Rearch On The Spread Of Countermeasures Of The Fnterprise Media Managers In The New Media Environment

Media Director or Enterprise Media Manager, is often seen in western countries.In modern enterprises, media director is responsible for media resources intergration,purchase, optimizing, media relationship, advertising releasing and so on. With thespeeding up of globalizing in recent years, more and more multi-national businessintroduce the conception originating from foreign countries into China, which isplaying more and more important roles in the affairs of publicity, coodination withmedia relationships, therefore, it has becoming a favorable platform for thecommunication of enterprises and media. Any new information that the enterpriseswant to declare and explanation for the enterprises crises is issued by the mediadiretor.New media is similar to double edged sword that means it pushes thecommunication of the information meanwhile it brings some unprecedented criticalincident for the enterprises. So so skills must be applied and to change the criticalsituation, it puts forward the problems to the media diretors to adjust the strategies ofenterprise communication.After the anyltical investigation of the features and the opportunities andchallenges of new media enviroment, we could find the problems of enterprisescommunication efficiently and adjust the different stategies directly to realize thecommunication as wide and valid as possible, and get the support from the public. Innew media times, the enterprise should not only adapt the new environment alst applynew media techniques to creat more opportunities for the development of enterprise.Media director is the most important exexutor of communication strategies and hemust adjust the strategies to fit the opportunities and challenges in new mediaenvironments.