The Evolution And Development Of External Publicity Of People's Daily Overseas Edition

In July 2015, the People's Daily Overseas Edition ushered in the 30 anniversary. People's Daily Overseas Edition, as the most authoritative daily in China's opening up and the external publicity platform of Central Committee of the Communist Party of China official newspaper, is one of the most important medias of our country's external publicity which has undertook this important task since the date of establishment. Through the continuous reform and development in the past 30 years, the overseas edition has become a modern media system which has been evolved from a newspaper into “a newspaper with a net, two micros with a client” and a large number of overseas columns and sub- columns. It plays a key role in improving the propagation force of state, reshaping the image of our country in the international community, enhancing mutual understanding between China and the international community, strengthening domestic and international cooperation and exchanges and guiding domestic and foreign public opinion.Taking the 30 anniversary of People's Daily Overseas Edition as chance, the paper will make a systematic review of the development course of overseas edition external publicity work in the past 30 years and summarize the concept, content and mode, as well as the new characteristics in the process of external publicity from journalism and mass communication perspective. The main body of this paper is divided into six parts. The first part elaborates the significance of the research and the related research results; a brief introduction to the history of the Overseas Edition will be showed in the second part; the major content in the third, fourth and fifth part is the summary of the concept, content and mode, new characteristics in the process of Overseas Edition's external publicity; finally, in the sixth part, the paper tells the main problems and development proposals of the Overseas Edition of external publicity work.The author will summarize the People's Daily Overseas Edition and the related text materials in the past 30 years systematically. And then, combining with the journalism and communication theory, the paper will summarize and compare the change and development in the process of national external publicity by using the method of literature research and individual cases study method and interviews and other methods and make analyses on the external publicity of People's Daily Overseas Edition Through the analysis of the external publicity work of Overseas Edition of the People's Daily in the past 30 years, the author find that in the new period it is necessary for China's modernization construction to carry on the external publicity work. First of all, follow the rules of international communication, update the ideas of communication and adapt the media itself to the changing communication environment. Secondly, the media need to pay attention to communication method, and keep the balance between the propaganda and communication in pursuit of the effective communication so as to improve the external publicity effect.