新媒体背景下高校宣传工作创新研究

Innovational Research on University Publicity Work against the Background of New Media

高校宣传工作作为一项思想政治工作,必须与时俱进,主动利用新媒体技术的最新成果,为广大师生服务。本文立足于新媒体时代社会转型的大背景,通过分析新媒体背景下高校宣传工作面临的困境,阐述与时俱进利用新媒体创新宣传工作的必要性,提出树立"全员宣传"的精细化理念,通过合理整合媒体资源和提升宣传工作队伍的媒体素养等策略,提高宣传工作的针对性和实效性。

As an ideological and political work,publicity work in university must keep pace with times and make use of the latest achievements of new media technology,for serving the majority of teachers and students.Against the background of the new media era of social transformation,this paper,through analyzing the context of college publicity work dilemma with the new media,expounds the necessity of keeping pace with times by using new media to innovate publicity work,and establishes the fine idea of ＂full publicity＂.By reasonably integrating media resources and enhancing the qualities of publicity work team,we can improve the pertinence and validity of publicity work.