当前高校新闻宣传工作的不足与对策

The Deficiencies in Current Press Publicity Work at Universities and Colleges and Countermeasures

高校新闻宣传工作在建设和谐校园、进行思想政治教育和构建校园文化等方面的作用日益彰显,但也存在诸多不足,如高校媒体的接近性不足,校园新闻写作存在"模式化"倾向,采编人员缺少策划意识等。为了提升高校新闻宣传工作的效果,应强调受众本位,做师生自己的媒体,顺应校园特色,创新写作思路,同时做好新闻策划工作,形成"立体化"报道网络。

The press publicity work at universities and colleges plays a more and more important and prominent role in the establishment of a harmonious campus, the implementation of ideological and political education, the construction of campus culture, etc., but there also exist many deficiencies in the press publicity work at universities and colleges, such as the lack of close proximity to the readers, stereotyping tendency in news writing as well as the reporters and editors＇ lack of planning consciousnesses. To improve the effect of press publicity work at universities and colleges, we should emphasize reader-orientation, make the campus media the one belonging to college teachers and students, comply with the feature of the campus, innovate writing idea, and at the same time do the work related to news planning well and form ＂three-dimensional＂ report network.