方志馆宣传工作提升策略研究

Promotion Strategies of Publicity Work in Local Chronicles Museum

加强方志馆宣传工作是发挥其公共文化服务能力的基础和前提。当前方志馆主要采取口头、出版物、网站、新媒体、展览等宣传手段。然而,方志馆宣传工作存在着缺乏专业宣传人员、宣传内容和形式的多样性有待提升、宣传受众面窄等问题。在今后方志馆宣传工作中,需要加强宣传队伍建设、细分宣传目标受众、创新宣传形式、丰富宣传内容、强化外部合作、借助名人效应,从而提升方志馆宣传工作的专业化、个性化、多样化和社会化,进而构建全方位宣传工作模式。

Strengthening the publicity work of local chronicles museum is the basis and precondition of exer- ting its public cultural service ability. At present, local chronicles museum mainly adopts oral, publication, website, new media, exhibition and other publicity ways. However, there are some problems in the publicity work of local chronicles museum such as lack of professional publicity personnel, the need to promote the diversity of publicity con- tents and forms as well as a narrow range of audience, in the future, it is necessary to strengthen publicity team con- struction, subdivide publicity target audience, innovate publicity forms, enrich publicity contents, strengthen external cooperation and resort to celebrity effect, thus enhancing the professionalization, individuation, diversification and so- cialization of the publicity work in local chronicles museum and then building an all - around mode of publicity work.