How to do a good job in propaganda, ideological and cultural work of the integration of tradition and new media

In recent years, with the intensification of globalization, information diversification and communication networking, especially the rapid rise and widespread popularity of new media, it has brought about profound changes in the mode of communication and the pattern of public opinion, and also challenged and challenged the traditional mode of financial ideological and political work and corporate culture construction. Facing the new situation, China Great Wall Asset Management Company (hereinafter referred to as "Great Wall Asset") has created a new situation of financial ideological and political work and corporate culture construction by strengthening the research and application of new media, turning shocks into power and challenges into opportunities, making full use of the "three advantages" of new media, expanding the "three platforms" of propaganda and ideological work and constructing "three mechanisms" to promote effective work. 20 1 1-20 12. China Great Wall Assets was awarded "Excellent Corporate Culture Construction Unit" by China Corporate Culture Research Association for two consecutive years; It was awarded "20 1 1-20 12 National Advanced Unit of Corporate Culture Construction in Financial System" by China Financial Ideological and Political Work Research Association. First, with the help of "three advantages", fully understand the role of new media in promoting the propaganda and ideological work of enterprises. The so-called new media refers to a new form of communication supported by digital communication technology, with the Internet as the main body and network access devices such as smart phones, PC computers, tablet computers and mobile TV as the terminals, providing users with information publishing and browsing services. Compared with the old form of communication, the new media has the outstanding characteristics of "fast communication speed, wide coverage, instant interaction and flexibility". These characteristics are not only shocks and challenges, but also the motivation and opportunity for enterprises to carry out propaganda and ideological work. In order to "turn shocks into motivation and challenges into opportunities", we must first find a good starting point and recognize what new media can help enterprises do in propaganda and ideological work. (1) Making use of the technological advantages of new media to create new weapons for propaganda and ideological work. Compared with the advanced technologies such as Internet, mobile communication and multimedia, the old forms of propaganda ideas such as newspaper learning, document delivery, meeting arrangement, appointment and conversation have become increasingly difficult to meet the needs of practical work, resulting in a direct impact of "the old means are not enough". However, this has also brought us new impetus to do a good job in propaganda and ideological work, that is, to adapt to the new situation, create new weapons, and take this as an opportunity to open up new positions in propaganda and ideological work. Only in this way can propaganda and ideological work keep pace with the times and keep up with the pace of social change and technological development. (2) Build a new bridge for propaganda and ideological work with the help of the communication advantages of new media. Compared with the characteristics of "instant interaction and flexibility" in new media communication, the traditional propaganda and ideological work mode of "one-way preaching and general indoctrination" in the past has become increasingly difficult to play an effective role for employees, especially young employees, and the direct challenge brought about by this is that "the old form doesn't work". But it also provides a new opportunity for us to do a good job in propaganda and ideological work, that is, to build a new bridge for the new situation and take this opportunity to open up new channels for ideological exchange with employees. Only in this way can we achieve the best delivery of communication content, the fastest feedback and targeted problem solving. (3) With the help of the communication advantages of new media, the positive energy of propaganda and ideological work is carried out. The most prominent feature of new media is "fast speed and wide coverage", which brings the main problem to propaganda and ideological work that "negative things are difficult to control". Especially when there is negative energy among employees and negative information in enterprises, it will have a great impact on maintaining the stability of the team and maintaining the corporate image. However, every problem has two sides. If we can minimize the occurrence of negative energy and negative information, and make use of the communication advantages of new media, strengthen the construction of corporate brand and culture, enhance the positive energy of the team, and create a new corporate image, we will also receive good results. The second is to expand the "three platforms" and carefully promote the application of new media in enterprise propaganda and ideological work. To give full play to the advantages of new media in promoting the propaganda and ideological work of enterprises, we should not only have a full understanding, but also have in-depth practice, that is, solve the problem of "how to do it specifically". From the practice of Great Wall Assets, the key is to expand the "three platforms", namely, "the whole system culture construction platform, the full-time communication platform and the all-round external publicity platform". (A) to expand the system-wide cultural construction platform and create a cohesive corporate atmosphere. Great Wall Assets has made full use of new media and its technical advantages since it officially released the corporate culture concept system in the new period in July, 201/2000, aiming at "internalizing the heart, externalizing the shape, solidifying the system and optimizing the efficiency", and constantly promoting the deep-rooted corporate culture. First, at the corporate system level, corporate culture is fully displayed and reflected on the internal and external networks. In the company's comprehensive information management system (referred to as "intranet") and official extranet (referred to as "extranet"), the company's corporate culture concept has been fully displayed and reflected from the home page to the setting and content of each specific column. For example, "company mission, development vision, enterprise spirit, core values, foreign languages" will be displayed in various ways on the home pages of internal and external networks; Basic concepts such as "operation, management, innovation, risk, talents, team" and employee oath are mainly embodied in the corresponding management modules of the intranet. Second, at the company headquarters level, strengthen cultural guidance with multimedia exhibition and broadcasting platform. On the basis of carrying out "corporate culture on the wall" in an all-round way, two multimedia exhibition screens have been installed at the elevator entrance of each floor of the company headquarters to comprehensively display the company's leadership activities, employee style, company news, grassroots dynamics and various cultural topics in various forms, so as to achieve "content classification, distinctive form, monthly theme and weekly update", so that employees and external visitors only need one piece. Third, at the level of business department, "sub-web pages and sub-websites" are used to promote cultural implantation. In the intranet system, a "sub-webpage module" is established for each office, and the corresponding links are given on the system homepage. The specific content is published and managed by the office, which is used to show the progress of business management and corporate cultural activities. The office that updates its content every day will be immediately "highlighted" in the homepage link automatically by the system, creating a good business atmosphere of "rushing to learn to help out" in the whole company. At the same time, strengthen the construction of sub-websites of platform companies, establish a "group chain" in the internal and external networks, and promote the coordinated promotion of the cultural construction of the head office system and the parent company system. (2) Expand the full-time communication platform and establish a solid and harmonious emotional bond. In the propaganda and ideological work, we should make full use of the characteristics of "instant interaction, flexibility and diversity" of new media to establish a "three-dimensional, full-time" communication network in the system, which has opened up a "two-way fast lane" for grasping the ideological trends of employees in time and taking targeted countermeasures. First, listen to and guide the system sound in all directions through the company forum. The intranet has specially set up a "company forum", which has set up different sections such as typical experience and case exchange, various business and management exchanges, product and customer work exchanges, employee suggestions and ideas exchanges. Every employee in all business units, headquarters departments and systems can put forward opinions and opinions on all aspects of the company's work through posting, follow-up and discussion in the corresponding sections. Each section has set up a "squad leader", who is responsible for strengthening post classification management, guiding topic discussion, and promptly reporting problems with universality, signs or great influence to company leaders or relevant departments for study and solution. The second is to realize "one-stop direct access" to employees' opinions with the president's mailbox. A "President's Mailbox" is specially set up in the intranet, so that system employees can make suggestions or reflect the situation to the company's top management through "one-stop direct access". At the same time, it also allows the company's top management to receive the most basic suggestions and the voices of ordinary employees without leaving home, which narrows the distance between the top management and employees. The office is responsible for sorting out the opinions and suggestions received by the president's mailbox, urging relevant departments to solve or give feedback to employees according to the instructions of the leaders, striving to achieve "everything is echoed and everything is settled", winning the trust of employees and promoting internal harmony. The third is to promote "point-to-point communication" with diversified communication software. Lync enterprise communication software developed by Microsoft is configured on all employees' computers, which facilitates instant communication among internal employees. At the same time, various business, management and office lines within the company have also established platforms such as QQ group, WeChat group and SMS publishing according to work needs, which has promoted the work exchange and emotional communication in the same line. For example, the "Great Wall Information Officer QQ Group" led by the Propaganda Department of the Party Committee has become an important platform for the company to publicize and exchange ideas; The "anti-corruption short message publishing platform" led by the Office of the Commission for Discipline Inspection not only sent warm wishes to employees on holidays, but also reminded employees, especially leading cadres in party member, not to forget the requirements of anti-corruption construction, and achieved good results. (3) Expand the all-round external publicity platform and create a distinctive brand image. In the external publicity work, we should make full use of the characteristics of "fast spread and wide coverage" of new media, and promote the external spread of the company's brand and culture through various channels such as official website, Weibo and online media, so as to conduct positive energy for the company's reform and development and create a new image. First of all, upgrade official website and show the "four brands" of the Great Wall. With the preparation of the company's share reform, official website has been upgraded and revised since 20 13, and has now entered the trial operation stage. On the basis of comprehensive comparison of the advantages and disadvantages of peer websites, New official website focuses on the four brands of Great Wall Assets, namely, "featured business, excellent management, excellent culture and responsible enterprise", reflecting the industry characteristics with reference to international standards. For example, in the featured business brands, highlight the company's propaganda of "professional asset management service provider, excellent comprehensive financial service provider and leading financial innovation explorer"; In the brand of responsible enterprise, highlight the good image of the company "resolving financial risks, enhancing asset value, serving economic development and being enthusiastic about public welfare undertakings". The second is to build a youth Weibo and spread the "Great Wall Dream, Positive Energy". Since last year, China Great Wall Assets has conducted research and analysis on the establishment of the official Weibo, and actively explored and promoted related work. In order to accumulate experience for the official establishment and use of the Weibo, Weibo, the "Great Wall Youth" established in 20 13 under the leadership of the company's Youth League Committee, has been launched on Sina. As a post, he responded to the call of the All-China Federation of Trade Unions and the China Financial Trade Union and actively launched the "Chinese Dream". Great Wall Dream? The theme propaganda of "Gongmei" and the labor competition activities of "two creations and one promotion" (that is, "financial innovation, excellent service, and vigorously promoting transformation and development") show the true elegance of the Great Wall people in "starting an enterprise as an official" and the positive energy of "prospering the country". The third is to link online media to promote "wide cooperation and development". In recent years, with the rapid development of new media, especially the growing influence of online media, we continue to strengthen cooperation with traditional media, while focusing on increasing cooperation with online media. At present, it has established friendly and cooperative relations with nearly 40 online media such as major portals, financial websites, influential comprehensive websites and personal opinion leaders, as well as relevant departments in charge of online public opinion supervision, made great efforts to promote the construction of a long-term cooperation mechanism, promoted the win-win development of * * *, and basically achieved the goal of "strictly controlling negative information and widely spreading positive reports". Taking 20 12 as an example, more than 80 positive publicity reports12 were published throughout the year, and no negative public opinion incidents occurred. Third, build "three mechanisms" to ensure the effective development and continuous improvement of propaganda and ideological work in the new period. Specifically, it is necessary to build a "responsibility implementation mechanism, assessment incentive mechanism and optimization improvement mechanism" to ensure that the propaganda and ideological work under the new media environment is "managed, assessed, disciplined and improved". (A) to build a "graded responsibility, grasp the * * * management" responsibility implementation mechanism. Because the application of new media involves different levels and departments of the company, it is very important to clarify responsibilities, implement responsibilities and cooperate. From the practice of China Great Wall Assets, at the group level, the propaganda and ideological work is mainly led by the company office (also the Propaganda Department of the Party Committee and the Office of the Party Committee), involving the ideological and political work of employees, corporate culture construction, new media application, etc., and coordinated by the Human Resources Department (also the Organization Department of the Party Committee), the Party-mass Work Department (also the trade union and the Youth League Committee) and the Information Technology Department. At the level of institutions, especially in various offices, the above functions are mainly concentrated in the comprehensive management department. Through the establishment of rules and regulations, the company has defined the requirements of division of responsibilities, hierarchical management and mutual cooperation. Special emphasis is placed on the "first-in-command responsibility system". If something goes wrong, we must first investigate the leadership responsibility of the "number one". At the same time, every work and every link are strictly implemented to ensure that there is no "management vacuum" and "connection loophole". (B) the construction of "clear standards, clear rewards and punishments" assessment and incentive mechanism. Combined with the application of new media, specific evaluation and reward and punishment standards have been introduced for propaganda and ideological work. For example, in the aspects of corporate culture construction, employee ideological and political, reputation risk management, etc. In the assessment of the leading bodies and comprehensive management of various business units and headquarters departments, the specific items of plus points and minus points were defined and strictly assessed at the end of the year. Especially on the issues of reputation risk management and employee stability, the "one-vote veto system" was implemented in the selection of advanced units and departments at the end of the year, which attracted great attention from all over the company. At the same time, special rewards were given to business units, relevant departments and meritorious personnel who have done a good job in corporate culture construction and external publicity, especially those who have made outstanding achievements in the application of new media, which fully mobilized the enthusiasm of the company. (3) Build an optimization and improvement mechanism of "keeping pace with the times and continuous improvement". The key points are "keeping pace with the times" in three aspects: First, the management system keeps pace with the times. Strengthening propaganda and ideological work, corporate culture construction, new media application and other related system requirements have all been incorporated into the company's ISO900 1 quality system for management, and the development requirements of the new situation are checked year by year to make up for the deficiencies and make continuous improvement. Second, the quality of personnel keeps pace with the times. A team of professionals who know both propaganda and ideological work and the application of new media has been trained and established in the system, and the training has been continuously strengthened through various ways such as "going out, please come in". For example, only in 20 12, by participating in the relevant training courses of the General Administration of Press and Publication in stages, a comprehensive rotation training was conducted for the propaganda and ideological staff of the company headquarters and various business divisions. Third, the application of technology keeps pace with the times. Pay close attention to the changes and development of new media technology, and follow up the research and explore the application in time in combination with the needs of the company's propaganda and ideological work. In recent years, it has successively passed the ISO2700 1 information security management system and ISO20000 information technology service system certification, realized the whole system mobile office, and started the construction of the Group's "cloud computing" information management and control system. Great Wall Assets fully feels in practice that the development of new media technology is getting better and better, and the propaganda and ideological work in the new period also puts forward higher requirements for us. Only by organically combining the two, advancing with the times and unremitting exploration can we constantly create a new situation in enterprise propaganda and ideological work.