Abstract: Shanghai Earthquake Administration strives to explore a characteristic brand of earthquake prevention and disaster reduction, and has formed a number of themed activity columns, such as "Knowledge Competition of Earthquake Prevention and disaster Reduction for middle school students","Zhen Zhen You Ci", "Yan Gui Zhen Zhuan", which had achieved certain popularity and achievements. However, these activities are independent and scattered from each other, and there are still some problems in the construction and design of relevant publicity works, such as lack of quality products and lack of innovation. The purpose of this paper is to sort out and summarize the current popular science propaganda works of the Shanghai Earthquake Administration, extend the vision to the seismic system, Shanghai and even the country's multi field popular science cultural and creative products, sum up experience, learn from each other's strengths.This paper tries to think positively against the background of digital informatization and the "Internet +" model; and relies on the integration media platform to try to explore the characteristics of the administration, which can drive the brand effect;and improve the innovation and practicability of earthquake prevention and disaster reduction popular science creative products,and promote the diversification and enrichment of the forms of publicity for earthquake prevention and disaster reduction in Shanghai, to reach a new level in many aspects, such as communication channels and social audience coverage.