Preliminary Study On Public Relations Activities Of Traditional Media

With the development of media marketization and the coming of we media era, traditional media has become increasingly paid more attention on marketing and been constantly put on the schedule of the media operation and management. In recent years, among various social crisis public relations events, PR because of its high reliability, informative, low composite cost, long valid time, broad influences and other advances has gradually recognized its importance in the media management. All kinds of public relations activities in PR strategy rely on its good advantages of efficient interaction, extensive influence, comprehensive utilization of resources, visible activity effects, has become a popular means of media management. However, as the media PR activities gradually developing, the Systematic study on the status of the public relations still in a blank stage, and the systematic study on the transformation and upgrading of media public relations activities even fewer.This paper uses the knowledge of journalism, communication, PR, marketing, etc, to explore future upgraded program of the traditional media public relations activities. First, sorting out the basic concepts of media public relations activities; Second, analyzing Chongqing traditional media's PR status and characteristics, to look at the current real situation of media and public relations activities. And then, take transformation and upgrading of Chongqing media public relations activities as the case, Lead into the contrast with advanced media branding model, from the types and characteristics of public relations activities to analyze systematically the practice attempt of media public relations transformation and upgrading. Finally, explore the direction of the traditional media public relations from the discussion above, which is moving towards the professional management, avoiding the establishment of the dominance PR departments, balancing the interests of society and business. Meanwhile, proposing the upgrade programs that are making activities programming, making programs activating; deeply digging available activities resources; internet plus financial crowd-funding.