Scholars of media and public relations must tell China's story well and further explore its significance in academic research, said Luo Weidong, president of Zhejiang University City College, on June 25.

"China's achievements in the global public crises, such as the COVID-19 pandemic, demonstrate its systematic strength and tenacity," Luo added. "Adhering to the Chinese path proves to be the right way ahead."

Luo made the remarks at the opening ceremony of the 14th Forum on Chinese Public Relations & Advertising (PRAD) and the 6th Annual Meeting of the Chinese Public Relations Scholars Community (PRSC).

Themed "Strategic Communication and the Governance of China", the conference brought together over 100 Chinese and international experts online and offline. Through in-depth dialogues and discussions, these scholars aimed to come up with China-based theories on media and public relations and provide "China solutions" to peaceful development and global crisis response.

"They will contribute their wisdom and offer insights into how to tell China's story well in the current social and international environment," said Shen Aiguo, dean of the School of Media and Communication of Zhejiang University City College. "It will lay a solid foundation for better communicating China's economic, cultural and social achievements to the world."