The Influence of New Media on the Work of Publicity in University and its Countermeasures

New media shares the characteristics of strong interaction, rapid spreading, rich content, open and pluralism, which provides both chances and challenges for university publicity. To further improve its function in university publicity and promote pertinence and effectiveness of ideological and political work, university should renew publicity concept, strengthen the construction of staff ranks, innovate publicity work contents and forms, establish and perfect long-term mechanism of publicity work.