当前我国电视公益广告状况分析--以中央电视台综合频道(CCTV-1)为例

电视公益广告具有强大的社会影响力,我国电视公益广告的现状,可从中央电视台管窥一斑.作为国家级电视台,中央电视台非常重视公益广告的制作和播出,其综合频道晚间黄金时段播放的电视公益广告占全部广告数量的11%,而播放时间占全部广告时间的22.75%,内容上以儿童教育、家庭伦理、和谐人际关系为主.总的说来,我国电视公益广告目前仍处于发展阶段,在内容、创意、播放时间和资金来源等方面还存在一些问题,但前景乐观.     

从思想政治教育传播角度探讨增强公益广告的实效性

通过概述带有思想政治教育传播性质的公益广告缺乏实效性的现状,挖掘其现象背后的原因,进而探讨增强其实效性的对策,对于深化公益广告在思想政治教育传播中的作用以及完善对公民进行的思想政治教育具有一定的参考意义.     

Digitalization in public relations—Changing competences: A longitudinal analysis of skills required in PR job ads

Digitalization has affected working practices in the field of public relations over the past two decades. Consequently, the skills and competences that are expected from public relations professionals are theorized to have undergone stark changes, with obvious implications for educators, role perceptions, and the professionals themselves. Job postings provide information about these changes by describing the skills employers expect and desire from applicants. To date, only a few studies have used this source of information, and these mostly concern the U.S. market using small samples of job postings. The purpose of this study is to enrich our understanding of how digitalization has impacted the skillsets required of public relations practitioners through the longitudinal automated semantic analysis of 62,391 public relations job postings published in Austria and Germany between 2015 and 2020. The analysis shows an increase in the number of hard skills demanded in PR in this region over the past five years. This change is particularly pronounced with respect to digital skills, thus underlining the importance of digitalization in public relations. The detailed and up-to-date findings describing what the job market is currently looking for and how it is changing will be useful for educators in developing and aligning PR curricula and advanced training programmes.