Keywords:
Positive publicity; Impropriety; Risk; Grand scheme
不当宣传;舆论;风险;大局
Abstract:
Positive publicity is an important principle of news operation in China. However, there
are lack of attention to the improper behavior and the Malpractice of positive publicity. Through
summing up the typical cases in recent years, the study found that the main performance of positive
miscommunication is the correct goal, the misuse of means. The main risks it brings are loss of image,
failure of crisis management and public opinion attack. Avoiding the risk of inappropriate positive
publicity requires media operators to have Grand Scheme, understanding the policy and pay attention
to the social mentality comprehensively.
正面宣传为主是我国重要的新闻运行原则,然既有研究多关注如何做好正面宣传,对不当宣传行为却缺少关注。通过总结近年的典型案例,研究发现不当宣传主要表现为目标正确,手段误用上。其带来的风险主要是形象受损、危机处理失败、遭遇舆论攻击等。规避宣传失当的风险需要媒体运营者胸怀大局、全面理解政策并关注社会心态。