The Research On The Red MMS Communication Campaign Of Hunan Daily

Since the rapid development of new media posed the serious challenge to traditional media,how does the party newspaper break out of the encirclement of new media and then open up itsown operation has increasingly become the topic of the common concern from the industry andacademic circles. From2009on, the Red MMS Communication Campaign has been held for fouryears, which set “Red Culture” as the theme and aroused a red wave in Hunan province even in allthe country. The Red MMS Communication Campaign of Hunan Daily took disseminating the redculture as its own duty and made plentiful social benefits and economic benefits. With thecampaign goes on in full swing, the constantly challenges from new media and diverse needs ofaudience have became the resistance for its’ sustainable development. Therefore, conducting theRed MMS Communication Campaign as the research object can make the important significancein promoting the red-culture communication campaigns.The Red MMS Communication Campaign changed differing in degree in organizations, targetaudience, dissemination content and channels in the past four years. But essentially the campaignin every year rooted in spreading the “red culture”, conveying the positive energy and carryingforward the theme, attracting audience’s attention and getting the support from the government. Inthe development process, the Red MMS Communication Campaign of Hunan Daily focused onupdating content regularly, integrating all the resources, using the government force, closing thedistance between organizations and the audience and strengthening media cooperation, whichachieved remarkable results. The Red MMS Communication Campaign highlighted the positiveenergy, stressed the sharing, and made economic profits multilaterally.Certainly, there are some shortcomings of the Red MMS Communication Campaign, such asthe insufficient attention to the audience demand, lack of innovation activities, imperfect offeedback mechanism, missing the maintenance of the brand of “Red MMS” and so on. To optimizethe Red MMS Communication Campaign of Hunan Daily, the following four steps should be taken.Firstly, organizations should pay attention to the research on audience’s needs, enhance audienceparticipation, and achieve effective its interaction; Secondly, the reinforcement of the innovationawareness of the content and forms of the campaigns is needed; Thirdly, it should get feedbackchannels unblocked and build operating platform to improve information feedback mechanism;Fourthly, setting up a professional team and popularizing the brand to focus on the maintenance ofthe “Red MMS” brand are also needed.