Making news is a purposeful event planned by social organizations or individuals without harming public interests. In this era of great concern, making news is a shortcut to attract public attention. Public relations planning is one of the important contents in public relations practice, and the quality of planning is the embodiment of the success or failure of public relations activities. Both social organizations and individuals will take the means of creating news to gain attention in public relations planning, and creating news plays an important role in public relations planning.

Keywords: manufacturing news; Public relations planning; App application

On the basis of following the facts, making news uses various themes and means to make news events. Making news has the characteristics of novelty, curiosity and novelty, which can attract the attention of the public. Doing news in enterprises can achieve the purpose of expanding popularity and influence, and doing news in entertainment can achieve the purpose of improving attention and personal image. In the public relations planning of social organizations or individuals, making news is also a common way of communication. The realization of communication in public relations planning needs to be realized through various media, among which mass media is the most widely used. A successful public relations planning must create a news and become the focus of the news media, so as to further realize the public relations goal. So the process of public relations planning is the process of making news, and making news largely determines the success or failure of public relations planning activities.

First, the principles that should be followed in making news

(a) based on facts

The purpose of public relations activities can be achieved by making news in public relations planning, but in the process of making news, we must first follow the principle of authenticity of news reports before making and planning news. When many people hear the word "making news", they tend to feel disgusted at first. The word "manufacturing" makes people doubt the truth of news, and some people even associate "manufacturing" with "fabrication" [1]. Therefore, making news should be based on facts first, and then further processing and packaging the news according to real facts, so as to make its news effect more dramatic, more targeted and more distinctive.

Making news is not accidental and spontaneous, but carefully planned by professional teams or professionals. In order to achieve better communication effect, many professionals often forge and fabricate news, which not only destroys the harmonious environment of news reporting, but also reduces the public's trust in news reporting. Therefore, in public relations planning, only by making news according to facts and further packaging and processing can we effectively achieve the purpose of public relations.

(2) Take novelty, strangeness and goodness as its purpose.

In the process of making news, if we want to attract the attention of the news media, we must make news with characteristics, hot spots and value, and be more dramatic and ideological based on truth. Therefore, this requires public relations personnel to have a certain level of news production, public relations personnel should have innovative ideas, and achieve novelty, strangeness and goodness, so that the news produced can have certain news value. New means that news has timeliness, and its content can be unique, novel and refined. Odd number refers to the practice that news content can attract public attention. Good means that news has certain ideological connotation and can cause good social effects through news.

(c) Through the media

The media has a good communication effect, and the clever use of media by public relations can better achieve the purpose of public relations. First of all, the media has high credibility, and public relations can use the information disseminated by the media to win public recognition and favor. Secondly, the media is highly oriented, and the media news is highly authoritative and persuasive. Therefore, under the guidance of the media, public relations can make the public opinion orientation of public relations activities spread in the right direction. Finally, in terms of media communication, news media belongs to mass media, so it has a wide range of communication and strong timeliness, and public relations can achieve better communication effect with the help of media. Only based on truth, aiming at novelty, strangeness and goodness, and using media as a means, can public relations activities achieve better communication effects and public relations purposes [2].

Second, the methods and skills of making news in public relations planning

(A) the use of social hot issues to create news

Social hot issues are events that happen around the public and are also issues of great concern to the public. Therefore, manufacturing news can make use of social hot issues to contact the public and improve the attention of manufacturing news. For example, during the Wenchuan earthquake in 2008, many corporate celebrities donated money for disaster relief. Among them, China Bank contributed the most, with a donation of 64 million. The donation of China Bank in Wenchuan earthquake not only provided important help to the disaster area, but also won the trust and love of the public. Therefore, manufacturing news can also make use of the hot issues that the local public was most concerned about at that time to improve the audience and public attention of manufacturing news. In public relations planning, only by having a large audience and a high degree of attention can news production further achieve the purpose of public relations activities.

(B) to create a news atmosphere

Making news in public relations activities can attract more public attention and get news reports only if it has certain intensity and radiation. For example, the French Brandy Company gave the President of the United States two barrels of brandy brewed for 67 years as a gift on his birthday. The Brandy Company held a special grand gift-giving ceremony on the president's birthday. Many people traveled thousands of miles to Washington to watch the ceremony. On the president's birthday, Washington was even more deserted. The news effect caused by the grand gift-giving ceremony of Brandy Company is also very great. In this news atmosphere, the famous brandy company is not only enjoyed by American state banquets, but also loved by citizens. Therefore, creating news can also improve the radiation of news and attract public attention by creating an atmosphere.

(C) the use of celebrity effect

To do news, we should consciously contact social celebrities or corporate celebrities, and use celebrity effect to enhance news hotspots. Social celebrities and corporate celebrities themselves have a high degree of concern in society, and they have a guiding role in public opinion. In the entertainment circle, the daily whereabouts of celebrities are tracked by the press. For example, the news of which celebrity has eaten with whom will quickly attract public attention, and for example, which celebrity has eaten in which restaurant, then that restaurant will gain public attention because of the celebrity effect, and even gain greater benefits because of the celebrity effect. Therefore, public relations planners should be good at using celebrity effect to achieve the purpose of public relations activities when doing news.

(4) Choose the best time

If we can capture all kinds of random events and seize all kinds of opportunities in the planning process, we can create hot news. For example, United Calcium Carbide Company built a 15-storey headquarters building in new york, but the completion of the headquarters building of United Calcium Carbide Company in new york, where skyscrapers gather, did not attract public attention, and United Calcium Carbide Company was also anxious about the spread of the building. Just when I was anxious, suddenly a flock of pigeons flew into the building. At that time, the company's public relations department saw pigeons flying into the building and immediately realized the opportunity to spread the building. They closed all the doors and windows, notified the Animal Protection Association to arrest them, and the public relations department also informed the press. With a flock of pigeons flying into the headquarters building, the news of the completion of the headquarters building of Calcium Carbide Company was widely spread. In the eyes of ordinary people, a group of pigeons are normal animals, but in the eyes of the company's public relations department, they are potential news hotspots. By capturing random events and taking this opportunity to create news, it not only achieved the communication effect, but also made United Calcium Carbide Company a model company to protect animals.

Third, the risk avoidance strategy of making news in public relations planning

The success of manufacturing news requires not only effective analysis and planning, but also attention to risk avoidance of manufacturing news. First of all, we should pay attention to the implementation of details in the process of making news. Many manufacturing news are often ignored because of their attention and consideration of details, which leads to risks in manufacturing news and even affects the overall effect of public relations planning activities. Secondly, we should avoid making news about the disabled. For a public relations activity, the target group of its public relations activity is relatively fixed, so there will be a relative concern group when making news in the planning of public relations activities, which requires that making news should clearly understand this relative group and make corresponding news planning for this group. Besides, making news can't arouse public disgust. If the public is disgusted with making news, it will lose the public's attention and affect the public relations effect. Therefore, when doing news, we should avoid some sensitive events that disgust the public, so as to avoid unnecessary risks when doing news. In public relations planning, making news is a shortcut to attract public attention, which plays an important role. Therefore, news production should pay attention to avoiding risks in public relations planning in order to achieve the best results.

Four. Concluding remarks

To sum up, we can find that in a sense, the process of public relations planning is the process of making news events. Making news is to organize and carry out public relations activities with news value, package public relations activities into news with value and focus, and use media public relations to turn news that is not conducive to oneself into news that is beneficial to oneself in a passive situation. Public relations planning can make public relations activities more concerned by creating news and become the focus of news media, thus achieving the purpose of public relations activities. In public relations planning, making news is an important skill and means. Therefore, when using the means of making news, we must follow the principle of making news and use it reasonably. This can not only make communication play the best role in public relations activities, but also promote the healthy and sustainable development of the news environment.

References:

[1] He Wei. Public relations strategies of media organizations and the art of news communication [J]. News lovers, 2012 (10): 30-31.

[2] JOE. Demand analysis of public relations planning of modern enterprises [J]. Modern Commerce, 2014,05:130.

[3], kang, On the application of civilian perspective in TV news [J]. Communication and copyright, 2016,01:16-17.

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