| In recent years, the Local News websites have rapidly risen and developed in national media market. Especially, Some websites have striking performance including Eastday. com, zjol. com.cn, enorth. com. cn and enorth. com.cn. As the representative of the growing Local News websites, in relatively mature media market, the Local News websites has become the most active force on the market. This essay will focus on discussing different aspects of local news websites. The Local News websites in the development process also have the immature aspects, in terms of advertising revenue, News Portal circulation, or in community awareness, brand competitiveness, and other areas which need Further improved.Today, in an increasingly competitive media market, media influence has became a important indication of media value. Therefore, media influence has become hot issue to study. in order to grab the opportunity to get better and faster development, we must understand their own media influence to enhance the influence of the media to and formulate effective strategies and measures.As progress of the media industry, relations activities in the media is playing an increasingly important role. Public relation and media have a natural bond, for the media Market are the product of interaction between publics relationship activity and media. To understand the media influence, this essay will study media influence, In terms of the public relations activity in media, which offer a new research direction.Based on the four major emerging financial websites,, this essay will focus on The Local News Portal and sum up the existing state of media influence on public Relations and media strategies. First, this paper will demonstrate analyse media influence by illustrating basic concept media elements, then the core performance indicators and an analysis of media influence on public relations and media relations will be argued in the following part. Furthermore, Taking the emerging four major Local News Portal as an example, I will analyse the rise of Local News Portal, market space, and existing Local News Portal and media influence. In the end, I will focus on the existing of Local News Portal media PR strategy and how to use these PR strategies to enhance media influence. Many Local News Portal already have a strong sense of public relations media, through a unique brand positioning, brand launched special columns and brand characters, planning activities, such as media brand extension strategy for the implementation of public relations, and various public established a good, stable, long-term relationships. |
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