传统主流媒体在适应新媒体发展的同时须重视自身声誉的管理和建设,须从内在价值观念、职业操守,外在形象、品牌传播等方面把媒体声誉管理视为日常运营的重要任务。一个组织要获得良性发展,须妥善处理与利益相关者间的关系,并通过利益相关者来建构良好声誉,媒体声誉管理的框架亦当基于处理媒体与其利益相关者间的关系,并通过利益相关者来塑造和维持良好的声誉。 Traditional mainstream media should attach importance to the management and construction of its own reputation while adapting to the development of new media. Media reputation management should be regarded as an important task in daily operation from the aspects of internal values, professional ethics, external image and brand communication. To achieve healthy development, an organization needs to properly handle its relationships with stakeholders and construct a good reputation through its stakeholders. The framework of media reputation management should also be based on the relationship between the media and its stakeholders and through stakeholder relations To shape and maintain a good reputation.