央企品牌传播的话语表达及传播效果提升研究——以国家电网公司为例

Discoursal Expressions and Communication Effect of Brand Consciousness of State-owned Enterprises——A Case Study of the State Grid Corporation of China

在媒体变革的大背景下,企业品牌传播需要更加注重受众需求。为架起企业品牌传播受众信息需求与兴趣两者之间的纽带,需要在保持新闻"硬度"的同时,赋予其人性的"温度",使新闻有灵魂。因而,在内容选择上,应找准各方关注点的最大公约数;表达方式上,讲述有体温的故事,塑造有灵魂的形象,呈现有带入感的新闻现场,把握受众兴趣的时间窗口,重大事件中争取取景"切片",加强互动参与提升受众黏性;在思维方式上,要变"成绩展示"为"需求满足"。同时,要通过受众视角的思考、外部意见领袖的培养和自身平台的培育做好传播渠道维护。

In the context of media change, more attention should be paid to meet the needs of the audiences in corporate brand publicity. In order to link up audience＇s information needs on the one hand and their interests on the other, ＂human temperature＂ needs to be attached to the ＂rigidity＂ of news to bring life to it, finding the greatest common divisor for the common concerns in content selection, telling stories with human temperature in expression mode, shaping the image with a soul, presenting scene- linked news, enhancing the interaction with the audience for a better audience loyalty, all in good time. In propaganda, the mindset of ＂accomplishment show＂ should be replaced by that of ＂demand-to-meet. ＂ At the same time, the transmission channels should be well maintained by taking into consideration audience perspective, fostering the third-party opinion leaders, and strengthening platform construction.