摘要:没有哪一种单一的沟通方法可以充分达成举办一届成功世博会的目标。每一种现代的全球沟通方法——外交、电视、网络、广告、赞助、媒体关系、品牌建设和特殊活动——必须被娴熟地整合使用以赢得世界和中国国内的目标受众。在认识到一份有效的沟通计划同时其本身也是一份推介计划,反之亦然的情况下,上海世博会组织者将会使用沟通和推介的整合要素来开展各项活动。尽管沟通与推介计划的目标是相互依赖,彼此关联的,他们的目标受众却是不同的,因此他们的目标也是不同的。
No single means of communications can sufficiently achieve the goal of a successful Expo. Every means of modern global communication – diplomacy, television, the Internet, advertising, sponsorships, media relations, brand building and special events – should all be utilized skillfully to reach the world and Chinese domestic audiences. In recognizing that an effective communication campaign is in itself a promotional campaign and vice versa, the Organizer will invest in campaigns of direct outreach integrating elements of both communications and promotion. While goals of the communication and promotion campaigns are interdependent and interrelated, their target audience is different and hence their objectives are different.