Vocational education has broad prospects and great promise. However, Wang Renxiang, member of the National Committee of the Chinese People’s Political Consultative Conference, vice chairman of the Hunan Provincial Committee of the Jiusan Society, and deputy director of the Hunan Provincial Department of Education, has observed that the rigid social stereotype of “valuing general education over vocational education” still persists, and a social atmosphere that “respects professional skills” is far from taking shape.

Through research and in-depth reflection, Wang Renxiang believes this is closely related to publicity. “The publicity of vocational education lacks long-term planning. There is too much short-lived, campaign-style publicity and too little coordinated, overall planning, which has not formed a systematic response to the national strategy for vocational education development.”

In addition, he points out that vocational education publicity also suffers from weak coordination, emotionless narratives, ineffective communication, and underuse of new channels. To address these problems, he puts forward five suggestions:

First, coordinate the development of a “comprehensive publicity” framework. Led by the Publicity Department of the Communist Party of China Central Committee, with the participation of education, human resources and social security departments, a special action plan for vocational education publicity in the new era should be formulated, clarifying objectives, key tasks, division of responsibilities and supporting measures. An evaluation index system for the influence of vocational education publicity should be developed and introduced, and the effectiveness of publicity should be included in the assessment of local governments, relevant departments and institutions.

Second, focus on uncovering inspiring stories of vocational education in the new era. Centering on social concerns, conduct thematic, concentrated and in-depth interpretations. Establish special funds for “vocational education stories” to support microfilms, documentaries and short video series that explain the contemporary value of craftsmanship. Encourage vocational colleges to publicize outstanding alumni, distinguished teachers and skilled technicians.

Third, build an all-media communication matrix. Strengthen mainstream media platforms by launching special columns, in-depth reports and commentaries to enhance guidance. Make good use of new media through skill livestreams, online campus tours and other innovative activities, and build new media brands such as “Light of Vocational Education”. Expand public communication channels by displaying public service advertisements on urban landmarks and public billboards to promote conceptual penetration.

Fourth, develop multi-level branded activities by category. Improve the “Vocational Education Publicity Week” and extend it to communities, enterprises and rural areas to enhance interaction. Build vocational experience centers and labor education bases for primary and secondary school students based on college resources. Hold regular campus open days to invite parents, community representatives and enterprises to visit, so as to eliminate prejudice through face-to-face contact.

Fifth, accelerate the building of a three-dimensional “going global” bridge. Systematically summarize successful experience in industry-education integration, apprenticeship and skills poverty alleviation, and extract replicable “Chinese models”. Enhance flagship programs such as “Luban Workshop”. Produce multilingual documentaries and short videos tailored to different cultural backgrounds, using small perspectives to reflect a big vision, and improve the affinity and effectiveness of international communication of China’s vocational education.