From the perspective of implementing news planning, there are the following seven steps:
(A) market analysis
To be a news planner, you must have a deep understanding of the industry and related industries where the planning object is located, such as historical industry, industry status quo, industry development, new functions of legal support and so on. The more detailed the information you know, the easier it is to dig up valuable news.
(2) In order to determine the promotion target.
News planning mainly needs to determine the scope of publicity and the target group of publicity.
This is very important because of the planning of news spots, the choice of media and the influence of the budget steps behind the publicity objectives.
As a publicity report only in the region, it is not necessary to plan a sensational news event. The media only need to choose local media, and the budget will be much lower than that of a national publicity.
Another example is the propaganda of young white-collar workers, and then planning news events must attract their attention, and the media should choose white-collar media in a targeted manner.
(3) Planning "news points"
In this step, you need to plan a news point to achieve the purpose of publicity.
How to find "news points" is the main content of this chapter. The following will introduce the basic mode of "news point" and two basic methods of "taking advantage of the situation" and "creating momentum"
Select media
It is planned to complete the news dissemination through the media, so it is very important to choose the media.
Generally, we should choose the media according to the function and publicity purpose of the product, such as mass products. The target of mass media should be women, and female media should be chosen. For specialized products, we should choose professional media, such as computer products, which are best at computer typesetting. For countries where computer professional media and mass media have markets, you should choose national media.
(5) Budget preparation
Make a publicity, of course, you should measure the input-output ratio and pay attention to the budget.
Advertising usually accounts for two percentages of sales: the percentage of sales, such as 3%, and the comparison of advertising expenses and competitiveness: the main competitors who determine their own advertising budget by approximate cost.
News planning is a very different advertising cost and advertising cost, which mainly includes the cost of advertising production and media delivery. Achieving good news planning is an important news event, and news requires little or no media cost.
Therefore, according to the plan this year and next year, the amount of news planning expenses is very difficult for image advertising. When the implementation cost of news planning is different, there are often different schemes, so the budget of "new target task" should be used.
The so-called "target task" is to determine the goal of a news planning first, and then estimate the cost. To achieve this goal, the sum of these two expenses, including news events, execution expenses and news release expenses, is the total cost of a news plan.
Planning, implementation and control
This is another important part of news planning. Because of the subtlety of planning, it is necessary to communicate through the media. If it is not suitable for the media, news planning cannot be successful.
Now many media have a tendency. "Exclusive" news media (especially competitive media) have been published and broadcast and are no longer used. Large-scale bombing planned by news is difficult to achieve results.
In this case, the planner has strong media operation and control.
In America, there is a related concept "gatekeeper". This concept was first developed by American social psychologist Kurt? Lu Yinchan, now scholars generally believe that American mass media. Scholars believe that mass media plays a filtering role in the process of transmitting information to the public. The news released by the only important news reader finally decided by news organizations accounts for 1% of the news seen in newspapers and 1% of the news released by the only news organization. Journalists and editors in charge of filtering, gatekeepers of mass media. Issued by enterprises, it can only flow to the public through the media through gatekeepers.
Being a good gatekeeper of the media has become the theme of many enterprises.
As early as 1997, as the first Internet company in China, Ying Haiwei published an article entitled How to Deal with the Media in the internal publication Ying Haiwei:
"... to deal with the characteristics that media reporters should know, the temper and temperament of each reporter, their needs and advantages in various media. Newspapers and periodicals distinguish between radio and television stations, mass media and professional media, professional media information, computers and different characteristics, centralized media and ordinary media. There should be different strategies for different types of journalists. Young and old versions and first-class technical, cultural, educational and social news without versions must be dealt with in a targeted manner. Good at writing reviews and long reports, we provide information and public relations activities, so that they can live at the same time for a long time and take the initiative in their day's work-some journalists and journalists with gimmicks can face a wide range of media, but you should choose the role you can play where the company is most willing to understand and explain Yinghaiwei's ideas ... "
However, the first thing that big companies do when they enter Shanghai is to write the survey report "A Strategic Overview of the Relationship between Shanghai Media and the Public", and analyze in detail the basic situation of the news planning specific countermeasures of Shanghai media and major media, as well as the timing: "First, grasp the key points in the overall situation. It is precisely because the death of Shanghai Wenguang is a very big power that the news media is responsible for. Therefore, the propaganda department should seize this node and everything will go smoothly. Usually pay attention to establish relations with powerful officials in charge of the propaganda department, interact more, and be decisive in corporate crisis public relations. The person in charge of the Shanghai media is very obedient, and the relevant authorities say hello without discount. It is more efficient to consider the participation of the propaganda department in the promotion activities of enterprises. Secondly, study the characteristics of different media and treat them separately. For example, every week in Jiang Shen, the main product is the information of fashion products. The weekly magazines and weekly press releases of other public relations companies that focus on the unification of human nature news are certainly not. Third, Factor studies the news of this company. Mining news-related news may affect elements ... "
In addition to the "public * * * relationship" model advocated by Win Haiwei and this big company, there is a more advanced "news temptation" method, which is not a commercial media, but an enterprise that tries to get the media to take the initiative to come to the door.
If the family business is eager to send a good news, the person in charge is often not eager to find the media, but spreads clues through various channels, so that the reporters of the target media (usually diligent and well-known reporters) can find him on their own initiative, and then make the micrometer unhappy, unwilling to appear secretive and hesitant, and repeatedly emphasize that "this incident is highly sensitive, so it is best not to write". "The vibration of this sentence may lead to. ...
In this way, it is easier to attract the attention of the media and the communication effect is better.
(g) Measures to plan results
Effective evaluation of the planning effect is helpful to determine the success of the whole planning, and can also provide valuable reference for future planning.
At present, the methods of advertising effect evaluation are relatively mature, and professional advertising effect evaluation courses are in college classrooms. News planning has not yet formed a complete theoretical system, so it does not have a perfect evaluation method.
Generally speaking, the effect of news planning can be determined by the following conditions:
Digital broadcast messages published by the media in the statistics of the number of broadcasts and publications and in the implementation of the plan, if the target is set in advance.
B, broadcast quality mainly refers to the number of words, the length of broadcast and announcement, layout (whether it is the front page or other important forums), duration (whether it is broadcast in prime time, well-known columns), company and product name is the performance of the product.
C, the reaction to the market mainly includes two aspects, one is sales, just make a comparison between the previous planning and the actual market situation after implementation, and the analyzed planning can promote sales. Second, whether to improve the visibility of enterprises or products requires a survey before and after each planning.
For example, after learning brand awareness, you can design a simple questionnaire: 1, I have never heard of 2, only heard of 3, know a little, know a considerable number, and I am very familiar with it.
If before the plan, most consumers answered 1 and 2, while those who implemented the plan mainly answered 3 and 4, then the plan has achieved remarkable results.
D, can be applied to the "comparison method" is to evaluate the effect of news planning compared with the market performance of other competitive products.
Look at it from another angle:
Generally speaking, message planning can be divided into the following five steps:
1, the selected theme is the core soul of the whole news planning, and it is the ideological relationship and command thought of the whole event. The established theme often grasps all the information and integrates various resources. A reporter can have different emphases from different angles, and different programs will be produced from different angles, so we should choose a general discussion and determine a theme, not more. The criteria for determining this theme are the size of news value and the pursuit of maximum value. A topic here is often extensive and needs to be further improved. It must be noted that the topic of a wide range of news interview activities began a preliminary discussion, during which, from multiple levels.
2. Genre is related to the nature of genre reporting. You can choose explanatory report or predictive report, news genre of investigative report, countermeasure research report based on strong analysis, report or series report and combination report. Regarding the external form and style of the article, it is more important to produce unique narrative rhetoric. Behind the usual style planning, it will be more or less an idealized copy-this is a model project of the media, or a typical soul of journalists. Even if it is related to the detailed planning style, such as whether the flashback wording is "editor's note", therefore, how to deal with the microscopic problems such as daily language, scientific language and emphasizing storytelling is convincing.
As shown in fig. 3, the battery structure usually refers to the internal structure. The structure must be solid and stable, and at the same time it should be composed of multiple structural units. Each structural unit usually represents a sub-topic. In order to find the best unit combination, in this stage of planning, we often take the exhaustive method and list it without restriction, and then get a truly scientific, efficient and readable internal structure through screening and perceptual methods.
4. The task described in this process is to further refine the overall and unit structure of the article-describe the specific meaning in a long sentence: What does each unit include? Is there anything in particular you want to interview? What are the difficulties and key points? How to treat the finished manuscript? Wait a minute. For professional economic news, "What is the reporter's task?" .
5. The specific division of labor and time of this department includes: taking words as the unit, or different aspects. When interviewed by reporters, the interviewees and interview contents are assigned to each proposal. The planned division of labor finally formed two forms: the form and timetable submitted to the meeting host and each employee to enjoy the main tasks. The task list follows simple rules, allowing participants to make necessary explanations, and the tasks presided over carefully urge news activities to escort. This schedule is mainly used to control time and general performance schedule (countdown). The schedule should be reasonable and there should be room for competition in the same industry. The general news is that the previous tense schedule can be adjusted.
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