The Forum on Media Development in BRICS Countries and the Sino-German Media Dialogue were held in Berlin from October 9 to 13, sponsored by Robert Bosch Foundation. Around 100 media scholars and professionals around the world attended this forum. Professor Shi Anbin, Associate Dean of the Tsinghua School of Journalism and Communication and Executive Director of Israel Epstein Center for Global Media and Communication, Tsinghua University (CGMC), made a keynote speech. He said, in order to transform from “Charm Offensive” to “Charm Defensive”, we should rebranding Chinese news media in three aspects: Targeting at the Rest, enriching the global vision by knowing the non-Western World; Targeting at the “global 99%”, building netizen-based journalism and promoting “citizen heroes”; Targeting at the in-depth, providing niche and big-data-based coverage of China’s business and society.