品牌塑造与传播是现代公关塑造组织形象所运用的主要方法，由于电视台组织形象的特殊性，这一方法更是电视台形象塑造的主要公关手段。由于主持人、现场记者和电视栏目、节目的特殊地位，电视台组织的品牌塑造与传播实质上是塑造以电视台主持人、现场记者为主体的明星队伍和塑 Brand building and dissemination are the main methods used by the modern public relations to create an organization image. Due to the particularity of the organization image of a television station, this method is the main PR means of shaping the image of a television station. Due to the host, reporters and television programs on the spot, the special status of the program, the brand building and dissemination of television stations is in essence a star team composed of television presenters and live reporters,