Zhang Yunying, an attractive, dynamic, down-to-earth 38-year-old, became the country's first neighbourhood-level spokeswoman earlier this month when she took up her new post in Bajiao, a neighbourhood in Beijing.

After being appointed by the government of Beijing's Shijingshan District, Zhang underwent seven months of training on the role and responsibilities of a spokesperson at the Communication University of China.

"I learnt a whole new skill set," she said.

The central government created the position of spokesperson in 1983, initially only at the State Council, ministry and provincial levels. The concept has now been extended to the local level.

Zhang's appointment has generated much interest among the media. Press and TV journalists are now regularly present at local meetings, and footage of the new spokeswoman has appeared on both mainland and Hong Kong TV.

"My 10-year-old son brings home newspaper articles about me every day, but this is not all about individual honour. It's about doing things for the people and hearing their voices," said Zhang.

Looking smart and professional behind the rostrum in her business suit, Zhang is a far cry from the stern, tight-lipped official figures of old. Local residents who know her well describe her as "a patient and easy-going person."

"I spend half my time out of the office, with local people," Zhang said.

Speaking before an audience of 50-odd local residents and a bevy of reporters, she said: "In my opinion, a grassroots spokesperson is not a political tactician. The most important requirement for the job is a genuine concern for people."

During the 40-minute conference, local residents raised a variety of questions, ranging in topic from charity activities to winter heating problems and ways to irrigate flowerbeds.

"I'm here to say what the government is doing, and to listen to people's concerns," said Zhang.

"These meetings need to be held regularly," said one resident.

One resident, Ma Xilai, 74, used the occasion to read a poem he had written to praise community volunteers who had helped him carry groceries.

"There are no taboos in this meeting, and we welcome questions from the people and the press," said Liu Jianguo, head of the Bajiao government, who was present to help Zhang answer questions.

"Previously, government officials only reported to their superiors. The new spokesperson is a direct link between the government and us. Communication is going to be much better," said Zhao Jing, 71, a retired pilot.

The meeting was applauded not only by residents, but also by reporters.

"I've never seen a press conference like this. This will help the media to better supervise the officials," said Liu Jianzhao, a reporter with the Beijing Youth newspaper.

"Grassroots spokespersons are going to help improve the government's image and make it more transparent," said Xu Qinyuan, a communications professor at the Communication University of China.

Hu Jimin, a publicity official with the Shijingshan district, said eight other neighbourhood offices under its administration are planning to follow suit and appoint spokespeople.

Spokespeople at various levels chaired 1,088 press conferences last year, according to the Information Office of the State Council.

Source: China Daily