Embassy of the People’s Republic of China
Building the first formal U.S. public diplomacy platform for the Embassy in Washington
Situation Summary
Situation Summary
In 2013, the Embassy of the People’s Republic of China sought to strengthen its communications presence in Washington. As the U.S.-China relationship grew more complex and visible, the Embassy required a structured approach to engaging American media, policymakers, and influential audiences.
The goal was a disciplined public diplomacy platform aligned with China’s long-term diplomatic priorities.
Qorvis Solution
Qorvis Solution
Qorvis became the first U.S. Agency of Record for the Embassy, launching a multi-year partnership focused on strategic counsel and sustained engagement.
Working closely with Embassy leadership, Qorvis provided issue analysis, message development, and media training to strengthen clarity and consistency in external communications. We supported engagement with U.S. media and key stakeholders across two presidential administrations and advised on positioning around priority diplomatic themes.
Qorvis also supported high-profile cultural diplomacy initiatives, including a multi-month campaign surrounding the 2015 birth of panda cub Bei Bei, culminating in a state-level engagement featuring First Lady Peng Liyuan and U.S. First Lady Michelle Obama.
The engagement established a formal public diplomacy infrastructure in Washington and strengthened the Embassy’s capacity for strategic media and stakeholder engagement.
Through sustained counsel, message discipline, and high-visibility cultural initiatives, the Embassy expanded its reach among priority audiences and enhanced its ability to communicate effectively in a complex bilateral environment.