Case Analysis | Exploration and Practice of Yantai City Political Congress Media Reporting Center

Author: Li Ren, Director of the News Department of Yantai Daily Media Group All Media Collection Center

Source: "All Media Exploration" June 2022 issue

Cross -border flexible integration of the new path of current affairs reports

——The exploration and practice of Yantai City Timezheng Media Reporting Center

Summary: In the context of accelerating the evolution of media integration, the prefecture -level city newspaper industry and radio and television media, under the premise of not implementing entity mergers, break through the barriers of the industry, exert their respective advantages, and implement the transmission of cross -border flexible integration. Improving media communication and empowering urban development is a new issue worth exploring and practicing.

Keywords: the same city media; flexible fusion; current government report

In June 2020, under the coordination of the Propaganda Department of the Yantai Municipal Party Committee, the Yantai City Zhengrong Media Report Center was established. The center integrates the current political reports of the two units of Yantai Daily Media Group and Yantai Radio and Television Station, which is responsible for reporting the city's current affairs reports in order to explore the new path of cross -border flexible integration and dissemination without changing the status of both parties.

After nearly two years of standardized operation, the Yantai City Zhengong Media Reporting Center has established mechanisms such as rapid reactions, rotating director, resource sharing, and joint reports. The timeliness, attractiveness, and affinity of reporting reports in Yantai City's current political category have been significantly improved. The level of ability around the center and the overall situation is continuously enhanced. Yantai stories and Yantai sound communication scope and greater influence.

Break through industry barriers and concentrate the rapid response of superior resources

Current political reports are often prone to routine and modeling. As far as the Yantai City Political Report is concerned, in the past, different media reported on their respective platforms. There were barriers between the platforms, no resource sharing, and the form of reports was relatively single and lacking new ideas. The reason is that there are objective factors of changes in the situation and the decline in the influence of mainstream media, and there are also subjective reasons such as incomplete work mechanisms and not flexible media. Based on this, the Yantai City Timezheng Media Reporting Center came into being. Under the coordination of the Propaganda Department of Yantai Municipal Party Committee, the center took a total of six backbone reporters from Yantai Daily and Yantai Radio and Television Station, which was responsible for publicity reports of important meetings and center work in the city. Edit sector efficient linkage and focus on launching current political integration media products. After the establishment of the Yantai City Timezheng Media Reporting Center, the following aspects are mainly carried out:

The first is to improve the concept of current political news communication. Good current news should serve both ends. One side is the party committee and government to promote the content of the party committee and the government to do it; the other is the citizens and the people, reporting that they want to see the content they love to see. Central personnel actively change their concepts, strengthen service awareness, and give full play to the role of bridge bonds: on the one hand, the people's care and people's livelihood and livelihood plan are presented in the media. The deployment requirements are transmitted and transmitted in an easy -to -understand way, so that the cadres and masses of the city can understand the work of the party committee and the government through the report of "want to see" reports, and guide the cadres and the masses to gather high -quality development pounds. Gorgeous power.

The second is to establish a constitution to ensure efficient operation. Establish a work mechanism with a smooth coordination and rapid response, respond to important current political activities, and quickly arrange implementation; explore the joint report mechanism of the media, break the media boundaries, form a joint interview reporting group, complete the task of interview reports at high standards; implement the rotating director of the rotation director In addition to the resident reporters, the newspaper and the radio radical selection dispatched a middle -level cadre with high political quality and strong business capabilities as the director, which is responsible for daily coordination management and rotated every half a year.

The third is to implement the resource sharing of current political reports. Open up the production and release of the news reports of Rong Media, improve the technical guarantee capabilities, and establish the material database. The center -made products are shared without barriers to the media of Yantai Daily Media Group and Yantai Radio and Television Station to broaden the passage of current affairs. Create a smooth and smooth workflow, text reports, picture reports, audio and video reports, etc., and will be sent to newspapers, radio and television, and arranged new media to launch in a timely manner.

Bold exploration and innovation, making current political reports more affinity

Making news reports more grounded is an effective way to enhance news communication, guidance, influence, and credibility. Practice has proved that ordinary people do not pay attention to the news of the politics. After all, as a member of the city, everyone will care about the development of their own city and will care about the major things that happen around them. The reason why he does not like to read current political news is because of the "aesthetic fatigue" -the method of the reporting model is the same.

The Yantai City Timezheng Media Report Center continues to innovate the form of innovation in accordance with the characteristics of the audience and the laws of communication. , Federation and appeal. Since 2021, the center of the center of the "1+233" working system of the Cocked City Party Committee and the "12335" central urban construction pattern, and the 2021 Shandong Tourism Development Conference held in the international event in Yantai, coordinating all parties, and launched a series of people who have heard of the masses. Report.

Focusing on the 2021 Shandong Tourism Development Conference, the center launched 12 short videos, which conducted a comprehensive promotion on platforms such as Douyin, Kuaishou, Video, and Toutiao, with a total playback volume of more than 10 million times. Among them, the "Relief of the Travel Conference tonight, Xiaobian will take you to see it first! Nothing tomorrow night? 》 Play volume of 2.85 million times. Short video "Stunning! Twelve scenes of the city walls, appeared in the city's cities "on the People's Daily client of 2.13 million times. Focusing on the high -quality development conference of the county economy, the center went to Kunshan to investigate and interview, and launched a series of reports of the "Spring Wind and Green River South Bank · Kunshan Ji" to introduce the new ideas, new practices, and new explorations of Kunshan's high -quality development, which has been widely praised. Focusing on the major theme of the 100th anniversary of the founding of the party, the center planned the launch of the "Road to Faith-" Museum "to the Centennial Red Jiaodong" (hereinafter referred to as "The Road to Faith") large -scale melting media interviews and reports. With the cities and county -level party committees' organization departments, in recent years, the red exhibition halls that have been carefully prepared by the layout of the layout, and the centennial red Jiaodong history as the line. The "traditional media and new media integrated linkage, newspaper network micro -cooperation combat" method of financing reports to give a gift to the 100th anniversary of the founding of the party. "The Road to Faith" has a distinctive feature, that is, "the theme, fresh expression". It is presented in the way "Long Report+District Organization Minister", so that each of them "lives" one by one. "The Road to Faith" also carefully draws online red learning maps. Creative presents a well -known red landmark in Yantai, combined graphic, small videos, H5 scene interaction, VR exhibition hall 360 -degree experience, etc., to carry out red classic melting media communication. In the pursuit of red footprints, inheriting red genes, and practicing the power of faith in the original mission. Once the work was launched, it became a "explosion", and the number of clicks on the day on the large and small news client exceeded 100,000.

Exercise 1+1> 2, realize the "breaking circle" dissemination

The Yantai City Political Congress Media Reporting Center integrates two high -quality resources of the media and strives to achieve the effect of 1+1> 2.

The Yantai City Timeng Media Reporting Center adheres to mobile priority, and has strengthened the innovation advantage of new media innovation with new language and interactive mobile products. Taking the 14th Party Congress of Yantai City in 2022 and the two sessions of Yantai City in 2022 as an example, the Rong Media Report Center carefully planned and produced a series of media products such as illustrations, posters, short videos, and H5. More than 300 pieces were widely reposted and spread by platforms such as the People's Daily Party Media Platform, Today's Headlines, and Surging News, with a total of more than 30 million readings.

The first is to highlight visualization and plan a series of creative posters. Adapt to the needs of users' visual reading, the center carefully designed the graph for the party's report and the government work report, and launched a creative poster for the report content. One picture reads the 14th Party Congress Report of the City "" Understanding! " The Yantai Municipal Government's work report is solved. "The poster" In the next five years, Yantai will take the lead in this "six aspects" first "," higher! " 2022 Yantai should realize the "seven" strives to break through ", so that the audience can clearly understand the spirit of the conference.

The second is to highlight the visual expression and plan the original video of the production and production. Focusing on the theme of the Municipal Party Congress and Yantai City, it planned and launched a large number of high -quality original video topics, news, columns and other video report products. Yantai Radio and Television Station Rong Media's work "Painting and Painting Blueprint", changed the monotonous form of the news oral broadcast or subtitle version with urban lenses. Through 3D modeling, the development goals and directions of Yantai were displayed in panorama. "How beautiful is the Yantai after five years" implant special effects in the host's explanation, and the sound and paintings are vividly depicting the blueprint of the construction of Yantai in the next five years.

The third is to highlight the integration and innovation, and launch the H5 product "Code" Reading Report ", which can be integrated with graphic and numbers. The content includes the retrospective of the past five years, the task goals of the next five years, the key work in 2022, and the four major sections of the two sessions. In 2022, the government's work task goals and advance measures were performed, and four short video works such as "Dang Yantai Gathering into 30 Seconds in the Five Years of Five Years" were integrated so that the development data of Yantai can be dynamically presented to facilitate the understanding of the party committee from all walks of life to understand the party committee. Government Work.

While adhering to the priority of mobile first, the center does a solid development and interpretation to achieve differentiated production and dissemination. Yantai Daily carefully created the "Deep News 1 °" brand column. Focusing on Qingdao inspection, area observation, Shanghai investment promotion and other activities, they wrote and published "Enthusiastic Holding with the Jiaodong Economic Circle", "Gathering Division Butterfly Variable Hong Kong City", "Surging momentum kinetic energy" In -depth reports such as "Hai" up to form an extension of new media products, and build a full media report pattern of "ripple dissemination, benign interaction".

"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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