新闻报道策划范文（News report）The following is a small case I have done to illustrate the 7 steps of news planning. Because it is only a demonstration, the contents of analysis and implementation have been simplified.The "golden Qizi" is a Zhejiang Tianyi health enterprise developed in 2001 with garlic as the raw materials of health care products, formerly known as the "positive health element", there is no personality. In the planning process, proposed renamed the "golden Qizi", one is because garlic is composed of seven valve, alias "seven", the two is because of garlic allicin has high medicinal value, "garlic gold", so more appropriate. And the name is unique, easy to remember.(1) market analysisHealth care is one of the most China fierce competition in the industry, usually only by big money advertising, in order to open the market, "melatonin" is a real success.But the weather is healthy, the enterprise funds strength is insufficient, simply has not been able to carry on thelarge-scale advertisement investment. In the eyes of ordinary people, garlic is the low price of agricultural products, but the "golden Qizi" is a box of 70 yuan, the price is too high, the price is not competitive.Of course, "Tianyi" also has its advantages, is the first in China to overcome the allicin extraction of major national scientific and technological projects, the use of high technology of supercritical fluid extraction, successfullyfrom garlic in the "golden garlic" allicin, high content of science and technology.(2) determine publicity objectives;Tian Yi health, hoping to achieve two goals through news planning: 1, make the product has an impressive debut; 2, as far as possible to highlight the technology content of the product. In addition, due to the financial strength of the restrictions, the sales market is limited to Hangzhou, as far as possible radiation health benefits, the headquarters of Ningbo. Therefore, publicity coverage is mainly in Hangzhou, supplemented by Ningbo.(3) planning news spots "Health care products market is too mature, to create fresh industry news is very difficult, so from the beginning I will focus on the "golden Qizi" raw materials on garlic.According to "borrow" method (the next chapter will introduce), that in recent years the most important news is related with garlic in 2000 between China and South Korea "garlic trade war" in the dispute between China and Korea in garlic create a great sensation, China loss is the largest production of garlic in Shandong Province, and health benefits the production of "gold Qizi" garlic is mainly from Shandong, as a result, the "golden Qizi" and everyone knows the "garlic trade war" and hung up.Shandong garlic mainly rely on exports to South Korea, so South Korea garlic trade dispute, Shandong garlic farmers sufferedheavy losses, but when I started planning is 2001, and garlic dispute has come to an end, it is not possible to plan "Zhejiang enterprises support Shandong garlic farming big acquisitions, 1000 tons of garlic" event.Of course, it was difficult for me to fail, and then I put my ideas upside down and plotted out the incident of "thanks for the thousand Li come from Shandong.". That is to say in the weather "garlic trade war" after the crisis, Shandong Cangshan County, a group of garlic farmers in the local government under the leadership of the leadership, spontaneously rushed to Hangzhou, thanks to help them overcome the crisis of enterprises in Zhejiang.This event will lead to health benefits because day by high-tech means successfully extracted garlic allicin from garlic, gold and so need a large purchase of raw materials from the Shandong production of "a new generation of health care products" and "gold Qizi" story. At the same time also stand in the strategic height to national agricultural trade, put forward a new point of view: only by improving the content of science and technology, accelerate the development of deep processing of agricultural products, in order to make Chinese agricultural products in the market in an invincible position.Both vivid stories and ideas of this sweep down irresistibly from a commanding height, is a good news. More importantly, this plan not only to the "golden Qizi" bright phase, also cleverly highlights the content of science and technology, reach the publicity requirements.In this plan, Tianyi health in Shandong is mainly produced in Cangshan county garlic garlic is the acquisition of a large number of facts, help a lot of garlic farmers spent "is also a fact that the garlic trade war" storm, Shandong garlic farmers full of gratitude to Zhejiang enterprises is a fact. The only thing that has been done is to promote the gratitude of the garlic farmers in Shandong, so that they can come from Shandong to "form".(4) select mediaThe "golden Qizi" is a kind of public health care products, the beginning of the target market is mainly in Hangzhou, so I chose the local mainstream media in Hangzhou, including Zhejiang TV, Zhejiang TV, Zhejiang TV city channel Qianjiang economic life channel, Zhejiang TV channel, Hangzhou science and technology education television, Hangzhou West Lake Pearl TV channel, Hangzhou TV, Zhejiang daily economic life channel, Qianjiang Evening News, today morning, the Zhejiang Youth Daily, Hangzhou daily, Zhejiang market Herald, city express, Zhejiang art radio, Hangzhou radio, voice of West Lake radio station.(5) budget preparation;The most important investment in this plan is to bear 10 or so of Shandong garlic farmers in Hangzhou to eat, live, line, play costs, plus rental Hotel venues for press release, the total cost of about 60 thousand yuan.(6) planning implementation and control;The press conference was held in the morning of September 4, 2001, and the scene was filled with garlic. Television media, certainly needs Shandong's picture, I had hoped to please Cangshan local television took a little garlic planting, harvesting, sales and other images, results garlic farming people do, and second, please they took dozens of photos, to solve the requirements of TV reporters on the screen.In an interview with the Shandong garlic farmers filled with thanks the banner at the same time, "Tianyi health" was signed on the spot in Cangshan to purchase 1000 tons of garlic will next year. Therefore, "Shandong garlic farmers come to Hangzhou to send thanks" this event is not only very strong news, but also a strong sense of form, almost attracted all the mainstream media in Hangzhou to join,But this press release was an unexpected accident, it is hoped to make a success in the aspiring Hangzhou newspaper market "Zhejiang Youth Daily", the reporter has gotten ahead of me "Shandong garlic farmers Trinidad to Hangzhou send thanks / Zhejiang Tianyi rely on scientific and technological point of garlic into the" gold "news release the evening of September 3rd, took the lead in the layout, the morning of September 4th headline in large format form hair grab news. And 2 pm the same day, the news also published.As mentioned earlier, the competition between media has a strong "news exclusivity", the Zhejiang Youth Daily's "rush" behavior, to other paper media has caused great pressure. Fortunately, after the efforts, the news is still basically issued, the impact is not great.(7) measure the effect of planning;From the number of broadcast, the mainstream media in Hangzhou have been reported, as the "people's Daily" and other major newspapers have also been concerned, Shandong's "Qilu Evening News" also published a full page reproduced in this report. It should be said that it has reached its original goal.From the published broadcast quality, with headlines, a full page report, and all reports are mentioned in the product name and highlight the content of science and technology, also meet the requirements.Because of the "golden Qizi" before the sale, so not to plan before and after the implementation of market conditions make a comparison. But health care products "Hangzhou American ginseng were compared with the same period nott" into gold, Qizi year investment in advertising is less than 200 thousand (this is simply unbelievable for a health products, but by borrowing) when the news of the successful Qizi gold, after a year or firmly stand in the Hangzhou market on. In the same period, investment in advertising. Nott was about 5 million, is 25 times the gold Qizi. But a year later, Panax but still can't open the Hangzhou market, sales of less than Qizi gold.If such a comparison can be established, then the effect of a news plan is indeed enormous.The above is a case study of news report planning. For more details, please enter the news report column.Reporting topics: college students online friends (PIE friends)Objective: through the investigation report on College Students' online dating (often landing site, QQ, MSN etc.), reflect the students' cognition and attitude to the new online dating, the discussion of College Students' psychological status and living conditions of online dating behind and now online friends different from the past. And give some advice to the freshmen.Reporting angle: the investigation of motives, ways, attitudes and results of online dating among college students, introduced by actual cases, combined with the opinions of various groups of people, analyzed the phenomena, understood the causes, observed the future and made people think.Organizational reporting procedures:1 questionnaire (100-200 copies)2 interview: campus network popular starThrough questionnaires, successful typical and failure models were found, and random interviews were conductedCampus BBSpie edition moderatorOrdinary students who are not keen on making friends onlineSchool counselor3 interview and investigation contents and contributionsLayout: the depth reported analytical reports, divided into three departments, separated by a small title. The typical character (campus network for four popular star) at the beginning, introduce student online dating phenomenon, analysis of successful examples; the second part, analysis of examples of failure by the PIE version by dating mentality; third part, ordinary students and counselors to talk about the views of.The newspaper industry increasingly fierce competition situation, the media in addition to the comprehensive news, also launched various special editions, meet different readers' demand.Heilongjiang daily also launched a special edition, such as business culture, sports special edition, the old industrial base board etc.. As a special edition of the reporter, how to mining and write news in order to adapt to the special edition of "taste"? I think, do the following three points, you can increase the news highlights for special edition magazine.First, follow the situation and catch the reader's attention. In 2003, when I was a reporter in the Heilongjiang special issue of business affairs, I felt the importance of food health from the central authorities to the local governments at all levels in daily interviews. While in Harbin City, broiler sales volume is very large, the reporter tries to start from this perspective,interview about food health problems, so the author conducted a thorough investigation of the market, the sale of Harbin chicken chicken, Jiangbei Village, found a lot of chicken (and even some disease of chicken, chicken plague) no quarantine into the market. On the basis of mastering a great deal of facts, we have written a draft of "thousands of black chickens" entering the market every day, which has aroused great repercussions in the society. The relevant departments attached great importance to the market and carried out the rectification of the chicken market. Daily reporter in the interview, found that people bullish on brand-name watches, sales are good, and some shopping malls counters for watches marked most of the Swiss watch, the author raises the question: Harbin will have so many Swiss watches? These watches are normal procedures? Pen to interview with relevant departments, the relevant departments immediately carried out a surprise inspection of Harbin stores, found that Harbin city businesses have a considerable part of the watch without proper customs clearance procedures exist in domestic watches as imported watches, the reporter wrote "Harbin where so many Swiss watches," the "Swiss watch" turned into "Shenzhen" "two pieces of news. To write a news page, not only to meet the special taste, but also has news. When I was a reporter in the Heilongjiang special cultural issue, I felt that the cultural industry was attracting more and more attention from all walks of life, and the cultural industry in the South was developing in full swing.I am sensitive to capture the development of the province's cultural industry is not only slow, but also because the policy is not in place, and some cultural enterprises (especially emerging cultural industries - Animation) also want to move south. So the author carefully written interview "cartooncharacter" fly south "Longjiang animation and fall" series of reports, published in the cultural feature, by the provincial government's attention, and thus actively introduced various policies to support the development of animation of this emerging cultural industry.Two, grasping the core news edition. Listen to the special edition of reporters often complain, a special edition of the news is not good to run a good catch. In fact, each news edition has its own version of office features, but also has its own core of news, as a special correspondent, as long as the core of grasping the news section, master of professional knowledge, have a certain sense of news and news feature of the same news sensitive, easy to catch. The "Heilongjiang daily" had to do "business edition" is mainly reflected in people's daily life consumption level, consumption object and consumption concept, "culture" is the main feature of news content reflects cultural entertainment, "Russian news" mainly reflects the Sino Russian trade, Sino Russian friendship and cultural exchanges between China and Russia and other aspects. Grasping the core of these news pages, can be targeted at the news.When he was a reporter for the special issue, "consumption" became the core of the issue. I have written a "home appliance War: commercial pattern," big reshuffle "Internet banking", "when the climate? Business promotion" accompany the purchase "birth of fire" and other articles. The author in the cultural feature of journalists, cultural life and culture has become a special edition of the core, the author focuses on the core, to capture a lot of thinking about the cultural aspects of the manuscript, such as "super girl" after the "economic times","best-selling book: vulgar", "deserted theatre when can heat up" etc.. Every September is when students rich and colorful cultural festival, the author concludes "timely in the activities and enjoy the happiness of college students in our province scan cultural life" and other articles. These articles are published in a prominent position by special culture, peer acclaim, a special edition of the news highlights". The author according to the "Russian Edition" version of the office features, have written a lot of articles about the Sino Russian trade. For example, Heilongjiang University college professors retirement reflects the Russian insisted on singing Russian Songs "old song", with the help of the Russian science and technology, strengthen the transformation of the old industrial base of Heilongjiang province "to Russia cooperation opportunity for transformation of the old industrial base", "ladder climb through the first" transnational grain and other articles.Three, good at planning a special edition of the news. Special edition is different from the general news, comprehensive news edition front, readers more attention and more opportunities, and the special edition is different, therefore, special edition to want to pull "reader's eyes", there must be a "hole" of the manuscript. Therefore, the feature of the planning should become an important part of the special edition, the editors should not only have to be good at planning, the reporter on his manuscript planning. I feel that the advance of report planning is not only a "early" word can represent, it is to establish a forecasting and planning based on global information and make accurate grasp on, have a distinct interview purpose and clear implementation steps. In the summerof 2005, I saw in the interview that many squares in Harbin could not be a place for people to entertain and relax. Instead, they became the place for merchants to sell their goods. Then, the reporter and editor of the special cultural planning to write a group of manuscript - "cultural square of city leisure square", "a little taste of culture drama need to sing" continuous reports, received praise. The reporting scheme is innovative thinking process of news editorial staff. Therefore, in the report planning should focus on the reflection of social life of new things, new ideas, new fashion, as the focus, research and analysis of social doubts and difficulties, the forefront of editorial staff look always aiming at the life of politics, economy and culture. Only in this way, can the news reports of new but not superficial, rather than lost pieces.。
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