Core Viewpoint - State-owned coal enterprises are at a critical stage of transitioning from traditional energy production to green and intelligent operations, necessitating an effective communication strategy to align internal and external perceptions of their strategic direction [2][5]. Group 1: Existing Issues in Communication - Content production faces a "supply-demand mismatch" and a lack of diversity, focusing excessively on conventional themes like safety production while neglecting engaging topics such as smart mining and employee growth stories [3]. - The communication system is characterized by scattered channels and weak operations, relying heavily on internal networks and lacking effective engagement on new media platforms, resulting in limited outreach and interaction [3]. - Evaluation of communication effectiveness is inadequate, with a focus on "publication quantity" rather than broader metrics like readership, shares, and employee satisfaction, leading to a lack of comprehensive feedback [3]. Group 2: Paths for Improvement - Content production should establish a "three-dimensional driving" system, focusing on core strategies like green transformation and smart mining, utilizing immersive formats such as micro-documentaries to enhance engagement [4]. - The communication system needs to create a "layered collaboration" matrix, utilizing internal platforms for employee engagement and partnering with mainstream media for external outreach, ensuring a cohesive message across channels [4]. - Evaluation mechanisms should incorporate both quantitative and qualitative metrics, including readership and interaction rates, alongside employee satisfaction surveys, to facilitate ongoing strategy optimization [4]. Group 3: Conclusion - The communication efforts of state-owned coal enterprises are not merely superficial but serve as a "soft power engine" for transformation, enhancing internal consensus and driving high-quality development through coordinated optimization of content, communication, and evaluation [5].