公益事业对于构建健康和谐社会有着重要的促进作用。媒体身居社会之中,理应增强参与意识,承担更多的社会责任。而且媒体通过公益为社会造福的同时,既打造了良好的社会形象,也可以提升核心竞争力,推动自身经营发展。目前,多数媒体公益行为都只是短期参与报道或是组织策划若干活动,并不能有效做到品牌的影响力持续扩展。在做好宣传报道和日常活动的基础上,如何更加积极地履行媒体社会责任,创造性地开展媒体公益活动,直接将媒体的动员力转换为行动力,切实促进公益事业和媒体自身发展,值得每位媒体人思考。以下谨以温州广电市民义工团为例,探讨媒体公益活动品牌发展之路。一、公益宣传方式创新大众传媒的基本属性在于服务社会。一家负责任、具有公信力的媒体对社会需求的呼应和舆论影响的作用必须置于商业诉求之上。而利用公益活动, Public welfare has an important role in promoting a healthy and harmonious society. As the media lives in the community, it is imperative to increase the sense of participation and take on more social responsibilities. And while the media is benefiting the society through public welfare, it not only creates a good social image but also enhances its core competitiveness so as to promote its own operation and development. At present, most of the media public service activities are only short-term participation in the reporting or planning a number of activities, and can not effectively make the brand’s influence continues to expand. On the basis of good publicity and daily activities, how to more actively carry out social responsibility of the media, carry out media public welfare activities creatively, convert media mobilization power directly into action force, and earnestly promote public welfare undertakings and media self-development, Media people thinking. The following would like to Wenzhou Public Volunteers Volunteers Community, for example, to explore the media public welfare activities brand development. First, the way public service publicity innovation The basic attributes of the mass media is to serve the community. The role of a responsible and credible media in responding to social needs and the influence of public opinion must be placed above commercial appeals. The use of public welfare activities,