China analyst David Cowhig wrote the following summary of a 2003 Red Flag Publishing House book, “Practical Manual for Party Propaganda Work, New Edition“, [Xinbian Dange Xuanchuan Gongzuo Shiyong Shouce] edited by Zhao Guoliang and Zheng Yuyan (in Chinese):
The book is a political view on propaganda towards foreigners. The foreword is by Hu Jintao.
There are two pages about doing propaganda work for foreigners.
— Speak simply, oversimplify if necessary. Deliver a message easiest for the foreigner to receive. This will vary according to what country or region they are from.
— Never use slogans. Propaganda with foreigners should be less direct than domestic propaganda. Present facts, let them draw their own conclusions
— Arrange interviews for friendly foreign journalists
— Through Xinhua if appropriate, arrange for articles by Chinese to be published by foreign media
— When scheduling tour groups, strive to arrange a schedule that will give the best impression of China. When these people return to their countries, they can help form a positive impression of China in the minds of the people of the world.
— Attend to programs shown on the television systems of hotels frequented by foreigners so that a positive impression of China will be given.
— Arrange for tour guides and interpreters to subscribe to PRC foreign language publications.