Gao Feichang: Polishing high-quality reporting, firmly believing that "content is king" The track breakthrough of traditional car journalists

Mangzhongyun Talk is a character interview program launched by Tencent Media Research Institute, which breaks down classic cases, shares creative rules, and inspires creators through dialogue with content industry practitioners.

With the advent of the traffic era, how should traditional auto media reporters transform? In an environment of media competition and internal volume, how should traditional automotive media maintain their deep, rational and objective original intentions and deliver valuable automotive reports to users? In the new era, what kind of position should automotive reporting maintain?

In this issue of Mangzhongyun Talk, Tencent Media Research Institute spoke with Gao Feichang, editor-in-chief of the Automotive and Mobility News Center of the Economic Observer. As a content veteran who has been in the industry for many years, Gao Feichang answered the question "How can traditional auto journalists break through on the content track?" from the perspectives of content polishing, talent training, and reporting positions. ”

△ Transcript of the sixteenth issue of the complete dialogue

point of view

Q: What are the characteristics and reporting difficulties of automotive journalists?

Gao Feichang: The average person does not have a deep understanding of car reporting, and everyone will think that car reporting is "driving test drive outside every day", and he will not feel that the company reports and industry reports you are doing are actually a job.

I think that because of the industry endowment, the automobile reporting industry is a relatively closed and self-circulating industry. Such a vertical feature leads to the difficulty that automotive reporters should consider when doing industry reports, and how to let more people see such reports.

So what is good reporting? I think it should be that we write a report, not only the people in the circle see it, but also the people outside the circle are also very interested, that is, "out of the circle". Only such a report that integrates professionalism and sociality is a good automotive industry report.

How to make more people understand? It means that as journalists and editors, we must pay attention to our own handling of an event, that is, the language of the media. For example, if the words spoken by the manufacturers or the government agencies of the industry cannot be copied, you must convert them into your own words and then convey them to your readers.

Q: How do I ensure that a car story has depth?

Gao Feichang: To ensure that a car report has depth and traces back to the source, this requires you to have a deep understanding of the incident and the development process of a certain enterprise.

For example, it exposes a message that you want to be able to see more from the message, rather than simply introducing the message and sending it out. Compared with who a car company has strategically cooperated with, it is necessary to compare the previous things, before you did not say that you want to cooperate with him, you said that it was another company, what happened in the middle, this is the story.

Report the story in the middle, through reasoning, peeling back the cocoon, you can find a lot of valuable information. Because many laws are unchanged, the development of an enterprise is nothing more than strategy, tactics, products, human resources and new energy transformation, and the scientific and technological level is these several aspects. As long as you follow these few clues, you will definitely find something.

Q: What impact will the development of self-media bring to traditional automotive industry reporting?

Gao Feichang: The development of self-media is a brand new opportunity, and their gameplay is very worthy of reference, because if there is no self-media, ordinary consumers can't see what you are saying and playing with the media that are high above you.

I think that through the joint efforts of traditional media and self-media, more people will be exposed to cars, more understanding of cars, and jointly promote the products of China's auto industry and the improvement of consumption.

Q: Is it okay for traditional media to do in this environment?

Gao Feichang: Anyway, for so many years, I have always felt that it is very easy to do, and I have always felt that writing a manuscript is not a difficult task. The most important point is whether you have found a way, if you master the method, the touch is bypassed, even if the environment, the object of the report, the industry model ecology, and even the relationship between you and the customer have changed, it is all right. Because the essence of news has not changed, we should still tell the important things that are concerned in the circle and the attention of the whole society, and we must talk about them well.

Q: In the new media development environment, what qualities should journalists in the automotive industry have?

Gao Feichang: An automotive industry reporter should have a certain understanding of automotive knowledge, and secondly, the level of logic should be high, which is the most basic. Because whether it is doing video or graphics, you need to use a set of strict logic to convey information, because this is to do content, not to pile up information, I think this thinking behind it is the most critical.

Q: Under the integration of new media, what position should automotive reports adhere to?

Gao Feichang: Although all kinds of work are different in form, it is always thinking that determines your height. Whether it is UGC or traditional media people, they must actually learn from each other, learn from each other, and use more means to make the content more people see.

Everyone supports the development of China's automobile industry and pushes China's automobile industry to the world, because when you say that you are good, people abroad will say hello, and you can go out, of course, there are some objective criticisms that are needed. However, if the national automobile industry is to be revitalized as a whole, it needs the media to promote it with a position.

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