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构建科学明晰、管理高效的内部宣传管理体系,对于提升广播电视宣传水平、扩大其对外影响力和品牌知名度,具有举足轻重的作用。社会转型及技术变革、媒体格局的深刻变化,对宣传管理提出新的挑战。广电播出机构内部管理思想观念不适应、体制机制滞后等问题较突出。管理要有新思路、新手段、新措施,实行全面管理、全程管理、全媒体管理。理顺体制,实现内部管理创新的目标与方向,为媒体创造良好的发展环境。
Constructing a scientific and clear internal management system with high management efficiency plays a decisive role in raising the publicity level of radio and television and expanding its external influence and brand awareness. Social transformation and technological change, profound changes in the media landscape, and posed new challenges to propaganda and management. Radio and television broadcasting agencies not suited to the concept of internal management, institutional mechanisms lag and other issues more prominent. Management should have new ideas, new methods, new measures, the implementation of a comprehensive management, full management, all media management. Rationalize the system, achieve the goals and direction of internal management innovation, and create a favorable environment for the development of the media.