议题管理视角中的欧莱雅“中国青年女科学奖”公关传播策略分析

Analysis of the Public Communication Strategy From the Perspective of Issue Management A Case Study of L'Oreal's China Youth Women Scientist Award

欧莱雅公司举办的"中国青年女科学家奖"活动既得到了政府和相关机构的高度认可,也获得了媒体的广泛报道,引发了公众的积极关注和热烈讨论。良好的传播效果,离不开一定的公关传播策略。从议题管理的视角看,欧莱雅公司的做法有许多可圈可点之处。议题设置:通过公关调研找到准确的方向,然后以企业社会责任理念来提升议题的新闻价值;议题传播:既以活动本身为传播着力点吸引媒体的关注与报道,又利用新媒体平台积极主动传递品牌价值;与公众互动:通过微博与微信形成舆论场,营造良好的舆论氛围。

The ＂China Youth Women Scientist Award＂, held by L＇ Oreal Company, has been highly recognized by the government and relevant organizations, received extensive media reports, which has aroused public concern and heated discussion. Excellent communication effect is relevant to definite public communication strategy. From the perspective of issue management, the practice of L＇ Oreal company has a number of remarkable advantages. Issues setting： Finding the exact direction through the public investigations, and then enhancing the news＇ value of the issue based on corporates＇ social responsibility concept; Issue spread： Attracting attention and coverage of media based on the activities, and transmitting the brand value actively by new media platforms; Interaction with the public： Taking full advantage of microblog and WeChat to form public opinion field and create a good atmosphere of public opinion.