Lecture Notes on Public Management Journalism Training in Beilun —— Li Tao Lecture The first lecture on how to write a press release is a style that newspapers, radio stations and television stations often use to record society, disseminate information and reflect the times. There are many kinds. Only the most commonly used news will be introduced today. News, also called news. The concept of news has narrow sense and broad sense. Single-point news in a narrow sense; Broadly speaking, it refers to news, communication, reportage, features, comments, etc. News is to quickly and timely report the latest, valuable and most concerned facts at home and abroad with general narrative methods and relatively concise words. First, the characteristics of news: accurate, new, fast and accurate, true in content and accurate in facts. Truth is the life and power of news. Facts are its source and its convincing basis. Truth is truth, and the characters, time, place and development of things written can't be fictional. Accuracy means that every fact, including details, is accurate. If a piece of news is distorted or wrong, it will not only reduce its news value and lose people's credibility, but also affect our work. The content is fresh and valuable. News is valuable, cognitive, enlightening and instructive in novelty. News should be innovative in order to attract readers' attention and get a sneak peek. Innovation not only means reporting new people, new events and new experiences to readers. We should also choose something meaningful, valuable, inspiring and educational. We don't hold the view that "dog bites dog is not news, but man bites dog is news". Should be timely, timely, timely. Speed is the value of news. Slow news reporting will reduce the value of news, and "news" will become "old news". Prescription means speed and new content. Be sensitive to new people, new things, new situations and new problems, understand them as soon as possible and reflect them in time. Concise and to the point. Conciseness is the main sign that news is different from other styles. The so-called conciseness means "in a few words, remember the facts clearly, only a few strokes, show the spirit, summarize without abstraction, be brief without omission", use a pen succinctly and neatly, and concentrate on refining the content. 2. News types (general news can be classified into four categories): 1. Dynamic news Dynamic news is a style that quickly and accurately reports the latest major events, important activities and the latest new situations, new progress, new achievements and new problems in various constructions at home and abroad. It is the most used category in newspapers. We usually mainly write dynamic news. More than 40 black cars were seized in three months after casting the net, which was published in China Traffic News and Traffic Travel Guide. 2. Typical news Typical news, also called experience news, is a style that focuses on reporting the typical experiences and successful practices of some specific departments, units and industries. This kind of news is to sum up experience and reveal laws after introducing experiences and practices, so as to achieve the purpose of promoting work from point to area. ("Amulet" of small trucks with dangerous safety signs, 8 14 China Traffic News) 3. Comprehensive news comprehensive news is a report that combines facts that happened in different places, different units, each with its own characteristics and the same nature to reflect a theme. Its characteristic is to analyze, put forward opinions and reveal laws on the basis of synthesizing and summarizing facts. (The situation in Beilun Spring Festival travel rush is combined with that in Cixi or other places. 4. Commenting on news is also called "reporter commentary" and "news commentary". It is a kind of news with both news and comment functions. It is on the basis of stating facts, interspersed with comments or expressing feelings, so as to analyze and explain the essence and significance of the reported facts. It is characterized by narration and comments, which require comments on facts based on the principles and policies of the country, with correct views and proper comments. (This is rarely used) 3. How to write the message: 1. Headline news can be divided into eyebrow topic (also known as leading topic and shoulder topic), topic (also known as theme and motif) and subtitle (also known as auxiliary topic and subtitle). Several situations in newspapers and periodicals: (1) multi-line headlines. There are generally three lines in a multi-line title, that is, the middle line is the title, which is the core of the title and is used to reveal the theme or prompt important facts; The line above the topic is the eyebrow question, which is used to lead to the topic, explain the facts, explain the background, set off the atmosphere and reveal the meaning; The line below the topic is a subtitle, which is used to supplement or explain the topic or basis. Double-line title. First, there are topics and eyebrows. Second, there are topics and sub-topics. (2) Single line title. Single-line titles have only topics. News headlines should be concise, approachable, accurate, novel and attractive. Which name to use depends on your own situation. 2. Introduction The introduction of the information is the first paragraph or sentence of the information. It consists of the freshest and most important facts or incisive arguments in the news to attract readers. This is why the structure of messages is usually an "inverted pyramid". Introduction is often written in the following ways: narrative. Write the main facts and experiences concisely, or make a comprehensive summary of the whole factual materials to reveal the main contents. Such as: China Communications Daily "Beilun Training Senior Auto Repair Talents". Question type. Put forward the problems to be solved or the experiences and practices to be introduced in the news in the form of questions, and then answer them with facts. Descriptive style. Describe distinctive facts or meaningful aspects with concise pen and ink, giving readers a vivid impression. Comment style. It is to make a critical conclusion on the reported facts first, and then clarify them with specific facts. For example, "Today, the first patent law promulgated by New China came into effect. Since then, the history of the fruits of mental labor being occupied for free has come to an end in China. " (Xinhua News Agency, Beijing). Quote the profound and meaningful language of the characters in the information as an introduction. 3. The theme is the main part of the information. It follows the introduction, expounds the theme revealed in the introduction, or answers the questions raised in the introduction, and gives a concrete description of the news facts. Pay attention to the following points when writing the text: the trunk is prominent. The main body of information is the backbone, and typical materials should be used on the backbone. We should remove clues, reduce branches and vines, discard irrelevant and secondary materials and keep them short. The content is substantial. Answering the questions raised in the introduction must be specific and substantive, so as to be convincing. What questions are asked in the lead, the subject should answer what questions, so as to stick to the center and highlight the key points. Rigorous structure and distinct levels. Paragraph division should be appropriate and description should be orderly. There are several kinds of arrangement order of levels: First, time order, which arranges levels according to the order of occurrence, development and end of things; The second is logical order, that is, arranging levels according to the internal relations of things; Third, the combination of chronological order and logical order makes the writing compact, orderly and lively. 4. Background refers to the historical environment and causes of the event, which explains the specific conditions, nature and significance of the event and plays a role in enriching the content and highlighting the theme. The background can appear in the main body, introduction or end, and its position is not fixed. There are generally three types of background materials: first, comparative materials, that is, comparing things before and after, positive and negative contrast, and highlighting the importance of events; The second is to explain the materials, that is, to introduce the political background, geographical location, historical evolution, production features, material conditions and so on. Third, the explanatory materials, that is, the description of the life of the characters, the introduction of professional terms, the explanation of historical allusions, etc. To help readers understand the news content. 5. The conclusion is the last paragraph or sentence of the news. Clarify the meaning of the facts stated in the news, so that readers can better understand and feel the news and get inspiration from it. At the end of the message, there are summaries, comments, hopes and so on. Some news, after writing the facts, the article stops and the ending is in the facts. The second part is news gathering and writing: farmers pay attention to "three points planting and seven points management" when planting crops, and we should also pay attention to "seven points gathering and writing" when doing news work. News is a report of recent facts, and it comes before the report, so not only the interview precedes the writing, but also the interview must be paid attention to, which is the premise of writing a good manuscript. Emphasizing "seven points", the first thing is to concentrate on finding problems. Writing news is actually writing questions, and the interview should focus on finding problems. Generally speaking, only when we find problems that leaders attach importance to, the masses care about and have universal significance can we have the value of reporting. To find the problem, we must thoroughly understand both sides. On the one hand, we should learn and understand the above spirit, including the recent concerns of newspapers and news media. On the other hand, we must know and master the following. Specifically, we should master the spirit of the central government, base ourselves on the reality at the grassroots level and understand the wishes of the masses. Only by taking the party's principles and policies as the basis of news topic selection and combining the above spirit with the following situation can we find problems that can be reported. Secondly, pay attention to observe and grasp the material. First, pay attention to various meetings. Journalists can find a lot of valuable news materials by attending meetings or reading relevant meeting materials. The second is to pay attention to official documents. There is a lot of information in the reports, briefings, party journals and other documents and materials of the organs. As long as we carefully compare, analyze, synthesize and refine, we can find many things of reportable value. Third, pay attention to the news media. Radio, television, newspapers, periodicals, Internet and other media have a wide range of information sources. Pay more attention to them, analyze and study the contents of other people's reports, and see which questions are not written and which ones are not written in place. You can choose another angle and continue to interview and report. Fourth, attach importance to people's letters and visits, especially 96520. There are many real situations in people's letters and visits that are worthy of writing. For "three-point writing", we should express it according to the characteristics of news. First, around the theme, avoid too much nonsense. When writing news stories, it is necessary to discuss one thing at a time. Generally, a story only reflects one thing and expresses one meaning. Don't involve too many questions, leave the water behind and talk in general terms. The second is to cut to the chase and not beat around the bush. The manuscript went straight to the point at the beginning, directly expressing the freshest and most important things. Moreover, the writing should be concise, concise and lively, and unnecessary paragraphs, sentences, vocabulary and words should be deleted as far as possible, so as to be unpretentious, well-founded and convincing. Third, choose the right angle to improve the writing quality. The first is the perspective of topic selection. Don't chase the wind and waves, insert labels indiscriminately, choose questions that reflect the essence of things, choose appropriate themes, and second, choose the angle of materials. Choose materials that are close to reality, the masses and life, and enhance the readability and attractiveness of the manuscript. The third is to examine the angle. When writing a news manuscript, we should stand tall and look at and consider the problem from whatever level the manuscript needs to be put into the news media to enhance the pertinence and guidance of the manuscript. Fourth, be informal and lively. News articles should use various forms to reflect rich and colorful contents, and pay attention to the use of popular language to make the articles lively and readable. The third part of news writing: seven parts of meat and three parts of bones sometimes read newspapers and feel that the manuscripts are not very good-looking, especially those for leading activities and meetings. We would say, all bones, no meat. A press release is not an editorial or a document, and I am most afraid of more bones and less meat. A manuscript, of course, should have bones and flesh, but it should also have an appropriate proportion. Different schools have different proportions. News, which is essentially a narrative style, should be full and vivid, and the proportion of flesh and blood should reach at least 37%, 28% and 19%. What is the skeleton of news? It is the rational things in the manuscript, such as working ideas, literature citations, background descriptions, technical terms, author's narrative analysis, etc. What is the essence of news? Is a fact that constitutes news. Including process, plot, result, time, scene, people, language, data and so on. The more vivid the image, the more individual it is. Some correspondents, including many journalists, especially those from the organ newspaper, write news, introduce the above work ideas, copy speeches, documents, terms and jargon, and think that this is news. In fact, this is just the reason behind the news, just like the approach of a main bridge, readers want to see the results, not the facts they are interested in. If you want to show guidance and guidance, you should talk about what this principle leads to. You can't just talk about this truth, you have to make it clear and then lead to some truth. For example, it was said that someone took a black car and caused injuries. Finally, the management department reminded passengers not to take the black car. There is no reason in the news. First, you should learn to wrap things around you, just like wrapping bones with meat. When X-rays were first discovered, the discoverer Roentgen asked his wife to cooperate and took an X-ray photo of her palm. The first time she saw her terrible five hand bones, she burst into tears. X-rays are specially used to look at bones, not meat. Fortunately, we ordinary people's eyes are not X-rays, but our flesh is missing bones, and the beautiful woman's jade hands are still very beautiful. Newspapers are not documents. Don't do x-rays. Journalists should not only follow the dominant, institutional and professional thinking, but also follow the news rules, readers' thinking and ordinary people's reading habits. How to avoid the news that there are too many bones and too little meat? Very simple, just two. First, talk less, explain less and tell more. There is nothing unwritten. This is the iron law. If you must be reasonable, don't forget to give examples. And don't forget the ratio of 37 to 37. The second is to hide the bones. On February 5, 2006, there was a manuscript in the International Edition of People's Daily. The original title is "Popular Platycodon grandiflorum Kenya in Reunion", which I believe no one can understand. It turns out that reunion island is a small island in the Indian Ocean, and Chikungunya disease is a newly discovered disease transmitted to people by mosquitoes. Do the problem like this, thin man. Who wants to watch it? Change it to "Strange Diseases in reunion island" and it will be plump and beautiful. There is also a draft of inserting a tram, "Eat Ningbo's food, pull Ningbo's goods, take the road of Ningbo, earn Ningbo's money, and don't pay Ningbo's tax." There is another meaning, that is, as a writer, we should leave room for the next procedure-editing. Many things may be complicated, but a master editor will "cut down the complicated and simplified Sanqiu tree and make a new one in February" to make a good finished product for you. If there are only a few bones and muscles, no matter how high the editing skill is, it is impossible to make a beautiful woman with meat. Because the principle of news editing is only subtraction, not addition-dare not add out of thin air. In fact, the problem of being too skinny is rooted in the interview stage. I don't understand and don't want to try to dig up fresh news facts, and there is not much material to allocate in my pen, so the article is naturally dry and ugly. Part four: What is the news angle when writing news from a clever angle? It means that journalists choose the focus and emphasis of expressing news facts when writing. The choice of news angle is very important for determining the theme, grasping the reader's psychology, improving the reporting effect and writing "three close" news products. Choose the right angle, and the article will be half successful. How to choose the angle of news? We can start from the following aspects. Look for the angle from the global height. The so-called overall height, that is, macro height, includes the domestic and international situation, the major policies of the party and the state, including the political situation and the economic situation. These constitute the social background of news, without which it is impossible to judge its news value. Therefore, journalists should be good at capturing news clues with overall significance and choosing news materials that affect the overall situation. Only with the overall situation in mind can we plan and skillfully observe and analyze the facts to be reported in many aspects and all directions, and write the most valuable news that best reflects the theme from the best angle. Find an angle on the point of concern. Focusing on the same topic that readers are most concerned about and interested in, that is, hot issues, doubtful issues, focus issues and difficult issues, finding the breakthrough point of the article is one of the ways to choose the best angle of news. Before the reporter interviews, we should weigh which issues are the most concerned by the masses; Before you start writing, think about which angle can arouse the reader's interest most. In other words, how to write is closely related to readers' material life and spiritual life. (96520, if it's hot now, is the taxi air conditioner on? Have you ever received such a complaint? What are the management regulations? What measures does the management department have or remind passengers how to complain when encountering such problems? ) Find the angle from the singing point of * * *. The * * * ringing point mentioned here means that news reports try to resonate with readers emotionally, emotionally and psychologically, causing psychological "* * * shock". If news works want to arouse readers' * *, they must find readers' ideological "frequency" attentively, so as to seek harmony with readers' thoughts and feelings. This time, Guizhou helps the poor and helps students. The report found the most interesting topic, the most evocative angle and the most emotional entrance. No one has me. Find the angle. The press is often invited by the same unit to participate in the same activity, and it is difficult to write articles with characteristics and individuality. However, experienced journalists can often stand out among many journalists and write distinctive articles, that is, jump out of the special box and write something that "no one has". Look at the big picture and find the angle. With the acceleration of the pace of modern life, essays are more and more popular. So, how to express a major theme in a short paragraph? It is important to focus on the overall situation, start from a small place and see the big picture from a small one. This "small" may also be a typical detail, a typical plot and a true story. This detail or plot may be the latest point-discovering the latest changes in things; It may also be the event closest to the reader. Such things, written by readers, are tangible, flesh-and-blood, full of life, touching and convincing. Find a new angle with old ideas. The old here includes old themes, old patterns and old topics. According to the national conditions of China, many news stories in the media are inevitably duplicated. Spring Festival travel rush, Golden Week, taxis, cracking down on illegal cars, road maintenance fees, etc. All these old stories must be reported from a refreshing angle before the audience is willing to accept them. For the old model, we need to write a new artistic conception to arouse readers' interest. School starts every September 1. China Weekly reported that a 28-year-old mother named Zhao Xi went to primary school with her daughter. She is in Grade One and her daughter is in Grade Three. From the perspective of seeing the old and choosing the new, that is, journalists should be good at discovering, linking the old news that has passed with today's reality, and discovering news from the "old news". In the fifth part, the message title should show what kind of message is spread, which largely depends on whether the size of the message title is eye-catching, whether the title idea is important and distinctive, and whether the title language is vivid and attractive. Therefore, it is a key "bright spot" for editors to make news headlines solid, precise, clever and vivid, and the good headlines of correspondents can also make people shine. So, what should be marked in the title of a newspaper? First, mark the facts. Mark the facts, that is, the headline of the news should indicate what the news is about, and come straight to the point. This is the most common headline in news, because most news reports news facts directly. The advantage of this is that readers will know what the content of the article is after reading the title, and then they will not be interested in watching the news or the content of the article, so as to be aware of it. Newspapers make more headlines like this, which is also in line with the requirements of the news law that "headlines are eye-catching, short and pithy", and spread the information that readers care about as much as possible on a limited page. Second, mark the theme. Marking the theme is to show what the information wants to explain and what you want to tell the reader through the information. The headlines of this kind of news mostly reflect the news of the central work and the news of political education and ideological work. For this kind of news, fresh and profound thoughts are news, readability and guidance. Third, indicate the direction. It is an indisputable fact that news has its class nature, that is to say, it has its political tendency. Whether in western capitalist countries or socialist countries, newspapers and media that embody the interests of certain political groups will reflect certain political tendencies in the process of news dissemination. Fourth, mark the key points. The key point of marking is to mark the news core that readers are most concerned about on the title. This core may be an idea, a phenomenon or a result. Fifth, mark the status. News always has its time state and space state, and news headlines should mark this state as much as possible to give people a three-dimensional sense. Sixth, mark the image. As a news headline, it should be as vivid as possible on the basis of accuracy and conciseness. Seven, mark the results. Some news only needs to indicate news facts or news events, while others need to indicate the development results of reported news events in order to receive the due publicity effect. For example, it is not enough for you to criticize the bad phenomenon of a certain unit and only explain "what". Readers need to know "how" and "why". It is used more in subsequent reports. Eight, mark the numbers. Some news headlines use numbers to show their news and quantifiable results and effects. For example, "helping to find items worth 2 million yuan a year in 96520" illustrates the problem with figures. Nine, mark suspense. Some news also directly set questions or suspense in the title, thus attracting readers, with good results. There are many entertainment news, which attract readers through suspense. Only after reading the text can we understand the conclusion. Several problems that should be paid attention to in writing at ordinary times are also common problems that most correspondents often make when writing. 1, the manuscript won't stay overnight and can be kept fresh. It is time-sensitive and can be freshly baked the next morning. 2. News 5W, when, where, what, why and who. (time, place, people, events, reasons). When you are not sure, the main body of the article can be written in detail and the editor can delete it. 3, and the lead can be written to pick some, shorter, put the most important in front, the reader's favorite in front, to his liking, but not too long. Inverted pyramid. 4, the location should be written in specifications. We can't use our office, but we should mark Beilun District, Ningbo. 5, try to use short sentences, use less long sentences, and read comfortably. There is a way to try: after writing, read it out loud. If it is not difficult, the article will flow smoothly. 6. Don't be too professional when writing articles, but do a good job of translation. 7. Leave the phone number of the author or contact person for each article, so that the editor can supplement the interview or check it in time if he has any questions. 8, all units and departments should have someone who's in charge of communication, the article sent to the head before review. 9. Some articles are difficult to express in words, and pictures can be used.