The occurrence of news is objective. However, news is the product of social life and should be spread by people. In most cases, news events are the result of human activities. Therefore, it should be possible and possible to intervene and use news events artificially. And planning is also one of the daily work of the media editing department. It should be within the scope of planning to formulate the main points of reporting in a stage or period and require journalists to focus on a certain aspect within a certain period of time. Planning is a means to implement the policy and overall goal of media editing-this is a generalized planning. The so-called planning news is to artificially plan an event that can be reported by the media in order to achieve a certain publicity effect or social effect.
The difference between news planning and news planning is that the former makes full use of objective news events; The latter are all in subjective expectation and operation, and even news events themselves are the product of artificial planning.
What is news planning? What should it contain? At present, the representative views are as follows: "News planning can roughly include public relations planning, advertising planning, business planning and competition planning" (Professor Xia Qiong of Wuhan University); "News planning can only be limited to the planning of news reports, not involving media management activities, not to mention planning facts" (Professor Sun of Huazhong University of Science and Technology); "News planning should include news fact planning that consciously creates' information sources' and news report planning that embodies the subjectivity of the media" (Professor Shu Yongping of Huazhong University of Science and Technology); The research object of news planning should be determined as' news media planning'. (Professor Cai Wen from China Renmin University). "News planning includes two parts-the planning of the media itself and the planning of the media content. The former includes market positioning, audience and distribution strategy. ; The latter includes the planning of special editions, columns and special reports. (Professor Zhou Jianming from China Renmin University). [ 1]
The author quotes Professor Cai Wen's definition: the so-called "planning and organization of news communication" refers to the decision-making and design work of media news editors in the process of news communication, as well as the organization and management of news communication activities. Specifically, this work includes three aspects: first, the determination of media positioning and news editing policy; The second is the design of media news unit (referring to the part of media products whose main function is to spread news information) and the setting and management of editing and editing institutions; Third, the design and organization of news reports. [2] According to this definition, "network news editing planning" can be defined as: network news planning is the decision-making and design work of network news editors in the process of network communication, as well as the organization and management of network communication activities. It should also include three aspects: first, the positioning of the website and the determination of the network editing policy; The second is the design of online media news units and the establishment and management of editing and editing institutions; Third, the design and organization of network news reports.
Rethinking of News Planning
□ Cai Wen
Today, there are more and more "news planning" in China news media.
Many people are concerned, but there are also some differences in understanding. The author used to be
A paper was published in 1 9 9 3, and the problem of "news planning" was discussed earlier.
Some superficial discussions. With the continuous development of news practice, I think it is right.
The research of "news planning" needs to move from studying local content to fully revealing.
Show its connotation and establish a theoretical system; On the emergence of "news planning"
Some complicated phenomena should be distinguished in essence and clarified in theory.
The author has made some new thoughts on this.
What is "news planning"
News theory should be based on the objective laws and knowledge system of news practice.
Concentrate on summarizing. The practice of "news planning" in recent years tells us that one
Successful news media planning is a complex "system engineering".
. For example, Huaxi Dushi Bao, a new newspaper that has recently attracted more attention in the press.
1 9 9 5 was established at the beginning of such a series of planning work.
-Planning the development of the newspaper industry. From Sichuan province, there are already regions.
Based on the embryonic form of this city, Huaxi newspaper decided to take over Chengdu-Chongqing Evening News.
Road, when the newspaper team was formed, a reporter station was established in Chongqing.
-overall planning of the newspaper. Positioning as "citizen life newspaper", mentioning
With a newspaper in hand, we know everything about family affairs, state affairs and the world, which makes readers feel every day.
Can't live without this newspaper. "At present, page 2 4 of the newspaper mentioned this.
Under the guidance of this idea, the planning and layout show strong characteristics of citizen life newspapers.
-Planning of news reports. Start with "news tracking"
"to the later" special report ",the title of the report, the design of the report form,
Layout design and so on are unique and have produced a sensational effect in society.
It led to an increase in circulation.
-Newspaper marketing planning. Jian 1 0 0 hair.
The banking team and the province's own distribution network launched telephone subscription and on-site subscription.
Newspapers, subscription newspapers, insurance and other promotional means, provide home subscription,
Deliver newspapers to your door and other services.
-Team building and internal management planning. Employees mainly come from cooperatives.
At the meeting, open recruitment and full-time contract system were implemented, which created a precedent for quality management.
Take a series of effective measures to control soft.
Advertising, and directly link the income of employees with the results of labor, and fully mobilize the enthusiasm of employees.
The enthusiasm of the staff.
In addition, the newspaper also put forward its own "enterprise spirit" and established it.
Prepare the idea of efficient information network, formulate the technical equipment transformation plan and implement it one by one.
Gradually improve the planning of housing and welfare benefits for employees and develop diversified cooperatives.
Social activities and business activities and so on. They also made it clear that the editor-in-chief would
It's the master planner.
Practice tells us that if we only define "from some local content"
News planning is not comprehensive and accurate. The theory of "news planning" should
It should be defined comprehensively and scientifically in a broad sense. In my opinion, news media transportation
Broadly speaking, the object of planning is not limited to the news report itself.
It covers all behaviors related to information dissemination activities. result
In other words, news planning can be understood as "news media operation planning", which is correct.
The strategic planning for the survival and development of news media, including the positioning of media audiences.
Business policies and products (news agency news, newspapers, magazines, radio and television)
Depending on the program, etc. ) design, production and marketing, advertising management, personnel composition,
Internal management, asset funds, technical equipment and other types of media.
Business activities and social activities, etc. For logistics and planning. It can be said,
Under the condition of market economy, news media, as an information industry,
"News planning" has the nature of corporate image design (C I).
The essence of news planning is before the actual operation of news media.
And in the process of operation, according to the possession and analysis of relevant information, through innovation
Creative thinking activities, carefully design and modify the action plan.
Reading newspaper planning and TV program planning in isolation, of course.
The nature of media planning, people also habitually regard them as "news"
Planning ",but this is a narrow understanding after all, relative to the whole media.
As far as planning is concerned, they can only be regarded as branches of the whole, and they are the general departments.
Subsystem under unified system. Among these subsystems, there are smaller subsystems,
For example, media product planning itself is a subsystem of news planning.
, and special column planning, news report planning and so on are all under this subsystem.
Smaller subsystems. Therefore, in a broad sense, "news planning" or "news"
"Media operation planning" is a very broad concept, and its operation scope
It should include media spirit, media audience positioning, principles and policies, and media
Product image and quality, marketing service of media products, talent lineup and management.
Management mode, capital investment and technical equipment, economic benefits and welfare benefits, and
Media logo, appearance, geographical location and media advertising business, etc.
Management, media collectivization development, social welfare activities and public relations activities.
The content is the main planning object.
Does "news planning" conform to the objective law of the development of things?
Undeniably, "news planning" is a creative spiritual labor.
. Bold conception, unique creativity and careful planning are "news strategies"
Row "soul". Therefore, the subjectivity of "news planning" is easy to make people right.
There are doubts about the rationality of the planning results, especially the news on some topics.
Planning of reports, such as typical reports, problem reports and key investigation reports.
By analogy, people are more inclined to report the subjectivity of planning and the true nature of things.
The concept of sex is put on the opposite side of questioning and guessing "man-made"
How many factors, it is difficult to determine the effect of reporting.
Indeed, in today's increasingly competitive newspaper industry, in order to
Establish a good newspaper image and win the public's good opinion day by day.
News report embodies the integration of report planning and media activity planning.
The characteristics of. For example, 1 9 9 0 Tianjin Evening News initiated the "transnational mother search".
Activities and reports, "Duty List" initiated by qianjiang evening news 1 9 9 3.
Activities and columns, 1.994 Yangcheng Evening News launched "Love Warming"
Pearl River-Stolen Bicycles Return to Home "Action and Continuous Report, 1 9 9 5
Huaxi newspaper's "Children's Home Action" to rescue abducted children and its "
News tracking "and so on. , is a news event that newspapers directly participate in and organize.
Reported that the media is both a reporter and a reporter, this kind of
The composite news planning was successful and received rave reviews. These plans are
Does it violate the basic principle that news is an objective report of changes in things?
then what Is it against the news law?
To distinguish this problem, the key lies in reporting the relationship between subject and object.
The judgment of the relationship is to determine whether the contents of the report exist objectively. and
Does the news report reflect the nature of things and the natural law of their development and change?
? From this perspective, these reports are based on objective social problems or
News clues (such as car theft, children being abducted, letters from mothers and citizens)
The objective demand for government services, etc. ), the news media conforms to the society.
The objective needs of the meeting, initiate actions, organize reports, and promote things to develop in a positive way.
Change the direction to achieve the desired effect. These plans not only conform to the party's ideas
Moreover, it conforms to the national conditions and public opinion and does not go against the development of things.
Exhibition law. In particular, the external force that contributed to this normal ending was the newspaper.
Tao itself, so some people call this phenomenon "news media".
"。 How to treat this problem?
First of all, we should not look at the objectivity of news reports unilaterally.
Make love. Marx's dialectical materialism theory tells us that matter determines consciousness.
Consciousness has a dynamic response to matter. The dynamic role of consciousness is concrete.
Performance: conscious activities are purposeful, planned, positive and creative, and
The transformation of the objective world, etc. In essence, news reports are newspapers.
Tao's conscious reflection on objective existence and news media as public opinion
The nature of a tool determines that it should not only reflect the development and changes of objective things,
We must also guide social life through public opinion and realize our political goals. ten
On the eve of the May Revolution, Lenin established the unification of Russia by founding the newspaper Mars.
One of his famous conclusions is that the role of newspapers is not limited to communication.
Spreading ideas, he also acts as the "collective organizer" of War of Resistance against Japanese Aggression in China.
During the period of struggle and liberation war, newspapers in the base areas devoted themselves to mobilizing the masses to carry out propaganda.
Large-scale production, support for the front line, and propaganda organization of news media are also very important.
Highlight. Although in the past, these news transmissions were not investigated from the perspective of planning.
Activities, but in fact, the media are newspapers in many important reporting processes.
Tao is also the initiator, organizer and participant of this revolution. Building socialism today
In the new era of market economy, the media should also make use of their own publicity reports and institutions.
Organizing and participating in sports activities can promote socialist material civilization and spiritual civilization.
Ming architecture. For those who can conform to the trend of the times and promote historical progress
The news planning activities should be fully affirmed. For those who buy,
Ignoring the objective facts, even deliberately distorting the facts and misleading the audience.
, must be banned.
Secondly, dialectical materialism has introduced the concept of scientific practice into understanding.
Epistemology holds that through practice, the subject can actively and positively reflect the object.
Transform objects. Man is in the contradictory movement of subject and object.
While transforming the objective world, it also transforms its own cognitive ability. News report
The planning of the "Great Wall" embodies the process of this understanding development. News media is objective.
Accurately report social changes and constantly adjust actions according to changes in objective conditions.
Procedure, until participation in social activities, itself is people's understanding and practice.
The performance of deepening development and constantly playing a role in the objective world.
Therefore, we can't just because news report planning has subjective initiative.
Denying its objective basis cannot be ruled out by the principle of objectivity of news.
Subjective creative function of planning. Correct "news planning" exists objectively.
The organic combination with subjective consciousness is the debate between subjective and objective contradictions.
Unification of certificates. This dialectical unity requires "news planning" to strictly abide by the following acts
Specifications:
First, planning must be based on objective existence, and must not be based on illusion or
The plan is based on twisted and dismembered things. /kloc-at the end of 0/9,
The New York Journal, run by American newspaper giant Hearst, once distorted the facts.
The true report incited the American war of aggression against Spain. 1 8 9 6
Hearst sent a sketch artist to Spain to sketch the war. painter
I called and said, "It's quiet here, there won't be a war, and I want to go back." Hess
Telegraph: "Please stay, you supply sketch pictures and I supply war.
"Later, an American battleship Maine was sunk in Havana," new york said.
The daily newspaper asserted that the Spanish did it and offered a reward of 50,000 yuan to find out.
The criminal's evidence created an atmosphere of war. Such news reports and activity strategies
Drawing is based on distorting facts, which completely goes against the original development of things.
Appears, and violates the news law, can only have a bad influence on the public.
Influence, resulting in adverse consequences.
News report planning is different from the public relations planning of general enterprises, and it is also manifested in
Therefore, the planning behavior of enterprises is to promote their own products or services.
Purpose, sometimes at the expense of creating illusion, writing and performance, in order to achieve this goal (
This is actually not in line with the principles of public relations); News reporting is to spread the truth.
For accurate information and correct public opinion orientation, it serves
The public will never allow any fraud or deception.
Second, the subjective initiative of news report planning is reflected in the planner's response to the newspaper.
The selection, expression and evaluation of Tao content, all these behaviors must be
Comply with the law of development and change of things, and assume the social responsibility that news media should have.
Sense of promoting the situation, benefiting the public, the overall situation and the calendar.
Change the direction of historical progress and strive for positive social effects. Therefore, news
In planning, enterprises should strictly distinguish between "news report planning" and "advertising".
Propaganda planning "boundaries, it is strictly prohibited to" news planning "as an enterprise.
Advertising in disguise. Other areas of news media planning, such as media product strategy.
Planning, marketing planning, advertising management planning. , should also follow the development of things.
The law of exhibition fully considers the social and cultural background and living environment of the media.
, strategic objectives and other factors, on the practical basis, actively
Effective planning and design.
How to improve the level of "news planning"
What factors does "news planning" depend on? how
Can improve the planning level? In my opinion, the following aspects are worthy of attention:
First of all, the amount of information and the accuracy of analysis determine "news planning"
The rationality and feasibility of.
News media usually occurs in the internal or external environment it faces.
When it changes, carry out various planning activities. Like when the media was founded.
All-round planning, change business policies and products when they are on the verge of danger.
Image planning, etc. When the audience or reporting object changes.
Line modification plan, report plan, etc. All planning is about objective changes.
The reaction. So whether this reaction is right or not depends first on the planner.
Understanding of objective changes. The more comprehensive and profound this understanding is, the more planned it will be.
It is reasonable and feasible. For example, Huaxi Dushi Bao was not established at the beginning.
I often attach importance to the investigation and analysis of my own environment. At that time, the editor-in-chief and others
Specialized in providing various types of services to 1 5 families in Beijing, Tianjin, Hainan and Guangzhou.
The newspaper conducted a survey, based on a comprehensive understanding of the market and media structure.
, put forward the idea of "New Town Evening News", thus ensuring the whole.
Physical planning in one step. Practice has proved that the rationality and feasibility of planning are
The premise is that the planner has sufficient information and analyzes it accurately.
In the rapidly changing market economy era, information is the most valuable asset, which is
The basis of all decisions. As an information carrier, news media is a kind of
On the one hand, it provides the latest information for all organizations and members of society, on the other hand, it is the same as
It relies on information to help you make a decision.
Second, the creative thinking beyond competition determines the planning level.
"News planning" is the product of media competition. In the society of commodity economy
In fact, the media is a buyer's market, and the public has rights and conditions.
Free choice of media, the survival and development of media need to compete in the market.
Only by realizing its value can it be guaranteed, so they must make a strategic plan for development.
. Market competition is the soil of planning, but the level of planning is different.
To what extent can we surpass our competitors, that is, surpass others.
Thinking beyond competition is actually a kind of advance and a kind of creation.
Thinking. 1 9 9 2, Beijing Youth Daily founded Youth Weekend.
In just three months, the circulation soared and advertisements were overwhelming. "only
Only by running the weekend edition can we go to the market. "At this time, it became the consensus of the press.
"Weekend edition fever" swept the country. The weekend edition is in good shape.
The editor-in-chief of Beiqing Daily put forward a new viewpoint: "The competition in the newspaper market is the fiercest.
This is bound to be a news war. We must get there first and make use of the news rules.
Open a positive market. "They launched Newsweek with synthetic aperture.
, success. This plan of Beiqing Daily fully embodies the transcendence of the competition.
Way of thinking.
Thirdly, the adaptability in the operation process determines the sustainability of the planning.
"News planning" is a parallel "system" with planning.
Unified project ",that is to say, planning is not an isolated idea.
It's not a brainwave, but Jackie Chan's matching creativity and design.
, is a combination of a series of programs. Planning is not a one-time operation, nor is it a one-time operation.
And this work, but after the initial planning scheme was put into practice, still
However, it is necessary to continue mental labor. This is exactly what we are discussing today.
The difference between "planning" and "planning" used to be said. This plan is static.
Planning is dynamic.
The planning effect is guaranteed by the sustainability of the planning, and nothing can be done.
It is impossible to win the final success by giving up halfway. Planned, but
Persistence comes from the adaptability of planners in the operation process. As before.
We mentioned the "transnational mother-seeking" report in the Evening News and Huaxi Daily.
"News tracking" of "Operation Children's Home" and so on, in the process of operation.
The situation is complicated and changeable, and some even almost died at one time. And the newspaper office
Be calm, and constantly look for countermeasures, corrections and supplements according to changes in the situation.
The original planning scheme makes the initiative of activities and reports firmly in my own hands.
In our own hands, we have achieved the best results. Adaptability is the foresight and courage of planners.
The comprehensive expression of strategy, experience and tactics is also an indispensable part of planning talents.
A basic quality.
"News planning" is the need of China news media.
A new subject to explore. "News planning" in a complete sense is currently in practice.
In practice and theory, it is still in its infancy. However, with the development of market economy
The establishment of news media market competition will be more intense, and the media will be
Plan and operate in a wider scope and at a deeper level. The author is willing to above.
I hope more people will discuss this problem.
News front (1 9 9 7 0 9)
News report planning and planning news report
(2002- 10- 15 09:38:04)
With the increasing smoke of the media war, many media have set up planning centers and other departments to arrange senior editors and journalists to plan related matters. Generally speaking, there are two kinds of news planning at present, one is news report planning and the other is news report planning.
News report planning: make the content more substantial
The so-called news report planning refers to the planning of how to report when a major event occurs. For example, the 50th anniversary of the founding of People's Republic of China (PRC), the return of Macau, Beijing's bid for the Olympic Games, the football qualifiers and China's accession to the WTO. Many media have made all-round planning and gained successful experience.
To plan a good report, we should collect information from all parties as much as possible, understand the whole picture of the event, extract the most essential, timely and most concerned parts from it, put them in the first place, and edit, classify and combine all kinds of information. The editor's absorption and judgment ability can be best displayed here. Planning is the comprehensive embodiment of the editor's induction and comprehensive ability.
Nowadays, in their daily operations, some newspapers deeply feel that news reports are greatly discounted because of lack of planning, or are not as good as other newspapers that pay attention to planning. Therefore, many newspapers have adopted the reform of synchronizing planning with news interview. Some newspapers have established a duty system for chief editors. In case of major events, the editor-in-chief on duty can mobilize the interview power in time to make the news thorough.
The planning of news reports must be carried out throughout the implementation process. Because the occurrence of news events is a dynamic process, sometimes it can be said to be rapidly changing. Having experienced many big plans, an editor-in-chief has this personal experience: "A good plan, if no one has a particularly thorough understanding of this plan, the result of this plan may be different from that of the on-site design, and in the process of' staring', the original plan can be continuously explored, enriched and sublimated."
Planning news reports: No news department is looking for news.
Speaking of planning news reports, this may be a controversial topic. Many people are opposed to planning news reports, thinking that "news is never planned". Some people even think that this violates the press law. But objectively speaking, in our daily operation, we often plan news reports, but we just don't realize this kind of work. Therefore, it is necessary to discuss the planning of news reports.
The author believes that the so-called planning of news reports is to find news where there is no news, and most of them rely on the experience and wisdom of journalists to smell the news and explore it. Instead of creating news subjectively, we should foresee the news and fully explore the value of news source. So it can be said that the news already exists, but the planner "digs" it out. Because some news is hidden in some seemingly worthless, stylized or very popular cultures. This kind of planning is common in the reports of major festivals or anniversaries in recent years.
In addition, in daily news practice, some reporters' unannounced reports are actually the concrete practice of planning news reports. However, when doing this kind of planning, we must pay attention to one principle, that is, the planner can't be preconceived, and the reporter can't make some induced hints when making unannounced visits and experiences, encouraging the parties to create news according to their own ideas. Such a plan runs counter to the principle of news authenticity.
Comparison of two kinds of planning
Comparing news report planning with news report planning examples, we can get the impression that news report planning is more reflected in the planning of emergencies, so that readers can understand the ins and outs of news more comprehensively and achieve the goal of "everyone has his own advantages". Planning news reports is more about collecting what happened in a certain period of time or in a certain process, and reporting through a certain opportunity to attract people's attention to a certain problem or event. In contrast, the object of news report planning is dynamic, while the object of news report planning is relatively static.
Generally speaking, we advocate careful planning of news reports, but we don't plan news rigidly. Because planning is secondary after all and cannot be used to replace the originality of news.
In news practice, there are some misunderstandings about planning. Some journalists even create news by subjective imagination, artificially pursuing sensational effects, leading to infringement of others' reputation rights and even publishing some fake news. The harmfulness of this behavior has been increasingly recognized by peers. Other schemes are vulgar and pay too much attention to the privacy of others. This kind of planning is actually a kind of hype.
In the final analysis, both news report planning and news report planning are actually an innovative process. Because only by continuous innovation can reports attract and satisfy readers, make their own newspapers more unique and irreplaceable, and always lead the trend and remain invincible in the competition.
(Author: Shenzhen Evening News) (Hu Wen)