中国各级政府建立新闻发言人制度,标志着中国政府与媒体的关系开始发生质的转变:从新闻宣传走向公关传播。政府的新闻公关传播就是变政策为新闻,变宣传为新闻,实施新闻执政的媒体战略。正如赵启正接受白岩松访问时说的,在确定发布的主题时,“要选择最重要的、最受关注的、有新 The establishment of a spokesman system at all levels of government in China marks the beginning of a qualitative change in the relations between the Chinese government and the media: From news propaganda to public relations dissemination. The government’s press public relations and communication is to change the policy for the news, change the publicity into news, the implementation of news media strategy. As Zhao Qizheng said when interviewed by Bai Yansong, in determining the topic of publication, "we must choose the most important and the most concerned one, with new