies University (BFSU), Hong Kong-based Phoenix CNE (Chinese News and Entertainment Channel) and a British communications agency China-i Ltd., the program is aimed at the middle- and high-ranking cadres in China's governmental and corporate bodies, interacting with the West in any capacity. It will take place in the BFSU campus and involve a strong teaching team -- Richard Dove, a broadcast media specialist who used to serve at the BBC as a senior program editor, and Sameh El-Shahat, a branding expert. The one-day module course includes an international media training course, media spokesperson course, business TV presentation training course, and so forth. The period of study is one day of English language training (optional) plus one day of media management training. Moreover, enrolled students will be offered in-depth training in London, comprising high-level media and presentation training and visits to relevant institutions.

According to Hao Ping, President of BFSU, effective communication skills are at the heart of dealing with the rest of the world.

"China is attracting more and more global attention, as it has developed rapidly in recent decades," he said. "It seems that our communication capability needs to be strengthened, for the analysis of and research on Western media are far from adequate.

"Our courses will make a dramatic positive difference to trainees' personal confidence."