News practice | Create the depth and "freshness" of report literature with "four forces"

Author: Yang Runqin Public Daily Director Reporter

Source: "All Media Exploration" August 2022 issue

Abstract: This article is based on the media's deepening integration. From the perspective of improving the operating mechanism, providing "industry algorithms", and creating information "kitchen", we will explore how industry media will be based on user thinking in the process of content production and create a full -format news product system. Expand the "News+" field.

Keywords: industry media; user thinking; media integration; package service; news products

At present, it fully respects the reconstruction of the Internet for user psychology. With the help of new media forces, consensus consensus internal consensus and establish an image to the outside world, and gradually create a strong positive public opinion field. The depth and breadth.

The changes in the media pattern and the public opinion ecology are not only "physical integration" of existing production processes for industry media, but also "chemical integration" based on user thinking: insisting on the needs of audience needs as the starting point and news content Supply -side reforms are fundamental, the media technology is supported, and the user experience is oriented. The concepts, systems, mechanisms, content, technology, and platform transform all -round transformation to form a industry -based product system with industry characteristics, social benefits, and economic benefits. Provide users with package -type services and expand the field of "news+".

Improve the operating mechanism and seize the "Public Opinion Square"

Based on user thinking and promoting industry media to accelerate integration and development, it is a very urgent and significant task. It is necessary to improve the rules and operating mechanisms and enhance the saying of the "public opinion square" of the industry.

1. Strengthen the design of the top media architecture. Build a paper media and new media integration, and organize the organic linkage of the mainstream media, the organic linkage of the network platform, and the same frequency resonance of the industry [1]; consolidate a party building leadership, politics is strong, always firm and correct political direction, public opinion orientation and value The organizational guarantee system of orientation continues to promote high -quality development.

In accordance with the principles of mobile priority, effectively integrate the industry's media manpower, manuscript, and channel resources, systematically plan the organizational structure, production process, and assessment mechanism of all media production, build a "central kitchen" for the entire media platform, and build a improvement and compilation of all media production. The network and process form the pattern of "interconnection, sharing and sharing", "one collection, multiple generation, and multiple communication". Integrate the formation of ecological chains that include content production, dissemination, push, interaction, terminal interaction, etc., and strive to build a whole media brand in the industry.

2. Construct the industry to propagate matrix. Taking enterprise publicity responsible units as joint "nodes", strengthen the effective linkage between industry media and central media, local mainstream media, corporate media, and strengthen strategic cooperation with head traffic platforms and party media traffic platforms.

On the basis of integrating news resources, according to the needs of propaganda needs, the level and level of publicity positions and the level of publicity positions form a scientific news distribution mechanism. Industry media guide enterprises to publicize responsible units, screen and select deep, content, and typical news works, coordinate push to central media and local mainstream media, and expand the diversification, multi -level and multi -directional communication effects of the communication platform. Multiple rounds. In the meantime, every step of user thinking penetrated into the media integration, and the process of reconstruction of information production and content release of industry media has a user base. In the local area, the "1+1+1+1> 4" effect is achieved in the local area.

3. Give play to the role of public opinion monitoring and improve the ability to deal with treatment. Improving the ability of technology to control the network, strengthening network content construction, and providing standardized data resources for the service industry.

Industry media establishes its own public opinion monitoring platform. Its confidentiality, forward -looking and predictability is much higher than the social media monitoring system. It can strictly follow the procedures to provide monitoring, early warning, research and judgment, disposal, and closed -ring integration. Control sensitive public opinion in a rational knowledge range to prevent key public opinion information leakage and secondary communication. At the same time, establish a case library of public opinion in the industry, find problems and weak links in the work, classify the public opinion response strategy, public opinion crisis management strategies, actively set up issues, guide public opinion, and fight for the active battle.

Provide "industry algorithm" to build an industry think tank

The "People's No." of the People's Daily New Media Center has continuously optimized algorithm recommendation technology, forming a "party media algorithm" with mainstream value -oriented under the party leadership [2]. This provides reference and inspiration for industry media to seize new technologies to empower the journalist industry. Industry media is equivalent to the mainstream media in a certain professional field. You can refer to the practice of the People's Daily and the provincial party newspapers, and use the advantages of industry resources to integrate reports to gradually shift from "using" to "independent innovation for me" to "self -innovation". "".

1. Maintain content fixed force and explore intelligent technological innovation. The construction of a full media communication system cannot be separated from the support of new technologies and new equipment for high -quality content production. Based on the principles of practicality, easy use, management, and security and reliability, we must strengthen the research of technological development trends, optimize and improve system functions, and make good technical upgrade reserves. For example, "Oriental Tobacco", as the mainstream media in the country's tobacco industry, is building and improving the content application platform of the finished newspaper finished product, new media finished product application platform, and unified retrieval service to "collect-production-distribution-receiving-feedback" for news products Closed -loop injection of intelligent power, providing "industry algorithms" from content and form. At the same time, based on big data analysis, multiple precision processing of the material has been performed to form various forms of end news products, and then expands the amount of information release and improves the timeliness of the news. 2. Under the blessing of "algorithms", emphasize the user experience of "new" and "hot". Under the premise of adhering to the correct public opinion orientation, whether it is the selection of news topics or the innovation of information presentation, user thinking is an important logical origin. Looking for new points, pursuing hotspots, and using the "central kitchen" sharing collection model to establish its value trust and emotional identity with users with a high efficiency configuration, this is also the main "detonation point" of news products. Strengthen the input and output of in -depth reports, special reports, creative writing and other aspects, create an IP of brand promotion and hotspot planning, and make traditional text, picture report forms and new media virtual reality, short videos, animation, dynamic charts, etc. The form of network communication is merged to form a "explosion point" of visual impact and sensory cognition, and multiple angles and diversification brought freshness to users. [3]

3. Strengthen the construction of think tank -type media. Adhere to the depth of investigation and supervision, the thickness of records and witnesses, the height of observation and thinking, provide intellectual support for the high -quality development of the industry, and truly occupy the commanding heights of media integration and development.

Due to the particularity of the professional field, the industry media will usually establish a natural and close connection with the various business lines in the industry, have all aspects of expert resources, fully condition to carry out think tank media construction, strengthen professional institutions and professionals The cooperation intensity lists the social governance issues involved in the industry as a key topic. While news reports, in -depth research and extensive accumulation. Once the demand is released, it can provide customized and forward -looking service companies and solutions in a timely manner through training sharing, social survey, field visits, full -scale planning, and full implementation methods.

Create an information kitchen, launch a module package

By relying on the credibility, talent accumulation, and news resources formed by traditional media, industry media has used increasingly more and more variety of communication methods. Whether in the level of reporting, the reporting process, or the influence on users, it has obvious professionalism Advantage. These also provide possibilities for the transformation of the industry media "one specialization" to the "cross -border co -construction" -to precipitate professional advantages, break through role restrictions, integrate information release, social, and comprehensive services, from the "street street" to "Information Kitchen" changes to meet the "news+" needs of users.

1. From one -way assistance to two -way package transformation, expand traditional single media functions. The high -efficiency and low energy consumption of the entire media platform can quickly adapt to new changes in news distribution and content organization methods, and maximize the waste of editing resources. This "information kitchen" is rich in production, and it is conducive to the promotion of the "News+Service" model regardless of professional operation and information dissemination.

Persist in the principles of use, use, and easy use, flexibly use information services, government services, brand operation and other services, refine service packages, and form multi -level, multi -channel, comprehensive, integrated, integrated, integrated, integrated, integrated, and integrated in the form of collaborative columns and planning activities The news report pattern and media fusion service matrix promotes the precise docking of content production and target users.

2. Beyond the traditional news ecology and insist on building sharing. The popularization of social networks and the update of new media communication methods, decision -making subjects are shifting from commercial elites to the public. The media should be "co -builders of social governance" to help optimize and improve the effectiveness of governance.

Strengthen the awareness of "user news", that is, attach importance to the initiative of news receivers, provide real -time early warning of environmental information and emergencies, expand the source of the folk discourse sources, and supplement the media's blind spots. Therefore, industry media should play the role of resource linkage and play multiple roles such as "appraisers", "aggregate" and "empowerment", and attract users to participate in news ecology, social ecological construction and stable operation. This process is not only the shaping of news products, but also the governance and construction of society, which is conducive to the foundation of the influence of discourse and business models under the new media ecosystem.

[references]

[1] Lu Yuan. New journey to the future [n]. Oriental Toba News, 2021-10-23.

[2] People's Daily Review Department. Let mainstream media a "all-media"-answer the era subject of good media integration and development ② [n]. People's Daily, 2019-1-30.

[3] Chen Xuzhu, He Xiaoling, Zhu Anta. Local power enterprise "Central Information Kitchen" builds a shallow analysis [C]. 2017 China Electric Power Enterprise Management Innovation Practice -2017 China Electric Power Enterprise Management Innovation Practice Excellent Thesis Contest ( Book next), 2018 (12): 434-436.

"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.The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

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