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近年来媒体竞争日益激烈,策划组织受众广泛参与各类活动成了媒体营销的“第二战场”。媒体组织策划社会活动既是品牌建设、公关形象推广的需要,也是拓展传媒产业价值链的需要。社会活动可以密切与读者的联系与沟通,更可以间接或直接促进广告收入的增加和发行量的提高。社会活动的策划与组织是一个很复杂的系统,要注意处理好“两个效益”之间的关系,要注意媒介肩负的重要社会责任。社会活动也有风险,要注意做好可行性研究工作,制订可操作性强的方案和应急预案,并与有关参与者签署有关法律协议,把风险降至最低。
In recent years, the media has become more and more competitive. It has become the “second battlefield” for media marketing to plan and organize audiences to participate in a wide range of activities. The planning of social activities by media organizations is not only the need to promote brand image and public relations image, but also to expand the value chain of the media industry. Social activities can be closely linked with the readers and communication, but also indirectly or directly promote the increase of advertising revenue and circulation. The planning and organization of social activities is a very complicated system. Pay attention to handling the relationship between the “two benefits” and pay attention to the important social responsibility that the media shoulders. Social activities also have risks. We should pay attention to doing a good job in feasibility studies, formulating operational solutions and contingency plans, and signing relevant legal agreements with relevant participants to minimize the risks.