President Xi Jinping has called for greater initiative in the publicity and ideological work to ensure a "correct political direction," especially when major issues of principle arise.

Xi, also general secretary of the Communist Party of China (CPC) Central Committee, said more efforts must be made to help cadres and the masses draw a clear line between right and wrong.

"Facing unprecedented challenges and hardships, we must persist in consolidating mainstream ideology and opinion," he said.

He also stressed that innovative means should be applied to let the world understand "stories of China and voices of China" better.

Xi made the comments while addressing a national conference on the publicity and ideological work, which was held in Beijing on Monday and Tuesday.

He said officials and cadres involved in publicity and ideological work should firmly hold the correct political stance, and resolutely promote key decisions made by the CPC Central Committee.

"[They] must resolutely maintain unity with the CPC Central Committee and resolutely safeguard the authority of the CPC Central Committee," he said.

COMMON IDEOLOGICAL BASE

Xi described the ideological work as "extremely important," saying that the socialist cause of Chinese characteristics can only be carried forward smoothly when both the material progress and the cultural and ideological progress are achieved.

He said publicity work must be carried out with an aim to serve China's economic and social development, urging cadres concerned to always bear the country's "overall situation" in mind.

"Publicity work is about the consolidation of the guiding role of Marxism on the ideological front, and the consolidation of the common ideological base for all Party members and all the people," he said.

Xi said that Party members and officials should be firm believers of Marxism and Communism, and apply a down-to-earth manner in all their work.

Officials, especially those of high levels, should grasp the fundamental theories of Marxism and study Marxism-Leninism, Mao Zedong Thought, Deng Xiaoping Theory, the important thought of Three Represents and the Scientific Outlook on Development, according to Xi.

INNOVATION IN PUBLICITY

Xi called for innovation in the publicity work, stressing new concepts and methods and a focus on grassroots work.

He also stressed innovation in external publicity, in a bid to ensure "the stories of China are well told and voices of China well spread."

Meanwhile, Xi said "A significant mission in our publicity work is to guide people to comprehensively and objectively view a contemporary China as well as the exterior world."

Xi called for improved media reports on new things and situations of the world, as well as new ideas, notions and knowledge in foreign countries, in order to help the country benefit from the fruits of human civilization.

Xi stressed positive publicity that upholds unity, stability and encouragement as a key guideline for the country's publicity and ideology work.

In an interview with Xinhua, Wang Yukai, a professor with the Chinese Academy of Governance, said "There is a crisis of belief in the society. Improvement in the publicity and ideological work will help build consensus and safeguard social stability."

Wang said Xi's latest remarks provide guidelines for improving the purity and Party building of the CPC.

Xin Ming, a professor with the Party School of the CPC Central Committee, said "A comprehensive learning of modern China and the exterior world is of great importance for government leaders to map out scientific decisions and take effective actions."

Xin said the media should play a greater role in transforming the great rejuvenation of the Chinese nation into reality and spreading positive energy for social stability.

Liu Yunshan, a member of the Standing Committee of the Political Bureau of the CPC Central Committee, called for deep understanding and full implementation of Xi's instructions while addressing the conference.

The publicity of the "Chinese dream" and socialism with Chinese characteristics should be conducted thoroughly so as to consolidate people's confidence in China's socialist path and system, Liu said.