The Study On External Reporting Strategies In The Process Of China's Rise

China's peaceful rise has attracted attention of the entire world as well as more and more Western media. However, the"China threat theory"and various accusations against China are also followed. Faced with the current international communication situation that west is stronger than us, how to break and change the US-led global communication pattern, how to make our voice heard and how to provide a favorable external environment and obtain due market share in the international news communication market, are the fundmental points that I conceived and drafted this paper.Firstly, the article interprets the research significance of China's foreign reporting and core concepts in order to have a relatively uniform background and common starting point in foreign coverage research. Then it makes definite the situation changes in China's external communication and conducts a deep analysis of new missions china is expected to assume at the background of the rise of China, which paves the way for the following part. Afterwards, it studies China News Service, a special propaganda media and analyse its external reporting from macro, meso and micro perspective based on its missions in China's external communication.Then the article finds obstacles in China News Service's external communication, namely,stereotype,cultural differences between the main communication subjects and particularity of neo-generation overseas chinese from the perspective of cross-cultural communication. Finally, it proposes strategies of China News Service in external communication during the rising of China theoretically and practically.The author believes that CNS need to fully use the advantages in an all-round media era, make a full expression of public opinion from the private standpoint, focus on the topic concerning the neo-generation overseas Chinese and ethnic Chinese, create international Chinese Media Groups and enhance its management comprehensively.