Change the propaganda concept of “emphasis on internal and external”
Zhang Xiaofeng, Director of the Propaganda Department of the Party Committee of the w88 casino
(Source: China Education News Network2013-8-7）
Today, when the education situation at home and abroad has undergone profound changes and competition among institutions of higher learning is becoming increasingly fierce, it is particularly important to strengthen external publicity, establish a good image, and win social reputation. To a certain extent, the competition between universities is not only limited to the quality of talent training, scientific research level, social service level, cultural inheritance and innovation, but also reflected in the intensity, quality and level of external publicity. especially in“Media is king”Today, a good social reputation has become the most precious thing for a university“Business card”。
To do a good job in external publicity, we must first be aware of the situation. The awareness position includes three levels: First, we must attach great importance to the position of external publicity work in the entire college publicity work, and we must change“Emphasis on internal and external aspects”’s propaganda concept; it is necessary to establish and continuously strengthen it“Great external propaganda”Awareness that doing a good job in external publicity is the responsibility and obligation of every leader, every department, and every teacher and student in the w88 casino,“Everyone in the w88 casino is a propagandist”, every department is a propaganda department. The second is to change the biases and errors in understanding today's media ecology. Due to the rapid development of new media and the rapid expansion of urban media, traditional news dissemination methods and patterns have been greatly impacted. Many people have focused more on new media and urban media such as the Internet, mobile phones, and Weibo, and have shifted or ignored the authority and influence of authoritative media such as China Education News. In fact, no new media or urban media can replace the "China Education News" to spread new concepts of higher education and showcase new explorations, new achievements and new highlights of higher education“Four King Kong”The status of media. The third is to put external publicity work at an overall strategic level related to the development of colleges and universities. If the talent training in colleges and universities is not done well, it will affect the survival and development of the w88 casino. If the external publicity work is not done well, it will also affect the survival and development of the w88 casino.
To do a good job in external publicity, we must keep the overall situation in mind. It is necessary to have a grasp of the overall planning, development trends and focus of higher education in China in different periods. It is also necessary to understand the educational reform exploration and dynamics of brother universities. It is also necessary to have a clear grasp of the w88 casino characteristics, exploration and innovation, and work priorities of this university. At the same time, we must also be aware of the positioning characteristics and demand orientation of different media. Only in this way can we plan in advance, grasp the rhythm, and be in sync with the focus of various media. This requires working as an external propaganda worker, strengthening study, paying attention to research, keeping an eye on the six directions, hearing from all directions, and being astute as the ears. Only in this way can you choose the right question and provide a good one“Material”。
To do a good job in external publicity, we must win support from many parties. First, we must strive to win leadership support. Some people say,“Thousands of things are important, but leadership’s attention is the most important”. Although this sentence is a joke, it also conveys some truth. Leaders will give strong support only if they pay attention to it. This kind of support not only refers to providing necessary human, material and financial support, but more importantly, it must be practiced and participated in. Leaders at every level are very busy, and it is not easy for them to sacrifice their time to participate. Second, we must strive to win the support of experts and scholars in the w88 casino. Universities are places where new knowledge is created, disseminated, and lead social trends. The opinions and views of experts and scholars are the most persuasive and disseminating. However, many experts and scholars are very devoted and good at scientific research and writing books, but they are not very enthusiastic or good at speaking out in the media. Therefore, we must find ways to win the support of experts and scholars, and provide them with relevant training guidance or incentives when necessary. Third, we must actively seek the support of relevant w88 casino departments, teachers and students. In fact, the quality of external publicity work depends not only on the talent and efforts of the publicity worker himself, but more importantly, on the overall environment and team level of the w88 casino where he works.
Do a good job in external publicity and make friends. Although countless media experts and scholars have repeatedly warned university news and propaganda workers,“You can neither regard reporters as enemies nor as friends”. However, I always believe that journalists from authoritative and responsible media like China Education News must be treated like friends. What are friends? That is to do our best to help each other when we need or ask for help, and to communicate frequently, encourage and inspire each other when we are free or have nothing to do. I have since2005I started to deal with media reporters in 1999. I have always treated every media reporter sincerely and equally. Regardless of their age or position, I treat them like guests and never“Watch people serving food”. I personally receive every visiting reporter and do my best to provide good service. We will devote ourselves to completing the requests and requests from every media reporter friend, and will never be sloppy. It is precisely in this way that we have a large number of people“Hardcore”Friends from the media, this not only establishes a broad framework for carrying out the w88 casino’s external publicity work“Connections”Basic, and at the same time, I also learned knowledge and increased my talents through interactions with friends in the media. In fact, many of w88 casino’s good external publicity topics were sparked by conversations with journalist friends.
The above are just a few key points for good external publicity work, not all. What needs to be emphasized is that the most critical point in external publicity work is the w88 casino’s reform, development and innovation. As the saying goes“It’s hard for a clever woman to make a meal without rice”. Without the reform, development and innovation of schools, this news propaganda work“Living water”and“Source”, no matter how sophisticated the external publicity skills are and no matter how hard we work, it will be difficult to create a good image of the w88 casino and win a good social reputation.
Attachment: Original report link address:
http://www.jyb.cn/high/sjts/201308/t20130807_547442.html
