BEIJING - The publicity chief of the Communist Party of China (CPC) stressed efforts to improve the media's reporting style during an inspection tour of the Party's flagship newspaper on Thursday.

Liu Qibao, head of the Publicity Department of the CPC Central Committee, visited the headquarters of the People's Daily, the official newspaper of the CPC Central Committee.

Media organizations should innovate their writing and reporting styles in an effort to boost the communication level, credibility and influence of their stories and articles, the official said.

He said the People's Daily should strive to win readers by carrying op-eds that target people's concerns and exert significant influence.

The newspaper should take the lead among Chinese media outlets in improving the style of reports. It was also urged to promote those stories and articles for their uniqueness and readability.

Liu's visit included stops at the daily's associated website, night shift platform, op-ed desk and as well as a unit designated to operate the news organization's official microblog accounts.