Identifier
Created
Classification
Origin
07BEIJING3578
2007-05-29 03:21:00
UNCLASSIFIED//FOR OFFICIAL USE ONLY
Embassy Beijing
Cable title:  

ZHENGZHOU WELCOMES EMBASSY'S FIRST VIRTUAL PRESENCE POST IN

Tags:  CH KPAO KIIP 
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VZCZCXRO8175
RR RUEHCN RUEHGH RUEHVC
DE RUEHBJ #3578/01 1490321
ZNR UUUUU ZZH
R 290321Z MAY 07
FM AMEMBASSY BEIJING
TO RUEHC/SECSTATE WASHDC 8358
INFO RUEHOO/CHINA POSTS COLLECTIVE
UNCLAS SECTION 01 OF 03 BEIJING 003578 

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SENSITIVE
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STATE FOR IRM/BPC/EDIP (NIBLOCK AND SHINKMAN)
STATE FOR EAP/PD

E.O. 12958: N/A
TAGS: CH KPAO KIIP
SUBJECT: ZHENGZHOU WELCOMES EMBASSY'S FIRST VIRTUAL PRESENCE POST IN
CHINA

SUMMARY
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UNCLAS SECTION 01 OF 03 BEIJING 003578

SIPDIS

SENSITIVE
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STATE FOR IRM/BPC/EDIP (NIBLOCK AND SHINKMAN)
STATE FOR EAP/PD

E.O. 12958: N/A
TAGS: CH KPAO KIIP
SUBJECT: ZHENGZHOU WELCOMES EMBASSY'S FIRST VIRTUAL PRESENCE POST IN
CHINA

SUMMARY
--------------


1. (SBU) The China Mission launched its first Virtual Presence Post
(VPP) in Henan Province's Zhengzhou city during a major commercial
Expo in the city. Despite local officials' initial uncertainty, the
media and residents of Zhengzhou welcomed the new initiative, which
built on more than a year of increased exchanges with the city and
Province. The VPP website received overwhelmingly positive coverage
in print, television, radio, and Internet media. The Embassy's
newly formed "Team Zhengzhou," consisting of 15 representatives from
several sections and agencies, will need to continue to work
creatively to build confidence with those local government officials
and institutions still unsure of how to react to this new
initiative. End Summary.

EXPANDING OUTREACH IN ZHENGZHOU
--------------


2. (SBU) Located on the banks of the Yellow River in Central China,
Zhengzhou boasts a population of more than three million residents.
Though dwarfed by some of China's mega cities (Wuhan, for example,
soon to be the site of the first APP in China, is nearly three times
larger),Zhengzhou is a major provincial capital. Henan province
has nearly 100 million people, ranks fifth in GDP among China's
provinces and municipalities, and has enjoyed 14-plus percent
economic growth in each of the past three years. In 2006, the
Ambassador identified Zhengzhou as one of the Embassy's top ten
outreach targets, and Embassy officers from ECON, PAS, FCS, ESTH,
and other sections traveled there frequently during the year.
Economic Officers paid four visits to Zhengzhou in 2006. The Deputy
Chief of the Economic Section traveled to the city in July, and the
Econoff with the provincial economy portfolio visited in January,
April, and November. This officer's established expertise led to
the DCM naming him (with strong support from the Econ Section) as
the Virtual Principal Officer (VPO).


3. (SBU) The pro-engagement attitudes of municipal and provincial
officials also had an impact on our decision to make Zhengzhou the
place to begin our VPP effort. Outreach in China can be difficult
because most meetings or outreach must first be approved by the
Provincial Foreign Affairs Office (FAO). This has been less of a
problem in Henan, where we enjoy generally cordial relations with

provincial officials and benefit from a helpful FAO Americas Desk
Director.

PAVING THE WAY FOR THE VPP
--------------


4. (SBU) In March, Embassy formed "Team Zhengzhou," 15
representatives from several sections and agencies. To conserve
resources, Team Zhengzhou's core team of the Econoff VPP Principal
Officer, Transformational Diplomacy Officer and PAS staff decided to
launch the site initially as a Chinese-only site, "Meiguo Jiaoliu
Zai Xian Zhongguo Zhengzhou" or "American Exchange On-Line,
Zhengzhou, China." Because State.gov sites are often blocked or
filtered in China, the site follows the common practice for Embassy
and Consulate websites in China of having a mirror site provided by
a local Internet Service Provider as well. (The URLs are
http://zhengzhou.usvpp.gov and
http://zhengzhou.usembassy-china.org.cn.) Having the second website
allows easier access to the site by residents in Zhengzhou.


5. (SBU) Embassy officers then began populating the site with
content, including a welcome letter from the Ambassador on the front
page (which was warmly received in Zhengzhou and remains on the
front page),links to business and visa information and a regular
blog (in Chinese) by the VPO. This blog, "Mo Lei Zai Naar" (Where
is Murray?) offers Zhengzhou netizens an informal opportunity to get
to know an Embassy official through regular postings about visits to
Henan Province and Henan-related news. Our goal is to post weekly
entries about exchanges between the United States and Henan
Province. Although the site is for the moment Chinese-only, also
includes an "English Salon" aimed at students.

A SUCCESSFUL LAUNCH
--------------


6. (SBU) Although it would be difficult for local officials to block
the site altogether, we were concerned that they could make it very
difficult to operate if they so chose. In early April, the VPO
informed the Henan Provincial FAO about our intention to "go live"
to coincide with Zhengzhou's hosting of the Central China Expo, a
major economic and commercial event. Perhaps aware that opposing
the site would run counter to the Expo's goal of trumpeting the
degree to which Henan is open to the outside world, the FAO offered
no complaints. The site went live during the last week of April,
unblocked and unfiltered.

BEIJING 00003578 002 OF 003




7. (SBU) The success of the media outreach was far from certain at
the outset. The FAO initially denied Emboffs permission to contact
media organizations directly, insisting that it would do so.
Consumed with Expo-related work, though, they did nothing. With no
go-ahead from the FAO and unsure how to respond to the VPP
initiative, Henan People's Radio took the "safe" path, declining our
request for an on-air interview and forcing a partner radio station
to cancel one already scheduled. Finally, after determined effort
by our press officers, the FAO relented, giving us the green light
to make our own media arrangements.


8. (SBU) With the FAO out of the way, the local media were happy to
discuss and promote the website. The VPO, Press Officer, and
Consular Officer gave several interviews on April 25. The Chinese
language "Jin Ri An Bao" newspaper gave a glowing endorsement of the
website in an April 26 article entitled "American Exchange On-Line,
Especially for Henan," later picked up by Internet media. Henan
People's Radio's popular Tourism Show interviewed the VPO on April
26, and Emboffs also gave interviews to Henan TV, Henan People's
Radio, and "Da He" News to spread the word about the website.
Indeed, "Da He" was so taken with the site that they arranged a
one-hour web chat with the VPO on Da He's Internet provider. The
Chinese participants were particularly appreciative that the VPO
gave all his interviews, and typed his web chat responses, in
Chinese. Several other Henan online media organizations and a
nationwide web portal picked up the Da He web chat, reprinting the
information on their own websites and portals. The web chat was
reedited and republished by http://forum.china.com.cn,
http://news.shangdu.com, and http://news.sohu.com.) Team Zhengzhou
will continue to work creatively to build confidence with those
local government officials and institutions still unsure how to
react to the new initiative, as was demonstrated by the early media
outreach hiccups.

FUTURE PLANS
--------------


9. (SBU) VPP Zhengzhou will focus primarily on outreach to students,
businessmen and cultural and educational organizations in Henan
Province. As in other areas of China, visa outreach is especially
welcome in Henan, and a Consular Officer who took part in the
kickoff met with students at SIAS[DoS1] University in Zhengzhou on
April 27. The business community in Zhengzhou is interested in
increasing links with American businessmen, and FCS, along with the
American Chamber of Commerce and United States-China Business
Council (USCBC),will work together to provide more information
relevant to Zhengzhou.


10. (SBU) We expect that cultural issues may be the area of greatest
interest in Henan. The province is home to many cultural and
historic sites, including the Shaolin Temple and Longmen Grottoes,
and Henan residents are justifiably proud of their history. The VPP
Website, therefore, will explore opportunities for cultural exchange
such as teaching English or links to Henan Province's Sister State
of Kansas and Zhengzhou's Sister City of Richmond, Virginia.


11. (SBU) The Mo Lei Zai Naar Blog also will focus on culture,
especially highlighting Americans' interest in Henan's culture and
history. Emboffs' knowledge of Henan's culture became the focus and
primary interest of several of the media interviews as well as the
April 26. By saying that we are still learning about Henan's
culture while also naming the cultural and historic places of
interest that we recognize, Emboffs will make significant progress
towards improving mutual understanding between the United States and
Zhengzhou and Henan Province.

ON THE RIGHT TRACK
--------------


12. (SBU) Maintaining sufficient contact with Zhengzhou both
in-person and on-line and also keeping fresh content on the VPP
website will be challenges for Team Zhengzhou. We are on the right
track to promoting a more positive image of the United States with
the people of China's most populous province. We fully expect to
have problems with risk-averse local officials as we use new means
to reach out to students, businesspeople, and ordinary citizens, but
are confident that this kind of expanded exchange will benefit
Zhengzhou and Henan Province as well as the United States. Embassy
is grateful to IIP and E-Diplomacy for their support of this
project.


13. (SBU) One of Team Zhengzhou's key tasks is to assess the
resource implications of a broader VPP effort. VPP Zhengzhou was
opened without any new resources but, with more than 150 cities in
China with more than one million residents, this model is not
sustainable for an expanded program. While our program is designed
to take advantage of economies of scale, mounting the kind of effort

BEIJING 00003578 003 OF 003


needed to do justice to the Secretary's transformational diplomacy
vision in China will require significant new resources, in the form
of personnel, computer software, hardware, and training, and public
diplomacy programming. We have identified some of these
requirements in our latest Rightsizing report and MSP submission,
and will continue to refine these projections as we better
understand the challenges we face.

PICCUTA