Research On The Performance Appraisal Of Chinese Newspaper Journalists Based On Balanced Scorecard Theory

Currently, performance appraisal is widely used in business management all over the world. China's no exception. In many media of China, such as television stations and news agency there have been performance appraisal and a growing number of media is deepening the use of it. However, for a long time, there are many problems exist in the performance appraisal of Chinese media. Followed with the appraisal methods of Party and government organizations, the appraisal methods are oversimplified and the contents of appraisal are too vague with too many factors related to ideology. The appraisal failed to reflect the long-term goals, did not focus on improving the future performance of the employees and could not achieve the goal of better performance of all the employees and the whole organization. There were some common problems existed in the performance appraisal of Chinese newspaper journalists, for example, those appraisals were lack of dynamic, emphasized too much on the quantity, some media even valuated solely by quantity, but neglected the evaluation of quality, lacking of effective ways of quality evalution.Journalists Performance Appraisal Management is a system, including the evaluation index setting, information gathering and performance results feedback.In the process, the evaluation index setting serves as the foundation and basis of performance evaluation. Therefore, the setting of a scientific, comprehensive, specific, and measurable evaluation index is the fundamental work of Journalists Performance Appraisal Management. Currently, there are many approaches of performance assessment and management, each method has its own advantages.Based on the Balanced Scorecard Theory, This paper gives a comprehensive in-depth discussion on the status quo and existing problems of the Performance Appraisal of Chinese Newspaper Journalists.And taking Nanfang Daily for example, analysizes different appraisal systems before and after its personnel changes and aims at establishing a comprehensive Newspaper Journalists Performance Appraisal System to provide references to the Performance Appraisal of domestic major newspapers by the using of integrated knowledge of Communication Modern Management, Human Resource Management, Media Management.