Press releases, also known as communications, are a commonly used style in newspapers and radio stations. Therefore, communication should also meet several elements of narrative: time, place, characters, events (cause, process, ending or impact). In terms of writing techniques, narrative, lyrical, argumentative and other techniques can be used. But communications and literary works are different. Literary works can be fictitious, but communications cannot. This involves three basic characteristics of communication: authenticity, objectivity and timeliness. In other words, communication must be objective and true, and must be broadcast in a timely manner. If it is not true, it is fake news; if it is not timely, it is old news, and it loses the value and meaning of news. This requires that the writer must be present at the scene in person, write what he sees with his own eyes and what he really feels, and must not make any assumptions based on hearsay.
Classification and writing
1 Communication can generally be divided into: person communication, event communication and work communication.
2 The theme should be clear. That is to say, what exactly do you want to broadcast to readers and what is your intention.
3 The materials must be appropriate. After you have a theme, you need to organize the materials around the theme. Often during the interview process, the interviewee will often provide you with a lot of material. Among these many materials, there are actually many materials that you do not need. Therefore, you have to sift through them one by one. , make reasonable choices, and finally select the materials you need.
4. The angle should be novel. Once you have the materials, you have to choose the angle of writing. After an event occurs, different people will have different opinions when observing it from different angles. This is the so-called "a ridge when viewed from the side and a peak from the side, with different heights from near and far." Everyone knows that no one wants to watch the same old stuff. This requires the writer to choose a reasonable and novel angle to write. For example, in 2005, a returned overseas Chinese from the Zhoujiawan Neighborhood Committee fell and was injured. Because the old returned overseas Chinese’s family had financial difficulties and his wife and daughter both had mental illnesses, there was no one to take care of him. In this case, the Street Overseas Chinese Federation mobilized everyone to donate and reported the matter to the district Overseas Chinese Office, which in turn reported it to the municipal Overseas Chinese Office. As a result, higher-level departments also donated money. At that time, the street asked me to write a report. My original intention was to write about how everyone donated money to help the returned overseas Chinese tide over the difficulties. After I went there, I discovered another detail: all the family members of the returned overseas Chinese had been sent to a psychiatric hospital, and the house was in chaos. There was no one to take care of the old returned overseas Chinese while he was in the hospital. In this case, the neighborhood committee cadres took turns serving the family of the returned overseas Chinese. I thought that writing from the perspective of donations was too common and lacked any new ideas, so I chose the perspective of neighborhood committee cadres. When I was writing, I also included everyone’s donations. As a result, it was published by Xinmin Evening News, and Was awarded the third prize of Shanghai Social News Award that year.
5. The title should be unique. Once the newsletter is written, no one may read it. Because in this era, there is too much information. No one has the time or patience to read news after news. They just pick and choose. Therefore, it is very important for the news you write to stand out and attract people’s attention. Therefore, you must have a unique title so that your text can be selected by readers. Of course, a good title can sometimes be the finishing touch to an article. I remember once, a painter took a painting and submitted it to the "Longhua Community" newspaper. The painting was a landscape painting, but it had no theme. As we all know, paintings without themes are generally difficult for ordinary residents to understand. After I looked carefully, I found that there was an old couple supporting each other on the path covered with fallen leaves. Therefore, when I published it, I wanted to add a theme to it. At first, I wanted to use "Support" as the title. After using it, I felt that it was not poetic and picturesque, so I changed it to "God's mercy on the grass, and late love in the world." As a result, the painter After reading it, I was very happy and said, in this way, the theme of the painting is reflected. Another time, on the eve of the World Expo, the Women's Federation held a photography competition. A resident gave me a photograph. The photo showed an electrician installing a street lamp in front of the China Pavilion. I had an idea and took a photo for the photo. The theme, "I bring glory to the World Expo", "grace" is enclosed in quotation marks, which is actually a homophone, and the result is an unexpected effect.
Preparation of news headlines
1. The title and text must be consistent. There are many people whose titles and articles do not correspond. That is to say, the title is a title and the article is an article. The two have nothing to do with each other. The key to this problem is that everyone wants to set the title better, but when setting the title, it is divorced from the theme of the article. For example, the street once had such a newsletter, which was about street municipal management. The content of the article is to write about how many illegal regulations have been demolished on the street, how much greening has been planted, etc. As a result, his title was "Inheriting Millennium Culture and Creating Charming Longhua." After reading the entire article, I didn’t see any culture at all. But as soon as I saw it, I knew that this was a fitting title, because currently everyone from the central to local governments is talking about “strengthening cultural construction.” Obviously this title is wrong.
2 It should be easy to read and understand. The title should not be too obscure and difficult to understand, because readers are ordinary people, not experts and scholars. If it is too obscure and difficult to understand, it will deviate from the requirement of universality of news. Some people like to show that they are educated and knowledgeable by deliberately adding some difficult-to-understand, uncommon words or uncommon poems to their titles. Of course, this does not mean that the text cannot be used as a title, but that it cannot use obscure poetry.
I remember ten years ago, when I was still a teacher, no one of the fifteen teachers (including Chinese teachers) in our office understood the title of a news article in the Shanghai Education News at that time (I have forgotten the specific title) , but I remember this very clearly), such a title is lifeless and undesirable. I use a fashionable term for this phenomenon, called pretending.
3 Use expressive things as titles. The so-called expressiveness means that just reading the title will make people feel excited, moved, angry, disgusted and other psychological reactions. For example, the title of the article "Bathing in Cotton Clothes" written by Han Han in his early years is very expressive. It sounds curious and makes people feel that bathing in cotton clothes is really incredible, attracting readers to read this article; There is the previous "For Sixty-One Class Brothers", a title like this makes people heart-wrenching when they hear it; a few days ago, the Liberation Daily published "Over-Medical: 7 Stents Installed for One Heart Attack", a title like this makes people worried. It's infuriating to hear. Titles like these are expressive titles.
4 Use poetry as the title skillfully. Using poetry as a title can not only deepen the theme of the article, but also add literary talent to the article, and also make the article valuable for literary appreciation. It's called killing three birds with one stone, but you can't pass it. If you pass it, it's just pretending. For example: a few years ago, the output value of the lotus seed industry in Honghu, Hubei exceeded one billion yuan. At that time, Hubei Daily published a long report, and the title quoted the poem "The lotus flowers are red in the sun - the output value of the lotus seed industry in Honghu, Hubei exceeded one billion yuan" (original text The lotus leaves touching the sky are infinitely green, and the lotus flowers reflecting the sun are uniquely red); In 2002, the Yangtze River was polluted, and "Chutian Metropolis Daily" published a newsletter with the title "The rolling Yangtze River flows eastward, and the turbid waves are worrying." (The original text is: The rolling Yangtze River flows eastward, and the waves wash away all the heroes); In 2004, I published a newsletter in the Xinmin Evening News, which was about the secretary of the Zhangjiayuan Neighborhood Committee who devoted himself to the people. I used the title "One branch, one leaf." "Zong Guan Qing" (the original text is Zheng Banqiao's "I'm lying in the Yazhai listening to the fluttering bamboos, which is suspected to be the sound of the suffering of the people. I, the little officials in Caozhou, are always caring about each branch and leaf") and so on.
5. Use several juxtaposed words as titles. The so-called parallel words here are actually related to some extent. For example, a primary school teacher in a poor area could not bear to see the lack of medical treatment in the area, so he taught himself medicine. After completing his studies, he practiced medicine and taught at the same time. When teaching, he was very strict and very charitable to his students. Of course, he was strict with his studies and charitable with his life. Later, local media reported on the teacher. The title of the report is "Strict Teacher, Loving Father, Famous Doctor". Look at this title. Three unrelated words have become related because of one person. These three words are actually the triple identity of this teacher. , and these three words portray the character from three different sides. In 2008, I wrote an essay that won the Outstanding Paper Award from the Propaganda Department of the Shanghai Municipal Party Committee. The main content of the essay was to write about my study and use of the book "Shanghai Propaganda Newsletter". The title I used is "Encounter, Benefit, Recommendation", that is, how I finally encountered "Shanghai Publicity Newsletter" in the vast sea of ??books, how I benefited from this book, and finally how I recommended this book to people around me people. Also like Zhang Ailing's novel "Lust, Caution" and so on.
6 Use a question style as the title. The advantage of this kind of title is that it directly raises questions and allows readers to follow the author's ideas to find answers. This kind of headline is very effective when writing negative news or when facing a certain question in society. For example, the title of "Who is the Cutest Person" written by Wei Wei directly guides readers to find the answer; a few years ago, in response to the question of whether the Shenzhen Special Economic Zone should be revoked, the Shenzhen Evening News published a newsletter with the title "Shenzhen Special Economic Zone" Can it still be maintained? "It can be seen that these two articles are written in response to common questions in society. Using question sentences as titles is actually to come up with the questions and answer them yourself. For some negative news in society, this kind of headline can better alert people and attract people's attention. For example, two days ago (February 20), the Liberation Daily published a news article with the title "Is excimer laser safe to treat myopia? Let's see what the experts say." You can tell at a glance that it is definitely not safe, and safety must be paid attention to. Come out to discuss? So a title like this can attract people’s attention immediately.
7. Use vague words in the title that can easily arouse people's imagination. I call this kind of title a gimmick title. This form of title setting is the most popular at the moment. It mainly takes advantage of people's unhealthy psychology and makes people unable to help but take a peek. For example, the title "Mother-in-law wants to sleep in the same bed with me" may seem scary, but after reading the full text, you will find that this article is actually a very warm article. It mainly talks about My wife was on a business trip, and her mother-in-law came to her home to take care of her sick self. When she went to bed at night, she had to sleep on the sofa. Her mother-in-law was afraid that his illness would be aggravated by catching a cold, so she added an extra quilt to her bed so that he could share the same bed with a different quilt. .
8 Use homophones cleverly as titles. For example, there have been numerous reports recently about Supor kitchenware exceeding the standard of heavy metals. One of the reports is "Supor kitchenware: Experts explode the "manganese" material again". In this title, the author cleverly uses the words "meng" and "manganese". Same pronunciation; for example, a few days ago, an Italian documentary won the Berlin Golden Bear. The news headline that day was "Italian Documentary, Berlin Wins Golden Bear". Anyone with a discerning eye will know at a glance that this "Golden Bear" is not the other one. "Golden Bear" also.
9 Directly use the words of the protagonist in the article as the title. This is a master key. Its advantage is that it will not miss the topic and can also explain the theme of the article well. A few days ago (February 17), Liberation Daily published a long newsletter reporting the touching story of Gao Chunfang, director of the 105th Hospital of the People's Liberation Army. The title of the newsletter is a quote from Gao Chunfang: "If you don't have a Bodhisattva heart, you are not worthy of being a doctor." Such a title is very suitable for the content of the article and can also describe the protagonist's ideological realm, which is very good.
Selection of News Angle
1. Choose an angle based on the times. Articles are written according to the time, and poems are written according to the event. This is an eternal truth. Keeping up with the times means writing about whatever is hot at the moment and from that angle.
2 Take a small look at the general election. That is to say, when faced with an event that happened, the writer does not give a general summary of the event, but selects a specific lens of the event, and slowly spreads out through the specific lens, just like a wide-angle lens, gradually spreading out. Achieve the effect of seeing the whole picture at a glance. For example, conference communications are difficult to write. Most people write like this: What kind of meeting was held in a certain place on a certain day of a certain year, a certain month, what content was passed (transmitted) at the meeting, and what good results were achieved in the end. And a newsletter from a certain place for a model worker commendation conference was written in a very distinctive way. It starts with the report made by the director of the Labor Bureau, seizes the detail of the director bowing to the model workers, and writes about the respect and love of the society for the model workers in a small way. I remember that the news title at the time was "Bow to the model workers."
3 Choose an angle from the particularity. Nowadays, it is not news that dogs bite people, but it is news that people bite dogs; it is not news that you donate 1,000 yuan, but it is news that a beggar donates 10 yuan; it is not news that Faye Wong sings well, it is news that Faye Wong sings out of tune; it is not news that Faye Wong and Li Yapeng give birth to a healthy daughter , and the birth of a daughter with a cleft lip is news. Therefore, when facing something that happens, we must find out the particularity from the nature. For example, if you say today that I am here to communicate with you how to write news, it will definitely not become news. If you say that a migrant worker from other places comes to the street to teach news writing classes to government cadres, it will definitely be news. A piece of Indian news published in the Global Times on February 17 had a very novel angle. It's about a slum in India that is not only poor, but also dirty and messy. It doesn't even have toilets, so men and women have to live there. The government has never seriously addressed the problem. Once, a foreign woman got married to a man. On her wedding night, she found that there were no toilets in the local area. She was not used to it and fled back to her parents' home the next day. This incident caused quite a stir in the local area, and the local government was forced to build the first toilet in the area. According to our usual thinking, this news must be about how the government secured funds for the people and built the first toilet. But think about it, not to mention India, even China, there are still many places without toilets. Will building a toilet become news? As a result, the reporter changed the lens and wrote a news article with the title "Indian bride sets role model for running away from toilet". As a result, the news spread all over the world.
4Choose an angle from a forgotten corner. Regarding a matter, everyone can see the most important things and write about it. As a journalist, you must be good at writing news from angles that everyone has forgotten.
Some details that should be paid attention to in writing
1. Don’t use too many empty words. As soon as some people pick up a pen, they say "under the guidance of xx, under the command of xx, under the correct leadership of xx", and they fart a lot, but they are all empty farts and have no effect at all. News should be short and concise, with practical information and not wet information.
2 Don’t express your personal emotions. When some people write about helping the poor and providing warmth, they just want to thank this or that, otherwise I wouldn’t be where I am today. It's too pretentious to write like this, and you can tell it's fake at a glance. Just one sentence gave me a chance to start a new life. Otherwise, it is a very good letter of repentance.
3 Don’t jump to conclusions. In character newsletters, at the end of writing, some people never forget to write, "He is really a great person, a noble person. He is a pioneer of our era and a model for us to learn from." In fact, this is Wrong, the news only shows people a certain aspect or even a certain point of the protagonist, and readers should be left to draw conclusions.
4 Multiple aspects of an event should be written in a chronological structure. That is to say, an event involves many aspects. When writing, you should write about the important aspects first, and then the secondary aspects. The more secondary the aspects, the more important they should be written later. In this case, it will be easier for newspaper editors to edit. Because the newspaper space is limited, it is impossible to put everything you write. In addition, the editors are faced with many manuscripts and cannot carefully read your manuscript to help you pick out the important ones and eliminate the inappropriate ones. important. Generally, editors delete manuscripts from the back to the front. In this way, deleting minor items will not affect the quality of the manuscript.
5 Read it several times when submitting, and try to avoid typos. This is responsibility for oneself and respect for the editor.