Josef Gregory Mahoney from East China Normal University (Photo credit: Chen Siyang)

　　The roundtable dialogue on "Ten Years of the Belt and Road Initiative: How Can China's Central State-owned Enterprises (SOEs) Play a Better Role in International Communication" was held in Beijing on June 28th. Josef Gregory Mahoney, professor at East China Normal University, said at the seminar that China faces an unrelenting media war. In the head-to-head soft power competition among different countries, some Western countries try to promote its own positive image but often at China's expense. Under such circumstances, China needs to find a proper way to manage and control related risks.

　　In his speech, Mahoney pointed out that despite the fact that many SOEs have their own successful brand strategies, people live in an era where Chinese companies, whether private or state-owned, are directly associated with China, and often in negative ways. This is one of the anti-China tactics adopted by the US, one that has been successful in tarnishing China's image and in some cases market access.

　　In this regard, Mahoney shared some suggestions on how to establish a better brand strategy for central enterprises in jointly building the "Belt and Road". He said that countries can't disassociate with China especially in BRI-related projects and ways should be found to promote the advantages of association and working together. In addition, a comprehensive collective branding strategy and communications plan should be constructed which co-brand in ways that reinforce the positive image of the state as well as each SOE.

　　Mahoney stresses that when working together on BRI projects, the biggest brand for SOEs is China itself. How SOEs promote themselves and are valued in the market impact the China brand. Likewise, how the BRI project is proceeding, in tandem with the development of China's geopolitical image, affects the SOES. He believes SOEs not only need to consider strategies of functioning comprehensively in many respects as a single brand, but should also improve brand alignment and mutual reinforcement in ways that positively project the China story among local people of BRI member states. "You become part of the China story, and the China story is yours."