当下,传统媒体受到的挑战越来越多,策划社会活动成为其提升影响力的重要法宝之一。传统媒体办社会活动的作用提升品牌影响力。举办社会活动,有利于树立媒体的形象,提升媒体的品牌影响力。近年来,宁波晚报举办的社会活动都致力于引导向善的力量。2007年,宁波晚报推出了社会活动——高考爱心直通车,募集出租车和私家车,将赶考困难的考生送至考场,此活动已经持续6年。同时,宁波晚报还推出了“一元钱慈善家”、“关爱小候鸟”等诸多社会活动,一系列“有爱”的活动,塑造了该媒体“有温度的报纸”的形象。增加媒体与受众黏合度。社会活动具 At present, the traditional media are more and more challenged, planning social activities as one of the important magic weapons to enhance its influence. The role of traditional media in social activities enhances brand influence. Organizing social activities helps establish the image of the media and enhance the media’s brand influence. In recent years, the social activities organized by Ningbo Evening Post are all devoted to guiding the good power. In 2007, Ningbo Evening News launched a social activity - caring college entrance examination through train, raising taxis and private cars, the exam candidates will be sent to the examination room, this activity has lasted 6 years. At the same time, Ningbo Evening News also launched a series of activities such as “One Dollar Philanthropist”, “Caring for Migratory Birds”, and a series of “love” activities, shaping the media “newspaper with temperature ”image of. Increase media and audience adhesion. Social activities with