西方世界對中國的輿論，或濃或淡，都瀰漫著些許“火藥味”。一些媒體有失偏頗的報道也難逃其咎，但這種有失公允的信息經常會被不知情的民眾照單全收，逐漸形成了對中國的成見。
這個也問題引發了不少外國學者的思考，其中就包括一位在中國旅居多年的美國人——他就是中國政府友誼獎獲得者、廈門大學教授、新航道“用英語講中國故事”形象大使潘維廉。
看到自己的第二故鄉在輿論上這樣受"委屈"，老潘坐不住了：這位執教廈門大學MBA多年的“中國通”，結合自己的知識和經驗，給需要為中國發聲的我們支了一招，寫在了給新航道師生們的第六封信中。
點擊觀看潘維廉教授英文朗讀來信
Greetings, New Channel Family! I hope you are all well, and are continuing to take advantage of the time you spend at home by doing things you don’t usually have time for—like working on your English so you too can Tell China’s Story in English to the world.
新航道的同仁們，你們好！希望大家一切安好，同時能一如既往地享用這段時光，在家涉獵那些通常沒時間做的事情，比如著手英語學習，以便能用英語向世界講述中國故事。
講好中國故事要有“推銷”意識
We often talk about “telling China’s story in English” but if we are to be effective, we have to do more than just tell China’s story, we must sell China’s story.
我們經常談論“用英語講中國故事”，但想要取得成效，僅僅依靠講述是不夠的，我們必須推銷中國故事。
When I was with a Xiamen University OneMBA class in Washington, D.C. recently, a female Chinese student was so hurt and angry by American students’ judgmental and critical questions about China that she cried as she complained to me, “We should not have to prove ourselves to them.”
不久前，我和廈門大學MBA的一個班級一同在華盛頓特區，面對美國學生對中國品頭論足、挑剔質疑的情形，一位女學生深感受傷，也十分生氣，在向我抱怨此事時不禁潸然淚下。她說：“我們真的沒有必要向他們去證明我們自己。”
“You are right,” I said. “In a perfect world, we should not have to prove ourselves, but in real life we all must prove ourselves in some way if we are to accomplish our purpose, be it doing business or helping people understand China.” As the Scottish novelist Robert Louis Stevenson (1850-1894) wrote in 1892 in “Across the Plains”, “Everyone lives by selling something.”
我回答道：“你說的對，在一個完美的世界裡，我們無須證明自己是誰，但現實生活中，如果要實現自身目標，無論是做生意還是幫助人們瞭解中國，我們都必須採用某種方式證明自己。”正如蘇格蘭小說家羅伯特·路易斯·史蒂文森在他的作品《穿越平原》中寫道：“每個人生來都需要推銷自己。”
Salesmen don’t try to force a product on a customer because the customer will simply refuse it. Even if it is the best product in the world and will save them money, and is something they really need, they will reject the product if they don’t understand its value—or if they don’t trust the person selling it.
推銷員不會試圖強行推銷，因為這樣只會招致客戶的拒絕。即使產品質量絕佳，能為客戶節約開支，還正是他們所需，但如果對產品價值不瞭解，或者對推銷員不信任，他們還是會拒絕。
So a salesman must educate the buyer, which may entail overcoming in only minutes or hours their months or years of ignorance.
因此，銷售員必須教育顧客，這可能需要花點時間幫助客戶消除其經年累月所積累的“無知”。
The same goes for telling China’s story.
講述中國故事也是如此。
推銷中國故事必須謹慎措辭
It may take time and patience to “sell” foreigners on a perspective of China that is different from the one that they’ve been spoon-fed by Western media for years or decades. So we must plan carefully not just what we say but how we say it.
讓外國人“接受”一個不同於西方媒體長期以來所灌輸的中國形象，可能需要時間和耐心。所以我們不僅要慎重規劃所言之事，還要慎重規劃如何言之。
As we sell China’s story, we must choose our words carefully because the meanings of words evolve over time.
詞彙的含義往往會隨時間的推移而變化，鑑於此，在推銷中國故事時我們必須謹慎措辭。
The word “propaganda”, for example, is the same in both English and German, and 80 years ago it was a neutral term, like宣傳in Chinese, but since World War II it has had only one meaning: enemy brainwashing. Yet some Chinese still insist on using the word propaganda because they got it from a dictionary that is half a century behind the times.
例如，在英語和德語的中，“宣傳”一詞寫法相同，80年前它是一箇中性詞，等同於漢語的“宣傳”之義，但二戰以來，其意思窄化為：來自敵人的洗腦。儘管如此，一些中國人仍舊堅持使用該詞去譯介漢語的“宣傳”。這是因為他們所用的辭典50年未更新，遠跟不上時代的步伐。
I laugh when someone shows a foreigner an English business card that says Propaganda Department. They’re quite literally saying, “Hi! Please remove your hat so I can wash your brain!”
當看到涉外的英文名片上寫著“洗腦部”時【譯者注：漢語旨在表達 “宣傳部”，但英譯時選詞不當，被翻譯成“洗腦部”】，我不禁啞然失笑。它們的字面意思就是：“嗨！請摘下你的帽子，我好幫你洗洗腦！”
“Regime” is another word that was neutral 50 years ago but today always refers to an “evil” government.
另一個詞語是“政權”。50年前，它也是一箇中性詞，但今天它總跟“邪惡”政府相關。
English, like Chinese, is a living language, and changes with the historic and political context.
和漢語一樣，英語是一門鮮活的語言，隨歷史、政治語境的變化而不斷變化。
In ordinary, daily conversation, of course, if we’re too cautious about every word, we won’t dare open our mouth! We can’t be paranoid about this. But when we “tell China’s story”, in English or any other language, we must also “sell” that story by crafting it carefully and trying to put ourselves in our listeners’ shoes because they probably have not had the good fortune to have experienced China as you and I have.
當然，日常會話如果過於計較，我們就不敢開口說話了！我們對此不能過於偏執。但當我們用英語或其他語言“講述中國故事”時，推銷我們的故事時，我們必須精心準備，設身處地為聽眾著想，因為他們可能沒有你我這般幸運，能在中國生活。
1989年，潘維廉在廈門與家人合影。
“個人化”的講述更打動人心
Like my Chinese student in Washington, D.C., I sometimes am frustrated by foreigners’ prejudices and snide remarks, but most of these are rooted in ignorance. If we can help them see China as we do, chances are that they too will come to love both the place and the people.
正如我那位在華盛頓特區的中國學生一樣，我有時也會因為外國人的偏見和尖刻評論感到沮喪，但我知道很多時候是源於對方的無知。如果能幫助他們像我們一樣看待中國，他們也許可能會愛上這片土地和這裡的人民。
For example, over the years I helped a dozen Chinese cities compete in competitions for livable international communities, and in Germany in 2002, I was shocked when a highly educated and well-traveled European mayor said to me, “I did not know that China had tall buildings.” Another was surprised that China had modern medicine. And the so-called ‘objective’ judges had their own biases.
例如，這些年來，我幫助了十幾個中國城市參加國際花園城市的競選。2002年在德國時，一位受過高等教育、見識豐富的歐洲市長對我說 ：“過去我不知道中國有高樓大廈。”這令我十分震撼。中國擁有現代醫學也同樣出乎一些人意料。而代表所謂 “客觀”的評審員們也有自身的偏見。
Fortunately, I understand foreigners’ ignorance and prejudice so I prepared in advance. First, I chose to see them not as judges but as customers. I’d have been nervous as a competitor in front of judges, competing against professional, well-funded foreign teams. But I was not at all nervous about selling my Chinese city because I teach business and I know how to sell!
幸運的是，我理解他們，所以我能夠未雨綢繆。首先，我把他們看作顧客而不是評審。因此，站在評委團前與一群專業且資金雄厚的外國團隊競爭，本該十分緊張的我卻絲毫不受這影響！這當然歸功於我在學校教授商科，對推銷方法熟諳於心的事實。
Second, I did not confront them or argue. I know I can’t win an argument with a customer, or a judge. It’s even hard to win an argument with my own wife. Besides, some of their criticisms had a little truth, but that is simply because all countries have the same problems!
第二，我不去和他們衝突、爭吵。我深知無法在與客戶或評審的爭論中取勝。甚至我想爭贏我的妻子都很難做到。【譯者注：潘教授的這句話顯示了他風趣幽默的一面。】此外，他們的一些批評也不無道理，當然，那是因為所有國家都面臨著一些同樣的問題！
And that is how I opened their eyes and hearts. I helped them see that Chinese have the same hopes and fears, and the same problems, but they could learn from how Chinese have used their creativity and wisdom to solve those problems.
也是在認清這點後，我打開了他們的心扉。我幫助他們不僅意識到這裡的人們有同樣的希望和恐懼，還面臨著同樣的問題，與此同時，他們可以從這裡學習到解決這些問題所用的創造力以及智慧。
Perhaps most importantly, I personalized my China story. I showed them a China they’d never seen—my China.
也許最重要的是，我把我的中國故事個人化了。我給他們展示一個他們從未見過的中國。
And I used humor, which can help break barriers. I showed police riding bicycles. This is Chinese police riding bicycles to promote a healthy lifestyle. And I said, “It would be hard for bicycle cops to catch criminals in cars, so the criminals also ride bikes to give the cops a fair chance.”
我用幽默打破障礙。我展示了警察騎自行車的圖片，講的是中國警察騎自行車工作，以促進健康的生活方式。而且我還說道：“自行車警察很難抓到汽車裡的罪犯，公平起見，罪犯也騎上了自行車。”
And I used images foreigners could understand—such as the Taoist Yinyang symbol. Foreigners know that it implies balance, so I showed how even the ancients emphasize balance between Man and Nature, and modern China tries to emphasize balance between growing and greening. It was very visual.
我所用的形象是外國人能理解的，比如道教的陰陽符號。他們知道這意味著平衡，藉此我展示了古人如何強調人與自然的平衡，以及現代中國如何試圖在發展和環保中找到平衡。這種方式非常直觀。
I also told them that one ancient city. This ancient city was famous for miniature landscapes, and then I showed them how the modern city also balances manmade and nature, buildings and parks and roads, like a giant miniature landscape.
我還同他們分享了一座古城。這座古城以盆景聞名於世。繼而，我展示了現代城市是如何平衡人與自然，如樓房、公園和道路之間的平衡，這就像在打造一個巨型盆景。
All but one of my presentations won the gold, and 3 cities got double gold.
在我助選的國際花園城市競賽中，除了一次其餘都獲得了金獎，還有3個城市獲得雙金獎。
A European judge said, “We had no idea China had cities like this. Your city was not only number one but far better than number two!” A Canadian mayor said, “We need to teach Canadian citizens to work together like Chinese do.” A European leader said, “We can learn from how Chinese cities creatively solve the same problems we face.”
一位歐洲評審說：“我們不知道中國有這樣的城市。你的城市不僅是第一，而且第二名還難望其項背啊！一位加拿大市長說：“我們需要教授加拿大人民像中國人民一樣團結合作。”一位歐洲領導人說：“瞭解中國城市創造性地解決我們同樣也面臨的問題，真是受益匪淺。”
I sold my China story—and they bought it because my story was personal and I told it from perspectives they could understand. And it may have also helped that, unlike the presenters from the dozens of other cities, I was not a professional. I was simply sharing my own home, and I believed wholeheartedly in what I was selling.
我推銷出我的中國故事——他們接受了它，因為我的故事是個人的，能產生共情的。此外，也許我不像其他幾十個城市的主持人出身科班，也是有所裨益。儘管我僅僅是分享了自己的家，但我全心全意地相信要讓別人接受的東西。
During my decades in China, Chinese have come to know the world but the world still does not know China. But as my grandfather used to say, “We can either get bitter or better.”
在我生活在中國的這幾十年裡，中國人逐漸瞭解世界，但世界對中國仍知之甚少。但正如我的祖父過去常說的那樣， “我們要麼痛苦，要麼變得更好” 。
Let’s get better, and sell China’s story as if our very life depends upon it—because our very life does depend upon it.
讓我們變得更好吧，把推銷中國故事作為我們生活的來源——而我們的生活確實也有賴於它。
讓中國夢成為世界夢
All people are dreamers.
人人都是夢想家。
We dream of peace and prosperity for our family and descendants. So my dream is that the China Dream can become the world’s dream!
我們都夢想家人和子孫後代能安享和平、繁榮。所以我的夢想是中國夢能成為世界夢！
2019年4月，由新航道國際教育集團組織中英美三國專家編寫的《用英語講中國故事》叢書由人民出版社出版。潘維廉是叢書的主編之一。
But the greatest threat to this dream is fear bred by ignorance between nations. Let’s help dispel that ignorance by not just telling China’s story but selling China’s story.
但這一夢想仍面臨著來自各國間對彼此不甚瞭解所滋生的恐懼所帶來的最大威脅。因此，我們不僅要講述中國故事，還要推銷中國故事，以此來推動這種無知的消除。
For as Robert Louis Stevenson also wrote (“Lay Morals”, published in 1911), “All speech, written or spoken, is a dead language, until it finds a willing and prepared hearer.”
正如羅伯特·路易斯·史蒂文森在1911年出版的《世俗道德》中曾寫道：“所有的言語，無論是書面的還是口頭的，都是一種死的語言，直到找到一個願意且有準備的聽眾。”
Our China story, regardless of what language we use, or how well we use it, is dead unless our hearers are willing and prepared to hear it—and it is our job to prepare them. So join us all at New Channel in Selling China’s Story in English, selling your China story in English!
不管我們使用何種語言，不管我們對此多麼精通，直到聽眾願意並準備好聆聽，我們的中國故事才具有生命力——我們的任務就是使聽眾做好準備。所以請加入我們，和新航道一起用英語推銷中國故事，一起用英語推銷你的中國故事！
Dream!
逐夢吧！
Stay safe and healthy!
祝願大家平安、健康！
Bill Brown, March 13, 2020
潘維廉
廈門大學管理學院OneMBA學術主任
新航道“用英語講中國故事”形象大使
2020年3月13日
看完這封來信，你是否有所啟發呢？
厚重的歷史智慧與偉大的古今成就，賦予了中國故事難以比擬的文化屬性。然而這樣精彩的故事若不能讓更多的人從中受惠，實在是有些可惜。想打破當前中西交流的隔閡與障礙，便要學會用精準而不失優雅的英語講好中國故事。
在之前來信中，潘維廉教授針對中國學生學習英語的痛點——啞巴英語，提出了“三大秘訣”：激發學習英語的動力、大聲地說出來、找到學習的夥伴。由新航道聯合中國教育電視臺共同舉辦的“用英語講中國故事”活動，就為學生們實踐這些秘訣提供了一個閃耀的舞臺。
作為一名在中國生活了30年的老外，潘維廉一直用真實視角觀察中國人的生活變化，用自己的腳步丈量中國的大地，身體力行向世界推廣中國文化。點滴的積累，讓他對中國的風土人情充滿了熱忱與喜愛，併成為中國故事的講述者，向世界推廣中國文化的精髓與精彩。
懷揣對中國的熱愛和對傳播中國文化極大熱情，潘維廉不僅親任新航道“用英語講中國故事”形象大使，並在“用英語講中國故事”活動總決選中擔任專家評委。
這個被稱作“史上最強外語活動專家評委團”的團隊中，除了潘維廉，還有多位國內外權威專家學者，資深媒體人、戲劇名師共同加盟。他們將立足文化認知和語言技巧兩大角度，對學員進行嚴格的選拔，為精彩的中國故事甄選出最出色的講述者。
“用英語講中國故事”活動啟動以來，得到了青少年學生們的踴躍參與。截至初選結束，報名人數已突破十萬。
世界渴望瞭解中國，中國也需要更好地理解世界。潘維廉將和各位專家評委一道，等待各位博學多才的選手在這個萬眾矚目的舞臺上，向世界展現屬於中國也屬於這個時代的精彩！
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