Core Viewpoint - The promotional work of state-owned coal enterprises is undergoing significant changes due to the digital transformation and media convergence, necessitating a shift from traditional one-way communication to a more interactive and effective communication strategy that leverages new technologies and platforms [1][2]. Group 1: Innovation in Promotional Concepts - The promotional strategy should adopt a user-oriented approach, focusing on audience segmentation and customizing communication based on their preferences and needs [3]. - Emphasizing interactive communication is crucial, requiring the establishment of two-way communication mechanisms to engage users actively [4]. - A data-driven mindset is essential for enhancing the precision of promotional efforts, necessitating a comprehensive data monitoring system to analyze user behavior and content effectiveness [5]. Group 2: Innovation in Promotional Methods - Expanding a diversified new media platform matrix is necessary for comprehensive coverage of promotional channels, integrating mainstream social media, industry-specific platforms, and proprietary media [6][7]. - Creating distinctive content formats is vital for improving the effectiveness of new media communication, including immersive experiences and educational content tailored to the industry [8]. - Implementing integrated promotional activities is important for maximizing communication effects, involving thematic campaigns, public education initiatives, and brand-building events [9]. Conclusion - The innovation in promotional work for state-owned coal enterprises requires systematic changes in content production, channel integration, and communication strategies, leveraging technology and optimizing models to enhance corporate social image and support sustainable development [10].