面对个人品牌营销的媒体博弈

Media Tactics in Response to Personal and Professional Brand Marketing

大众传媒发布的有关个人品牌的信息,表达了大众传媒与个人品牌营销双方共同的利益诉求和工具理性,但在双方的互动中也存在着话语权的隐性之争,个人或者公关组织试图通过自己握有的市场权力操纵传媒,掌控"新闻营销"活动。大众传媒首先要进行自我的博弈,自我的博弈结果决定着与个人品牌营销的博弈结果。

Personal and professional brand information which mass media＇s account involves conveys both common benefit demand and instrumental reason between mass media and personal and professional brand marketing. But there is a recessive struggle in order to acquire the discourse hegemony for both sides in the bilateral interaction. A particular person or public relations organizations attempt to control news media by the market power which they have already held, and execute an activity which means ＂marketing in a way of news＂. Mass media must firstly carry on internal game; its result decides the fate of game between mass media and personal and professional brand marketing.