BEIJING OLYMPICS

Beijing Olympics



Beijing Olympics

Why did the Chinese government hire a Western public relations firm to work on the 2008 Beijing Olympics? (Devereux, 2009).

China faced a lot of complex problems prior to 2008 Beijing Olympic Games. The issues emphasized on the need for effective PR strategies, which could represent a positive image of China in the world. The PRC government worked hard to maintain an open investment environment before the Olympic Games to highlight the progress of Chinas reform and opening policies. As a result, foreign companies benefitted from a simplified route to their business objectives. These businesses were often also a conduit for information on China to the outside world. The 2008 Olympic Games was the perfect platform for China to communicate its reemergence as a global power. However, it also gave an opportunity for many activist groups outside of China to advance their messages. This was particularly true for International NGOs that took issue with the PRC government's stances on a number of topics, including human rights, the environment Taiwan, Tibet, and relations with Sudan. Furthermore, the Tibet crisis and the pro Tibet protestor's incident sparked the complexities for China, which gave rise to a revised PR strategy and policy. These groups saw the 2008 games as an opportunity to draw attention to issues that might not have gained the same international media attention otherwise. What the international NGOs did not count on, however, was the PRC government's ability to silence dissenting voices within China's borders. These issues led China to hire western PR firms to restore its image before the Beijing Olympics. The image was seriously affected following the protests in Paris, London, San Francisco, disrupting the torch relay. The government's control of media outlets, including the Internet, caused these NGOs' efforts to fall short. Instead, the CCP and PRC government communicated to China's populace the idea that international NGOs were attacking China in its time of glory, which aroused nationalism and resentment toward forces described as seeking to limit China's peaceful rise and development. (Devereux, 2009) (Devereux, 2009).

Why do protestors and activists target events such as the Olympics?

Events such as Olympics, with its large magnitude and scale, provide enormous worldwide attention to any organization. This acts as an opportunity for organizations to gain worldwide attention, and effectively communicate their messages. The opportunity can be used for two purposes, for promotional activities of goods and services, and for certain propaganda motives. Protestors, international NGOs and other human rights groups saw the 2008 games as an opportunity to draw attention to issues that might not have gained the same international media attention otherwise. These groups saw the Olympics as a world stage to communicate their message and damage China's image, and its efforts to host the 2008 Beijing Olympics. The protestors achieved most of their objectives as world media, especially the western media, started to propagate against China, calling for the world audience to think over China's rights to host the ...