How to use new media to carry out NPC propaganda work

At present, emerging media represented by the Internet, Weibo, WeChat, and clients are developing rapidly, their influence is increasing, and they have become the main channel for the public to obtain information. In order to conscientiously implement the spirit of the 2014 National People's Congress News Publicity Training Course and strive to adapt to the new public opinion ecology, in recent years, the Jiangxi Provincial People's Congress Standing Committee has actively explored the use of new media in the National People's Congress news publicity work, while ensuring the professional authority of information quality. , pay more attention to the fast and effective information dissemination, interactive communication of information release and diversified information display.

1. Focus on fast and effective information dissemination

An important feature of emerging media dissemination is speed. All kinds of information and information flow at high speed and across platforms, making more people Users can obtain information anytime and anywhere. To this end, we first opened the WeChat official account of the Provincial People's Congress to increase the speed of dissemination and expand orderly public participation. We learned from the experience and practices of the People's Congresses of other provinces and cities and opened the official WeChat ID of "Jiangxi People's Congress Release" in early May this year. The main functions of the WeChat platform are to publish authoritative information, publicize the National People's Congress system, popularize laws and regulations, contact National People's Congress representatives, collect social conditions and public opinion, and serve the people.

The second is to make good use of new media communication platforms such as Weibo and WeChat of major news units in the province. We have changed the way in which major news is first broadcast in traditional media. Instead, we go online first and then report in detail, and then report in detail. We have formed a reporting mechanism of real-time collection and instant publishing, and strive to seize the first place of coverage. For example, for the report of the Standing Committee meeting, Jiangxi Weibo and the official Weibo of China Jiangxi Net "Dajiang Net" simultaneously broadcast the meeting information and dynamics, which attracted high attention; for major announcements such as regulations and personnel appointments and removals passed at the Standing Committee meeting, Jiangxi Daily's WeChat public account "Jiangxi Current Affairs Toutiao", the WeChat public account of New Legal Newspaper, Jiangnan Metropolis Daily, Information Daily, China Jiangxi Net, Jiangxi Mobile Newspaper and mobile newspaper client, etc., are all pushed simultaneously. Among them, the opening article of the Jiangxi Daily WeChat public account "Jiangxi Current Affairs Headlines" is the personnel appointment and removal matters passed by the 14th meeting of the Standing Committee of the Provincial People's Congress. In normal times, the Standing Committee of the Provincial People's Congress holds important meetings and carries out major activities, such as the "Unblocking the Provincial City" series of supervision activities, special inquiries on air pollution prevention and control, the launch of the "National People's Congress Legislation in Progress" column, etc. The major news media in the province are collecting and editing articles. At the same time, it was pushed on Weibo and WeChat, effectively conveying the "voice of the National People's Congress". The characteristics of new media's rapid dissemination and massive dissemination not only disseminate information quickly and effectively, but also further expand the audience and enhance the dissemination and influence of NPC news.

2. Pay attention to interactive communication in information release

Strengthen interactive communication with the public, attract news clues, reporting materials and opinions and suggestions, and increase public attention and participation. Participate in interaction, spread in participation, and promote the better development of the work of the National People's Congress through interactive communication.

For example, in the "Smooth Provincial City" series of activities carried out in 2013, Jiangxi People's Congress News Network established a platform "I offer a plan for 'Smooth Provincial City'", Jiangnan Metropolis Daily and New Legal News , Information Daily collected opinions and suggestions from netizens on the traffic situation in provincial capitals through official Weibo, and Economic Evening News through various forms such as official websites and hotlines.

For another example, when a special inquiry on air pollution prevention and control was launched in 2014, the Jiangxi People’s Congress News Network set up a platform to solicit opinions, and the Jiangxi Radio and Television Station Urban Channel made the live broadcast of the special inquiry a hot event. From the week before the inquiry, For some time after the inquiry ended, the topic of air pollution prevention and control continued. The Metropolis Channel collected more than 150 news clues through the 24-hour news hotline of the "Urban Live" program, official Weibo, and WeChat public accounts. Air pollution There are more than 50 suggestions for prevention and treatment.

For another example, this year, the Standing Committee of the Provincial People’s Congress launched the “National People’s Congress Legislation in Progress” column in the province’s mainstream media, focusing on publicity and reporting on legislative projects on the prevention and treatment of student personal injury accidents, and exploring the use of all-media Three-dimensional and panoramic tracking and reporting on all aspects of the establishment, drafting, research, argumentation, review and revision of laws and regulations, uncovering the mystery of legislative work, telling the public what confrontations and collisions occurred in the process of formulating laws and regulations, and unifying What ideas and what problems have been solved can make legislation accessible to ordinary people, thereby stimulating public enthusiasm and allowing the people to fully understand and fully participate in the legislative work of the National People's Congress.

In June this year, our province solicited opinions from the public for the first time in the drafting stage of regulations through written and online questionnaires. In the early stage, we organized news units to conduct a series of reports on the opening of columns and the drafting process of key legislative projects and regulations. Through various forms such as news, communications, features, exclusive interviews, and live video broadcasts, traditional media and emerging media advanced simultaneously to enhance public awareness. Awareness and attention to the "National People's Congress Legislation in Progress" column and key legislative projects have stimulated the public's enthusiasm to participate in legislative discussions and laid the foundation for soliciting public opinions on draft regulations.

3. Pay attention to diversity in information display

We believe that news production in the new media environment must adopt a multimedia display method, comprehensively using pictures, texts, charts, and animations , audio and video and other forms can make news reports move and come alive, achieve upgrade and integration from readable to visible, from static to dynamic, from one dimension to multi-dimensional, and meet the needs of multiple experiences.

First, pay attention to adjusting the text style. For example, Jiangxi Daily's WeChat public account "Jiangxi Current Affairs Toutiao" reported on air pollution prevention and control, with the title "Faced with smog days, Jiangxi People's Congress representatives became angry and pointed out that certain departments acted as a protective umbrella for illegal emissions", with comments at the end of the article : "Brother Toutiao believes that we should give sincere thumbs up to the deputies of the National People's Congress. In the future, I hope to keep reading and write well." Through the use of online language, the article can be made more vivid and closer to the people.

The second is simultaneous live broadcast on TV and the Internet. Special inquiries and work reviews of the Provincial People's Congress Standing Committee Joint Meeting, simultaneous video live broadcast of Jiangxi Radio and Television Station, China Jiangxi Net, Jiangxi People's Congress News Network, Jiangxi Internet Radio and Television Station, Jiangxi Weibo, China Jiangxi Net, and Jiangnan Metropolis Daily official Weibo released the meeting information immediately, and live broadcast of the National People’s Congress’ political inquiries has become the new normal. Since the special inquiry on the management of the use of science and technology funds in the province was broadcast live on television in 2013, we have actively promoted the simultaneous live broadcast of special inquiries on government affairs to form a new normal. After each live broadcast of the special inquiry, we must carefully summarize the experience and put forward opinions and suggestions for improving the work. For example, the Jiangxi Radio and Television Station Urban Channel has achieved good results by setting topics and broadcasting TV exposure films on the spot, ranking second in the same period in ratings. In addition to live TV broadcasts, there are 4 media outlets for online and mobile video live broadcasts this time, namely China Jiangxi Net, Jiangxi People's Congress News Network, Jiangxi Mobile News and Jiangxi Online Radio and Television Station, forming a synchronous three-dimensional communication of multimedia linkage. The layout, communication scope and audience group are wider, which further enhances social influence. The social response is enthusiastic and the audience says they enjoy watching it. At the same time, for important activities carried out by the Standing Committee of the Provincial People's Congress, such as the opening ceremony of the column "National People's Congress Legislation in Progress", we also invited China Jiangxi Network to conduct a live video broadcast of the column, Jiangxi People's Congress News Network, Jiangxi Mobile News, Jiangxi Network Radio and Television and Rule of Law Jiangxi Net broadcast simultaneously.

The third is to produce and broadcast animation public service videos. Using lively and cute cartoon images, relaxed and humorous narrative methods, and animation expression techniques to produce public service announcements can easily give people a refreshing feeling and make them more impressed by the content being promoted. During the "Smooth Provincial City" supervision activity, we cooperated with the Propaganda Department of the Nanchang Municipal Party Committee and Tellhow Group to produce a traffic safety public service announcement in the form of animation, which was broadcast on Nanchang TV station, bus mobile TV, building digital TV and 3G mobile phone users Out and push. This year, according to the coordination of the publicity work in the column "National People's Congress Legislation is in Progress", we produced an animated public service video "Keeping Children Out of Harm, National People's Congress Legislation is in Progress", which has been broadcast on Jiangxi Radio and Television Station's Satellite TV, Metropolis, Public Security Bureau, Mobile 4 It is broadcast on several channels, including Jiangxi News Network and Jiangxi People’s Congress News Network.

The fourth is to use charts to interpret promotional content. Interpretative reports in the form of charts can make relevant information more vivid, clear and understandable. For the Provincial People's Congress in the past two years, we have set up a column of "Illustration of the Two Sessions" in special reports to provide picture explanations of the conference schedule, government work reports and other contents to make the relevant content more intuitive and clear. During the "Beautiful Jiangxi Tour" National People's Congress special supervision activity, a special issue was opened in the newspaper, using charts to interpret Jiangxi Province's tourism regulations, publicizing Beautiful Jiangxi, and publishing expert suggestions, which played an important role in promoting the implementation of the province's tourism strategy.