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新闻发布会是博物馆宣传方式中最普遍、最有效的一种。它具有丰裕的传播渠道、两级传播的模式、潜在的象征意义三个传播优势。在博物馆文化传播中,本文举例论述了新闻发布会起到的协调媒体公共关系、塑造博物馆权威形象、宣传馆内新动态、处理突发事件等积极作用。同时,也对如何健全新闻发布会提出了几点建议。
Press conference is the most common and effective way to promote the museum. It has abundant communication channels, two-level communication mode and three symbolic potential communication advantages. In the museum cultural dissemination, this article gives an example to illustrate the positive role played by the press conference in coordinating media public relations, shaping the authoritative image of the museum, publicizing the new developments in the museum, and handling unexpected incidents. At the same time, also made a few suggestions on how to improve the press conference.