农业科研院所提升宣传内生动力路径研究——以江苏省农业科学院为例

Research on the Path of Promoting Endogenous Power of Propaganda in Agricultural Research Institutes,A Case Study of Jiangsu Academy of Agricultural Sciences

提升宣传内生动力是推动农业科研院所事业高质量发展的重要基础。文章以江苏省农业科学院为例,深入分析了当前宣传内生动力不足的主要原因,从提升宣传重视程度、构建“全链条式”传播体系、形成“三新”宣传思维、打造“哑铃型”宣传梯队、提升“流量科学家”话语权和创设双重奖励形式等方面提出了提升宣传内生动力的有效路径,并介绍了建院90周年之际针对提升宣传内生动力开展的相关实践探索,以期为农业科研院所高质量发展提供借鉴参考。

Improving the endogenous power of propaganda is an important basis for promoting the high quality development of agricultural research institutes. Taking Jiangsu Academy of Agricultural Sciences as an example, main reasons for lacking of endogenous power of current propaganda were deeply analyzed in the paper. Ways to enhance the endogenous power of propaganda were put forward from the aspects of raising awareness of publicity, building a "full chain" communication system, forming the "three new" propaganda concept, creating a "dumbbell-shaped" publicity echelon, improving the discourse power of "traffic scientists" and creating a double reward format. Practice and exploration were taken at the relevant activities of the 90th anniversary of the founding of the academy. This will provide reference for the high quality development of agricultural research institutes.