[2]: 136 After the founding of the People's Republic of China in 1949, the department had an increased role in activities related to mass organizations like trade unions, artists' associations, and party branches.

[7][5] As China's involvement in world affairs grew in the 1990s, the CCP became sensitive to the negative connotations of the English translation propaganda for xuanchuan.

[1]: 17  The Central Propaganda Department's tasks include managing, guiding, and censoring China's newspaper, publishing, radio, television, and film industries to align with the CCP.

[19] Schiller says the editors-in-chief of China's major media outlets must attend the department's central office weekly to receive instructions on which stories should be emphasized, downplayed, or not reported at all.

Examples presented by Schiller include "All websites need to use bright red color to promote a celebratory atmosphere [of the 60th anniversary of the People's Republic]" and "negative reports... not exceed 30 per cent".

[21] However, open defiance against the Propaganda Department directives is rare, as dissenting media organizations risk severe punishment, including restructuring or closure.

[19] One Chinese journalist, Shi Tao, was sentenced to prison after giving Propaganda Department instructions to a pro-democracy website; according to an American organization, the Dui Hua Foundation, the case was related to "illegally providing state secrets to foreign entities".

[19][needs update] In 2019, the Media Oversight Office (传媒监管局) of the Central Propaganda Department announced that training and testing of news professionals nationwide would be handled through the Xuexi Qiangguo mobile app.

[24][25] According to Radio Free Asia, in December 2022, the department issued a directive stating that in order to obtain credentials as a professional journalist, they must pass a national exam and "...must support the leadership of the Communist Party of China, conscientiously study, publicize and implement Xi Jinping’s thoughts on the new era of socialism with Chinese characteristics, resolutely implement the party’s theory, line, principles and policies, and adhere to the correct political direction and public opinion guidance.

[2]: 136 A 1977 directive on the re-establishment of the Central Propaganda Department reveals the structure and organization of the "extremely secretive" body, according to Anne-Marie Brady.