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热词推荐: 基础设施能源

中资能源企业澜湄传播现状、问题和对策建议

文章摘要

澜湄区域是中资能源企业投资建设“一带一路”项目的重点区域,区域舆论环境对于中资能源企业投资建设成效与企业对外传播形象有重要影响。本报告聚焦中资能源企业在老挝与缅甸两个国家的传播情况,重点梳理了老挝与缅甸区域内的重要媒体和第三方重点机构,结合老挝某水电站曾引发的舆情问题,剖析了中资能源企业澜湄区域传播的主要问题。报告指出,中资企业领导层、国际业务板块、新闻宣传岗位等不同层级不同领域的人员之间国际传播的意识差异明显,并且普遍缺乏与境外媒体和第三方机构打交道的经验,未能形成“海外媒体+第三方机构+自有社交媒体+关键意见领袖/智库”的传播矩阵。未来,中资能源企业在对外传播过程中需要进一步完善相关工作机制、明确宣传职责与范围。

Abstract

The Lancang and Mekong regions are the key regions for Chinese energy companies to invest in the “Belt and Road” projects,and the regional public opinion environment has an important impact on the effectiveness of Chinese energy companies’ investment and construction,as well as their international communication image. This report focuses on the communication situation of Chinese energy companies in Laos and Myanmar,highlights important media and third-party key organisations in Laos and Myanmar,and analyses the main problems of Chinese energy companies’ communication in the Lancang region in light of a public opinion issue triggered by a hydropower plant in Laos. The report points out that there are obvious differences in the awareness of international communication among different levels and fields of Chinese enterprises,such as leadership,international business segments and news propaganda positions,and they generally lack experience in dealing with overseas media and third-party organisations,failing to form a “communication matrix” of “overseas media + third-party organisations + own social media + key opinion leaders/think tanks”. It has failed to form a “overseas media + third-party organisations + own social media + key opinion leaders/think tanks” communication matrix. In the future,Chinese-funded energy enterprises need to further improve the relevant working mechanism and clarify the responsibilities and scope of publicity in the process of external communication.

作者简介
冯洁:冯洁,单位系南方电网数字传媒科技有限公司,主要研究方向为企业传播、国际传播。
姜黎:姜黎,单位系南方电网数字传媒科技有限公司,主要研究方向为企业传播、国际传播。
刘文慧:刘文慧,单位系南方电网数字传媒科技有限公司,主要研究方向为企业传播、国际传播。
蔡译萱:蔡译萱,单位系南方电网数字传媒科技有限公司,主要研究方向为企业传播、国际传播。
江涛:江涛,单位系南方电网数字传媒科技有限公司,主要研究方向为企业传播、国际传播。