Washington needs to counter Beijing in the realm of public diplomacy and global opinion.
Much has been made of the return of great power competition. In truth, it never went away, although the great game was so one-sided for a time that almost everyone in the West tuned out, assuming the match was over in perpetuity. It was too boring to contemplate and so attention drifted to other concerns and second- and third-order problems. China's attention did not deviate, and once again it is a great power.
Like cholesterol, great powers can be good, in that they accept the present international order, or bad, in that they do not. China does not, and seeks to overturn the contemporary order the West created. This is the source of what is already the great conflict of 21st century.