在数字化时代全媒体的发展趋势下，传播生态出现了新的变化和发展趋势，传播生态的变革带来了新闻发布制度的创新。本研究综合国内外在当今风险社会里传播新形态的分析，归纳新闻发布自传统走向新业态的趋势特点、全媒体时代的传播新业态，以及受众特征的变化。研究通过对国内外不同新闻发布媒体机构所做的新闻实例、新技术手段等进行具体分析，以案例深入剖析新闻发布内容主题、信息形式与发布设计、新闻发言人形象，以及与受众的联系反馈等方面的应对变革，以更好地把握全球传播生态下的新机遇和挑战，理解传媒产业变革对新闻发布模式的改变，揭示新闻业在数字化时代的演变过程。
With the development of “omnimedia” in the digital age，the communication ecology has undergone new changes and development trends，leading to innovations in the press release system. Based on a comprehensive analysis of new forms of communication in today’s risk society at home and abroad，this study summarizes the shift of press releases from traditional to new formats while exploring new formats of communication in the omnimedia era and changes in audience demographics. By analyzing news cases and new technologies of different press release media at home and abroad，this study employs case studies to delve into the subjects，forms，designs，and spokesperson images of press releases，as well as changes in responding to contact by and feedback from the audience. In this way，we hope to better grasp the new opportunities and challenges presented by the global communication ecosystem，understand how the transformation of the media industry changes press release modes，and reveal the evolution of journalism in the digital age.
| Keywords： | Technological InnovationOmnimedia EraPress Release SystemNew Formats of CommunicationPress Spokesperson |
