Media-driven Mode Of Operation And Strategy

Under the background of the times when changes happen frequently in the media,together with information overflow and attention scarcity, at the same time socialorganizations have to face the "advertising embarrassment","public relationsdilemma" and "terminal battle". Media, as the optimal platform for "attention"resources, is getting more and more popular among social organizations. How toensure that the media disseminates information and other activities for free becomesthe goal which most social organizations are after. But the media drive has gainedsome achievement in the practice, it however in the academic circle is seldomspecialized researched. The media drive in theory needs further probe and correctguiding in practice. Therefore, how to correctly understand the media drive, explorethe mode of transmission of media driven, recognize the present application on mediadriven in China, and master the corresponding strategy concerning media driven, isparticularly important.First of all, this paper will aim "media drive" as the subject of study, that "themedia drive" was digged or treated as a tool of creating value by some organizations,in order to attract media·s attention and realize communicative value of planning.This is essentially a close cooperative relationship with mutually compatible goals ofthe organization but the media alone can hardly achieve. The media·s active, freedissemination of information is the key of "media drive". Secondly, according toLasswell’s "five W" mode of circulation, this paper analyses static factors anddynamic process of media driven and builds the mode of a "media drive" informationcommunication and interaction. Furthermore, the current application status of mediadriven contains five effective experience, including content choice·s fitting intransmission value, integrated circulation of resources in both specific and generalaspects, contact management innovation mode of transmission, taking advantage ofeverything, grasping the dissemination time and continuing communication effect. Atthe same time, this paper thinks the error exists in the application process such as theincorrect subjective consciousness, operation errors, risk underestimate andneglecting the overall strategies of media drive. Finally, to deal with the problemexisted in the application status, this paper holds that the development strategy shouldbe taken, including establish the correct media drive awareness, attach importance tothe application and talent cultivation on media driven, strengthen the prediction and control of risk, establish the integrated marketing circulation mechanism and thesmooth feedback channel of information.