Studies On The Contemporary Media Self-promotion Strategies

Nowadays, the media resources are rich and diversified. With the development of the cell-phone and internet media, especially with the market and industrial influence going deep into the media, the media initiatively plan and make media events and report them. This phenomenon is more and more common today, because the media need to do this if one medium wants to gain the advantages over the other media on capital and to compete with them under these media development circumstances. Besides, it is also because they want to get the exclusive and special news of their media, to success in management, to build up and consolidate their media images and to give their audiences unforgettable impression on their media.In the 1990's, the planning of the media events for reporting is not frequently used in media, but up till now it is thriving. Therefore the chief editor of the West China City daily puts forward that the era of planning the media is coming. Although people have different opinions on the media events planning even at present, in reality, it's becoming the trend. And theoretically speaking, more people are research on this.Though there have already been a lot of discussion and research on the practice of media events planning, but according to my internship in Jiefang Daily, I think the existing academic results should be updated and improved with the time going and with the practice developing. The scholars'theories don't completely contain the most recent new situations and new tendency in the media practice. However, in the recently years, the media events planning are more focusing on the media brand extending and media images building. Brand and image become the core theme of the events planning in news. Media pay more and more attention to their own reputation, influences and image in the world, so they are stressing on the media events planning aiming at self-image-building or self-promotion. But there are no such specialized deep discussions and theories on this in the previous related research of media events planning. Even, there is lack of research from the combined perspectives of media self-promotion strategies and media events planning. In my essay, I'll use the diversified theories and methods in the disciplines of journalism, communications, public relations, media management and so on. And I will also use summarizing, data collecting methodologies, etc. in this essay. My research is focusing on the one kind of media news events planning which is the self-promotion strategy of media development, unearthing the new practice and development. And I predict that there will be the future phenomenon that every ordinary people can use the media and has their own planning.