First, to build a brand of information news propaganda, we must first accurately distinguish the difference between government information and news propaganda, and master the writing methods of the two types of manuscripts.
In work practice, due to various reasons, there are a large number of multi-submissions, including government information drafts and news propaganda drafts. Submitting news propaganda articles to the government information editing department may affect work efficiency or reduce the submission rate. For some government information manuscripts, if they are reported directly to the news media without strict examination, it may cause loss of confidentiality or other adverse effects. Therefore, it is necessary to clarify the relationship between educational government information and news propaganda. There are obvious differences between them in the following aspects.
1, the service objects are different. The target of news service is all readers and the public, regardless of age, gender, occupation, education level, etc. The target range of government information service is narrower and the level is higher. Mainly serving leaders at all levels. At the same time, serving the leaders at the same level is the most important among serving the leaders at the higher level, serving the leaders at the lower level and serving the leaders at the same level. The target of news service is always as wide as possible, while government information is not. Its target audience is generally strict and definite, and some highly confidential information is even limited to a few major leaders. Therefore, the first thing to consider in compiling information is whether information can serve the decision-making of leaders, promote the solution of related problems, and facilitate the leaders to grasp the situation. The second thing to consider is whether this information is suitable for reporting and to what extent. If it is not suitable for reporting, is it suitable for reporting to unit leaders or sending it to subordinate units? These two points must be accurately distinguished by every information worker.
2. Different functions. News and government information are essentially propaganda. But their strength is different. News generally acts on work through propaganda work, which is indirect; The role of government information in the work is mainly to find and solve problems, which is direct. News focuses on propaganda effect, while government information focuses on personnel effect. News is a window for people to understand society, and government information is an important basis for leading scientific decision-making. That is to serve the decision-making of leaders, solve practical problems in education and promote the healthy development of education. Educational government information serves scientific decision-making and informed leadership. We information workers should consider the collection and arrangement of information from the perspective of serving the decision-making of leaders. Want to lead what you think, report what you need, and be a good adviser and assistant to the leader. Urgent, difficult, dangerous and serious events that affect social stability and public safety must be submitted at the first time, which is convenient for leaders to deploy in time; Submit the progress of major decisions and deployment stages in the form of information, so that leaders can understand the deviation between goals and plans and make adjustments in time; Issues with commonality, such as hot spots and focal points reflected by grassroots people, are submitted after comprehensive analysis and comparison, so that leaders can make arrangements in time to nip some contradictions and problems in the bud.
3. Choose different materials. It is precisely because of the different service objects and functions that the choice of government information and news is different. Relatively speaking, news has a wider range of choices, and as long as it is a novel fact that happened recently, it may be selected as the subject of news. Government information only focuses on the facts that affect the government's government activities. If some strange phenomena enter the sight of government information under special circumstances, it is still not concerned with the phenomenon itself, but with the motivation of the formation of strange phenomena, that is, the law of the development and change of things, and thus predict the possible results. In daily work and life, ordinary good deeds that are purely personal behaviors, as well as enthusiastic public welfare undertakings and donation activities carried out by units, collectives and individuals outside their own functions and jobs, are always good topics for news propaganda, not good topics for government information.
4. There are differences between them on the issue of openness. The news is public, all news is released publicly, and the more people know, the better; Government information, on the other hand, is exclusive and cannot be fully disclosed, and even some information must be kept strictly confidential. For example, among government functional departments, departments and units such as letters and visits, public security and safety are mostly advanced units in government information work. Many of the information reported by these units are related to national security and social stability. This kind of information has a high rate of leadership instruction, and most of it is confidential. In all kinds of government information publications, sometimes only the theme can be seen, and sometimes even the theme is hidden, in order to keep it strictly confidential.
5. Different intervention abilities. News only lets the receiver know the situation and is not binding. It has the influence of public opinion. Government information is directly transmitted to leaders at all levels. No matter the information collected, the problems reflected, or the suggestions put forward, they are all for the reference of leaders' scientific decision-making, which is very likely to affect the decision-making of leaders. If leaders issue administrative orders or implement administrative actions based on government information, the role of government information will be fully reflected. In addition, although there are many media, communication channels and means of news, which are also very convenient and fast, there is still a certain gap compared with the government information on authoritative issues.
6. There are differences between them on the issue of honesty. The facts of news communication are mostly complete and must have six elements: time, place, who, what, why and what result. However, government information is not necessarily so perfect. For example, it also reported the fact that the main leaders of the government attended the working meeting of a certain department and made important speeches. Party newspapers are written in the traditional way, that is, the structure is arranged in the order of meeting overview-meeting theme-leader's speech summary. When incorporated into government information, highlight the new requirements put forward by leaders for work and convey them to other relevant departments as indicative information to guide the work. At the same time, some procedural details of the meeting were ignored, which made the opinions more concentrated and targeted.
7. There is a difference in professionalism between the two. News belongs to "understanding learning", which requires writing in a relatively simple way, so that even people with low educational level can understand it as soon as they hear it and understand it as soon as they see it, so as to spread it more widely. Government information has a strong professionalism, which also adapts to the particularity of its clients. Governments at all levels, especially the functional departments of governments at all levels, have their own professional fields, and government information reflects the work in this field, so it is very obvious to reflect professionalism, including the use of professional terms. At the same time, because leaders at all levels who transmit and receive information are familiar with the nature of work in this field, the professionalism of government information will not affect its dissemination, but will make it more rigorous, scientific and targeted.
8. Different forms of expression. The form of news is flexible and diverse, while the form of government information is relatively fixed. News language requires liveliness, and government information language requires accuracy and plainness. News often uses some rhetorical devices, including metaphor, personification, rhetorical question, metonymy, pun, duality and exaggeration, which belong to positive rhetoric. The government information uses negative rhetoric, which requires standardization and avoids any ambiguity. In this respect, it is closer to official documents. Descriptions, lyricism and other expressions are often used in news communication, but these expressions are generally not used in government information. The length of news varies, for example, communication pays attention to details, so it can't be too short. The shorter the government information, the better, as long as it can make the problem clear. Most news articles adopt the inverted pyramid structure, with the introduction in front, the text in the middle and the ending at the end. Accordingly, the headlines of news articles are very literary, and the task of explaining the main idea of the article is undertaken by the introduction, while the role of headlines is to attract readers. Government information rarely uses this method. Generally, a single piece of information has no lead, so it reveals the main idea of the article directly in the title, and at the same time marks the region, industry or field where the information occurred as much as possible, so that leaders can see where the information is written and what happened at a glance. News headlines sometimes have themes, sub-themes, and sometimes even shoulder topics and abstract topics, while government information basically has only one title.
There are differences and connections between government information and news propaganda, and each has its own laws. If we can master and apply these rules well in our work, we can cooperate with each other in the collection, writing, editing and reporting of the two genres of manuscripts and improve our work efficiency.
Two, to build a brand of information news propaganda work, we must correct the propaganda concept, clear the focus of editing and reporting, and learn to find and deal with every news clue.
Correct the concept of propaganda work: Director Chen has repeatedly stressed that the fundamental task of education is to achieve "one guarantee and two requirements". Namely: "maintaining stability, seeking development and seeking recognition". Seeking identity includes two parts, one is seeking the identity of leaders at all levels, and the other is seeking the identity of the people. What are the main ways to seek the approval of leaders at all levels and the people? It depends on education, government information disclosure and news propaganda. Publicity, that is, it is necessary to publicize not only the deployment of major work, but also the implementation of various measures and the progress of major work, as well as the achievements. Only through publicity can our creative work experience and achievements be recognized by the people and leaders at all levels. We need to broaden our understanding here, that is, the relationship between propaganda and boasting. Openness is to publish the results realistically, and its information is true. Bragging depends on fraud and publishing false information. Many comrades have a big misunderstanding in their thoughts, that is, they only think that education government information work is propaganda, propaganda for propaganda's sake, and even "boasting" for propaganda's sake. It is considered that this work has nothing to do with the development of education and is dispensable. It should be said that this understanding is universal. It reflects a very realistic problem, that is, our understanding of the main tasks of educational government information work is misplaced, not in-depth and not in place. When we engage in government information and news propaganda, we must take a clear-cut stand against false information and fake news.
Clarify the focus of news information propaganda: The task of educational government information and news propaganda is to reflect the important situation of education and its service to local social and economic development, and provide timely, accurate and comprehensive information services for superior leaders to grasp the overall situation of education, scientific decision-making and implementation. Educational government information and news propaganda must be compiled and edited closely around the major principles and policies of the higher authorities and the major work of the decision-making and deployment of the Education and Sports Bureau, and information should be submitted around the work centers and important deployments at all stages of the education system and the key, hot and difficult points that the society and the masses pay attention to.
At present, our information should be submitted to the following seven main units. From top to bottom according to the hierarchy: First, the briefing and website of the Office of the Provincial Department of Education; Second, Hubei Education Press; The third is the briefing and website of the office of the Municipal Education Bureau; Fourth, Xiangfan education is undertaken by the Municipal Institute of Education; Fifth, Xiangfan Daily; Sixth, the internal publications and websites of district committees and district governments; Seventh, the office briefing and website of the District Education and Sports Bureau. There are many educational information reporting units and media, which should be the focus and our main direction, and which are the non-focus and non-main direction? Every information officer must know what he is doing. If we don't distinguish between key points and non-key points, all of them are the main goals, and there is only one result, which is very tiring and not much achievement. Because different objects have different requirements for information. Distinguishing the relationship between reporting units and clarifying the key points and non-key points will make our editing and cataloging work more targeted and timely, which will not only reduce the workload, but also improve our work performance and increase the utilization rate of information we have compiled and catalogued in publications at all levels.
Where should the main direction of the seven categories of reporting units be concentrated? It depends on different tasks at different stages. My personal experience is that the focus of leaders' attention is the focus of our main attack; The priority of the work arranged by the superior and the internal publications sponsored by the superior unit are the focus of our main attack; Our main focus is on internal publications sponsored by units that have the right to solve this problem.
According to my usual observation, at present, I personally think that there are two main directions for the editing and editing of educational government information:
First, the district Committee and the district government have two internal publications, the party building network of the district Committee and the government information network. These media, the bureau's main leaders often pay attention to, often watch, and repeatedly give clear instructions, demanding that Xiangyang education be included in these media. The district committee office has an information section, and the district government office also has an information section, which is responsible for handling all kinds of government information.
Second, the internal publications of the Provincial Education Department and the Municipal Education Bureau. This is also a publication that the main leaders of the bureau often pay attention to. If Xiangyang education wants to be famous and have a place in the whole province and the whole city, it is necessary to publish more experiences and characteristics of Xiangyang education in these publications. Last year, the Provincial Department of Education formulated an action plan for the balanced development of compulsory education. The Provincial Department of Education and the Municipal Education Bureau regard the implementation of the action plan for balanced development of compulsory education as one of the most important tasks at present. At the same time, Director Chen and Director Bai have repeatedly given instructions on this, saying that the balanced development of compulsory education in Xiangyang should gain experience in the whole province and be a good vanguard.
Grasping these two key points at the same time will not affect our information work of reporting other subjects. As long as we pay attention to changing angles, manuscripts with basically the same content can be cast to different media. To submit government information manuscripts to the information editing department, we must stand on the perspective of leaders, closely focus on the central work in a certain period, select hot and difficult issues that leaders care about, and provide reliable basis for leaders' decision-making in time. To submit news propaganda articles to the news media, we should stand on the perspective of readers or listeners and reflect the hot issues that the people are generally concerned about. Even if you are preparing to submit a manuscript with the same theme to multiple media at the same time, you should pay attention to changing the angle and writing method, fully consider the demand differences of different types of media and different levels of media, and avoid being greedy and cheap, and using one manuscript for multiple purposes.
Three, to build a brand of information news propaganda work, we should focus on the weak links and focus on the common types of government information.
News articles are more common, so you can read more newspapers and try to figure out the writing methods of newspaper news articles. I won't talk about it here. I want to emphasize educational government information and introduce the basic types of educational government information.
(1) Problem-based information. Problem-based information focuses on the new situation with policy in educational government affairs and the new problems in grassroots implementation after the introduction of national educational policies and measures; Problems with tendentiousness and universality, which are difficult for local departments to solve and need to be decided by superiors; Important social conditions, public opinion and ideological issues of concern to the masses. The common titles of problem-based information are: ×× new situation appears, ×× problems need to be solved urgently, ××× currently facing new problems, ××× strong response, etc. For example, the main factors restricting the balanced development of compulsory education in our district and the surrounding environment of the campus are not optimistic.
(2) suggestive information. Prompt information is to put forward constructive suggestions such as ways, forms, methods and ideas to solve known problems around the difficulties, hot spots and doubts in current work. The suggestions made must be well-founded, practical and of great value. Its common titles are: advice to grass-roots schools, hope to grass-roots teachers and students, etc. For example, township teachers call for the implementation of teachers' housing project as soon as possible, township teachers call for the improvement of medical insurance measures as soon as possible, and the grassroots are eager for the fair payment of teachers' performance pay.
(3) Feedback information. The feedback information mainly feeds back the implementation of important meetings, important decisions and major deployments of superiors in this unit and department, and the processing results of leadership instructions. Its common titles are: ×× carrying out the spirit of ××, the District Education and Sports Bureau quickly implementing the deployment of the investment promotion work of the district Committee, and ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
(4) Forecast information. The forecast information mainly aims at the possible situations and problems in the next step, carries out advanced analysis, reveals universality from particularity, and forecasts the future from the past and present; Or predict the development trend of existing problems and reveal possible results, so as to attract the attention of leaders or relevant departments and take preventive measures as soon as possible. Its common titles are: XX will cause XX, and XX will have a greater impact on XX. The trend analysis of XX, such as the failure to implement the medical insurance policy for township teachers, is likely to cause instability, and the performance-based salary policy for township teachers may induce instability.
(5) Measures information. Measures information mainly refers to the work plans, work arrangements and specific measures formulated by various departments at all levels. Its common appellations are: ××× year × month × day × month × day × month × day × month × day × month × day × month × day × month × day × month × day × month × day × month × day × month × day × day × month × day × day × day × month × day × day × day × day × month × day × day × month × day × day × month × day × day
(6) Sudden information. Emergency information mainly provides leaders with emergencies or major accidents and social dynamics in order to take corresponding measures. Its common titles are: XX student casualty accident, XX accident, etc.
(7) Dynamic information. Dynamic information mainly reflects the working status, new progress and new achievements of all levels and departments. Its common topics are: the successful completion of the college entrance examination and senior high school entrance examination in our district in 2009, and the record high of ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
(8) Experience information. Experience information is mainly typical experience in work, and the specific methods are highly operational and have the value of promotion and reference. It includes two elements: experience or practice and effect, and mainly introduces experience or practice. Its common appellations are: ×× remarkable results, ×× achieved results, etc. For example, "the special rectification of the surrounding environment of the school has achieved practical results", "the stability of letters and visits by the Education and Sports Bureau has achieved new results in 2009" and "the District Education and Sports Bureau overfulfilled the investment invitation task assigned by the district government in 2009".
Fourth, to build a brand of information news propaganda work, we must practice the four basic skills, conceive more good news and information ideas, and form our own writing characteristics and styles.
First, we should have the ability to collect, know how to collect and collect information resources well. Collecting information resources is the basis of writing good information. How to collect information? The key is to achieve four points, namely, combining with reality, grasping the key points, being timely, accurate and comprehensive.
In combination with the actual situation, it is necessary to effectively collect information related to the work of the unit according to the actual work of the unit. You can't break away from this point and spend a lot of time and energy on information collection that has nothing to do with the work of your unit or has little to do with it.
Second, we must have the ability to screen, know how to screen, and be good at screening information. Screening information is to identify, compare and select the collected information, which is the key link to ensure the information quality. There are four words in the screening information: true, new, accurate and useful.
Truth is truth. The collected information should be true, and the filtered information should be more true. In a sense, screening is to check and verify the collected information to see whether the source is reliable and the data is accurate, and to see the essence through the phenomenon.
Innovation is to filter out the information with the latest time and fresh content. The screened information should be recent in time, with new things, new materials and new data in content, new situations in the development process and new ideas and viewpoints in conclusion.
Accuracy is to select and refine, form accurate and concise information, and serve the correct decision-making of leaders.
Use is to be available, to be applicable, and to make small information play a big role. This is the ultimate way out for information. Through screening, information can be targeted, timely and comprehensive, so as to achieve the purpose that one piece of information can reflect a trend, one suggestion can solve a class of problems, one conclusion can reveal a law and one prediction can solve a trend.
Third, we should have the ability to dig, be good at digging and dig reportable information.
First, we must mine information from key work. The focus of this year's education system mainly includes the transformation of weak schools in urban areas, the transformation of township junior high schools, the balanced development of compulsory education, investment attraction, security and stability, the development of vocational education, and student financial assistance. All information workers in our education system should focus on these key tasks and compile all kinds of information in time. Achievements should be publicized in a timely manner, problems should be summarized and reported, and important measures and advanced practices should be promoted in a timely manner.
The third is to extract information from school materials. The work of grass-roots schools is often exploratory and tentative, and a job often takes a long time to develop and achieve results. Therefore, daily work information is a kind of primitive information, which often appears to be "simple and not deep enough", but there are many bright spots in this material. As long as we strengthen the summary and popularization of grass-roots work experience, we can improve the value of original information and extract good information.
Fourth, you should be able to do it, do it, and be good at making headlines. Information title is a high generalization of information theme. If the theme is the soul of information, then the title is the eye of information. A good information headline can often make the finishing point and arouse readers' strong desire to read. The information editor of the superior department receives a lot of information from all over the world every day. They can't read every message carefully. They often browse the title of the information first, and then look at the information content. If the title is eye-catching and innovative, it can attract information editors, even if the information content is a little flawed, it may be adopted; If the title is not well done and plain enough, even if there is good content, it is easy to be ignored by the information editor. Therefore, the preparation of information must first work hard on the production of information titles.
First of all, the title of information should be closely related to the content. When making information headlines, we should try our best to summarize and synthesize the essence of information content with the least words, so as to be concise and to the point, so that readers can understand the content of the whole information by reading the information headlines, and the process and result of the matter can be understood through the headlines. For example, there are three pieces of information: the Bureau of Education and Sports overfulfilled the task of attracting investment in 2009, the Bureau of Education and Sports completed the task of "three difficulties" three months ahead of schedule, and the first phase of the construction project of District No.4 Middle School was completed as scheduled. Basically, the title summarizes the people, places and important plots of the whole thing, and only the title can become a complete information. For example, the following three information headlines: "District Education and Sports Bureau has carried out in-depth prevention and control of epidemic diseases among students in spring", "The problem of paid tutoring in teachers' departments cannot be ignored" and "It is very harmful for teachers to collectively carry out paid tutoring outside the school". Point out the problems to be reflected through the title. The production of such titles is often the most commonly used in information preparation, that is, the information content is highly refined and summarized, which is often used for dynamic, comprehensive, experienced and problematic information.
Second, the information title should be cleverly borrowed from the background. In practical work, there are often some superior leaders who come to our places and units for investigation or inspection. If some experiences and practices in our work are told by them, they will often have greater explanatory power and influence. For example, the two headlines, "Wang Jun, the district governor, fully affirmed the ten highlights of the balanced development of compulsory education in our district" and "Tang Liangzhi, secretary of the municipal party committee, asked Xiangyang No.4 Middle School to be a supporting project of Shenzhen Industrial Park", were written by skillfully borrowing the background of municipal and district leaders to investigate the education system. If you don't borrow this background, it may not attract the attention of the editor. However, we should also pay attention to the following points when compiling such information titles: First, the background should be true and information should not be transmitted under the guise of leaders; Second, leaders should have a certain identity and have a certain influence on their own units; The third is to have reference value.
Third, information headlines should use rhetoric appropriately. Proper use of rhetorical devices and borrowing some colloquial words, idioms and proverbs in information headlines can often make information headlines more vivid, vivid and novel, and easily arouse readers' interest. For example, the district logistics office conducts a centralized "physical examination" of boilers in all schools in the district. The topic is novel, ingenious, interesting and meaningful at the same time. But the information is mainly narrative and practical style, and the language should be as simple and concise as possible, and the most comprehensive situation should be reflected with the least number of words. Therefore, when making such information headlines, we must be rhetorical, not flashy and flowery.
Fourth, different subjects should use different titles. Take the district head of Wang Jun mentioned above as an example to examine the balanced development of the Education and Sports Bureau. For the internal publications and websites of the district committees and governments, it is best to use "Wang Jun District Chief to the Education and Sports Bureau to investigate the balanced development of compulsory education"; It is best to send messages to schools in towns and municipalities directly under the Central Government with "Ten Highlights of Balanced Development of Compulsory Education Fully Affirmed by Wang Jun District Governor". Reporting to the provinces and cities will become "the top ten highlights of balanced development required by the mayor of Wang Jun, Xiangyang District". The title has changed, and the writing should be changed appropriately. However, the fact that Mayor Wang Jun came to investigate the balanced development of compulsory education and refueled the balanced development of compulsory education in the whole region is always true and unchangeable.
Five, to build a brand of information news propaganda work, information workers should strive to be diligent, diligent and dedicated.
First, we should strengthen our study and improve our ability. In my opinion, to do a good job in information work, we must have at least three abilities: first, we must have keen insight; The second is to have the ability to collect information; Third, we must have the ability to sum up. To improve these abilities, we must study hard. The key is to be good at learning all kinds of documents issued by superiors, read them in time, think in the process of reading, whether there are specific new tasks and whether there are information ideas to write. This is an important magic weapon for information workers to find out the situation. Years of writing work have made me form a habit, and I always like to look through the latest file files when I have nothing to do. There is only one purpose, to see if there are any new tasks to be completed. If so, make relevant preparations as soon as possible, and then implement them in an orderly and unhurried manner when the leaders make specific arrangements. In a word, we information workers should study more and diligently, learn from books, leaders, colleagues, documents, work and writing practice, integrate theory with practice, and absorb the nutrition of innovative thinking.
Second, be willing to be lonely and willing to pay. Doing information work is very hard. Everyone has several jobs in the company. Doing this job well not only takes time, but also requires a lot of energy, which requires us to work overtime frequently. This requires us to have selfless dedication, not to talk about price, conditions, objectivity, difficulties and returns. Without the spirit of obscurity and selfless dedication, we can't bear this loneliness, keep this poverty and do this job.
Third, we should be diligent in thinking and be good at innovation. Information work is mainly to serve leaders and make decisions. We should think of what leaders didn't expect, do what leaders didn't do, and say what leaders didn't say. This requires us to observe, study and think hard, strive to stand tall, look far, think deeply, write well and strive for perfection, and provide leaders with some high-quality information with concentrated thoughts and outstanding highlights.
Fourth, we should be good at winning the favor of editors and establishing a good relationship with the quality of manuscripts. When submitting a manuscript, everyone has to revise it repeatedly before submitting it. Don't just contribute. In that case, you are irresponsible to yourself. Because of the poor quality of the manuscript, the first editor may read it and the second editor may read it. The third time I see your signature, I may not step on you and throw it away. If the manuscript you submit has a new bright spot every time, and it can make the editor shine at the moment every time, then the editor will think that you are competent, appreciate you and love to read your manuscript, and establish a normal and good relationship with the editor based on the quality of the manuscript, which will help improve the adoption rate of everyone's manuscript. Remember one sentence: "Without excellent quality, newspaper editors won't appreciate you, let alone invite you to make an appointment". We should know a basic truth. What do educational newspapers and periodicals rely on to survive besides party newspapers and periodicals? By the quality of newspapers and periodicals, by the quality of articles. Quality is the life of newspapers and periodicals, and editors will not smash their signboards and ruin their future by publishing relevant manuscripts. After establishing a good relationship with the editor through excellent quality, the interaction between you will increase, and the editor will tell you what he thinks and report what new practices you have here in time. Such interaction is an important magic weapon to improve the utilization rate.