论企业的新闻策划

On Enterprise's News Planning

企业的新闻策划是品牌导向时代的一种重要营销传播方式。由于企业的新闻策划具备真实性、时新性、公开性、价值性四个要素,符合新闻的特点,并在实践中具有节省经费、关注度高、信任度高的优点,因此,比商业广告有更大的优势。企业新闻策划的主要方式有庆典事件策划、赞助事件策划、危机事件策划和随机事件策划。要正确运用新闻策划,企业必须把握四个原则,即实事求是原则,把握机会原则,品牌至上原则和禁止有偿新闻的原则。

Enterprise's news planning is one of very important mode of marketing communications nowadays. It is feasible not only in theory but also in practice. There are four kinds of news planning: celebration event planning, sponsored event planning, crisis event planning and random event planning. To make use of news planning effectively, it is necessary to keep to the four principles: being realistic and truthful, grasping the opportunity, brand first and no paid news.