HUAWEI has launched an unprecedented public relations blitz, thrusting its low-key founder in front of international media as the telecom firm seeks to ease concern among Western nations bent on shutting it out of their markets.

The move, along with significant personnel change in its 300-strong corporate affairs department, comes as the world’s largest telecom equipment maker battles security concerns.

In a 25-minute interview aired late Sunday — his first with China Central Television (CCTV) — Huawei Technologies Co. chief executive Ren Zhengfei shrugged off the global push against his company.

“If you do (your product) well, there is no need to worry about sales. ... It would be stupid on their part if they don’t buy,” the 74-year-old said in a one-on-one, adding to three group interviews last week with English, Chinese and Japanese media outlets. “It would be their loss,” Ren said.

Before last week, Ren had had no more than 10 interviews across media since founding Huawei in 1987, CCTV said. He last met international media at Davos in 2015.

“My public relations department forced me,” a smiling Ren told CCTV when asked why he had opened up to the media. “I must make our clients understand us, make our 180,000 employees understand us, come together and get through this tough time.”(SD-Agencies)