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企业开展对外宣传,有多种方式可供选择。通过新闻报道的方式,借助社会大众媒体实现对外宣传的目的,不失为一种企业对外宣传的最高境界。在“有偿新闻”还充斥着媒体的现在,要使企业宣传通过“纯”新闻的报道的方式展开,一扫铜臭味的世侩,从策略上而言,还须颇费一番思量。结合新闻报道的特性,本文从五个方面,为企业提出宣传策略,这就是:满足媒体需求;放眼社会写企业;找准新闻的卖点;确立业界话语权;追捧新生代媒体。
Enterprises to carry out foreign propaganda, there are many ways to choose from. Through the way of news reports, the purpose of using social mass media for external publicity can be regarded as the highest level of external publicity of an enterprise. At the time when the “paid news” is still full of media, it is necessary for enterprises to propagandize the coverage of the “pure” news and to sweep away the world of copper and smelly, strategically speaking, Some thought. Combined with the characteristics of the news report, this article proposes the propaganda tactics for the enterprise from five aspects: to meet the demand of the media; to look at the society to write the enterprise; to find out the selling point of the news; to establish the industry’s right to speak; to pursue the new generation of media.