全媒体时代的到来给地方高校新闻宣传工作提出了全新的挑战。如何在全媒体环境下创新新闻宣传工作,重拾昔日的辉煌,是地方高校必须面对的重要课题。一、前言进入新世纪之后,科学技术迅猛发展,全媒体的兴起使得人们的生活、学习和工作方式发生了巨大变化,给地方高校的新闻宣传工作也提出了严峻的挑战。首先,高校师生由于受到全媒体的影响,价值取向变得更加多元化,这直接提升了地方高校新闻宣传工作充分舆论导向功能的难度;其 The advent of the all-media era has brought new challenges to the news propaganda work of local colleges and universities. How to innovate news propaganda in the all-media environment and regain the glory of the past is an important issue that local colleges and universities must face. I. INTRODUCTION Since the advent of the new century, the rapid development of science and technology and the rise of all media have brought about tremendous changes in people’s living, studying and working methods. This has also posed a severe challenge to the news propaganda work of local universities. First of all, due to the impact of all media, the value orientation of teachers and students in colleges and universities has become more diversified, which directly enhances the difficulty of full media-oriented function in news propaganda in local universities.