Good news! At the 2024 Communication Work Conference of Shanghai Radio and Television Station Financial Media Center, Xiaojia once again ranked first in the 16 districts with the best score of 182 points in the past years, and won the advanced collective gold award for the first time!
At the same time, it also ranked first in the four important quality dimensions of the total number of annual manuscripts (more than 1,600 articles), the total score of manuscripts (1,061 points), the total annual points (182 points in 5 months, the second in 4 months, and the third in 3 months), and the person of the year (2 seats), and achieved self-transcendence and refreshed the list record.
Among them, Jiading Station won the top ten stationmasters of the 2023 "News Square", Tu Jun won the top ten editors, Yin Qinqin won the top ten reporters, Zhang Xiaodong and Qin Jian won the top ten cameramen, Si Shushu won the newcomer of the year, Yao Zhuolin won the star of integration, and 7 works including "One Network and One Line" Shanghai and Suzhou Hold Hands to Explore Line 11 won the 2023 "News Square" excellent works, and were praised a total of 14 times.
These are some of the figures of Xiaojia's reporter group in the "News Square" column~ At present, we have a total of 26 reporters, and the "pre-96" and "post-96" are exactly half each; Nearly half of the journalists have been with the company for less than two years. Among the city's 16 districts, the team size and work experience do not belong to the first echelon. The achievements are due to the flag-raising orientation of the center's "central kitchen" production model, the full cooperation of the whole process of "planning, collection, editing and distribution", and the strong support of publicity colleagues in various street and town committees and offices.
Improve news sensitivity and make enough dynamic hot spots
Quantity is the basis of quality.
At present, the communication cooperation between Ourong and Shanghai Television mainly includes "Minsheng One Net" in the lunch file and "News Square" in the evening file, both of which are daily news columns with a duration of nearly 60 minutes. In particular, the manuscripts of "Newsroom" mainly come from the contributions of reporters in the 16th district. This requires reporters to be "always on the road" to ensure the quantity and quality of content production every day, and strive to stand out in the massive number of newspapers every day.
Since it is an upward feed, it needs to be told from the perspective and tone of the municipal media, which naturally puts forward higher requirements for reporters. Starting from the topic selection meeting before work every day, the department must conduct a "brainstorming" check on each topic that the reporter plans to write:
Is this activity/initiative a feature of Jiading? From a horizontal point of view, is there a leading position in the city? Is there a "secondary innovation point" combined with the actual situation in Jiading? Vertically, what are the improvements to existing problems? What are the responses to strong demands?
What is the core moving point of this story/case? What characteristics of the times can be reflected? Do you put yourself in the role of the audience, are you touched or empathetic?
Even if it is the "Four Seasons Song" such as weather changes, solar terms and health preservation, vegetable price fluctuations, market changes, etc., it is necessary to find at least one bright spot to play a "strong note" in order to gain favor in many homogeneous newspapers.
Quality is the goal of quantity.
Through these fast-paced, high-intensity, and wide-vision "whys", young journalists are guided to better disassemble news topics and optimize the structure of their reports. In the cycle of "thinking, practicing, sending, being selected/passed, and reviewing" day after day, the "pressure of learning on the same stage" is turned into "the driving force for continuous improvement", and the ability to grasp news gathering and writing is imperceptibly improved. This experience has also been written into our "Basic Skills Training Program for New Journalists", which requires reporters to browse and watch reports from higher-level media such as "Newsroom" and "Shangguan News" every day, and compare themselves against each other.
Typhoons, high temperatures, rain and snow are all times when the press corps is training in a big way. The reporters were all on duty, relaying "retrograde" to record the temperature of the city in the wind and rain. Batch after batch of "post-00" reporters made their debut here, leaving behind a "messy and firm figure in the wind and rain".
Nourished by this sense of gain, gradually, more and more reporters have developed the habit of "shooting with their hands", and the fleeting hot moments such as the first snowfall in Shencheng, the most beautiful crystal day, and the most beautiful sunset often do not need to be arranged by the department, so they automatically and spontaneously go to the streets, using aerial photography, selfies, and vlogs to leave news moments for the city.
Once, "What are you going to shoot tomorrow?" It is the "soul torture" that accompanies every journalist for a lifetime; Now, "I haven't been to the newsroom for a few days?" It became an "extension of version 2.0". While teasing each other, everyone also used this muscle memory to spur and motivate themselves, and to do a good job in every topic.
Amplify the volume of communication and make the focus of the revitalization area
As the only official mainstream media in Jiading, it is our main responsibility to serve the work of the district party committee and district government center; And the feed channel of the superior media allows us to spread our voice farther.
The hard-core topic selection is presented lightly to improve the "arrival rate" of publicity.
Cars are the most important business card of Jiading. Although this "hard-core" field does not sound very suitable for the people's livelihood positioning of "Newsroom" at first glance, the pulse of the industry, technological progress, and the changes brought to people's lifestyles under the "hard muscles" are also worthy of being remembered as "urban footsteps".
For example, the city's first batch of intelligent network taxi demonstration operation projects were launched in Jiading, and the reporter took the lead in experiencing the wonderful process of the first batch of driverless taxis through the whole process; Another example is the "New Career I Endorse" series during the May Day period, in which we selected a digital twin engineer who worked in the Automobile City to show Jiading's unremitting exploration in the field of the new four modernizations of automobiles; There are also various RV exhibitions and black technology exhibitions in the automobile exhibition center, which depict a picture of future life, and have both "meaningful" and "interesting" dual news elements.
"Arrival rate" is an important factor in testing the effect of propaganda, and it cannot be "one is talking" and "the other is not knowing whether they are listening". In particular, major themes and hard-core themes need to be softened, revitalized, and lightweighted.
The West Gate is the root of Jiading culture, and the second phase of the West Gate renovation is not only the "closing task" of the Ximen land expropriation that has lasted for more than 10 years, but also the period of breaking the cocoon of the old city. In the past two months, we have recorded the moments of residents moving, handing over the keys, getting new houses, receiving expropriation compensation, and the end of the project signing work, and almost all of the more than 10 reports were broadcast on "News Square". This form of dynamic tracking reporting, deep enough, detailed enough, vivid enough, also makes Ximen the most widely followed up project in the city's old reform project. The report also won the 2023 Shanghai Radio and Television (Regional) Award.
Key projects are vividly presented to improve the "conversion rate" of publicity.
In addition to major industries and important nodes, key urban construction and people's livelihood projects are the source of high news value and a wide range of services.
In June last year, Suzhou and Shanghai Line 11 joined hands to "get rid of the single", and we and Shanghai TV for the first time linked up with the brother units in the Yangtze River Delta to simultaneously launch the interactive live broadcast of large and small screens, and planned to shoot "Hand in Hand Double "11"! 》Immersive visit series, "non-sense transfer" strategy, "hand-in-hand" half-year return visit and other follow-up reports on the whole process before, during and after the whole process. After the report was broadcast on Shanghai TV, it was reprinted by Shanghai and Learning Power. Many viewers and readers were "planted" and went to the scene to experience the "convenience of integration" and leave "memories of integration" at close range.
Another example is that in April last year, the first Shanghai Vocational Skills Competition was held in Jiading. We closely followed the progress of the competition and launched a series of reports on the "Little Jia Exploration Competition", fully demonstrating the elements of "competition, display, experience, and observation". Another example is the tourism festival in the golden autumn season, we have tailored the "Better Life Jia" column, focusing on the two major IPs of Jiabei suburbs and Zhouqiao Old Street, combined with Confucius Cultural Festival, Xiaolong Cultural Festival and other special festivals to show the historical heritage and customs. After the diffusion of these vivid reports by the superior media, Jiading's reputation and attractiveness have been continuously enhanced.
The "conversion rate" of key publicity is best tested in the crowds that come again and again.
Strengthen planning and co-ordination, and do a solid internal and external communication
The process of promoting the improvement of both the quantity and quality of contributions is also a process of continuously exploring the commonality between the needs of municipal media and the needs of district-level publicity. It is necessary to answer the "required questions" and "additional questions" well, fully thread the needle, and truly make the internal and external communication solid and strong.
Series planning, meticulous preparation of high-quality productions. Every year during the Spring Festival, May Day, 11th and other important times, "Newsroom" will launch a large-scale important plan, and arrange senior editors to provide comprehensive and in-depth "nanny" guidance and teaching. Every time, the Xiaojia reporter group takes this competition as a valuable stage to test the team, guiding reporters to dare to "unveil the list", and nourish the sense of professional value with the sense of achievement of "unlocking new difficulties" again and again. For example, "My Circle of Friends This Year" uses the stories of news figures' circles to reflect the changes of the times; "Keeping the "Shanghai" Festival" focuses on the workers on duty during the festival. Among them, "Zero Point, They Open the "Second Half"", also won the "Learning Power" quarter of the national county-level financial media outstanding works, and it is also the only work on the list in Shanghai in the current quarter. And the planning of blockbuster series such as "People's City Media Simulcast" and "Flowers and Splendid Spring on the Sea", we have gathered elite soldiers and strong generals, and strive to complete them excellently, so as to live up to their trust.
Daily cooperation, do everything possible to complete it efficiently. Seize the opportunity of full-time rotation once a year, and arrange for new forces to go to Shangshi for 4 months of follow-up learning, so that newcomers can understand the social situation in supervision and reporting, and learn to be a "miscellaneous family". Especially in the past two years, the female cameramen and reporters we sent have all come out of the circle with their professional performance of being willing to endure hardships and being good at learning, polishing the brand of Jiarong Media. The continuous improvement of hand speed and brain speed is also reflected in the daily appointment, such as the implementation of the new real estate policy last year, the reporter only took 3 hours to complete the report after receiving the task, and the reporter and camera cooperated tacitly.
The key points of the commission are carefully planned for high-frequency publicity. Focusing on the annual project of the district party committee and the practical projects of the district government, we plan to launch the column "Small Goals for People's Livelihood" to tell about the real convenience brought by the project to the citizens, and the recruitment rate of the column in the "News Square" is more than 80%. There is also the "New Home of Good Governance", which tells about good experiences and good practices in community governance; "People's Livelihood One Network", focusing on the new scenario of digital urban governance; Health, sports, cultural tourism and other lines also have articles published and broadcast every week on average.
Live fish in towns and towns, complement each other and cooperate with each other with high efficiency. After years of "two-way running", Jiarong Media has created a team of backbone correspondents with high sensitivity, quick response, good digging and proficient in writing in 12 street and town financial media stations, which has always been the envy of peers in various districts. In the wind, frost, rain and snow, they responded immediately, and the "casual shooting" with a full sense of scene covered all corners of Jiading; They have keen tentacles about the heart-warming things in the community, and their warm and delicate short videos often arouse deep empathy. These fresh materials have been integrated and sorted out, and they often become indispensable "fireworks" in the layout of higher-level media. Last year's award-winning report "A Meal, an Old Man's Wish" is a masterpiece of the district and town cooperation.
"Let journalists see the bigger world and be seen by the bigger world." Since its launch in 2002, Newsroom, a TV program that meets with citizens on time every evening, is like a common home, allowing colleagues in the 16 districts to see, inspire and walk hand in hand. Today, she has expanded from TV news year by year to WeChat, Xiaohongshu, Douyin and other platforms, and WeChat account ranks first in the national livelihood list.
Xiaojia Reporter Group, because at the forefront of the production of the central kitchen, we often call ourselves "the first link of content production, the first level of ideology, and the first stop of newcomer growth", and it is a young team dedicated to "being better than yesterday every day".
Seriously summarize in order to start better. Thanks to all the guidance, encouragement, companionship and encouragement, we will also uphold the "zero" mentality, forge ahead at a new starting point, continue to tell the good story of Jiading, spread the good voice of Jiading, explore good practices of integration, accumulate good experience in transformation, and make further contributions to helping build a "Jiading model" of media integration!
Written by: Tu Jun, Yin Qinqin
Image: Yao Zhuolin
Editor: Wu Lirong