Ten Good Ways to Write a News Introduction - Case Demonstration, Decisive Collection!

Source 丨 News & Writing Public Account Exclusive Editor

In message writing, the most important thing is to write a good introduction. Learning to write a lead is the key to mastering message writing. The following examples are collected and sorted from the network, although some of the examples are older, but still have a certain exemplary effect. As long as we learn the method from the case, then mastering the introduction writing will no longer become difficult.

1

"One-sentence broken" law

News is "grabbed", how to achieve a good news introduction to "grab the ear" and "eye-catching", with the shortest text, a word broken, will undoubtedly play a straight to the point, immediate effect.

【Case 1】At midnight on April 20, 1949, our Chinese People's Liberation Army under the command of Mao Zedong and Zhu De began a river crossing battle that shocked the world. At 2 o'clock on April 22, when Xinhua News Agency broadcast such an important news, the introduction used only one sentence: The heroic People's Liberation Army has crossed the Yangtze River by about 300,000 people on the 21st.

"300,000 people crossed the Yangtze River", this was the news that people were most anxious to know at that time, and the rest was said after pressing.

【Case 2】On August 14, 1945, President Truman of the United States announced that Japan had surrendered unconditionally. When the Associated Press rushed to publish this explosive news, the introduction was even more crisp and clean: Japan surrendered!

The introduction is only 5 words, a broken word, such as thunder, this short and powerful introduction, was recognized by the press as the "best introduction" at that time.

2

"Set suspense" method

"Suspense", also known as "button" or "guanzi", is often used in literary works and theatrical performances. Set up "suspense" on the news introduction, things are not said directly, hanging the reader's appetite, "forcing" you to continue reading, naturally charming.

【Case 1】On June 25, 1978, the People's Daily published a report by a Xinhua reporter, and the introduction read:

At the National Finance and Trade Conference, there is a legend that the employees of the bedding group of the Shanghai Garment Import and Export Company "saved" two Mandarin ducks and saved a large amount of foreign exchange.

Why "save" Mandarin ducks? What kind of Mandarin ducks were "resurrected"? And how to save foreign exchange? The introduction does not say anything about this. Do you want to know? You'll have to read on.

On June 13, 1981, the Associated Press broadcast a telegram from its London correspondent, and its introduction gave people more "suspense": According to police and witnesses, today, while Queen Elizabeth II was riding through central London under the watchful eyes of millions of subjects, an unemployed young man under the age of twenty suddenly ran forward and fired six empty shells at the Queen.

Unemployed youth shoot at the queen, and this "guanzi" is sold large enough that you can't help but stop until you understand.

3

The "want to get away with it" method

Let go of one step first, and then hold on tightly, and let go in order to grasp better. One put and one grab, first put and then grab, seemingly idle, but hidden "killing machine", such an introduction will have the thrill of "punching a punch".

On October 14, 1982, the Associated Press published a satirical article satirizing the U.S. economy, and the introduction read:

It was a few hours before President Ronald Reagan told the nation, "America is on its way to economic recovery," that his son Prescott Reagan was here with the unemployed to receive benefits.

The previous sentence says that the president said that "the United States is moving toward economic recovery", but the second sentence takes a sharp turn, saying that the president's son is "receiving benefits with the unemployed", which is obviously "contradictory" in the two sentences. But the reader is smart enough to know that even the president's son is receiving a bailout, and who believes that america's economy is starting to improve?

【Case 2】On September 15, 1988, the New Evening News published a message calling for the creation of conditions for the rational flow of talents, and although its introduction did not pay attention to the flow of talents, it shocked readers a lot due to the method of wanting to get away with it. The introduction reads:

On September 12, when nearly 3,000 alumni from all over the country gathered at Northeast Agricultural College to celebrate the 40th anniversary of the school, Wang Zongming, the country's first doctor of veterinary surgeon and a graduate of the school, wandered away from the celebration, with a frustrated face, and set up a cigarette stand next to the tongqu Avenue in the school.

In this introduction, "school celebration" is vertical, "tobacco stall" is tackling, one vertical and one tackle, hitting the key to the rigidity of the talent flow mechanism.

4

The "turning static into motion" method

An event news, written with a static narrative technique, its introduction is often more boring, dull, and boring, but if it is written with dynamic performance techniques, the introduction will be novel and interesting, lively and vibrant, and the news reported will also have spirituality and fascinating.

【Case 1】On May 2, 1990, Shi Guangnan, a famous composer in mainland China, passed away. On May 5, when Zheng Ming, a reporter for China Youth Daily, published this news, the introduction was written differently and particularly touchingly:

Shi Guangnan, a famous composer who was loved by young people, was playing the piano to create a large-scale opera "Qu Yuan", when he suddenly suffered a large-scale cerebral hemorrhage and fell on the piano. The road is long and long, but he can no longer walk "on the field of hope." On May 2, the composer's heart stopped beating at the age of 49.

Shi Guangnan died, but the reporter wrote him "alive" here. After reading such an introduction, everyone will clap their hands.

【Case 2】In 1974, the mainland unearthed the Terracotta Warriors of Qin Shi Huang in Xi'an, which attracted strong attention at home and abroad. When the terracotta replica was on tour in Brussels, the capital of Belgium, RonaldoBuson, a reporter for the International Herald Tribune, sent a message with a surprisingly witty introduction:

A Chinese army arrived in Brussels. Mighty soldiers wore tight armor, followed by marching bands and cavalry, most notably their figure.

The Terracotta Warriors and Horses have become a "marching" Chinese army, and have "arrived" in Brussels, and I really admire the foreign counterparts for having such a superb "resurrection technique" and rich imagination.

5

The "anthropomorphic rhetoric" method

Skillfully use anthropomorphic rhetoric to write the introduction, the introduction and the reported object will come alive, there will be a "human touch", and it will give people a sense of intimacy. An introduction with an intimate sense will naturally be welcomed by readers.

【Case 1】On November 1, 1993, Hangzhou Daily founded the first afternoon edition newspaper in the history of the mainland. On the same day, the Xinmin Evening News sent a message, and the introduction was written like this:

For the first time in the history of Chinese journalism, a distinctive voice sounded: "Hey, good afternoon!" "The first afternoon edition of the mainland newspaper was officially launched by Hangzhou Daily today.

Newspapers are paper and will never speak, but the author writes a voice in an anthropomorphic way: "Hi, good afternoon!" "It's as if a long-lost friend is running towards you with his arms outstretched, how gracious!

【Case 2】An introduction to the Establishment of the Great Wall Society in the Economic Daily is also very cordial and moving:

When the Great Wall slowly entered the 2644-year-old (from 657 BC to record the high life), a happy event fell at her feet: the Great Wall Society of China was born in Beijing on the 25th.

Here, the ancient Great Wall has become an old man with a high life, a happy birthday star, and a youthful glow, which is so fresh!

6

The "number contrast" method

Numbers are boring, but numbers are the most convincing. Skillfully applying the main numbers in the news or the numbers that readers pay attention to in the news introduction and answering the readers' questions can improve the value of the news and leave an unforgettable impression on the readers.

[Case 1] Usually, I hear people say that there are many UN meetings and documents, but I am afraid that no one can say how many UN documents there are. Reading the introduction to a draft telegram issued by Agence France-Presse at the United Nations in 1982, you may be very impressed by this issue.

If all the documents printed by the United Nations in New York and Geneva last year were arranged end to end, the total length would reach 270,000 kilometers. A senior United Nations official who has left office said that according to this calculation, the United Nations documents can reach the moon within two years when they are rolled out page by page.

A figure of 270,000 kilometers, the length of a moon, is enough to shock you and forget it.

【Case 2】What is the total amount of state-owned assets in the mainland? Is it rising year after year, or is it falling? On July 31, 2000, Xinhua News Agency issued a telegram, and the introduction answered you with the most authoritative number:

The total amount of state-owned assets on the mainland continued to grow steadily. At the end of 1999, the total amount of state-owned assets occupied by domestic and foreign enterprises and administrative institutions on the mainland was 9,096.42 billion yuan, an increase of 875.31 billion yuan over the previous year, an increase of 10.6%.

Here, the contrast between numbers and numbers is more convincing than any language and words.

7

The "sketching" method

Writing news requires learning to narrate, but too dull and lengthy narration is a taboo in news introductions. At the beginning of the news, if you can first describe the characters and places in the "five elements" and sketch out a picture, so that the reader can be immersed, see his people, and hear his voice, then the readability of this news will be greatly enhanced.

【Case 1】On August 2, 1983, Guangming Daily published a message about the characters, and the introduction was written beautifully:

In the blink of an eye, he had been fighting on the Qinghai-Tibet Plateau for 27 spring and autumn seasons. The original head full of green silk has now been stained with the frost and snow of Qilian Mountain; the wrinkles on his face are like traces carved by wind and sand. This is the deep impression left by senior geologist Hu Xiannong at the forum of representatives of scientific and technological workers in ethnic minority areas.

Full of "frost and snow of Qilian Mountain" and full of "wrinkles" of "wind and sand carving", this is not only a deep impression on the reporter, the character is simply in front of the reader's eyes!

【Case 2】Guangxi Daily published a message about the Guilin aircraft crash on November 30, 1992, and the introduction used the on-site description method, which was very attractive:

With an earth-shattering loud sound, a flame of fifty or sixty meters high rose from the back mountain of Baitunqiao Village, the office of Tuling Village in Yangdi Township, Yangpin County, and the raging fire burned red in mid-air. "No, the plane hit the mountain!"

The introduction has a sound and color, such as reading a novel, such as reading a picture, the reader has no reason not to like to read.

8

"Use the background wisely" method

Strictly speaking, a complete press release is inseparable from background material. Where the background material is placed, there is exquisite. If the background material is skillfully used in the introduction, if it is used well, the introduction will have a "face" and will be "full of brilliance".

【Case 1】On October 19, 1994, people's daily published a news written by the author about "raising snakes in Yongzhou", and the introduction was won by background materials:

When Liu Zongyuan, a famous literary scholar of the Tang Dynasty, was demoted to Sima of Yongzhou, Hunan, he wrote a famous article "The Snake Catcher Says" for thousands of years, which made the "wild snake of Yongzhou" famous. More than a thousand years have passed, and the new generation of Yongzhou snake catchers who have risked death to catch snakes to offset taxes has quietly risen a snake breeding fever, and the competition of snake farms in various townships has become a major new thing in the rural areas of Yongzhou.

Yongzhou is a relatively remote place, and its popularity is not high. It can be said that without Liu Zongyuan, without Liu Zongyuan's "The Snake Catcher Says", this introduction will be pale and weak, and this manuscript will not be favored at all. It is precisely because of "The Snake Catcher Says" that "Raising Snakes in Yongzhou" has a special significance, and this draft has suddenly become very sought-after: Xinhua News Agency issued a press release, and dozens of newspapers, periodicals, and radio stations across the country, such as the Overseas Edition of people's Daily, Beijing Evening News, and Xinmin Evening News, have adopted it.

【Case 2】In Chengdu, where the great poet Du Fu of the Tang Dynasty lamented that "there are thousands of buildings in Ande, and the cold people in the world are happy", urban residential construction has developed rapidly. In the past seven years, the city's annual new residential completion area has been more than one million square meters..." (the original text of the introduction in a report)

The people's daily published this article on residential construction in Chengdu on November 18, 1986, it is precisely because of Du Fu's poems, it is precisely because the introduction uses just the right news background to give people a sense of fullness and thickness.

9

"Ancient poetry and famous sentences" method

If you avoid the suspicion of "fancy", properly quoting a little ancient poem or popular lyrics in the news introduction, not only has a far-reaching mood, but also a flying literary style, which can greatly enhance the attractiveness of the news to the audience.

【Case 1】On January 9, 1987, Hunan Daily published a news article entitled "Breakthrough Progress in Tourism In Our Province", and the introduction is quite literary:

The scenery of Wuling, which is "raised in the deep and unknown to the people", has lifted the veil and deeply attracted many tourists at home and abroad.

"Raised in the deep boudoir people do not know" is the Tang Dynasty great poet Bai Juyi's "Long Hate Song" described Yang Guifei's poem, here used as a metaphor for the beauty of the scenery of Wuling, which has not yet been known to the world, subtle and timeless, condensed in meaning, can evoke people's rich associations, give people the enjoyment of beauty.

【Case 2】Some news like to start with songs familiar to the masses, and the effect is also very good. In 1992, guizhou post and telegraph sent a message, and the introduction read:

Qinglong County to Zhongying Post Road, which has been singing "Horses, you go slowly" for decades, has sounded the car horn last year. At this point, the province bid farewell to the last Maban postal road.

You see, Ma Yutao's famous song "Horses, You Go Slowly" is used here, is it not a different flavor? On the occasion of the 50th anniversary of the Founding of the People's Republic of China, a grand gala party was held in the capital Beijing, and on the same day, Xinhua News Agency issued a press release, and the first sentence of the introduction was to quote an extremely beautiful and passionate lyric: "We share the fate with the motherland and fall in love forever." "The meaning is profound and the charm is endless.

10

"Baking clouds and supporting the moon" method

"Baking clouds and supporting the moon" is essentially a foil. Using similar or contrasting things as a foil or contrast to fully reflect the things written, such an introduction can make people think the most.

【Case 1】 "The People Call for Jiao Yulu" is another news masterpiece written by the three of them when they revisited Lankao 24 years after the famous Xinhua News Agency reporters Mu Qing, Feng Jian, and Zhou Yuan published "The Model of the Secretary of the County Party Committee -- Jiao Yulu." The beginning of this newsletter is very simple, but also very exquisite, the author adopts the technique of "baking clouds and supporting the moon", using the new trend of learning Lei Feng that has risen in the land of China, cleverly introducing the theme of the article, and successfully setting off the glorious image of Jiao Yulu. The article begins with punctuation of only 40 words:

In the 1990s, while the new trend of Learning Lei Feng arose in the land of China, people affectionately called out another name - Jiao Yulu.

【Case 2】The introduction to the 1983 national good news news "Green Zhang Gutai, White Juvenile Head", the author used "green" to set off the white hair of afforestation science and technology personnel, which left a deep impression. The author writes:

In the late autumn, this reporter went to the Zhanggutai area in the north of Zhangwu County to interview the provincial sand fixation and afforestation research institute, an advanced collective on the national science and technology front that attracted worldwide attention.

A "green" and a "white", the contrast is very distinct.

Editor's note: Introduction writing is a "technical" job that is often learned and often new. If we are usually good at reading the news, comparing the news introduction, and finding out the introduction writing characteristics of excellent news works, then we will be able to effectively help ourselves to write short and concise introductions in actual writing. Diligent reading, diligent comparison, diligent thinking, and diligent writing are a good learning method in news writing training.

-Ends-

Source: "Editorial Circle" WeChat public account

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