The manuscript was originally a "patent" of some news agencies. After interviewing some important news, they will send it to the national media in need. This is called a manuscript.
Word: manuscript
Pinyin: t not ng g m 40
ㄊㄨㄙㄍㄠˇ Athena Chu
English: [copy of telegram]
Interpretation: Telegrams, paper or electronic manuscripts sent by relevant units and institutions to newspapers, magazines, radio stations, television stations and other media.
Detailed explanation
The manuscript was originally a "patent" of some news agencies. After interviewing some important news, they will send it to the national media in need. This is called a manuscript. Later, when many organizations or enterprises need to release news to the outside world when holding activities, in order to unify the propaganda caliber, they will also write press releases and provide them to the needed news media. Manuscript is a communication term, which is familiar to insiders and self-evident to outsiders.
Detailed classification
Manuscripts are basically written by imitating the manuscript form of print media. According to the basic form, it can be divided into press release and newsletter. Simply put, we can distinguish two styles according to such standards. In front of the news body of a newspaper is the reporter (news head) of the newspaper, and then the news body is the news. News with the author's name at the end of an article is mostly a newsletter. The press release of an enterprise is to imitate these different styles and write out the content that needs to be conveyed in advance. For the media public relations manager, there should be more than two drafts, at least one news and one newsletter. Information should include the whole process of the event. Communication is a supplement to information content. It can be the background introduction of the whole activity organization, or it can be some tidbits or stories of people involved in the activity in the enterprise. In news discourse, there may not be a formal definition of corporate news release. Undoubtedly, it is obviously different from the press releases of news organizations and government departments, lacking the corresponding authority and seriousness, and the level of collection and writing is also very different. However, the enterprise press release has some attributes of news press release, that is, the manuscript about an event prepared in advance for the media to adopt, and its content also contains the elements of news, with the aim of unifying the reporting caliber, expanding the influence of activities and enhancing the corporate image.
The benefits of manuscripts
The interviewed places and units have prepared a standard "draft" of this newspaper, which can be published in the name of the department without reaching the news site, interviewing anyone or even writing. There are no intellectual property disputes, and there is no need to worry about inaccurate reports. This "convention" does have its reasons. Many times, the news release of major events must be unified, and many times, the reports of major news events also need to be unified. Also, the task of reporting is often scheduled to be published today and the day after tomorrow, and even if the rocket speed is high, there is no time to write it. In desperation, it can only be electronic texts flying around and chopping. This seems beyond reproach.
Shortcomings of the manuscript
In the eyes of media people, corporate press releases are equal to "news reports" or "amateur journalists' contributions", which is inevitably mixed. As far as the author's work accumulation in contact with manuscripts over the years is concerned, the common shortcomings are:
Lack of content
The main reason is that enterprises are "like a mountain" to the media industry and are not very clear about the news rules. They may also be very cautious when revealing some specific information, for fear of attracting the attention of competitors after seeing the media.
Strong advertising flavor
In this sense, the media's adoption of corporate press releases is like "dancing in chains", and it accidentally falls into the mire of commercial advertisements.
Flatter others and deceive yourself.
In some large state-owned enterprises, the CEO has a strong sense, and the leadership's position often appears in the draft. If you encounter a public crisis and let leaders who don't understand the law of communication fiddle around, the draft will often have adverse consequences.
No prescription
Delaying publishing is a "serious injury", but in another case, the content of news release has nothing to do with the current economic and industrial trends, and even runs counter to it, which is "out of date".
References:
Baidu baike