Major feature storiesIt is the focus and the difficulty of public information. The focus is on centralized and large-scale campaign coverage around major party and government decisions and events, with strong policies and positive publicity; the difficulty is that the subject of the coverage is well known, the media are centrally accessible, content is homogeneous and innovative. The 70th anniversary of the founding of the new china is one of the most important and difficult topics for publicity, and central and provincial media are seeking innovation, creativity and different news and content productsPeople's networkThe introduction of the 70-year question is one of them。
New media ageWeb-based news coverage is no longer a single battle, nor is it a single operation, which is brilliant and innovative and requires the development and integration of shipments. The “70s question 70” series has good practices and results in these five areas。
Tactics - all-round planning first, all-round
Question 70 means 70 media-wide articles, and it is difficult to be systematic and scientific to raise, write and prepare 70 questions without careful organization and precision. In planning the 70th anniversary series, the people's network set up a working group to prepare a theoretical basis for the scientific accuracy of the reports by inviting experts and academics to meet in closed session on five main themes: political, economic, cultural, social and ecological. Experts were also invited to conduct specialized summer research in some subject areas. After many studies and refinements, a framework for the selection of topics with intrinsic logical linkages has been developed, laying the foundation for the success of the subject coverage. As some netizens commented on the subject of twitter #7070 #, “the 70-year question # was recorded as a thick history” — “each question is a political one.” these comments reflect precisely the precision of the problem, the fineness of the organization and the precision of the planning。
Specialized multimedia interviews, solid
For the most part, coverage on news websites has been based on fragmentation and instantaneous news, with large, in-depth thematic coverage not being long-term and unacknowledged by internet users. However, in its “70s questions” interview arrangements, the people's network mobilized more than 300 editors from all over the network to form 70 reporting teams, one technically adapted to the patterns of online news coverage in the new media age, the audio-visual multimedia collection of texts, and, on the other hand, changed from perspective and writing, the high-profile stereotypes of past subject stories, “each of which adheres to the principle of `big theme, small mouth', tells small stories from a broad perspective, combines intimate characters, stories, scenes with authoritative theories, perspectives, data, and provides an in-depth reading of the logic inherent in 70 years of historic change in the new china, and articulates the chinese distinctive socialist paths, theories, institutions, cultural advantages behind historic achievements”. This professional, solid and in-depth coverage was praised not only by the internet, but also by the professional media, and the article “why is china's “prime minister” working?” was adopted in the front page of the people's daily on october 25。
Part — discrepancies, corporate linkages
The pc and mobile phones are the main output platform for the 70-year-old questions, and the quality and characteristics of the reports will need to be differentiated based on the different features of the two platforms. The page ends with a traditional thematic format, but questions under the five themes are not a simple list of headings, but are presented with small graphics and textual dynamics and lively. The article pages use a new template that differs from the text pages of the website, with video coverage leading, editors reading by guide, and text-to-text typography reduces reading fatigue by 5,000 words. The use of appropriate editing techniques and appropriate web symbols is all the more difficult for cell phones to organize 5,000 words. Add a guide before the text, and change colour on the subheadings, which are based on the characteristics of the end of the cell phone. Most notably, past articles can be added to “relevant reading” at the end of the pc and mobile phones, with two-dimensional codes that can be scanned to the end of the pc, making “70 years of asking” a real whole。
E-multi-platform development, integrated dissemination
In the new media age, the editing of articles is only the beginning of news dissemination, and whether users eventually see it is the key to communication. Question 70, sent through a web-wide multi-platform, including the entire media terminals of the people's net pc, mobile phone, people's video, people's daily client, the people's net corporate microblogging on a third-party platform, official microblogging, official shivering accounts, learning powerful country clients, today's headlines, 100 home numbers, news news, achilles, the uc fish, hua's cell phone, the tent penguin, etc., and a number of media platforms have been reproduced spontaneously, resulting in widespread transmission. In addition, the “70s questions” topic set up by xinjiang weibo opens the interactive transmission window, with 230 million readings, and 45,000 discussions show that the subject matter went from temple to grass, from journalists’ pens to internet users’ mouse。
Transport - product-oriented thinking, fine operation
From an operational point of view, every major news event was an opportunity to attract and retain users, and press coverage should serve the operational purpose of increasing traffic and active users. Operating is premised on user thinking, product thinking, and business thinking from the outset of planning. First, the “70s question” has broken the heavy history into a familiar question-and-answer model, answering familiar and common questions from the user, emotionally drawing closer to the user, making 70 years of historical achievements no longer distant and unfamiliar; second, avoiding peaks, pre-heating, stretching the series of reports to keep the product warm. Launched in early september, the “70s question” was impressive for users, both in terms of pre-heating coverage of the 70th anniversary of the new china and in terms of creating “only” space for themselves. The various online poster campaigns, especially before the launch of the report, created a number of suspenses and gave users a space for imagination. For more than two months, the coverage not only continued the heat and temperature of the national day coverage, but also gave itself yet another unique attention to the users, many of whom had spontaneously reproduced the “70s questions” series in the media, which, together with the people's network, became a post-national day coverage. Finally, as part of the series and after its completion, the people's network launched the people's network's 70-year question series, half of which came to the attention of its members, confirmed how the 70-year question was made? " the 70-year question's reporter looked for articles such as “the code of systems for china's governance” to guide users to read and understand the series, to bring author line journalists to the camera and to expose the creative process。
From the “70s question” media-wide series, integrating the media era, major subject stories are a systematic exercise, and the integrated operation of the production and distribution process is the deciphering of its successful “internet password”. (associate professor at the faculty of journalism of the china university of media, director of the new media faculty and head of the data news profession)
