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随着中国日益走向世界,公共外交也愈显重要,而利用重大事件作为公共外交的抓手,往往能收事半功倍之效。如果在公共外交中能遵循传播规律,利用企业整合营销概念中的精髓思想,则可以使公共外交更为高效。上海世博会举办前一年多就启动、历时整整15个月的“世界百位名人谈上海世博”活动的成功就是一个典型案例,它对我们目前的外宣工作和新闻传播都是一个示范。
As China moves increasingly toward the world, public diplomacy becomes more and more important. However, using major events as the starting point for public diplomacy often results in more effective administration. Public Diplomacy can be made more efficient by following the rules of communication in public diplomacy and leveraging the essence of the concept of integrated marketing in the enterprise. The successful launch of the “World’s 100 Celebrities on the Shanghai World Expo” lasted for 15 months starting from the previous year when the Shanghai World Expo was held was a typical example. It is a demonstration of our current outreach work and news dissemination .