Chapter iii. Planning and organization of news reports 3. 1 review notes
Knowledge framework
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I. Media coverage planning and its main types
1. Media coverage planning
(1) definition of journalism planning
The news story was designed as a creative exercise for news editors to achieve optimal dissemination through the development and allocation of information resources。
The planning of the news coverage includes not only decision-making on the subject of the coverage, the design of the coverage programme, but also the continuous receipt of feedback from a wide range of sources during the reporting process and the adaptation of the original programme to new planning and design。
(2) characteristics of media planning
1 phased
Press coverage is planned more frequently than media positioning and product design, with different topics to be planned for each period, and new stories to be planned after one story is implemented and completed。
2 scrolling
The life of the story design lies in the continuous improvement and revision of the original programme as the object of the report changes and the reporting environment, and the planning of the story's “resilient” function determines that the design is to be rolled out as the report moves forward and expands。
Risk
As with the positioning and design of media products, reporting as a design for future media action carries a certain risk, and the success or failure of news stories depends on editorial choices and decision-making, all of which accumulates in the news media。
(3) three stages of media planning
1 selection and preparatory phase
This was the first stage in the planning of the report, from the discovery of news leads, the identification of the topics to be covered, to the collection and analysis of all relevant materials and the targeting of the impact of the report。
2 programme design phase
The planning and design of coverage, based on the selection of topics and reporting effectiveness goals, the scope and focus of coverage, the reporting process, the structure and modalities of reporting, and the organizational mechanisms for reporting, have culminated in a systematic reporting design programme, which is the core stage of reporting planning。
3 reporting on the implementation and control phase
From the time of implementation of the programming programme to the end of the reporting period, feedback is being received and the original design is being revised in the light of changing circumstances. This is a parallel phase in the planning and reporting of the programme。
(4) principles to be followed in planning news reports
1 letter-based principle
No matter how the editor planned it, the news stories were factual and trusted to the audience。
2 innovative principles
The value of planning for reporting lies in its extraordinary dissemination through a well-planned and well-organized organization, and it is therefore important to pursue different and innovative approaches from the decision-making on the subject to the design of the programme。
3. Alternative principles
Any planning is a strategy and planning exercise for the future, as are press reports。
Principles of effectiveness
The ultimate goal of media programming is to achieve good social benefits for the press, while also achieving better economic benefits for the media。
5 viable principles
The results of the press programme will ultimately have to be tested in news reporting practice, and it is therefore essential that the programming be operational in nature and that it be able to provide accurate guidance to the news production activities rather than mere rhetoric。
2. Types of media coverage
Media coverage is planned in different forms in different media and can be divided into different types of media coverage according to different criteria. The following are some of the main categories:
(1) coverage of object occurrence as a classification criterion
1. Predictability of press coverage
It refers to the planning of events and non-event stories that are available in advance. Coverage of such news could be planned ahead of schedule. The difficulties in predicting the planning of news stories include:
A. Easier to develop a fixed pattern of choice and reporting and more difficult to achieve。
B. It is also difficult to display distinctive styles in the coverage。
C. The media audience is more exposed to such coverage, and the shortcomings of past coverage can contribute to the disillusionment of the audience and even to counter-spiritation, adversely affecting their access to information。
2 unforeseeable news programming
It refers to the planning of reports of unforeseen emergencies such as earthquakes, fires, aircraft crashes, outbreaks of war, etc. Coverage of such news is generally not planned in advance, usually in the immediate aftermath of an incident, and is generally characterized by catastrophic events and negative news messages。
A. Negative news messages, mainly about negative news facts, refer to “the fact of a negative change in the original state”。
B. Unlike negative news messages, “negative news” generally refers to negative “press reports” that are processed by people. In one case, the content of the news report was negative, and the impact was negative; in another case, the content of the news report was non-negative, but was counterproductive because of poor performance。
Unforeseeable news programming, which is primarily designed to target the dissemination of information on sudden negative news facts, is highly conflicting in content and can easily generate general interest among the audience and contribute to its immediate practical impact。
(2) classification criteria for reporting planned operational times
1 periodical coverage planning
It refers to a routine planning of daily news stories by the news editorial department, which is cyclical, such as quarterly, monthly, weekly, etc。
This has the advantage of ensuring the quality and effectiveness of the dissemination of information through institutionalized and standardized planning operations, which is important for the media to prepare daily news reports, thereby ensuring the quality and stability of media products。
2 non-cyclical press coverage planning
This refers to reports that need to be planned on an ad hoc basis. The planning of non-cyclical news reports is the response of all media. The planning of non-cyclical news stories is a necessary strategy for the media to win the race for breaking news stories。
(3) operating methods for reporting planning as a classification criterion
1 independent coverage planning
It refers to reports of the planning of an independent presence, unrelated to other planning activities. The author of the report simply planned the coverage of the news events, and the journalist was not involved in the subject。
2 non-independent news programming
It refers to the fact that the planning of the report is linked to and works with others. In the case of non-independent journalism, attention should be paid to: a. The planning and organization of pro bono activities should be carried out in accordance with the principles of public relations; b. The content of the reports should be closed in accordance with press patterns。
In the planning of non-independent news stories, care must be taken to capture the social value judgements of the content of the reports。
Decision-making on topics planned for press coverage
1. Discovering news trails and setting targets for reporting effectiveness
(1) discovery of news
The discovery of news trails is a prerequisite for the creation of the subject of the report. In the first place, the planners gather a wide range of information around important news leads worthy of press coverage, including:
1 information on the object. Only by maximizing the availability of relevant information about the subject of the report can the author of the report have a more accurate understanding of its nature and significance and thus determine how the report is carried out。
2 report recipients. This information helps planners to capture the psychological characteristics of the audience and to plan the stories in a targeted manner, and some of this information may be directly covered。
3 report on competitors。
(2) reporting impact targets
The goal of the report's effectiveness is the desired goal of the reporter, based on the information available to him in the lead-up to the report's planning, based on a forecast of the social impact that the news coverage may have. The goal of reporting on results provides direction for the planning of reporting, and the programme will be designed around that goal。
2. Commonality inherent in reporting on selection decisions
(1) operational laws based on the subject of dissemination
“operability” means the dissemination of all aspects of the subject's mandate for a given news report。
(2) value laws based on objective facts
The news is a report of the latest changes in objective facts, and there is no news. In the choice of news, the editor's judgement of the value of the news is based primarily on the novelty of the news fact, the fact of the news helps to dispel the uncertainty of the audience's perception, the social impact of the news fact, the distance of the news fact from the audience and the motivation of the news fact to the audience。
(3) law of suitability based on audience
Press communications activities are based on the transmission of information between the sender and the recipient, and the dissemination of information without an audience cannot exist, and news stories that do not fit the needs of the audience are ineffective。
(4) relationships between three common denominators
1 these three common patterns are interlinked and, in the decision-making of press reports, their joint role determines the scope of the selection of a region, as shown in figure 3-1, that is composed of the three conditions of the subject of communication, the object of communication and the needs of the audience。
Figure 3-1 basis for decision-making on selected topics for news coverage
The choice of topics for news coverage is based on a interrelated and overlapping concept of convergence, namely, objective facts that meet the needs of the audience and that the subject of the coverage has the conditions for dissemination that make it possible to be the subject of news coverage. However, elements other than the overlapping elements are not completely worthless, and an analysis of the convergence between the three is of great interest in media planning。
A. The combination of objective facts and audience needs is also excluded。
First, the facts that can be disseminated are only part of what is needed for a particular media audience, and only part of this is worthy of reference in the media programming。
Secondly, some of the needs of the audience are beyond the reach of the facts, indicating that demand is a potential, that the fact of objective change is also a potential, and that the storymakers are not yet aware that this will limit the choice of topics for news coverage and will not fully meet the needs of the audience。
B. There is a convergence between objective facts, audience needs and the main conditions for the delivery of communications, and an exclusionary part, indicating that the main conditions are strongly binding on news activities。
(5) the selection of topics for which coverage is required is part of the selection of all media coverage, mainly in the following three categories:
A. Foreseeable, socially significant activities and event or non-event news。
B. Unforeseeable and socially significant contingencies。
C. Significant media-created coverage, live coverage。
The common feature is that the potential social impact of the selection itself and the complexity of its content dictates that reporting must not remain at a simple, superficial level, but rather must be fully explored, displayed and analysed by the audience of the stories, in a combination of articles in space or time, to enable the audience to understand the fullness and nature of things from multiple perspectives and at many levels。
3. Individualization of reporting on selection decisions
(1) find the most appropriate subject and perspective of the coverage, depending on the subject of the news. Differences in the subject of communication and its conditions, including, in particular, differences in the location of the media, differences in the functions of the media, differences in the vector, differences in the environment in which the media are located, differences in the conditions within the media (funds, equipment, talent, management, mechanisms, etc.)。
(2) to find the most appropriate options and perspectives for news coverage based on the diversity of the audience and the needs of the audience。
Different media have different audience groups, and the diversity of the audience itself leads to different audience demands and expectations for communication
The same audience may have different needs for different media。
Iii. The design of the news programme
1. Establishing coverage and focus
(1) the coverage is a combination of the full audience of the stories, specifying the target audience and the extent of coverage。
(2) the focus of reporting is on the most important part of the subject, setting out the core figures or events, the core issues to be covered, requiring the greatest input from the reporting community and its prominence in the media。
2. Design coverage scale and process
(1) the scope of reporting is the concept of a combination of time, space and manpower factors, i. E., how much time the reporting continues to take in the newspapers, how much space is available and how many columns are configured and how much effort is used。
(2) the reporting process refers to the fragmentation and organization of the reporting period, specifying the stages of reporting, when to start, when to move forward and expand, when to end, and how to transition between phases。
3. Preparation of a draft submission plan
The distribution plan is the integrated planning for the publication of press releases at all stages of the reporting process, including the determination of the title, content, style and length of each draft, the order and timing of the publication and the location of the articles on the page。
(1) tactical and formal cooperation of the submission。
(2) the layout is considered in advance and the catalogue of manuscripts is determined accordingly。
4. Designing reporting structures and reporting modalities
(1) structure of reporting
1 the structure of reporting is the external form of reporting on the relationships between the various components and their sequencing. It is determined by the choice of topics and the intended objectives。
Elements of a reporting structure
A. Time, which refers to the quality of the coverage over time. The content of the time element, including the timing of the start of the coverage, the time that the coverage spans, and the frequency or density of the coverage. The choice of timing must be in keeping with the pattern of news dissemination, i. E., to use the latest facts as the starting point for reporting, and then to generate deeper reflections on such facts。
B. Space, which refers to the quality of coverage in terms of the location of media space. The conceptual significance of radio and television news coverage in space is reflected mainly in the development of a three-dimensional reporting pattern through a combination of columns and programmes。
C. Perspectives refer to the characteristics of the report in terms of reflecting the eye and focus of the object。
D. Wideness, which refers to the quality of coverage in terms of horizontal information about objects. News stories reveal not only the status of the object itself, but also, at times, of other objects associated with it, i. E., the provision to the audience of environmental and relevant information about the object, a combination of which constitutes the breadth of coverage。
E. Depth, which refers to the quality of reporting in terms of vertical information about objects. A combination of such information constitutes a deep-seated story in order to provide a complete and accurate view of the audience and, in some cases, background and outlook information。
F. Communications symbols, which refer to the quality of the symbol used to present the object。
Three or four common reporting structures
A. The linear structure model, which is characterized by the selection of an angle into the object and the follow-up of the object's evolution until the end of the event. The reports show a one-way, linear trajectory over time。
B. Radiologic structure patterns, characterized by the selection of an angle into an object and the follow-up of the evolution of the object, which, as the reporting progresses, expands its audience to reflect more relevant objects, with the reporting showing a linear-to-face radiological feature over time。
C. A binding structure model, characterized by multiple objects, with multiple factual changes pointing to a common theme, which is explored in depth and adequately demonstrated。
D. A web-based structure model characterized by multiple objects, multiple angles, reporting over time or in follow-up, or expanding, or moving in the respective direction of the object, displays a reciprocal and staggered dynamic。
(2) reporting
The way in which reports are reported is the integration of scattered press releases into the overall operational model of the coverage, i. E., where news editors use a certain method to organize a number of related stories according to the objectives of the coverage, so that they form the whole story with a certain size or duration。
2 specialized coverage by editing organizational arrangements
A. A centralized format, whereby large-scale, multi-spaced contributions are organized in a short period of time and are concentrated on a specific layout or time frame, resulting in a strong and visible effect. This type of reporting is used more frequently to cover a number of major events, events and issues。
B. Series, which refers to contributions focused on organizational aspects of reporting, bringing together reports from different angles, giving coverage a certain depth, breadth and inspiration. The serial approach is more used for reporting on more complex events or issues, since the subject is often not clear in one or two articles and needs to be covered from multiple perspectives, so that the reader can understand the full picture and substance of the matter。
C. Consequencing, tracking events or problems, providing continuous coverage, reflecting the process, and producing timely, in-depth and compelling reporting results. Continuous coverage is used to report on incidents of an unexpected nature。
3 reporting by behaviour characteristics of the editorial organization reporting activities
A. Combination, which refers to the organization of large-scale interviews of journalists on the same subject at the same time and in different locations, with a view to collecting a set of contributions reflecting the same subject, different categories and at the same time producing a larger coverage using a centralized presentation。
The combination of stories is much used to provide a broader coverage and a larger audience, and is designed to provide a full and in-depth exposure to the problem or to explain the problem and reason through a comparison of the many stories. The most significant feature of the modular coverage is that the subject matter, size and format of each submission are essentially the same, but the specific subject of the report varies, and the issue is more fully reflected and brought to the attention of society through the coverage of different audiences。
B. Audience engagement, which refers to the engagement and organization of audiences in the coverage activities, such as inviting audiences to media interviews and writing, mobilizing audiences to discuss the content of the coverage, etc., and the activities and views of the audience constitute the main audience for the coverage. This type of reporting is often used to cover new phenomena, issues and ideas emerging in social development。
C. Media intervention, where the media are directly involved in the audience and become an important player. When the media plan and organize activities of public interest, or when they are involved in reported events, they influence or even alter the trajectory of events and report on such news. This type of reporting is the product of a combination of media public relations news planning and journalism。
D. Media connection means that the media cooperate with each other and work together to develop a particular story. In the context of these campaigns, the media, in view of their own characteristics and strengths, choose the right angles and expressions, so that the subject of the reports is presented in different media and the coverage of all of them is synergetic, resulting in high-profile coverage。
There are two main types of media-connected coverage in the country: first, those of different types of media, and secondly, those of similar media in different regions。
5. Reporting capacity and reporting operational mechanisms
(1) meaning of both
1 power allocation for reporting refers to the allocation of manpower, financial resources and technical equipment involved in reporting。
2 the operational reporting mechanism refers to the organizational structure, workflow and management system that has been established on an ad hoc basis for the implementation of reporting。
The reporting capacity and reporting operational mechanisms are based on the content of the reports, the size of the reports and the way they are reported. The more important the coverage is, the larger the coverage, the more diverse the reporting formats, the more powerful the reporting needs to be invested and the more complex the operational mechanisms are。
(2) the various elements of the organizational structure are important in the organizational design of press coverage, including, inter alia:
1 work design. The creation of a reporting organization with a reporting mandate should begin with a clear definition of the type of work and the number of jobs required to perform the task, and the content of the work given to the participants to make them aware of what the organization demands from them, what they should do, what they should not do, and what responsibility and authority they have over the work。
2 form a group. Once all the jobs and jobs needed for reporting had been identified, consideration would have to be given to how those jobs and jobs could be grouped into different working groups. The establishment of teams is subject to the specific circumstances of each report。
Establishment of a hierarchy. The establishment of the team will also require the establishment of a reporting network at the top and lower levels, i. E., a hierarchy. The hierarchy is primarily used to establish a chain of command (the chain of authority) and a regulatory framework。
4 the distribution of responsibilities and powers among the various levels, groups and posts, such as the delegation of authority to the head of each group, who is responsible for all matters。
5 coordination and integration. The establishment of hierarchical structures and the allocation of responsibilities involve vertical relationships from top to bottom of the organizational structure, but there is a need for groups and members to work together and for horizontal relationships between groups and members within the organizational structure。
(3) issues requiring attention
Unlike the organizational structure of the media, which is established on an ad hoc basis on the basis of short-term communications objectives, it is not appropriate to bring the cumbersome set-up in the media organizational structure together into the reporting structure。
The organizational structure of the report should not create too many layers。
At the time of the establishment of the reporting organization, a comprehensive understanding and analysis of the objective environment should be carried out, on the basis of which all the jobs and jobs that should be created should be carefully deployed。
Iv. Implementation and control of reporting
1. News coverage and feedback
Press coverage is designed to work ahead of the implementation of the report, which continues to advance in parallel with the reporting process, while receiving feedback and revising the programme until the end of the report. The feedback to be received by the planners includes, inter alia:
