Optimization Transmission Strategies Research Of Chinese Public Relation News In The Internet Times

Media plays an extremely important role in the operation of corporate public relations. Itdirectly determines the dissemination of news content and effects of corporate public relations.Along with the advent of the Internet age, it has brought an unprecedented opportunity for thedevelopment of journalism and communication in the corporate public relations: More specializedthird-party public relations agent, can provide enterprises with comprehensive and standardizedPR services. Journalism and communication in the corporate public relations, both in thedissemination of media application and the content, is more maturity and stability. Combined withnetwork can give full play to the audience participation, the spread of news channels broadencorporate public relations and communication effect is growing.However, the media is a double-edged sword, there will be a new challenge in the face ofopportunities. After going too far, things will turn around. Enterprise is relying too much on theinternet high-speed transmission advantage at present. Although corporate public relations offers awide range of news material for these enterprises which are in transition. But the vast amounts ofinformation make the audience select useful information need to consume large amounts of timeand energy. In addition excessive commercialization reduce credibility of media. Everyone canbecome the disseminator of information. As network news lack of "gatekeepers". Positiveinformation and negative information fill the media environment. More illegal businesses use theinternet technology, constantly through "promotions, brush post" and other means, control theaudience’s audio-visual. Distortion of information, the audience’s trust gradually weakened, and iteven appears the rejection of journalism and communication in the corporate public relations. Butthe fact is that the audience is eager to the brand message can be more real and effective. Inaddition no strict law control it in our country, the news belongs to the medium of corporate publicrelations "gray area", the spread of public relation news face a serious test. In the face of networkera brings favorable opportunity, Chinese enterprises should take advantage of the opportunity tograsp the characteristics of audience of media, grasp the audience’s attitude, meet the needs of theaudience, make full use of various media advantage and improve communication effect.But how to guarantee the quality of the development and optimization on journalism andcommunication in the corporate public relations? First, enterprises should set up news spokesman,and actively interact with the audience. Using this approach enterprise can deliver first-handeffective information, and make the unofficial operators have no chance to deliver fakeinformation. In addition enterprises adopt the method of investment media, and set up their ownthird-party public relations agency in media content. It can make the enterprise public relations services achieve optimal results. Secondly, in the process of news public relations planning,enterprise should make full use of opinion leaders and hot topics of social issues. It is an effectiveapproach to disseminate information. Thirdly, to optimize the company’s official website, mediasolution, and the accuracy of IP links delivery. Finally to strengthen public relation news latemonitoring, on the premise of grasp the network public opinion,formulate more reasonable publicrelation news communications planning. Finally, to strengthen the monitoring of public relationsnews, enterprise formulate more reasonable public relation news communications planning on thepremise of grasp the network public opinion.