融媒体背景下媒体公益实践探索与创新

Exploration and Innovation of Media Public Welfare Practice under the Background of Integrating Media

融媒体背景下,媒体参与公益实践的意义十分重大,但在具体实践中存在诸多问题。本文对存在的问题提出了相关建议,并就一些媒体在价值引领、内容创优、形式创新、品牌建设、矩阵传播、资源整合等方面的公益实践创新进行了探析。

Under the background of media integration,the significance of media participation in public welfare practice is very important,however,there are many problems in the specific practice at present.This paper puts forward relevant suggestions on the existing problems,and explores the innovation of public welfare practice of some media in the areas of value leadership,content creation,form innovation,brand building,matrix communication,resource integration and so on.