General Secretary Xi Jinping pointed out: "The integrated development of the media is not only a matter of news units, but it is necessary to transform the institutional advantages of social ideological and cultural public resources, social governance big data, and policy-making power that we have mastered into comprehensive advantages in consolidating and strengthening mainstream ideology and public opinion." "General Secretary Xi Jinping's instructions emphasize the importance of media convergence and development. The construction of financial media centers by enterprises and institutions is to give full play to their own advantages, integrate resources such as social ideological and cultural public resources, social governance big data, and policy-making rights, form comprehensive advantages, and consolidate and strengthen the influence of mainstream ideology and public opinion. As an important part of society, enterprises and institutions need to actively participate in the process of media integration and development, and make greater contributions to promoting the development and progress of the country. From the perspective of exploring the construction path of the financial media center, this paper analyzes the role of the self-run TV station (financial media audio-video collection, editing and broadcasting center), Douyin, official account and other teams in the construction of the financial media center, the specific methods of the construction path and the bottlenecks that may be encountered, in order to provide some reference significance for the construction of the financial media center of enterprises and institutions.
The importance of the construction of media integration centers in enterprises and institutions
The construction of media integration centers of enterprises and institutions is an important position for disseminating the culture of enterprises and institutions and the mainstream ideology and public opinion of the country. With the advent of the new media era, enterprises and institutions need to pay more attention to the application of new media, so as to improve the image and influence of enterprises and institutions, enhance the cohesion and sense of belonging of internal employees, and also need to convey the mainstream ideas and policies of the country, guide the direction of public opinion, and promote the harmony and stability of the unit and society. In order to better adapt to the current development trend of the information age, many enterprises and institutions have begun to build financial media centers, which is of great significance. Specifically:
1. The construction of a financial media center can realize the integration and optimization of media resources. At present, enterprises and institutions need to use a variety of media resources, such as television, radio, newspapers, magazines, and the Internet, if they want to achieve all-round, multi-level and multi-channel information dissemination. The construction of the financial media center can integrate these media resources, realize the sharing of resources, and improve the efficiency and influence of information dissemination. For example, the Propaganda Department of the Party Committee of Henan Kaifeng Institute of Science and Technology Media took the lead in integrating resources and establishing a financial media center, leading the direction of news and publicity work in colleges and universities in the province. This move has fundamentally changed the situation of "each performing its own duties" in the past, realized the "joint attack", and created a large propaganda pattern of "one game of chess for the whole hospital". At the same time, the college adheres to the basic principle of "setting up a platform according to the needs of teachers and students and other audiences, and implementing the ideological and political education work to relevant places", actively planning and coordinating, and continuously promoting the construction of various mainstream campus propaganda media positions with the purpose of serving the service center and the overall situation. In recent years, based on the "1+N" platform, the college has continued to improve the construction of the news and publicity work matrix and promote the continuous breakthrough of publicity effect. Among them, "1" refers to the establishment of the financial media center of Henan Kaifeng University of Science and Technology Media; "N" stands for the growing number of publicity and reporting platforms, and more than 20 platforms are now established and operated. At present, the college has initially realized the overall planning, content sharing and focus delivery of the work process.
2. The construction of financial media center can improve the brand image and social awareness of enterprises and institutions. In the information age, the image and popularity of enterprises and institutions are very important for their development. The construction of the financial media center can spread the advantages and characteristics of enterprises and institutions through a variety of media, form a brand effect and reputation effect, and improve the visibility and reputation of enterprises and institutions. In order to protect, inherit and promote the culture of the Yellow River, the TV studio actively combines external resources, gathers advantages, and participates in the production of a number of literary and artistic works to meet the audience. With multiple themes, the story of the Yellow River is told with heart and affection, showing the endogenous power of the unit's self-run TV station to promote local cultural and economic and social development and the firm position of adhering to the correct guidance of public opinion.
3. The construction of a financial media center can improve the crisis public relations ability of enterprises and institutions. In the operation or daily work of enterprises and institutions, it is inevitable to encounter various crisis events and public relations challenges. The construction of the financial media center can produce work-related videos or reports, and carry out online communication and learning, so as to strengthen the staff's ability to predict and deal with various crisis events, and continuously improve the social image of the unit. For example, the Rong Media Center of the Henan Provincial Law Society insists on creating and improving in "integration", and the original video "Do you think you won't be deceived if you don't have money? "The original version of the rule of law", etc., and the short videos produced for law popularization, such as "Is Gambling Debt a Joint Debt of Husband and Wife", "Mainland's Standards for Filing Cases of Disappearances", "Why is the Protagonist in 'Disappearing She' in a Hurry to File a Case", etc., not only improves the effectiveness of legal popularization publicity, but also enhances the ability to think and deal with practical problems faced in work to a certain extent.
4. The construction of financial media centers can promote the development of enterprises and institutions in the direction of informatization, digitalization and intelligence. The construction of the financial media center needs to rely on advanced information technology and management means, which has a positive role in promoting the information management level of enterprises and institutions. "Henan Smart Party Building and Financial Media Center", based on the "5G Smart Party Building Learning Hall (Wall)", uses the rich media platform resources of the Smart Party Building and Financial Media Center and the strong production team of Henan Radio and Television to produce audio and video in several sections such as "Party Building Culture", "Civilization Creation", "Party History Learning", "Theoretical Research" and "Party Style and Clean Government", helping party organizations solve difficult problems in the practical work of party building from a multi-dimensional perspective, and improving the digital intelligence and mobile characteristics of party building management. It not only strengthens the effectiveness of the party building work, but also promotes the efficient operation of the work of the party organization on the "full intelligent track".
Strengthen the construction of self-run television stations (integrated media audio and video collection, editing and broadcasting centers).
General Secretary Xi Jinping stressed that it is necessary to pay close attention to the top-level design, create a new communication platform, build a new type of mainstream media, expand the territory of mainstream value influence, and let the party's voice spread more openly, more widely and more deeply. The self-run television station is the "microphone and loudspeaker" under the direct leadership of the party committee of the unit, and constantly disseminates and establishes the mainstream ideology and correct public opinion orientation in today's society, directly guides the ideological direction of the unit's staff, disseminates correct values and world outlook, and promotes the cultural construction and development of the unit. Therefore, the unit should make full use of the platform of the unit's own TV station (media audio and video collection, editing and broadcasting center) to provide better spiritual food for employees and provide publicity support for the development and progress of various undertakings of the unit.
The self-run TV station is more like a media "central kitchen", it has a more complete set of audio and video acquisition, editing and broadcasting equipment and places, such as different types of studios, lighting, audio and video collection and production equipment, etc., which can provide video content production at any time for the company's official account, Douyin account, and Weibo account, and can also use the audio and video column as a "public material" for shared reproduction and broadcast on various media platforms of the unit, so as to improve the extensiveness of the external image of enterprises and institutions. The column setting of self-run TV stations (integrated media audio and video collection, editing and broadcasting centers) should be classified according to the characteristics of the enterprise and the needs of personnel. Generally speaking, it can be divided into news and information, culture and entertainment, special interviews, personnel life and other sections. Among them, the news and information sector should be the focus of self-run TV stations, which can transmit important information and dynamics of the unit in a timely manner through two ways: external disclosure (Internet communication) and internal closed-loop (community closed-circuit television of large units).
In addition, the content of the column should be practical and innovative. In the news section, important events and information within the unit should be broadcast, and industry trends and current affairs at home and abroad should also be paid attention to. In the cultural and entertainment section, some beneficial cultural programs and entertainment programs can be played to relieve the work pressure of the employees of the unit. In the special interview section, some industry experts and executives (leaders) can be invited to conduct interviews to provide useful references for unit management and decision-making. In the employee life section, you can pay attention to the daily life and work of the unit personnel, and make some practical life knowledge, office skills, business training and other content.
For example, the short video "South of the Cultural River" carefully produced by the Party Innovation Theory Education and Communication Center of the Propaganda Department of the Henan Provincial Party Committee of the Communist Party of China captures the unique charm and profound connotation of Henan culture with affectionate and warm lens language. In the production process, they are not only committed to presenting the rich diversity of Henan culture, but also pay special attention to conveying its profound ideological connotation and historical value. In order to better interpret and present Henan culture, the Propaganda Department of the Henan Provincial Committee of the Communist Party of China has specially hired authoritative experts from the Henan Academy of Social Sciences, who have made an in-depth interpretation of all aspects of Henan culture with solid academic skills and keen cultural insight. These interpretations not only help people better understand and appreciate Henan culture, but also promote Henan culture to a wider audience. After being broadcast on the learning power platform, it quickly won the love and pursuit of the majority of netizens. Netizens left messages and likes, saying that through this video, they have an in-depth understanding of the profound heritage and unique charm of Henan culture, and also feel the determination and efforts of the Propaganda Department of the Henan Provincial Committee of the Communist Party of China to inherit and promote Henan culture with all their hearts and souls.
In addition, the TV station of Communication University of China is also a learning benchmark for many brother colleges and universities to learn from the media. As the main body of the school's practical teaching sharing system, the Communication University of China Convergence Media Center (Taiwan) is not only a practice platform for the school's general education, but also a professional practice base for cultivating high-quality media elites with a solid foundation, including two platforms: basic training and professional productive training. In addition, the professional production training and teaching platform is located in the TV station building of the China Media Institute, which provides the center (station) with the service of "facing the whole school, integrating the industry, open and sharing", the production of distinctive media professional internship courses and internship content, and the comprehensive dissemination of the program is completed by the network infrastructure, so as to achieve the purpose of resource sharing and complementarity.
The WeChat public account and Douyin account are operated to increase the hard core power of the financial media center
The modern integrated media communication path should be a chain operation system of "one central all-media production, multi-party adoption, and matrix communication". First of all, the WeChat public account is one of the important platforms in the construction of the media center. For enterprises, the WeChat official account can provide online publicity, brand promotion, event registration, product sales and other functions for enterprises. At the same time, the official account can also provide enterprises and institutions with fan management, data analysis and other services to help enterprises and institutions better understand user needs and provide better services. For example, in 2022, Henan Tengfei Construction Engineering Group won the first prize of the official WeChat public account in the selection of the "First Henan Construction Industry Excellent WeChat Public Account" organized by the Henan Engineering Survey and Design Industry Association. The official WeChat public account of Henan Tengfei Construction Engineering Group has more than 17,000 fixed subscribers, which is an important carrier of Tengfei Construction Engineering Group's external publicity. Over the years, the official account has been in operation, covering a variety of integrated media information dissemination forms such as group strategy, important news, project publicity, style display, and cultural construction.
Secondly, in order to strengthen the cultural construction of relevant units in the construction industry, exchange information and publicity work experience, and improve the communication, guidance, influence and credibility of new media in the construction industry, Douyin is an emerging platform in the construction of a media center. Due to the openness and interactivity of Douyin, through the Douyin platform, enterprises and institutions can achieve the effect of short and fast video communication, attracting the attention and participation of more young users. For example, Nanyang Daily further promotes the integrated development of media, makes every effort to build an all-media communication matrix, strives to expand and strengthen mainstream public opinion, and gathers strong positive energy for Nanyang's high-quality construction of a provincial sub-central city. Nanyang Daily's Nanyang Network actively lays out short video operations, explores new paths for financial media, and establishes and develops Nanyang.com's Douyin account. At present, the number of fans of Nanyang.com's Douyin account has quickly exceeded more than 16 million from more than 10,000 people, and the account has become the first in the quality and influence of fans in Nanyang City, and it is also the second large-scale Douyin account in Henan Province.
Talents, technology, resources, and management conditions in the construction of the financial media center
The construction of the financial media center requires a professional, high-quality and creative talent team, including news editors, reporters, visual post-production and other professional talents. It is necessary to intensify the introduction of talents, appropriately break the bottleneck of the restriction of high academic qualifications for majors with strong practicality, and enrich the practical media talents such as broadcasting and hosting arts, radio and television editing and directing and production into the unit's financial media construction team. Secondly, the construction of the media center requires advanced technical equipment and technical means, including high-definition cameras, mobile phones with portable aerial photography or shooting-level cameras, VR/AR post-production technology and other technical means. In addition, the construction of the financial media center needs to have rich studio venues, technical information resources for program production in the film and television industry, and cooperation and communication resources with other units. The construction of the financial media center also needs to have a strict management system and management process to ensure that all work is carried out in an orderly manner.
Bottlenecks that may be encountered in the construction of financial media centers by enterprises and institutions
In the context of the current information-based and intelligent society, the construction and development of the financial media center has received more and more attention. However, in the actual construction process, it will inevitably encounter a series of bottlenecks, such as lack of content creation, non-standard platform management, and in-depth data analysis, which seriously affect the role and sustainable development of the financial media center.
First, build a robust content creation team. Content is the core competitiveness of the media center, which is directly related to user satisfaction and stickiness. Therefore, it is important to pay attention to cultivating a professional and efficient content creation team. This includes recruiting experienced professionals, strengthening internal training, improving the overall quality of employees, and developing incentives, such as setting up a reward system to encourage innovation and reward excellent works. Through these measures, the quality and enjoyment of content will be improved, and users will be provided with rich and valuable information.
Second, strengthen platform management. As a platform integrating information collection, editing, publishing and dissemination, the management level of the financial media center is directly related to its operational efficiency and service quality. Therefore, it is necessary to strengthen the management of the platform and standardize the use and maintenance of the platform. Specific measures include: improving the internal management system to ensure that all work is carried out in an orderly manner; Strengthen cyber security awareness and prevent cyber risks; Regularly maintain and upgrade the platform to improve system stability, compatibility, and user experience.
In addition, we will deeply explore the needs of employees and provide differentiated services. The development of the financial media center is inseparable from the active participation and contribution of employees, so it is necessary to pay attention to the needs of employees and provide differentiated services. This requires close communication between the center leaders and the staff to understand their actual needs. Enhance data analysis, including user behavior, browsing habits, feedback, etc. Through data analysis, we can gain insight into audience needs and behaviors, and provide scientific basis for column setting and content push. At the same time, it is necessary to pay attention to the dynamics of the industry and competitors to provide useful reference for the development of the center.
summary
The construction of media integration centers of enterprises and institutions is an important position for disseminating the culture of enterprises and institutions and the mainstream ideology and public opinion of the country. In the future construction process, we need to continue to broaden the construction path of the financial media center, make full use of the resources of mainstream media platforms, strengthen the types of self-created columns, establish a more complete content creation and production team, pay attention to platform management and audience data analysis of employees of enterprises and institutions, and provide strong financial media support for the development of enterprises and institutions.
(Author: Han Lei, Assistant Researcher, Institute of Journalism and Communication, Henan Academy of Social Sciences)
![#韩磊向天再借五百年[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)