What inspiration does "Legend of Tree" bring us?

Author:Chinese Green Watchman Time:2022.08.06

Some people say that each tree is a living history book and a legend of beauty. From ancient times to the present, the impact of trees is always ubiquitous in the survival and reproduction of the Chinese people, folk customs, socioeconomic, national character, and even civilization.

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On March 12, 2019 (Tree Planting Festival), the third edition of the "China Green Times" was launched in public welfare communication campaign to launch the "trees legend and depth affecting China" public welfare communication activities in the method of the entire version of the topic. Since the launch of the event, more than a hundred experts and science writers in more than 100 tree academic circles have approached the public and wrote 155 special articles (as of August 1, 2022). These exquisite articles, with the combined narrative methods and vivid strokes of scientific and humanistic, reveal the unique value of one or one type of trees from the aspects of ecology, economy, society, history, culture, and aesthetics, and they have to China and Chinese people The far -reaching influence has attracted widespread attention from society. Coupled with the large and visual impact pictures distributed in the layout, it leaves the reader a very deep impression and a beautiful reading experience.

The experts will tell the scientific knowledge and legendary stories of every kind of trees, share the infinite wisdom and natural knowledge of trees with the public, wake people love trees and grateful trees, and then drive more people to take care of ecology and care In nature, the "trees legend and depth affecting China's trees" public welfare communication activities have reached a new height of news communication in the forestry industry.

For example, in the topic of "Ginkgo, Eternity of Time", the first paragraph is this summary: "Ginkgo, a tree with a story. The history of survival and the solid status of plant living fossils contains her tall gesture and the burning gangsters of fallen leaves, including her tenacious and tenacious survival of the adversity, surviving for thousands of years, and containing her exterior with the thousands of years of Dharma and the four seas culture. Including the infinite value of her multi -purpose integration of industry, university and research. The years are leisurely, and the millennium ginkgo pads through it, leaving a beautiful scene of natural and humanistic blending. "

In this text, there are some descriptions as follows:

"In the flooding era, ancient humans saw ginkgo and did not see dinosaurs. Ginkgo biloba had grown on the original reckless land in the original reckless land at 340 million years ago. 4,9120 trees are distributed in 23 provinces (autonomous regions, municipalities) across the country. He told us that ginkgo is older than dinosaurs and lives longer than dinosaurs. It has more than 150 genus and has not changed after more than 300 million years. "

"In 1771, a great botanist Karl von Lin Nai named Ginkgobi⁃loba based on the" iron line fern tree "named after Campf. The name of Latin. In Europe, Ginkgo's lyrical poem "The Two -Brang Ginkgo Leaf" wrote to his goddess with Goethe was widely passed down (Note: The layout is equipped with a photocopy and translation of this poem). "

"The ginkgo tree has a long life. Dinglin Temple, Fulai Mountain, Shandong still has nearly 4,000 years of ancient ginkgo trees planted in the Spring and Autumn Period. In the Shanglin Academy in Shaanxi, there is still a ginkgo planted by Tang Taizong Li Shimin. Ancient ginkgo in the fifth generation of the Wildlife Five Dynasties (with photos). "

There are texts with both cultural connotations and storylines as above. They are everywhere in the series of "Trees Legend". It is so attractive. At the same time, the exquisite photos of the related trees distributed by each layer are always memorable.

As early as May 7, 2019, the media such as "China Press and Publication Guangbao" and the People's Daily Online have published special review articles, which fully affirmed this large -scale special column.

The article says that "China Green Times", as an industry newspaper of my country's forestry system, is also the only national ecological environment newspaper named after "green" named "green". Trees are used as the media to strengthen the connection between nature and the audience. Legendary and depth affects China's trees "public welfare communication activities, pay tribute to trees, and be grateful to those trees that bless China. At the same time, the large -scale version of "Trees Legend · Deeply affecting China", and in the linkage between traditional paper media and new media, it has expanded the effect of communication, popularized tree knowledge, and conveying green concepts. It can be said that it is ingenious, and he is looking forward to it.

Looking at the "China Green Times" currently published 155 "Trees Legend · Deeply affecting China's trees" special edition, from the stories of ginkgo to the common but not ordinary North China deciduous pine; , To the representative elements of Chinese traditional culture, from the tall and trees of trees that are unique to China to plant white poplars to the symbols of auspicious love symbols, from the topics of each article, we can see the spots on the spots See what kind of momentum is this leopard. "Huangdi Handbai: National Root, Huaxia Soul", "Treasure of the Country: Fragrant Dalmon", "White Birch: Black Boys Through the Glacier Period", "Golden Leaf Elm: Golden Branch and Jade Leaf", "Chinese Pigeon Tree: Green Messenger", Pine Tree, Pine Tree : Available Bone and Establishing the Heaven and Earth "," Gongsun Tree: Oriental Saints Yao China "," Fragrant: Famous Food Fruit Thousands of Food "," Plum Blossoms Fighting Spring, Clear Qi Qian Kun "," The King of Wood: The King of Woods "," Teak: Buddhist Kingdom "The King of the Wanmu" "Shan Cangzi: The attacking natural incense bag", "Red Bean: There is a Supreme Crown of Acacia", "桫椤: The" Fern King "of the Dinosaur Period," Lagerstroemia: Who has no flowers without a hundred flowers: who has no flowers and no hundreds of flowers. "Sun Red" "Northeast Royn Guanyin Guanyin Shan", "Bodhi: Smart Saint Tree Blessed the Yin Live" ... All these charts are not listed on professional knowledge, but based on plant knowledge as the basic point and the story of exploring trees. Line, connecting professional plant knowledge and allusions related to it tells the story behind the trees in the narrative, closer the distance between the trees and the audience, so as to popularize the plant knowledge in the voice of life.

Through the layout and group reports, it gives the audience a kind of inspiration, that is, trees support the sky, witness history, and inherit civilization. It is a masterpiece of nature and the legend of life. In the text with feelings and perceptions, it can lead the audience to perceive the roots, stems, skin, leaves, flowers, fruits, and the style, form, function, value, and imagery of the tree. Culture, stored people's memory and nostalgia.

What's more valuable is that each layout of this series of topics conveys the design sense of the editor in the exquisite layout language. Among them, the short and exquisite "Recommended words" and "Tree File" section becomes the fixed column of the layout, helping readers use the shortest to use the shortest ones Time can generally understand the characteristics of the tree introduced.

It can be said that the planning of the public welfare communication activity of "trees legend and depth affects China", from the perspective of combining science and humanities, better interpret the idea of industry professional content reports, reflects the "China Green Times" " In line with the green trend, gathered green information, advocate green fashion, and build a green home garden ", and in this process, under the guidance of experts, to awaken people's enthusiasm for the environment, drive more people to protect the environment better, Experience the beauty of nature.

The "trees legend and depth affects China's trees" public welfare communication activities. Through experts and media interaction with the public, from the aspects of ecology, economy, society, history, aesthetics, and humanities The far -reaching impact on China and Chinese people, while spreading the knowledge of trees to the public, promoted forest culture and promoted the construction of ecological civilization and beautiful Chinese.

In addition to publishing these works on the third edition of the newspaper, through the joint push of new media such as the State Forest and Cao Bureau Government Network and Guanwei, the China Green Times "two micro -ends" and the people's name, Xinhua, and today With widespread concern and welcoming society. Many articles are often read 100,000+. Like the 33rd "Tsubaka Tree: One Wooden Calendar Spring and Autumn, One Leaf Manfu" and the 34th "Smelly: Black History" name "Black History", the reading volume exceeds 1 million, and the reader's response is very strong.

Some netizens left a message saying, "I look forward to more trees experts who have written their own trees such as palms and children, and share with more publicly -known trees." Another netizen left a message, "The story of the trees, in fact, the story of the trees, in fact, actually It is also the story of life. "In addition, there are:" Trees and people are really a community of life! "

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Why can the public welfare communication activity of "trees legend in depth affect China's trees"? What kind of useful communication revelation can we get from this series of reports? After careful reading and thinking and comparative analysis, the author believes that there are the following points:

First, the theme choice of "trees" is very appropriate. As the "China Green Times", which records ecological civilization and reports beautiful China as its own responsibility, selects and locks the "protagonist" of trees as the propaganda target. The readers of Chinese ecological civilization. Trees are something we are in contact with every day, and we are familiar with it so. But I did not expect that every kind of trees actually had so many stories and legends we didn't understand, and there were so many cultural connotations and heritage. So how can such reports be deeply loved by readers? How can it be not sought after by readers?

The second is that the characteristics of "professional" are very appropriate, let professional people talk about professional matters. Ask forest experts and experts from tree science to explain in a simple way, talk about their characteristics, talk about their highlights, talk about their beauty, talk about their own intentions, talk about their value, talk about their value, talk about their value Essence For such works, readers feel very thirsty, and they are naturally more impressed after reading. Different studies are different, and the surgery industry has specialized. The knowledge of experts, the background of experts, and the deepening of experts have added background and thickness to this set of reports. Third, the "beautiful" presentation method is very delicate. The report of each tree is presented in the third edition of the newspaper in the third edition of the newspaper. The graphic is well -designed, the design is exquisite and pleasing to the eye. Each layout is generous, beautiful, and exquisite, which is a distinctive feature of this series of reports. They are all beautiful and moving, fighting for Fang Yan, like a beautiful girl attracting readers' attention. After the launch, it will be integrated with the new media to form a double communication effect.

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The success of the "trees legend · depth affecting China's trees" public welfare communication activities, reflecting some rules of industry news expanding communication effects.

The correct choice of theme is the basic prerequisite. The first premise of a news report planning is the correct premise of the theme. In today's world, looking at the world, the green movement is surging, and the concept of ecological civilization is deeply rooted in people's hearts. Caring for forests, caring for trees, and protecting the ecological environment that humans depend on survival, and being symbiotic in harmony between man and nature, this is the development trend of conforming to the historical trend. In such a general trend, telling the story of a good tree, the legend of the tree, the value of the dialysis tree, and the evolution of people's awareness of the tree love. Naturally, it is a great theme, and it will naturally receive close attention from readers. The "Tree Legend" series of reports selected the correct theme of "Great trees, cute trees, and precious trees". At the same time, starting from the perspective of "deep influence China", it has been half successful.

The high attention of the audience is the cornerstone of success. According to the principle of closeness of the news, a successful news report another core element is the high degree of attention from the audience. Only the themes and topics that the society cares about will be generally recognized and participated by readers, and can the effect of resonance. Trees are closely related to people's lives. Its story, its legend, and its evolution will inevitably attract great interest. The people around us, the things around us, naturally arouse our closest attention. The trees that deal with it almost every day, all news from it will naturally move our heartstrings. The "Legend of the Tree" reported that it was not natural for people's psychological psychology to take the trees and cut it into people's psychological psychology.

Scientific and reasonable operation is guaranteed. No matter how good news reporting plans, there must be a scientific and reasonable way to implement it. If you are not considering, any difference in operation and implementation may lead to the failure or effect of the planning case or the effect. The series of "Legend of the Tree" reports, from asking experts and scholars, hiring scientific communication consultants, to finding corresponding photos, editing manuscripts, organizational layout, and new media operations. The operation is smooth and successful.

Leaning to pursue high quality is the key. Any successful news planning plan must implement the guidance and codes of guiding ideology and behavior from beginning to end. Only with excellence, paying attention to every detail, pursuing the highest quality from time to time, and dedicating the readers to the most exquisite works, and bringing "food" to finally create famous names. The "Legend of the Tree" series reports that the 155 works that have been published so far are the same beauty, the same wonderful, and the same pleasing to the eye. The readers have been highly evaluated and recognized highly for the purpose of this column for more than 3 years. The operating team pursues high -quality diligently.

Finding a combination with your own media is a cheat. A news report planning case cannot be closely integrated with its own media's service targets and industry characteristics, and lack of its distinctive characteristics and basic advantages of its own media, and no matter how good the planning case is, it is impossible for a positive response and ultimate success. Only those theme planning cases that have both the characteristics of the industry and in line with their own media characteristics can finally succeed in the end. The series of "Legend of the Tree" reported the nature, purpose, and positioning of the "China Green Times" with the service objects of the reader, and carefully selected the report objects, reporting perspectives, reporting methods, and style of reports. It is doomed to be powerful in this set of reports, and it is not surprising that success is not surprising.