To thoroughly implement General Secretary Xi Jinping’s important discussions on ideological and cultural work and further operationalize the Group Company’s party-building monthly meeting and ideological advocacy work conference directives, China MCC successfully held its First 2026 Media Communication (Brand Dissemination) and Ideological Advocacy Business Training Session in Beijing from March 31 to April 1. The event was organized by the Party Affairs and Public Relations Department of China MCC and hosted by CERI. Over 110 heads and core staff from the party affairs and public relations departments of subsidiary enterprises participated in the training.
Tailored to the communication demands of the new media era, the training focused on core content including theoretical article writing, news reporting, in-depth feature planning, international communication strategy, converged media operations, and professional photography techniques. A distinguished faculty comprising senior experts from party newspapers and periodicals, mainstream and industry media outlets, as well as university professors, was assembled to directly address pain points in ideological advocacy work and precisely overcome capability bottlenecks. Through a combination of thematic lectures, case analysis, and practical exercises, the training substantially enhanced the political literacy, professional competency, and innovation awareness of key ideological advocacy personnel, aiming to forge a team that is politically reliable, highly skilled, pragmatic and innovative, and capable of achieving decisive outcomes.
The conference emphasized that ideological and cultural work serves as both a torch for preserving revolutionary heritage and a crucible for consolidating driving forces. First, practitioners must embrace the "grand concerns of the nation" and act as politically steadfast "informed leaders"—sharpening political discernment in distinguishing right from wrong, deepening political comprehension through thorough study, and fortifying political execution by integrating knowledge with action. Second, they must hone "core competencies" to become versatile "all-rounders" proficient in business, adept at capturing the zeitgeist with eloquent prose and freezing compelling moments through visual artistry—understanding both the "theory" behind policy direction and the "craft" of communication operations. Third, they must preserve a "childlike heart of sincerity," treating workshops as classrooms and projects as examinations, aspiring to be hands-on "practitioners" rooted at the front lines, drawing creative nourishment from real-world practice, enabling MCC’s voice to resonate far and wide, its narratives to touch hearts directly, and its image to shine brilliantly.
Participants universally remarked that the training functioned both as a "refueling station" for ideological breakthroughs and a "forging furnace" for capability enhancement. Through the collision of ideas, they broadened their perspectives; through the sharing of experiences, they sparked new insights; through mutual learning, they grew collectively—not only acquiring knowledge and skills but also elevating their sense of responsibility and mission. Moving forward, they will translate the training outcomes into concrete measures and effective policies to drive work, striving to transform ideological advocacy into a powerful engine for uniting minds, boosting morale, and propelling the enterprise toward high-quality development.
Scene of the Conference
