Yeah the Chinese are horrible when it comes to PR. They should know the West will take any opportunity against China. I'll have to assume their mistakes are cultural. What they think they're saying is not the same how others will interpret it. It's just like Ren Zhengfei, CEO of Huawei. While Trump was President and taking actions against China and Huawei, he sent mixed messages. One time he would say things what the Western media called strong comments against the US and then the next he would make conciliatory remarks to Trump. That's what I hate about Beijing because they do that too. Americans don't admit they're wrong nor admit they're in a weaker position. When Beijing makes those statements like someone is "hurting Chinese people's feelings..." I just cringe. Does Beijing think showing China's emotions on their sleeves is going to make the other side change their minds? Where's that poker face that Asians are stereotyped as unemotional and cold? If it's some Sun Tzusian tactic, it doesn't work. It's like Chinese who argue China should take the high road like they seem to think China is doing now. I don't see any rewards for taking the high road. I only see things getting worse so what they think they see as happening is not happening because they see things from a cultural perspective and not all cultures see things the same way especially Western culture.
Just like how Chinese FM spokespeople would only ever answer questions in Chinese, their message is also crafted for Chinese domestic audiences first and foremost, and then as a means to send messages to western governments and business elite. How the western masses take the message is seldom a big enough factor to override requirements of the former.
China is ‘bad’ at playing the ‘PR game’ in the west principally because they are not really playing, since they know that ‘game’ is so ridiculously rigged it would be stupid to expect to achieve anything more than self humiliation to try.
That brings us to the other core reason China refuses to play western media games. Western politicians might lie through their teeth as easily as they breathe, but Chinese leaders hold themselves to a higher moral and ethical standard. I am struggling to think of any instance in its entire history where a senior Chinese government official have been caught in a lie.
If you are not willing to tell bare faced lies, you are already fatally handicapped in the western media game, so it’s basically a none starter.
The Chinese CDC director’s comments were able to be taken out of context because unlike is western counterparts, his job is to tell the truth as he sees it as completely and thoroughly as possible. While that might provide easy sound bites for malicious forces to take his words out of context, it does mean that when he makes reports as China’s CDC director, you know you can take his words at face value without having to second guess everything he says. Have a look at China’s and America’s Covid situations and you tell me which CDC director has got his priorities right?