Li Na of China hits a return to Agnieszka Radwanska of Poland during their women's quarterfinal tennis match at the Wimbledon Tennis Championships, in London, July 2, 2013. [Photo/Agencies]

"Growing up in a system where athletes' media presence was least encouraged, Li's PR ability lags behind her foreign counterparts' even though she's developed in a professional way."

But Li is not the only top player whose PR skills appear in need of some nurturing.

Before crashing out of Wimbledon this year in the fourth round, defending champion Serena Williams triggered debate with comments about a rape victim in Ohio, in a story that appeared in Rolling Stone magazine.

Williams later apologized for what she described as "misinformed comments" in saying the 16-year-old girl "shouldn't have put herself in that position".

The star talked to the victim and the victim's mother, The Associated Press reported. The victim's family forgave her.

British star Andy Murray, who has reached the Wimbledon semi-finals, also ran into trouble with the media during a post-match interview.

Veteran BBC sports journalist Garry Richardson sparked fury from Murray supporters after suggesting the world No 2 should be told off after his remarkable five-set quarterfinal comeback against Fernando Verdasco of Spain.

An indignant Murray retorted: "I don't know it all, far from it. But I don't see why I should get told off for that. I fought as hard as I could, tried incredibly hard, chased every single ball down and I came through an incredibly tough match."

Murray was backed by his fans, but Li, who is also a national hero like Murray, has not been so fortunate.

She may not be able to mend her relations with the media as successfully as Williams has done or enjoy overwhelming support like Murray, but she will learn her lesson in a direct way, according to Lu Hao, president of Starz International, a sports agency representing snooker star Ding Junhui and basketball player Yi Jianlian.

"Li has been the most marketable sports face in China, not only because of her results but also her positive public image. But if such controversy continues to happen, her commercial value will be affected sooner or later," Lu said.

However, Li's agent isn't worried.

Max Eisenbud, IMG senior vice-president who signed Li in 2009, was quoted in a Beijing Youth Daily report as saying, "Li's strong personality helps her attract more endorsement deals, and sponsors have been satisfied with her performance so far."

Li Na at 2013 Wimbledon