本文通过考察典型个案分析指出了当下新闻发布的两大发展趋势及其给发言人和记者带来的挑战:发言人需要准备更多的信息、掌握更多表达和交流方式,以便与媒体和更广泛的受众进行有效交流;记者则在面对更加激烈竞争的同时,不得不在新闻产制链条上寻找自己新的位置。在此基础上,进一步详细阐述了适应策略。最后还对新闻发布的概念进行了梳理、分析,提出新闻发布即组织或个人有意识地对外界传播与自身有关的、有可能成为新闻的信息。 By examining typical case studies, this article points out two major trends in press releases and the challenges they present to spokespersons and reporters: Spokespersons need to prepare more information, master more ways to communicate and communicate with the media and more A wide range of audiences for effective exchange; while journalists are facing more intense competition, they have to find their own new position in the news production chain. On this basis, further elaborated the adaptation strategy. Finally, the concept of news release is also sorted out, analyzed and proposed that news release means that organizations or individuals consciously communicate to the outside world their own information that may become news.