成就报道是主流媒体宣传的一个重头戏,传媒通过充分展示改革开放和现代化建设的成就来激扬民气,凝聚人心。但由于是对在一段时间内所取得的成果进行总结性报道,成就报道的内容也大都是受众比较熟悉的,再加上若干条经验总结和众多的统计数据,使得成就报道很容易陷入新闻性不强、贴近性差、可读性少的误区。面对竞争激烈的受众市场,媒体应当确立怎样的新闻理念、寻找何种角度和方式将报道 Achievement reports are a major highlight of the mainstream media campaign. The media, by fully demonstrating the accomplishments of reform and opening up as well as the modernization drive, has boosted the public’s enthusiasm and built the people’s heart. However, as a result of summarizing the achievements made over a period of time, the content of achievements reports are also mostly familiar to the audiences. Together with a number of experience summaries and numerous statistics, reports of achievements are easily caught in the news Not strong, close to the poor, less readable errors. The face of highly competitive audience market, the media should establish what kind of news concept, looking for what kind of perspectives and methods will be reported