论文部分内容阅读
随着新媒体技术的发展,媒介的运营渠道也在进行不断地探索创新。与此同时,媒介公关的重要性日渐突出,媒介领域的公关传播案例也不断增多。本文以体育类媒介为切入点,论述媒介公关的渊源以及发展现状、阐释媒介公关策划的渠道发展现状,以案例来分析媒介公关传播渠道的问题及创新发展的方向。一、媒介公关(一)媒介公关活动及其发展综述公关活动,顾名思义是指社会组织与处在同一生态圈内的其他公众进行社会关系维护的活动策划与实施。美国公共关系学大师爱德华·博尼斯教授认为:
With the development of new media technologies, media channels of operation are also constantly exploring and innovating. At the same time, the importance of media public relations has become increasingly prominent, and there has been an increase in public relations cases in the field of media. This article takes sports media as starting point, discusses the origin and current situation of media public relations, explains the status quo of media public relations planning channels, and analyzes the problems of media public relations communication channels and the direction of innovation and development by means of case studies. I. Media PR 1. Media PR Activities and Its Development Overview Public relations activities, as the name suggests, refer to the planning and implementation of social organizations and other public in the same ecosystem for social relations maintenance. Professor Edward Bonise, the master of American public relations, thinks: