What Is Strategic Media Planning?

This book is about media strategic planning, the nature and role of media strategic planning, the processes involved in media strategic planning, how to interpret and evaluate media strategies, how to implement media strategies, the relationship between media leaders and media strategic planning, and The realm of strategic planning, the possible errors of media strategic planning, how to avoid the errors of media strategic planning, how to carry out the feedback and adjustment of strategic planning, etc. Theoretical demonstrations are given, and the methods and operating methods for achieving the strategic goals of media are given. .

Media strategy planning

Author:

In order to comprehensively enhance the comprehensive strength of Chinese media, accelerate the pace of Chinese media to surpass the advanced world level, create an environment of domestic and foreign public opinion suitable for China's peaceful development, and maintain the coordinated and harmonious development of media and politics, economy, culture and society, Under the reality that Western media dominates world opinion, more Chinese voices can be heard. Chinese media need to make scientific planning and decision-making from a strategic perspective.

Based on the analysis of the current state of Chinese media, this book puts forward the core arguments for strategic planning for media development. The science of planning can be applied to the planning of Chinese media, and through the introduction and analysis of individual cases, it proves that this method is effective.

It is not uncommon for the media to conduct strategic planning research and carry out practical explorations, but systematic and in-depth research and exploration work is not enough. Relying on the theory of planning science and other related theories in philosophy, history, sociology, management, art, science, etc., to explore and build the theoretical framework of Chinese media planning and find a path to practice, is still an Pioneering and pioneering work.

There are many factors involved in media strategy planning. In addition, the objective situation of each media is different. Therefore, media strategy planning must start from reality. A comprehensive and accurate understanding of each planning body is the prerequisite and basis for ensuring that the planning plan is scientific and feasible. This book analyzes different types of representative media in a case-by-case manner, and it has a theoretical supporting function and a practical supporting function. ^[1]

Li Jianxin, Professor of the Department of Journalism, School of Film and Television, Shanghai University, Postdoctoral in Journalism and Communication, Doctor of Education, Master of Philosophy, Bachelor of Science in Science and Engineering. He has worked in journalism and publicity and teaching in colleges and universities. He has also worked as a station correspondent and reporter for several national media, and has served as the media's executive editor and deputy editor. Always be at the forefront of journalism, publishing, and education. Use complex and extensive knowledge to explore and explore the true essence of journalism and communication. Published more than 200 articles in various newspapers and magazines such as People's Daily, China Today, and China Reform Newspaper, and published papers in journals such as News Front, News and Writing, and Journal of Editing 60 The rest; published 3 monographs. He has undertaken cooperative research on national, provincial and ministerial scientific research projects; he has received awards of different levels and types for more than 50 times.

Chapter 1 Analysis of the Current Situation of Chinese Media

Section 1 Media Development Diversifies

The audience's needs have changed

Section 3 More and more foreign martyrs

Section 4 Speeds Up Media Reform

Chapter II Media Strategy Planning Is the Foundation of Media Development

Section 1 Planning and Features

Section II The Nature and Role of Media Strategy Planning

Section 3 Principles of Media Strategy Planning

Case 4: Evaluation and Analysis of Global Times Strategic Planning

Chapter III The Process of Media Strategy Planning

The first section understands the intention of the planning subject

Section 2 Collecting and Analyzing Related Information

Section 3 Analysis and Planning Environment

Section 4 Conception of Planning Scheme

Section 5 Selection and Implementation of Planning Schemes

Section 6 Feedback Adjustments in the Planning Process

Section VII Case: Review of Strategic Planning for Reader

Section VIII Information Borrowing in CNN Strategic Planning

Chapter 4 Interpretation and Evaluation of Media Strategic Planning

Section 1 Diversity of Media Strategy Planning

Section 2 Media Strategy Planning's Implications for the Future

Section 3 Methods for Evaluation and Analysis of Media Strategic Planning

Case 4: Evaluation and Analysis of Media Management Strategy of Guangzhou Daily Group

Chapter V Media Leadership and Media Strategy Planning

Section 1 Media leaders have the power to transform strategic planning into strategic decision-making

Section 2 The Qualities and Working Methods of Media Leaders

Section 3 Media Leadership is the Chief Strategic Planner for Media

Section 4 Interpreter of Media Strategic Decision ConceptTOM · COM's Leader

Chapter VI Implementation of Media Strategy

Section 1 Media Strategy Implementation is a Process of Re-Creation

Section 3 Organization is the guarantee of the implementation of media strategy

Section 4 Talent is the foundation of the implementation of media strategy

Section V Corporate Culture is the Internal Motive Force for the Implementation of Media Strategy

Section 6 Case Study: Corporate Culture Enhances Corporate Branding-Shanxi Fenjiu Group's Successful Plan to Build a Brand by Culture

Chapter VII Four Realms of Media Strategic Planning

Section 1 Historical Realm

The realm of science

Section III Artistic Realm

Section 4 Philosophical Realm

Case 5: Comment on the Strategic Planning of the Beijing News

Chapter VIII Mistakes in Media Strategy Planning and Their Overcoming

Section 1 Subjective Reasons for Mistakes in Media Strategic Planning

Section 2 Media strategy planning is difficult to achieve perfection

Section 3 Some people have a misunderstanding of media strategic planning

Section 4 Main Methods to Avoid Mistakes in Media Strategy Planning

Section V. Understanding Is More Important Than Action

Case 6: Strategic Analysis of National Geographic Magazine

Chapter IX Development Strategy of World-renowned Media Groups

Section A. AOL Time Warner

Section 2 The Walt Disney Company

Section 3 Viacom Group

Section 4 Vivendi Universal

Section 5 Bertelsmann Group

Section 6 News Corporation

Section Reuters Group (Reuters)

Section 8 British Broadcasting Corporation (BBC)

Ninth Festival Ben Broadcast Association (Nippon Hoso Kyokai)

Section 10 Pearson PLC

Chapter X Brief Introduction to World Famous Planning Institutions

Section RAND Corporation

Section 2 Stanford International Consulting Institute

Section III Swedish Lund Research Policy Institute

Section 4 International Institute for Applied System Analysis

Section 5 Nomura Research Institute

Sixth Festival Comprehensive Research and Development Institution

Section VII German Institute of Systems Engineering and Technology Innovation

American Brookings Institution

Section 9 American Institute of Public Policy

Section X American Committee on Foreign Relations

Section XI Technical Consulting Center of the German Engineers Association

Section 12 Singapore National Economic Council

Section 13 Club of Rome

Section 14 Comprehensive Development Research Institute (Shenzhen, China)

McKinsey & Company

Section 16 World Federation of Business Planners (WBSA)