Television External Publicity Strategy and Case Analysis

Author: Ren Jinzhou, Editor-in-Chief
Publisher:
Publish Date: 2003-02-01
Features: The book has the following characteristics:
1. During the preliminary planning and data integration process, we found that it is necessary to start with individual cases. Any theoretical research must be combined with practice, because practice is vivid and full of persuasiveness and verifiability. Therefore, nearly half of the book is dedicated to case studies, striving to create a response to theoretical discussions.
2. In the case studies, we adhere to the practice of "highlighting key points," consciously discarding some forms and focusing our attention and efforts on a few major and influential forms of external news promotion—special reports, large-scale special reports, news reports, and documentaries. These four program formats play a crucial role in external news promotion.
3. We adopt a comparative research method. When selecting cases, we pay attention to their comparative and differential aspects, including both important formats (e.g., documentaries) and special formats. The research methods of this book have the following characteristics: guided by the spirit of pragmatism, facing reality, based on reality, starting from actual practice, and using case analysis as the foundation to rise to theory, forming ideas and insights. In the research, we emphasize dialectical thinking, discard biased perspectives, and strive to provide a comprehensive and objective view of the research content.