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Reporter: Many people are not very familiar with the process and background of the China Chemical News Council. Can you give a brief introduction?
Hao Changjiang: For a long time, China Chemical Industry, as an important media industry, has played an important role in the dissemination of corporate information. However, traditional information dissemination methods have always had two defects: First, one-way collection of corporate information and lack of interaction. Second, the random release of information is not systematic. In particular, the latter, resulting in the newspaper can not be a good reflection of today's industry structure with large enterprises as the center link. The council is the inevitable result of media marketization reform. Traveling abroad earlier, many of their media information agencies are invested by large companies and serve the government, social institutions and enterprises in this form. In China, the direct investment of enterprises in the newspaper industry has just begun trials, and it will take some time to truly achieve such a capital structure. As the carrier of media and enterprise interaction, the council is more suitable for today’s newspaper industry system.
Reporter: How do you visually depict the positioning of this council?
Hao Changjiang: Many forms of the board of directors have appeared in the domestic media circles many years ago. Many media have established boards of directors, and some have succeeded and failed. We conclude that the key to success or failure is to see if the organization can be useful to its members. Our position in the council is to build a useful platform for large companies in the industry. I refer here to three platforms. The first is the propaganda platform, through which the system's personalized propaganda reports are displayed on the platform to show the company's elegance; followed by the exchange platform, through which the newspapers urgently need the government's policy trends, the association’s industry guidance, and experts. The theoretical discussions, peer experiences and lessons, and timely exchanges, as well as communication platforms, enable inter-firm communication, including communication among business leaders, to be conducted through a suitable platform. Through these three platforms, the interaction of information, the exchange of ideas, and the communication between people are realized. Only through systematic communication and communication can we eliminate information blind spots, improve the efficiency of decision-making, and enable enterprises to obtain real benefits.
Reporter: What does the establishment of the council mean for the media itself?
Hao Changjiang: The founding of the council brought a fundamental change to the idea of ​​running a newspaper. In the past, or until now, many Chinese media are still self-centered. Many of the articles published in the newspapers are actually written for themselves and written to the competent authorities of the media and peers. Companies are often not interested in this. Some of the opinions published in the newspapers seem to be very creative, but companies do not take it for granted. The newspapers under the guidance of this idea can not meet the needs of enterprises for information. In order to meet the needs of the market and adapt to the needs of enterprises, newspapers must transfer the center of running newspapers to the opposite bank, that is, transfer to enterprises and transfer resources to newspapers. This is the concept of resource center. The establishment of the council is an important measure for newspapers to move from a media center to a resource center.
Reporter: Most companies participating in the council are leading companies in the industry. The newspapers have strengthened services for these companies within the framework of the council's charter. This raises concerns: Will tens of thousands of SMEs be forgotten by the newspaper? ?
Hao Changjiang: In fact, this worry is not necessary. First of all, the service to large companies has been done in the past by newspapers. Now it is only systematized. Second, the past, present and future of publicity for SMEs is always an important part of the newspaper; otherwise, it cannot reflect the Chinese chemical industry. The real picture. In fact, because of the important position of large companies in the industrial chain and supply chain, services for large companies are also in the interest of small and medium-sized enterprises. Small and medium-sized enterprises are generally concerned about the dynamics of large enterprises. Therefore, there is no service only for large enterprises. Maintaining the integrity of information has always been the direction of this newspaper's efforts. After the establishment of the China Chemical Daily, large companies and small and medium-sized enterprises will receive better information services. The scale of enterprises is different, but the personality of enterprises is absolutely fair. We respect and serve all industry enterprises.
Reporter: The establishment of the council is a major change for the newspaper company and an adjustment of the industry's information dissemination model. However, people may have such a concern: Will the company lose control of the media after it enters the media council? Or does the company use the identity of the council to influence the media to send out some misleading information, so as to seek some extra benefits for the company?
Hao Changjiang: The statute of the council stipulates that the council and its members do not interfere with the normal coverage of newspapers. Many large companies have repeatedly stressed this point. They pointed out that the reason why they are willing to join the council is that it is very important to look at China’s “first-hand information, third-party stance†consistent practice, and appreciate this newspaper’s observation, advancement, and guidance of the chemical industry from an objective and neutral perspective. Industry's newspaper running concept. In this regard, the council not only does not interfere with the position held by the newspaper itself, but also supports the newspaper to examine the phenomenon of the industry from an independent standpoint. Newspapers will not be attached to any business.
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Information Communication, Interactive Media, and Cooperation for a Win-Win:——An Interview with Hao Changjiang, the First Chairman of the Board of China Chemical Industry and President of China Chemical News
On October 24, 2005, China Chemical News and many leading companies in the industry announced that they had formed a strategic alliance and established the “China Chemical News†council. The Council is commonplace in the media industry and belongs to a somewhat traditional concept. Then, what kind of fresh content will be given to this concept that is no longer fresh in China Chemical News? Through this platform, the newspaper will integrate information resources in the chemical industry. The first chairman of the board of the China Chemical News and director of the China Chemical News Agency, Hao Changjiang, elaborated on relevant issues.