【摘要】 探讨无偿献血跨省稀有血型调剂的媒体宣传策略和技巧,正面应对并引导舆论导向,促进无偿献血工作的开展。通过近期两例跨省调血的实例,对媒体宣传工作进行分析和总结。本次宣传共计在纸媒发表报道19篇,在广播中发布报道2篇,在电视上发布报道9篇,其中CCTV-13新闻频道大篇幅报道了p型血跨省调血事件全过程。应对跨省调血事件时,除前期做好调研工作外,还要根据实际情况分析媒体所关心的新闻点,抓住不同层面的群众,让无偿献血无私奉献的正能量深入宣传对象心中,潜移默化宣传无偿献血。更多还原

【Abstract】 This paper aims to explore promotion strategies and skills in emergent interprovincial rare blood transfer maneuver,in order to directly address,positively cope with and guide the direction of public opinions. According to two cases of emergent interprovincial blood maneuver,the media response was analyzed and summarized. Nineteen reports were published on paper media,two reports in broadcast and nine reports on television. CCTV-13 news channel reported the whole process of the interprovincial maneuver. To attract different level of the masses,media needs not only to do prior research work,but also to analyze press concern in accordance with the actual situation. Public opinions can be unconsciously influenced by the positive energy from selfless dedication and can foster a positive attitude towards participation in voluntary blood donation.更多还原