BulletProofBlog the blog on crisis communications

There' s little doubt that China once viewed this summer' s Olympiad as the ultimate opportunity to highlight considerable national progress on the world' s grandest stage. Perhaps it still does.

But as the torch made its tumultuous journey through Paris, San Francisco, and points beyond, it became readily apparent that many view China' s political and economic progress as not nearly progressive enough.

China isn' t helping itself either. The latest picture? News photos of demonstration organizers lined up in front of armed police in court to hear their prison sentences, which range from three years to life.

In the eyes of the world, Beijing' s brand is in need of some polishing. And it' s not too late for China to take advantage of its Olympic opportunity and win more support around the world.

First, China must take advantage of the fact that the U.S. government, the governments of Europe, and hundreds of western corporations want the Olympic Games and China' s transformation into a global business power to succeed. It needs to reach out and develop third-party spokespeople from among those allies who can speak to the need for gradual change, not an overnight turnaround from a culture that is six thousand years old. These advocates can do so with the credibility that Beijing now sorely lacks.
Second, China must identify and engage forward-looking spokespeople from among its own business class, rather than government officials, to convey its messages. They are the credible faces and voices of the future that need to be communicating now.
And third, China needs to make a meaningful gesture - perhaps suspending arms sales to Sudan or announcing substantive talks with the Tibetan separatists. Such a move would show, rather than tell, the world that its commitment to reform is real and its hosting of the Games is justified.