How to make government affairs new media publicity shine?

Government propaganda refers to the use of news media by government functional departments to launch publicity reports focusing on daily work content and work achievements. Government functional departments are closely related to people's lives. Government departments take the initiative to carry out government propaganda, which is conducive to the acceptance of public supervision of government affairs, avoids lazy administration, and is conducive to the implementation of the concept of strict party governance; it is conducive to harmonizing the relationship between government departments and the public, and can It can more efficiently solve the urgent, difficult and anxious problems of the masses and further enhance the happiness of the masses; it is conducive to improving the level of modern governance, raising the awareness of the government to serve the masses, improving the ability of civil servants to perform their duties, and promoting the construction of a prosperous, democratic, civilized and harmonious modern socialist country. 1. Current situation At present, government functional departments at all levels across the country are constantly strengthening government propaganda. The main methods used are: (1) Strengthening cooperation with the news media. At present, the vast majority of news professionals in China work for news media at all levels. Professionals doing professional things has always been the general direction of the industry. Therefore, government propaganda carried out by news professionals is still the mainstream today. (2) The Party and Government Comprehensive Bureau and other departments should assume more publicity responsibilities. In some industrial parks or municipal departments with strong economic strength, the Party and Government Comprehensive Bureau has more talents and special funds. Under such circumstances, the Party and Government Comprehensive Bureau has expanded manpower and can have specialized personnel to carry out propaganda work. There are two methods: "Personally plan personal interviews" or "Personally plan and arrange for colleagues or reporters to carry out news planning." (3) The construction of a regional integrated media center has filled the gap in regional government affairs propaganda. The central government attaches great importance to the construction of county-level integrated media centers and uses this to promote rural revitalization and other work. Under such a general background, the integrated media center industry in some urban administrative districts has developed. Because of the policy support of the district government and its own human resources base such as district and county TV stations, newspapers, and websites, these districts, counties and cities have The Fusion Media Center already has very strong planning capabilities. Compared with central, provincial, and municipal media, they are more targeted in government propaganda and have better service capabilities. (4) Carry out government propaganda through outsourcing. Common government propaganda is mainly carried out in two places, one is the news media, and the other is the official WeChat official account of the government functional department. Public accounts are mostly operated by news media. The contract states that the news media will arrange professional teams to do their best in the daily operation, maintenance and news planning of the public accounts. (5) Recruit journalists to work in government departments. Some newly established departments attach great importance to publicity and have begun to set up positions such as publicity management. By recruiting an experienced news practitioner, they specialize in news publicity for the department. 2. Existing problems (1) The cooperation between news media and government functional departments in publicity mainly takes two forms, one is daily reporting, and the other is news planning at specific nodes. In the past, a reporter could concentrate on a government department and only do news about this department. Therefore, the reporter knew the situation of the department very well and was very comfortable in reporting. However, now reporters are highly mobile and do not know enough about service departments; reporters have a professional awareness. They are a little indifferent and are content with telephone interviews, single interviews and press release revisions; reporters' operating pressure has increased sharply, and one reporter has to run several government departments and is exhausted. These have greatly reduced the effectiveness of government propaganda. (2) The Party and Government General Bureau promotes government propaganda. The number of people participating in the propaganda is increasing. However, the Party and Government General Bureau must do better government propaganda. The first thing it must pay attention to is the elimination of barriers between departments within the system. , let other departments sincerely help the Party and Government Comprehensive Bureau to do publicity together when doing their job well, so that the publicity creativity can truly be implemented. Secondly, the Party and Government General Bureau must also consider the issue of labor costs. The "cost-effectiveness" of government propaganda is worthy of consideration. It must not only increase revenue for the government, but also reduce expenditure. (3) In terms of leveraging regional integrated media centers to complete government propaganda, the author’s investigation revealed that integrated media centers are playing a huge role. Their works can be directly released on platforms such as Douyin to expand the influence of self-media positions; Released by central, provincial and municipal media to expand influence and click-through rate.

There are only one sentence in a thousand words. When a reporter can purely be a reporter, when the reporter has the full support of editors and artists behind him, when the reporter gets economic returns, industry attention and social recognition that match his efforts, he will definitely be able to fully Be passionate and dedicated to high-quality government affairs new media publicity.