On June 16th, the Digital Public Welfare Communication Innovation Development Forum and the 10th Anniversary Seminar on Creative Communication Management Practical Teaching at Peking University were held at Peking University. This event is an important measure taken by the School of Journalism and Communication to promote the digital reform of subject education and implement the strategic deployment of Peking University's "Subject Quality Year". Gao Jinmin, Deputy Director of the Economic Committee of the CPPCC Shenzhen Municipal Committee and Executive President of Shenzhen Haiwang Group Co., Ltd., Mo Kangsun, a well-known creative person, Huang Xiaochuan, Chairman of Dish Media Group, Huo Yan, Deputy Secretary General of China Advertising Association, Xu Cuifeng, President of Hong Kong Association of Public Relations Professionals, Li Ying, General Manager of Cooperative Development of Corporate Social Responsibility Department of Tiktok Group, Cao Lei, Head of ByteDance Massive Certification, Yousi, Head of Xiaohongshu Business Market, Wang Hu, Director of Beijing Xinmin Social Organization Capacity Building Promotion Center, Han Ying, Assistant Secretary General of Beijing Hanhong Charity Foundation, Ren Shaobo, Director of Brand Public Relations of Aiyou Charity Foundation, Department of Advertising and Media Economics, School of Journalism, Renmin University of China Professor Wang Shuliang, Director, Professor Liu Shuangzhou, Dean of School of Culture and Media, Central University of Finance and Economics, Professor Gao Lihua, Director of the Personnel Department of Beijing Technology and Business University, Professor Yu Jiutao, Dean of the School of Culture and Communication of Capital University of Economics and Business, Professor Fu Suiyan, Director of the Academic Affairs Department of Peking University, and more than 200 experts, scholars and project participants from different fields such as Internet platforms, public welfare organizations, marketing communication enterprises, colleges and universities gathered in Yanyuan to talk about the public welfare communication and talent training model in the digital era. The opening ceremony was presided over by Tang Jinnan, Secretary of the Party Committee of the School of Journalism and Communication at Peking University. In her speech, Fu Suiyan pointed out that in the process of innovative talent practice and curriculum deepening reform, the creative communication management practical teaching project is a unique existence. The project construction is "a lesson in ten years", closely adhering to the mission of new liberal arts construction, committed to collaborative innovation between industry, academia and research, and the digital transformation of news and communication education. By adopting the world's first "theory+practical" teaching model, a teaching practice system that integrates innovation, digitization, labor, and ideological and political education has been formed, providing an effective path for the development of news and communication education and even new liberal arts education. She looks forward to the attendees continuing to work together with Peking University in the future to build a highland for cultivating top talents in journalism. Li Ying said that Tiktok Group always hopes to create more long-term value for the society, which is its original intention to join the "Practical Teaching of Creative Communication Management" project. Since the cooperation, Tiktok has continued to apply digital marketing products, technologies and experience to course teaching, and explore the methodology of combining theoretical teaching with practice. In 2021, Tiktok will launch a public welfare platform, turning the teaching direction to social welfare. Students will not only improve their professional skills, but also deepen their understanding of social welfare issues. This year, teaching programs have expanded from Peking University to multiple universities, covering more teachers and students. Li Ying looks forward to more refreshing public welfare stories and practical achievements in the future. Huo Yan, Deputy Secretary General of the China Advertising Association and a 1996 alumni of the Advertising Department of Peking University, shared his observations and understanding of the practical teaching mode of creative communication management through "integration", "practicality", and "coolness". "Integration" refers to the deep integration of digital technology and public welfare communication, industrial participation and teaching practice, as well as digital commercialization and public welfare digitization; "Reality" refers to the true power, the practice of "real knives and guns", the real traffic of the platform, the real fundraising of public welfare organizations, and the real emotions of participants from all walks of life; "Cool" refers to the practical teaching of creative communication management, which is the first innovative model in the field of digital public welfare and advertising education reform and development. Professor Chen Gang, Dean and Project Founder of the School of Journalism and Communication at Peking University, introduced the construction process and behind the scenes stories of the teaching project under the theme of "Ten Year Development of Practical Teaching in Creative Communication Management". Chen Gang believes that digital technology is driving social change, and how to promote the digital transformation of advertising teaching models through theoretical innovation is an important issue in the construction of advertising discipline. The practical teaching project of creative communication management breaks and reconstructs the traditional teaching system, and its construction and development cannot be separated from the dedication of excellent enterprises and outstanding participants. He also pointed out that technology in the digital age is iterating and upgrading at an unprecedented speed, and teaching projects should maintain reform momentum and continuously pursue innovative breakthroughs. Representatives from six groups from five departments including Capital University of Economics and Trade, Central University of Finance and Economics, Renmin University of China, Beijing University of Business and Technology, and Peking University reported on the achievements of three digital public welfare practical projects: "First Aid in the Countryside", "Love for Children's Hearts", and "Ginkgo Homeland". The reporting session is chaired by Dong Jing, Deputy Director of the New Media Marketing and Communication Research Center at Peking University. The students who participated in the project deeply participated in the digital public welfare communication process, completing the full chain digital marketing practical operations such as market research, creative production, advertising strategy, data analysis, brand communication, and conversion. They shared methods and thoughts around key modules such as team division of labor, theme video production, advertising strategy, and creative production. Wang Tianfu, a researcher at the School of Journalism and Communication at Peking University, pointed out in his review that research in the field of social sciences requires in-depth exploration of complex and ever-changing real social environments filled with various "noises". The relevant experience, wisdom, methods, and strategies can have more practical value and reference significance. On the afternoon of June 16, more than 20 guests from public welfare organizations, Internet platforms, enterprises, colleges and universities held in-depth exchanges on topics such as digital public service communication, digital marketing ecology, and creative communication management in the special forum. The forum was sponsored by School of Journalism and Communication of Peking University and ByteDance Public Welfare, co organized by School of Journalism of Renmin University of China, School of Culture and Media of Central University of Finance and Economics, School of Culture and Communication of Capital University of Economics and Business, School of Language and Communication of Beijing Technology and Business University, and Juliang Certification, and undertaken by Department of Advertising of School of Journalism and Communication of Peking University, New Media Marketing and Communication Research Center of Peking University, and Modern Advertising Research Institute of Peking University. The activity received special support from the Baocheng Cross Strait Youth Development Fund of Peking University. From 2015 to 2024, the Creative Communication Management Practical Teaching Project at Peking University has promoted the "theory+practical" teaching model empowered by digital technology, becoming a model for the construction of new liberal arts in the field of journalism and communication. It has played a leading role in Peking University's digital teaching reform and also provided useful reference for promoting the development of new productive forces in journalism and communication education. (Lai Xin She)