做好传媒策划，扩大传播效果——上海科技馆发挥大众传媒作用之初探

——How deeply and effectively transmit the knowledge of science Study on science and technology museum giving full play to the role of mass media

科技馆理应成为公众喜欢的科普教育、休闲旅游的去处。本文从传播学角度分析科普的内涵与特点，并以上海科技馆为案例，总结了塑造新闻亮点、策划特色活动、与主流和新媒体强强合作、跨越科学人文界限、细分传播对象及注重传播互动等的做法，为科技馆如何更好地运用大众媒体，扩大科学传播效果做了探索。

Science and Technology Museum is increasingly becoming the public science education, leisure and tourism destination. This paper from the communication point of view, the spread of science content and features, and take Shanghai Science and Technology Museum for example, explore how to better use the mass media to play its unique role, effectively further the public science communication.