News practice ｜ Integration and transformation, how to "heat" the hotline of the news

Author: Peninsula Metropolis Agency Xie Jun and Zheng Chenghai

Source: "All Media Exploration" June 2022 issue

Abstract: With the rapid rise of the new media platform, traditional paper media has also accelerated the pace of integration and transformation, and the news clues acquisition method has undergone tremendous changes. Faced with the new situation and new challenges, how can the paper media news hotline regain the positioning? This article tries to explore the new ideas and new paths of the "activation" news hotline from the development of the news hotline, combined with the current media cases.

Keywords: news hotline; paper media; integration and transformation

In the paper media era, the news hotline opened a window of insight into the society for the paper media, which not only provided a steady stream of news clues, but also established an important bridge to maintain close interaction with readers. Nowadays, the rapid development of communication technology has made news clues increasingly intelligent and diversified. Traditional news hotlines have reached a critical juncture that must be transformed.

The change of news clues in the new era

In the 1990s, as the Urban Daily appeared on the historical stage, how to get important news clues as soon as possible has become the primary problem related to the survival and development of these market -oriented media. In this context, the news hotline has become the "standard" of many paper media. Under the blessing of the hotline, the media presented a "news meal" for readers. For example, the Peninsula Metropolis Daily has long opened the "Last Night Express" column in the important layout for a long time, and arranged reporters on duty on the news hotline. Once an important news event occurred, interviewed and compiled overnight, and reported many exclusive news that happened late at night and early morning.

As the traditional paper media entered the golden development period, the news hotline also ushered in upgrading. In 2000, Tianjin's "Tonight News" established a call center to create a precedent in the national newspaper market. Since then, the call center has sprung up and has been widely used in domestic paper media. Among them, on August 1, 2008, the Peninsula Metropolis Daily took the lead in building a call center in Shandong News. During this period, the paper media call center mainly has the following characteristics:

1. The interview process is more standardized. The newspaper has established strict internal rules and regulations and operation processes. The news clues are more transparent, standardized, and orderly throughout the process of acceptance, recording to distribution and feedback.

2. Show a good image to the outside world. After receiving the phone call by professional training staff, the connection rate and service quality of the news hotline not only greatly improved, but also the call center has gradually become an important window for shaping word of mouth and enhancing credibility.

3. Provide more value -added services. The newspaper provides the "No. 1" service to the society through the call center. In addition to accepting news newspapers and readers' complaints, it also began to assume service functions such as reporting, water ordering, and milk ordering.

In a word, after the introduction of the call center, the newspaper not only greatly improves the service efficiency and quality of the hotline telephone, but also allows a lot of information to be effectively distributed and processed. The services provided readers with more, and the value created for the newspaper also created More bigger. There is no doubt that the news hotline at this time has become the information center and service center of the newspaper.

In recent years, platforms such as Weibo, WeChat, and Douyin have risen rapidly, bringing huge impact and challenges to traditional media. At the same time, with the continuous advancement of the integration and transformation of various media, the central kitchen has become the information center of the newspaper. The traditional newspaper system has gradually recruited clues to the entire network from the past. For example, the Peninsula Metropolis Daily has provided a full media newspaper platform including the 966663 Peninsula Hotline, Official Weibo, Official WeChat, Official Douyin, Peninsula News Client, etc., provided by the "Newspaper Network WeChat" editor Various clues.

It is undeniable that with the technological innovation and the changes of the times, the news hotline of some newspapers is difficult to reproduce its popularity in the past. A urban newspaper practitioner mentioned in the paper that the number of hotlines in the newspaper's newspaper has dropped from hundreds of a day to more than 30 a day. From a macro perspective, the change of paper media news hotlines from "heat" to "cold" is actually a microcosm of the rapid communication methods. In the final analysis, it is an inevitable result of a technology replacing another technology.

From newspaper window to public welfare service platform

So, where is the existence of paper media hotline in the new media environment? It is rejoicing that in the face of various dilemma and challenges, many media have begun to actively explore and practice, and have achieved some good results. Specifically, its new value is reflected in two aspects:

1. Draise the new mission. In the new era, the news hotline should assume more new mission, especially when facing special conditions such as emergencies, it can play an irreplaceable important role. After the Spring Festival in 2020, in the face of the new crown pneumonia epidemic in Wuhan, the Chutian Metropolis Daily Fruit was resumed to restore the reception of news hotlines when the reinstatement time was unclear. Data show that from February 3rd to April 8th, 2020, the newspaper hotline effectively answered 4,958 calls, with a total time of up to 200 hours, an increase of 1.5 times over the same period in 2019. For Chutian Metropolis, the news hotline during the epidemic not only collected a large number of report clues, but also established an important platform for communicating information, conveying love, guiding emotions, and understanding of public opinion in time. The control war made positive contributions.

2. Show new. It has gradually extended to provide social public welfare services from collecting clues. The Peninsula Metropolis Daily made bold attempts in this regard and achieved good social response.

First, open the "Ask Law Hotline". On March 17, 2021, the Peninsula Metropolis Daily officially opened the "Ask Hotline" relying on the call center resources. Every Tuesday morning invites Qingdao senior legal experts to be a live broadcast room for the Peninsula to answer questions about the legal questions that citizens pay attention to. As of December 2021, a total of nearly 40 wiring activities were carried out. Senior lawyers from major law firms in Qingdao and senior judges from some grass -roots courts have been a live broadcast room for the Peninsula to target real estate, marriage, used cars, lending loans, etc. Hot topics conduct on -site doubts. According to preliminary statistics, since the launch of the Peninsula's "Ask Hotline", more than 2,000 readers have been called. Secondly, continue to launch the "Ask Heating Line". In the annual heating season, many readers have reported that the community is not warm and his heating at home is not hot. In response to this situation, the Peninsula Metropolis Daily opened the "Ask Heating Creation" column in "Newspaper, Net, Duan, WeChat". Readers only need to call a phone call, and the newspaper immediately arranged for reporters to interview on the spot and contacted the heating company to solve it. The newspaper also invited experts in heating enterprises to visit the Peninsula indirectly listening to the hotline to solve the heating problem on the spot. Since the launch of the heating work in 2021 alone, the Peninsula Metropolis Daily has organized five wiring activities, and has received more than 700 "asking for warm -up calls". Only for only 10 minutes into the hotline, the staff of the hot enterprise rushed to the scene for processing. "The hotline of the peninsula in the home is not hot" has been passed on in Qingdao citizens.

In addition, the Peninsula Metropolis Daily also cooperated with the Personnel Representative Studio of the Standing Committee of the Qingdao Municipal People's Congress and the General Office of the Qingdao Municipal Government to continue to carry out the "Online Performance of the People's Congress". In response to the issues reflected in the hotline, the Personnel Representative Studio of the Standing Committee of the Qingdao Municipal People's Congress was summarized and transferred to the General Office of the Municipal Government to handle it. Since its launch, the attention of each wiring activity is very high. Take the first event in 2021 as an example. During the one -and -a -half -hour answering process, telephone continued, and nearly two hundred calls were answered on the same day.

Stand up the stance of the masses and fulfill their supervision duties

At present, in the "planning, interviews, editing, release, and feedback" all -media communication closed loop, the news hotline still plays a very important role. Therefore, the function of its undertakings should not only be weakened, but also should be further strengthened. Especially in the new situation, the following aspects should be focused on.

1. Adhere to the original intention of serving the people. The news hotline must always be attentive to the masses, establish the opinions of the masses, stabilize the masses, and focus on the public. From this perspective, the news hotline will always maintain the temperature at a critical moment.

2. Effectively fulfill the duties of public opinion supervision. The iron shoulder is moral, and the articles are wonderful. News media should actively play the role of public opinion supervision. The news hotline is connected to the masses, and the editor of the reporter is connected to the media, providing a wealth of materials for the media to carry out public opinion supervision. Take the Sanqin Metropolis Daily as an example. For more than 20 years, the newspaper has used the news hotline to carry out public opinion supervision work, which has solved many problems for the masses.

3. Positive innovation and refuse to be "information islands". As we all know, the media has become an industry that is constantly subverted by new technologies. Only by keeping up with the trend of technology can we avoid being abandoned by the times and the torrent of information. Therefore, the news hotline should not only become "information islands", but also add up to new technologies, shift from passive receipt to report to active collection clues. For example, the Peninsula Metropolis Daily relies on big data companies to monitor online hotspots, and can also monitor authoritative channel information such as official WeChat and other relevant departments of Qingdao districts (cities) in real time. Once important clues are found, they can be captured and pushed in time To the Zhongtai system for "newspaper network micro" recruitment staff selected.

Conclusion

To promote the deep integration of the media, it is necessary to insist on the content as king, and the news hotline is one of the important means for traditional media to maintain the content advantage. Today, the new media technology is changing with each passing day. For the hotline of paper media, on the one hand, it is full of challenges, and on the other hand, it is facing new opportunities. In the process of comprehensive integration and transformation, as long as the readers are always worried and keeping pace with the times, the news hotline can continue to "heat".

[references]

[1] Yangqin. The value of the news hotline of the news [J]. Newspost, 2021 (01): 12-14.

[2] Gao Jingyi, Fan Weimin. In the practice of the mass of the masses, he defended Zheng innovation [J]. News, 2020 (06): 87-90.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

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