Research On Media Strategy In Government's Construction Of Corporate Social Responsibility

Corporate social responsibility is an important topic that is being discussed extens ively in China now.Local governments at all levels are paying more and more attenti on to the development of corporate social responsibility while striving to improve thei r local regional competitiveness.In the construction of corporate social responsibility,the government plays multiple roles and actively guides the development of corporat e social responsibility,but there is still lack of understanding of the connotation of cor porate social responsibility.The active participation of the media is seen as a necessar y means of achieving corporate social responsibility.In theory,the media's agenda set ting theory,the media's social responsibility theory,and the "gatekeeper" theory have been appllied to explaining the guiding and educational role of the media in the constr uction of corporate social responsibility;in practice,if the government can reasonably formulate the media strategy and use of media resources can enhance corporate social responsibility awareness,popularize social responsibility knowledge,alert wrong cas es,and enhance the positive attitude of enterprises to participate in social responsibilit y construction.For example,Suzhou Industrial Park has set up a corporate social allia nce.The government has gradually promoted regional corporate social responsibility work.In the aspect of corporate social responsibility construction,Suzhou Industrial P ark has become a national advanced district-level government,and is paying increasin g emphasis on the use of media.In principle,corporate social responsibility performance should be self-conscious behavior.However,as China's corporate social responsibility construction is in its inf ancy and its development level is low,it is far from enough to rely solely on the stren gth of enterprises to promote the development of corporate social responsibility.The government plays a guiding,supervising and promoting role to promote the developm ent of corporate social responsibility.At the same time,the mass media is the mouthpi ece of society,has the role of disseminating information,guiding public opinion and s ocial supervision,and plays a very important role in the construction of corporate soci al responsibility.Therefore,the government needs to combine the functions and stren gth of the media to promote its development.The promotion of corporate social respo nsibility requires the participation and linkage of the government,the media and enter prises.Based on these factors,this study selects the Suzhou Industrial Park as a case f rom the perspective of the government and observes the government's media strategy research in the development of corporate social responsibility.Suzhou Industrial Park is a state-level development zone with many enterprises in the region and outstanding corporate social responsibility construction.In order to study t he media strategy of the government in promoting the process of corporate social resp onsibility construction,this study takes the Suzhou Industrial Park to carry out corpor ate social responsibility construction work.According to the different exploration situ ations and standardization promotion period of Suzhou Industrial Park's corporate soc ial responsibility development,this paper proposes five research questions and analyz es the media strategy of the park government for corporate social responsibility constr uction in different development periods.In the initial stage of corporate social responsibility construction in Suzhou Indust rial Park,there is no strategic awareness in the construction of corporate social respon sibility in Suzhou Industrial Park.There is no clear media strategy,media communica tion is more one-sided,and there is insufficient attention to folk voices.With the laun ch of various investigations,the government realized the problems and shortcomings i n the construction of corporate social responsibility,and gradually formed an agenda management strategy,which promoted the improvement of corporate social responsib ility awareness and behavior in the park,but in practical application.There are still pr oblems such as lack of awareness of media strategy,single media resources,and insuf ficient attention to new media.The differences in the implementation of corporate soc ial responsibility by different types of enterprises are gradually reflected and become more prominent.In view of the problems reflected by the Suzhou Industrial Park Gov emment in the media strategy of corporate social responsibility work,this study comb ines the development characteristics of the current media environment and the experie nce in practical work,and gives four media strategies as suggestions:based on the me dia agenda setting.The top-level design strategy of the theory,the channel radiation st rategy in the context of the whole media,the branded communication strategy under t he precise positioning,and the diversified communication strategy to promote corpora te personality and social progress.With the continuous development of the media envi ronment and the continuous opening and progress of the society,the relationship betw een the government,enterprises and the media will continue to develop in a more equ al and mutually beneficial direction,and cooperation will promote the construction of corporate social responsibility.