He hoped that the GIO could play a facilitating role, building local academia, media, and public opinion into a powerful river, so that every individual could play a part in shaping and spreading a positive national image.
新聞局第一個從學術界來的局長張京育，更提出「學術是傳播的上游，傳播又是形成民意的上游」的觀念，希望新聞局能扮演好溝通的角色，讓學術、傳播和民意能匯集成一條活水，每個人都能成為一個國家形象的塑造者和傳播者。