Published by ChinaMNC · Hongkou

Shanghai Forum Highlights Public Relations as a Bridge for Cross-Cultural Trust: What Foreign Founders Can Learn

A look at the 2026 Shanghai International Public Relations Forum, where Chinese and international speakers discussed how public relations, people-to-people exchange and multicultural understanding can build trust—practical context for foreign founders building a presence in China.

Shanghai Forum Highlights Public Relations as a Bridge for Cross-Cultural Trust

The 2026 Shanghai International Public Relations Forum took place on the banks of the Huangpu River, coinciding with the 40th anniversary of the Shanghai Public Relations Association. Chinese and international guests gathered to explore how public relations can support cultural exchange and mutual learning among civilizations. For foreign founders registering or operating a company in China, the discussion offers useful context on how trust and cross-cultural communication are viewed in the local business environment.

Vision and Execution: Two Anchors for Cross-Cultural Work

Speakers noted that geopolitical turbulence has reinforced trust deficits and conceptual barriers, posing challenges to global cultural exchange.

Meng Jian, director of the International Public Relations Research Center at Fudan University, described two contrasting approaches in the history of human thought. One treats civilizations as irreconcilable "units of conflict," with the so-called "clash of civilizations" theory as its extreme form. The other treats civilizations as a community of shared destiny that can nourish one another, advocating mutual respect, equal dialogue and mutual learning. He said China's Global Civilization Initiative is a systematic response to the latter approach.

If the initiative serves as a "vision anchor," public relations practice should be the "oar of execution," according to Sha Hailin, president of the Shanghai Public Relations Association. He said history and reality show that consensus does not fall from the sky and trust must be cultivated. Public relations has become an indispensable soft force in global governance, handling communication, interest coordination and conflict resolution. From public diplomacy to cross-cultural communication, from crisis communication to people-to-people bonds, it is increasingly an important path to international understanding and cooperation.

Learning From One Another

Stephen Jackson, the United Nations Resident Coordinator in China, quoted the Analects—"When three walk together, there must be one who can be my teacher"—to explain that no civilization grows alone. He said many countries can learn from China's experience, and China can also benefit from learning from others. This, he said, is how every great civilization grows.

From Broadcast Power to Understanding Power

Participants observed that "AI algorithm echo chambers" are becoming more pronounced, leading people to hear only what they want and forming information cocoons. Many guests noted that public relations today must pursue "understanding" rather than only "reach."

Huang Shiping, president of the Jiangsu Public Relations Association, cited the example of Li Ziqi's short videos. He said the key to successful cultural translation lies in grasping the emotional core and conveying Eastern-style warmth through body language. He called for "empathy"—moving cross-cultural dialogue from "I know you exist" to "I understand how you feel."

David Gosset, founder of the China-Europe-America Global Initiative, reminded the audience that multicultural communication is not only a government matter. Every multinational company, museum, foundation and symphony orchestra has a responsibility. A painting can sometimes open a dialogue that diplomacy struggles to achieve; an exhibition can present another civilization in ways political language cannot. He said exchanges between civilizations run deeper and longer than official interactions, and dialogue should not be interrupted by shifting geopolitics.

The Value of Overseas Education

Jeffrey Lehman, vice chancellor and American chancellor of NYU Shanghai, said he is often asked whether studying abroad still makes sense. He continues to believe children should participate in overseas educational exchange. In his view, the ability to collaborate effectively in multicultural teams is more important than ever, and the best way to learn it is to be a minority member of a multicultural group—something overseas education helps achieve. He emphasized understanding different viewpoints without rushing to judge who is right or wrong.

Shanghai as a Bridge for Dialogue

Several guests described Shanghai as an important window for the world to understand China and called for the city to serve as a "heart-bridge" for international civilizational dialogue.

Meng Jian said mutual learning needs both grand declarations and public platforms that bring people together to sit and talk. Shanghai has deepened exchanges with foreign missions in China, international industry bodies and overseas Chinese associations, building many effective platforms. The city has also accumulated practical cases in business facilitation, urban internationalization and cultural diversity. These institutional communication capabilities form a solid foundation for urban soft power, he said—turning goodwill from exchanges into stable order and one-off contact into sustainable trust.

Fu Jihong, vice president of the Shanghai People's Association for Friendship with Foreign Countries, said cooperation driven by non-governmental forces can remain relatively stable even when bilateral relations fluctuate, with both sides willing to continue trusting and relying on each other in specific matters. Mutually beneficial cooperation consolidates the foundation for people-to-people bonds, while emotional resonance gives it warmth and durability. Together they support deeper mutual learning, she said.

Practical Takeaways for Foreign Founders

• Treat trust as an operational asset. The forum's emphasis on cultivating trust suggests that relationship-building deserves deliberate investment, not a one-off effort.
• Go beyond broadcasting. Understanding—not just reach—matters when communicating across cultures, especially in an era of algorithmic echo chambers.
• Engage beyond government channels. Companies, cultural institutions and foundations all play a role in cross-cultural communication.
• Build multicultural teams. Experience working as a minority in diverse groups is presented as valuable preparation for cross-cultural collaboration.
• Use Shanghai's platforms. The city's international exchanges and institutional communication experience can support sustained engagement.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.