公益活动,是指面向社会为公共利益服务不以盈利为目的的活动形式。对于媒体来说,组织公益活动,既可以传递公益理念、放大社会正面效应,还可以树立自身品牌,拉近与受众之间的距离,从而实现双赢的效果。下面,笔者以长春广播电视台发起的“徒步上班日”活动为案例进行分析,看看公益活动与媒体品牌是如何实现双赢的。 Public welfare activities refer to activities that serve the public interest not to serve the public interest. For the media, organizing public welfare activities can not only convey the concept of public welfare, amplify the social positive effect, but also establish its own brand and narrow the distance with the audience in order to achieve win-win results. The following, the author initiated by Changchun Radio and Television “Walking to work day ” activities for the case analysis to see how commonweal activities and media brands to achieve a win-win situation.