On 11 June Charge d'Affairs Zhang Lirong attended 2008 International Public Relations Association (IPRA) Summit and delivered a speech. IPRA Chairman Robert Grupp chaired summit. Over 100 senior communications professionals from around the globe and people from a mix of corporations, NGOs, government and other international organizations attended the summit.

Zhang Lirong first expressed his thanks for being invited to the 2008 Summit and wished the IPRA World Congress 2008 a success, which would be held by IPRA in Beijing in November in cooperation with CIPRA. The Congress shows the growing importance attached by IPRA to China and China to PR affairs.

Zhang Lirong said that this year marked 30th anniversary of China's reform and opening up. In the past 30 years China has achieved notable results. Its relations with the west have also gone through a process of enhanced mutual understanding. To understand today's China one must know China's situation. Just as Deng Xiaoping said China was big and small, strong and weak. China has developed rapidly but the country is also faced with many challenges, especially population pressure, severe energy and environmental problem. China has become more interdependent with the rest of the world. It is participating more actively into the international affairs on the basis of adhering to its principles.

Zhang Lirong pointed out that the western media and people still lacked understanding or had misunderstanding about China. It had its own reason. Meanwhile China should also consider how to communicate effectively, how to do a good PR. China needs more and more effective PR means to introduce itself better to the world and to make its voice heard. The Chinese side is willing to strengthen its exchange with the PR professionals.

Zhang Lirong also answered questions on how to promote China's PR and lessons of the Lhasa riot to both China and western media.

IPRA was established in 1955. It is headquartered in Surry near London. Its members are senior communications professionals around the globe.