Soft-text marketing planning: Six Appropriate and Six Taboos

First, we should be objective and avoid subjectivity

News planning is a means of subjective initiative, while news facts are objective. This determines that the fact comes first and is the first; The report is later, which is derived. News planning must be based on news facts, and all planning must be implemented around news facts. This is the principle of objectivity of news. Planners can maximize their thinking space and practice space, but they must not distort facts and fabricate news.

Second, it is advisable to look ahead and avoid blindness

The competition in the news media is becoming increasingly fierce. Whoever can take the lead will take the lead, which is the so-called "Aauto Quicker hits the slow hand". News planning is a creative work. Only through careful planning in advance and unique perspective and creativity can we win with one stroke. This raises the forward-looking problem of news planning. To be forward-looking, we must first accurately grasp the hot spots and be a "duck prophet of spring river plumbing". Editors are required to have a high degree of news sensitivity and feedback information to the media in time, so that the planner can know the topic in advance. For foreseeable important news, advance planning is particularly important. Obtaining information is an important prerequisite for forward-looking news planning. It is not easy to do this, because the process of information acquisition itself is a process of investigation and research, and smooth information channels are a reliable guarantee for planning and foresight. Only by extending the news tentacles to every corner can we report the news that has happened or is about to happen purposefully, planned and organized.

Third, it is advisable to be compact and avoid being broad

News planning is a continuous rolling operation under a theme, and in most cases it is carried out in an "enlarged" planning way. Under the premise of following the objective laws of news reporting, we should dig deeply into those seemingly small but highly newsworthy news events, as well as the fate of people related to social development and reform process, and carefully plan and implement the whole reporting process according to the news concept of large-scale operation, which will continuously create concerns for the program and help improve the quality of the program. However, we should pay attention not to prolong it unnecessarily, and we should not only emphasize "quantity" but not "quality", otherwise it will arouse the resentment of the audience and waste manpower and financial resources.

Fourth, it is better to be humanistic than dull

Nowadays, the topic selection criteria and language expression of news programs clearly reflect the humanistic trend. It is an effective means to attract the audience's attention to deeply process news resources from a humanized perspective, explore their news connotation and plan multi-angle in-depth reports. The media can purposefully investigate some topics, events, social hot phenomena, etc., and introduce viewers into the process of TV news dissemination in the form of telephone interviews, short messages, questionnaires, large-scale participatory activities, etc., and actively develop news resources. It is not appropriate to use missionary tone, formulaic thinking and language, only care about things and prefer data, which lacks humanistic care.

5. Be flexible and avoid rigidity

The occurrence of news events is a dynamic process, sometimes it can be described as rapid change, and the corresponding news planning is not static and inflexible, but also a flexible and dynamic process. In this process, the planned scheme may have a certain gap with the actual situation in some contents, which requires the planner to make corresponding adjustments to the part of the planned scheme according to the feedback from all aspects according to the information in the implementation process, and avoid making a fuss. Everything from the theme structure to a manuscript should be based on the latest news facts. When the situation changes inconsistent with the foreseen plan, we should not hesitate to modify the original plan to enhance adaptability and avoid taking means as the purpose.

Sixth, it is appropriate to integrate and avoid going it alone

It is an important condition and guarantee to adopt the group planning method and concentrate the wisdom of all people in planning. Television news planning from the proposal to the implementation of the plan is not the personal behavior of an editor and a reporter, but the product of the participation and cooperation of editors and editors of many departments. Implementing the overall planning strategy, strengthening the planning consciousness of editors and fully tapping the planning potential of each individual is conducive to planning innovation and enhancing the reporting effect.

On October 8th, a banner advertisement was put out in Beijing Evening News: On the morning of October 1th, a "real cat and real dog drink paint" activity was held in front of Beijing Architectural Exhibition Hall to prove that the paint produced by this company is nontoxic and harmless. The advertisement was advertised by Fuya, a little-known decoration material development company in Beijing. At 9: a.m. on October 1th, a banner of "Safety Inspection for Real Cats and Dogs Drinking Paints and Fuya Coatings" has been hung in front of the Beijing Architectural Exhibition Hall. Fuya Company also specially invited a notary from Chongwen District Notary Office. One cat and three dogs are ready. When Beijing's "pet craze" was in the ascendant, the advertisement caused an uproar among the citizens. The booth was already full of spectators, many of whom were media reporters who came to "grab the news", and several excited members of the Animal Protection Association vowed to obstruct the matter. Jiang Heping, general manager of Fuya Company, publicized to the onlookers: In 1998, the Chinese Academy of Preventive Medicine did a non-toxic experiment on Fuya brand paint with white mice, and the conclusion was: "It is actually non-toxic." The purpose of carrying out this activity is to ask everyone to see it with their own eyes. After all, "hearing is empty, seeing is believing". Jiang's explanation can't beat back President Wu of the Animal Protection Association and the Animal Rescue Branch of the Chinese Society of Environmental Sciences: "Even if Fuya paint is not poisonous, it should not be given to animals. Because paint is an industrial product, it is a latex paint, which will corrode the stomach. " The Beijing granny, who takes care of small animals as her profession, appealed to the audience "Don't kill animals". Before that, someone called the animal protection association to inform it. Wu was shocked when he learned that he personally called Fuya Company, hoping to cancel the activity, but his suggestion was not adopted. On the 1th, Wu deliberately got up early and rushed to the activity site, ready to prevent small animals from suffering. People from the Beijing Society for the Protection of Small Animals also arrived early in the morning. They held up the slogan "Please don't mistreat animals. What do the children think?" . It is required to immediately stop the experiment of animals drinking paint, and forcibly take away the small animals that are preparing to drink paint several times. It is said that on the day when the advertisement of "cats and dogs drink paint" was published in the newspaper, the Beijing Society for the Protection of Small Animals received many complaints, hoping that they would stop letting "real cats and dogs drink paint". The order at the scene was very chaotic, and the onlookers gathered more and more. Seeing that "real cats and dogs drink paint" will be ruined. When riding a tiger is difficult, Jiang Heping is in a dilemma: if the activity is not carried out, the advertising money will be wasted; If cats and dogs really drink it, it will greatly damage the public image of Fuya Company. It was already 9: 3, and Jiang Heping put on a desperate posture and announced righteously: considering the mood of the masses, he decided not to let cats and dogs drink, and instead he drank paint himself. The words sound just fell and the venue was suddenly silent. Under the supervision of two notaries, Jiang Heping opened a bucket of paint, poured half a cup, and added some mineral water, holding it in front of his eyes and paused. Under the gaze of the audience around him, Jiang Heping gulped down a large glass in his hand. Wipe your mouth after drinking, crisp and neat, with a smile. The crowd was crying at once, and someone shouted, "Another drink!" A cat and three dogs used as experimental paints have been taken away by the audience. The story is full of twists and turns, and it doesn't end with Jiang Heping's "tragic" drinking of his own Fuya paint. At that time, Xinhua News Agency broadcast a 7-word manuscript, "The manager drinks paint for non-toxic advertising". Since then, the media have followed suit, and the bizarre news that "the boss drinks paint" began to spread like wildfire. Beijing Daily, Beijing Morning Post, Beijing Evening News, Beijing Youth Daily and Beijing TV are competing to report. The only difference is that if you say the opposite, I will say the opposite. Finally, someone did some statistics, and there were more than 2 media reports or reprints in the country. In any case, the sensational effect of the incident itself was "created". Beijing TV station selected the top ten economic news in October, and "boss drinks paint" was among them, which was the same as "Sydney Olympic Games". Is it really a sudden economic news? Not really. "The boss drinks paint". Although Jiang Heping, the general manager of Fuya Company, is performing in the street, Qin Quanyue, the planner, is hiding behind the scenes. Some planners have commented that Lao Qin's signboard in the planning circle has always been "ingenious and eccentric". Before his debut, Qin Quanyue once opened a building materials enterprise, specializing in floor tiles, and was not unfamiliar with decorative materials. It is understood that beforehand, Jiang Heping, general manager of Fuya, found Qin Quanyue to seek the skill of turning the stone into gold. Qin Quanyue asked, "You said that your paint is environmentally friendly. Do you dare to drink it?" Jiang Heping patted his chest "Dare!" . So the two sides agreed happily on the remuneration. Finally, a scene of "the boss drinks paint" was staged on the streets of Beijing, followed by the bombing news hype. Wang Li, the author of "Alternative Thinking", who often exposed the shortcomings of planners after fading out of the planning business, made a big comment in Beijing Evening News: Enterprises mistakenly think that attention economy will pay more attention to you, and the key is the way people look at you. When there is no condition for innovation, "follow-up" is also a good way. The first person who eats crabs is brave at best, and the first person who sells crabs is a wise man. Fuya's creativity has taken a single-plank bridge, and the general manager's spirit is commendable, but the method is not proper. The planner pointed out that although Wang Li held a critical attitude towards this incident, he fell into the trap of the event planner just like the animal protection association opposed at the scene. Most people in the planning industry contacted by the reporter think that "the boss drinks paint" is a classic news planning, and its greatest success lies in that "soft news" is done without leaving a trace, because the strangeness of the event itself is enough to constitute a news theme.