(Ecns.cn)--In the present media-sensitive world, the spokesperson plays an increasingly important role in bridging gaps between the public, companies and governments by delivering messages faithfully, effectively and appropriately.
From trivial events to major crises, announcements by spokespersons are often widely cited, yet are also regularly criticized as irresponsible, empty or biased.
Irresponsible, shocking statements
"I don't know" has become a catchphrase for some spokesmen, who tend to be entirely ignorant in front of reporters about an event or related policies.
Starting from April 2010, according to the director of the government information office of Chongqing, any spokesperson that shakes his or her head in answer to all questions will be punished.
Some spokesmen prepare speeches in advance and read them out during press conferences, despite reporters' questions.
In July 2010, when Jiangxi Province was hit by flooding, Ping Qijun, director of the provincial Flood Control and Drought Relief Bureau, was heavily criticized by netizens for not responding to questions about the safety of the masses living downriver.
During an interview with the CCTV (Central China Television) news program "24 hours," Ping preferred to go on extensively about the "important directives" from various levels of government leaders. This evoked a wave of anger among Internet users who claimed Ping was a sycophant who only knew how to spout platitudes for his superiors.
As a result, the shocking speeches of many spokespersons have become headlines themselves.
Tong Bing, professor of the Journalism School at Fudan University in Shanghai, pointed out that it takes courage and wisdom to be a spokesperson in China.
Tong added that without systematic training and ample practice, many spokesmen are skating on very thin ice. Some of them have even become the shields of local governments who dare not face reporters and the public directly.
