Communication Strategies of Public Service Advertisement in New Media Environment

Under the new media environment, the communication strategies of public service advertisements include determining communication objectives, determining target audiences, creating high-quality content, selecting appropriate communication channels, making content distribution plans, and constantly learning and innovating.

Determine the communication goal: define your communication goal, which is to promote the brand, promote the products and educate the audience. Clear goals help you plan and implement communication strategies.

Identify your target audience: It is very important to know your target audience. Understand their interests, needs and behaviors, so that you can provide targeted content and choose appropriate communication channels.

Create high-quality content: High-quality content is the key to new media communication. Make sure your content is novel, interesting, valuable and relevant to your target audience. Diversified content forms, such as articles, pictures, videos, live broadcasts, etc. , can increase the attraction.

Choose the right communication channel: Choose the right communication channel according to your target audience and content type. Common new media platforms include WeChat, Weibo, Tik Tok and Xiaohongshu. By understanding the characteristics and user groups of each platform, choose the communication channel that suits you best.

Make a content distribution plan: make a content distribution plan to ensure that you can publish content regularly and rhythmically. This can help you maintain continuous attention and interaction and establish communication with the audience.

Continuous learning and innovation: New media is a constantly changing and developing field. Keep the spirit of continuous learning and innovation and know the latest trends, technologies and tools, so that you can provide competitive communication content.

Characteristics of new media

(A) the media personalized prominent

Due to technical reasons, the media in the past were almost all popular. However, new media can be geared to more subdivided audiences and individuals, and individuals can customize their own news through new media. In other words, the combination of information and content that each new media audience finally receives can be the same or completely different. This is very different from the traditional media audience who can only passively read or watch indistinguishable content.

(b) Increased audience selectivity

Technically speaking, in the new media, everyone can receive information, and everyone can also act as an information publisher. Users can watch TV programs and play music at the same time, and also participate in program voting and information retrieval. This breaks the restriction that only news organizations can publish news, and fully meets the segmentation needs of information consumers. Different from the "dominant audience" of traditional media, new media is "audience-oriented". The audience has greater choices, can read freely, and can amplify information.

(c) Different forms of expression

The new media has various forms and rich expression processes, which can integrate words, audio and pictures, so that the content can expand infinitely in an instant, thus making the content a "living thing". Theoretically, as long as the computer conditions are met, a new media can meet the information storage needs of the whole world. In addition to its large capacity, new media also has the characteristics of "easy retrieval", which can store content at any time, and it is very convenient to find previous content and related content.