How to use new media to spread organizational image

the use of e-mail. E-mail is a communication method that provides information exchange by electronic means. Through e-mail, users can send text, images, sounds and other information to designated audiences at a low price and in a very fast way. With the continuous development of information technology, e-mail has been widely used in the field of network marketing, which has become increasingly mature and the marketing methods are increasingly accepted by the public. E-mail marketing can also be used to shape the city brand image. Any open and modern city attaches great importance to the social and economic benefits brought by exhibition activities, and usually organizes some exhibition activities related to politics, economy and culture every year. City managers should not only strengthen information exchange with exhibitors at exhibitions, but also establish, supplement and update exhibitors' customer databases in time after exhibitions, strengthen contact with exhibitors, enhance the radiation function of exhibition activities, and realize city brands through various ways such as information transmission of exhibition products and services, e-mail consulting services, and satisfaction survey of exhibitors.

the use of blogs. Blog is popular for its openness, convenience and interactivity in obtaining and exchanging information. When shaping the brand image of a city, city managers usually invite experts at home and abroad to discuss the image project of the city in many ways, and also mobilize citizens to make suggestions and suggestions for the development of the city. Opening government blogs or local blogs is conducive to building a platform for communication and publicity of the city image from all walks of life, and attracting the attention of all walks of life to the city. In addition, it is not uncommon for city managers to visit traditional media for a long time, but limited by the characteristics of traditional media, they can't interact with the audience in time. With the help of personal blogs opened by city managers, they can interact with people from all walks of life on certain events and topics of urban development in time, which can not only improve the city's own image, but also improve the government's ruling ability and credibility.

the role of mobile phone media in shaping city brand image

mobile phone media is a tool for information dissemination through mobile phones. (2) the American media theorist Paul? Levinson believes that the mobile phone is the most powerful and potential medium in history. In fact, mobile phone media has become the representative of new media and plays an important role in society. ③ Compared with traditional media, mobile media has incomparable advantages in interactive communication. Because the feedback from the audience is extremely important in the process of urban brand building and communication, only by fully understanding the feedback information from the audience can we edit the communication content, grasp the communication effect and maintain the brand image construction of the whole city. However, in the use of traditional media, all kinds of audiences' feedback on city brand image is passive, and the instant interaction of mobile media effectively makes up for this defect. In our country, some cities have adopted the method of sending short messages with "city image" content through short message platform to promote city brands. A short message can make outsiders feel friendly and quickly narrow the distance between the city and the public. Mobile phone media combines the characteristics of traditional media such as newspapers, radio and television, and has the characteristics of portability, large audience market base and fast communication speed. If it is fully utilized in the process of shaping the city brand image, it will certainly produce better communication effect.

the role of mobile media in shaping city brand image

mobile media mainly refers to a new type of media that is broadcast by digital radio and television ground transmission technology and mainly meets the audio-visual needs of floating people. Because the receiving terminal of mobile media is mainly installed on various vehicles such as automobiles, trains, subways, airplanes, ships and elevators, it is also called traffic media. ④

the use of public transportation mobile media. Because of the particularity of its installation location, public transport mobile media will have the effect of forced viewing, which can reach the blind spots in time and region that traditional TV media can't cover, and complement each other in time and space; The organic combination of sound and image makes mobile media more attractive to the audience than traditional plane media. When watching mobile TV, the audience doesn't have to pay any cost, just pay attention, and even when there is traffic jam, they can get a lot of news information, so the audience can accept the programs obtained in this way more easily. ⑤ Mobile TV has effectively occupied the psychological blank period of the audience through repeated broadcasting in special time and region, allowing people to accept the city brand image in the promotional film invisibly, greatly improving the effectiveness of information dissemination.

the use of subway mobile media. There are not many cities that have opened subways in China, and they are generally first-tier cities. Not only the local government can use subway mobile media as a publicity platform, but also the governments of other countries and regions can use subway mobile media to shape and spread the city brand image. At present, there have been many image propaganda films or posters of Australia, Singapore, Hong Kong and other countries and regions in the mobile TV and subway tunnels in Shanghai Metro, aiming at displaying their national and city images and promoting tourism resources. ⑥ Shanghai took advantage of the World Expo and used mobile media to promote its image, which also left a deep impression on tourists all over the world.

the use of aviation mobile media. The spread of aviation mobile media covers all parts of the world. Compared with other mobile media audiences, it is more concentrated and high-end. In the spread of city brand image, you can choose to put city image advertisements in the closed-circuit television program system broadcast on aviation magazines and flights, which is highly targeted and will effectively improve the spread effect.

With the help of mobile media, city brand image communication will surely usher in a better development prospect. (Author: School of Communication, Jiangxi Normal University)

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