Introduction to Communication Planning (Wuhan University of Technology Literature Academic Series)

Author: Zhao Zhenyu
Publisher:
Publish Date: 2003-08-02
Features: News communication planning is the core of news communication. It follows the basic laws of the development of things and news communication, revolves around certain goals, conducts scientific analysis and research on the information it has acquired, focuses on the present, explores the known, predicts the future, and formulates and implements corresponding policies and strategies to achieve the best creative planning activities. This book organizes the debates on "news planning" in China over the past decade, proposes a scientific definition and theoretical framework for news communication planning, collects and introduces a large number of successful planning experiences from domestic and foreign media, and points out the theoretical misunderstandings and practical deviations in news communication planning. The appendix includes summaries of news planning seminars and research materials held by relevant Chinese institutions in the 1990s and at the beginning of the 21st century. The author elaborates on the value premises and factual premises of news communication planning, action principles, innovative thinking, quality cultivation, and an analysis of the causes of inaccurate news reporting in the new situation. The book also introduces planning techniques for breaking news reporting, thematic reporting,, special columns, special pages, special publications, participatory reporting such as experience, covert visits, and facilitation, as well as special reporting for holidays, anniversaries, and other specific occasions. The book provides dedicated discussions on how media can improve their own image publicity and public service advertising, as well as how to strengthen collaboration and interaction among multiple media. At the end of the book, there are exquisite layouts and images of successful planning from domestic and foreign media. This book can serve as a textbook for undergraduate and graduate students, be referenced by individuals studying this topic, and is widely applicable to news communication media, as well as publicity, advertising, and enterprises and institutions.