当前,大众媒体通过开展公益新闻报道、组织公益活动等宣传方式,向受众推广公益理念,极大地推进了公益事业的发展。这既是大众媒体的职责使命,也是在当下激烈的竞争中树立媒体自身形象、打造品牌影响力的有效途径。近年来,绍兴广播电视总台(以下简称“绍兴广电”)围绕市委、市政府“大慈善”的工作格局要求,积极做好公益宣传,打造了“四季沐歌”、“天天向善”、“爱心童盟”、“老爸老妈”等公益品牌,2016年更是荣获了浙江省 At present, the mass media publicize the concept of public welfare to the audience by carrying out public service news reports and organizing public welfare activities, greatly promoting the development of public welfare undertakings. This is not only the mission of the mass media, but also an effective way to establish the media’s own image and create brand influence in the current fierce competition. In recent years, Shaoxing Radio and Television General Station (hereinafter referred to as “Shaoxing Broadcasting and Television”) has been actively promoting public service activities based on the work pattern requirements of municipal government and “big charity” “Every day to good ”, “love Tong Tong ”, “Mom and Dad ” and other public service brands, 2016 is won the Zhejiang Province