Research On The External Communication Strategies Of The English Edition Of XinHua Net

Due to our country has been living in the long-term international communication situation of "West strong I’m weak", in addition of the years of the negative influence caused by ourselves, we cannot find the effective breakthrough point of the external dissemination, but only in a passive situation of "in perfect silence".The appearance of the network media has became the breakthrough point of the external dissemination. English-language news site is a force to be reckoned with in the foreign media in China. In the complex environment of international opinion, The English edition of XinHua Net relying on Xinhua News Agency’s international authority and popularity, with prominent language advantages and the news gathering teams worldwide, has opened up a new way for our country’s external communications. In the skilled use of the fusion of traditional and modern forms of expression, The English edition of XinHua Net does its best to speaking with facts, sets up the template on Report of sudden Incident, makes every effort to show the real and objective image of China, in the meantime, eases crises positively in the spread of negative public opinion, which has made good communication effects of the site. Although the English edition of XinHua Net of external communications has achieved some success, due to the constraints of the external communication system,problems in practice and the idea of the external reports, leading to most of the media in China, including the English edition of XinHua Net marginalized in the field of international communication, and thereby loses the initiative statements on the international stage.On the basis of analyzing this article in the English edition of XinHua Net external communications strategy, this article has taken all factors into consideration of the English edition of XinHua Net’s media ecology, explored the restricted "bottleneck" of the website development, and made a number of countermeasures to improve external communication capacities in the media of China, with a view to offer reference to China’s external communications.