Li Chunyan, secretary of the party committee and chairman of Hualong Network: Only by keeping right and innovating can we create high-quality communication products

Yangtze River Daily Wuhan client October 17 (reporter Zhu Dehua) "Hualong Network for 8 consecutive years a total of 10 works won awards, including 4 first prizes. On October 17, Li Chunyan, secretary of the party committee and chairman of Hualong.com Group, shared The experience of Hualong's frequent winning of the China Journalism Award at the 18th (2021) China City News Network Media Alliance Joint Meeting held in Wuhan, saying that only by keeping right and innovating can we create high-quality communication products.

Li Chunyan, Secretary of the Party Committee and Chairman of Hualong Group. Reporters He Xiaogang, Zhan Song, and Li Yonggang took photos

Good topic material is half the battle. Li Chunyan believes that the selection of topics should adhere to small incisions, closely follow the big theme, vividly display the connotation in the storytelling, and let users take the initiative to discover the theme. She took the first prize of the China Journalism Awards "2019 Dialogue 1949: The Times Have Changed, the Initial Heart Has Not Changed" as an example, which was created in the context of the theme publicity report celebrating the 70th anniversary of the founding of New China. Combining the theme of "not forgetting the original heart, keeping the mission in mind", Hualong Network has taken the two keywords of "initial heart" and "mission" to combine, starting from the special time node of 70 years, focusing on the revolutionary heroes of Chongqing's slag cave and white mansion, through the expression of "small lens big emotion, small incision and big theme", let modern people and martyrs "dialogue in the air", and tell the audience with the pen and picture of this prosperous prosperity in their hands: As a descendant, we will continue to guard this mountain and river. The times have changed, but the original intention that the revolutionary ancestors once adhered to has not changed, and the theme of "the times have changed, the original heart has not changed" was born.

Li Chunyan believes that excavating good materials requires more soil under the feet, in order to precipitate more true feelings in the heart, and only to the front line can we catch the most vivid "fish".

"Good works are by no means easy to come by and without effort, but are often the works of ingenuity that have been repeatedly polished and refined." When sharing the first prize of the China Journalism Award, Li Chunyan said that the Hualong network interview team had twice driven 8 hours to go deep into Xiazhuang Village in Wushan County, more than 500 kilometers away from the main urban area of Chongqing, to conduct a squatting interview, and the interview process lasted more than 1 month, recording the most authentic mental journey of the road builders in Xiazhuang all the way and obtaining the most down-to-earth materials. During the interview process, the interview team interviewed more than 20 people, recorded nearly 500 minutes of video footage, took more than 200 photos, and collected a large number of text materials. On the basis of the rich materials collected in the early stage, the special topic design changed its draft ten times, and finally determined that in the form of "road history", "road image", "road belief", "road story" and other thematic forms, launched a variety of product matrix such as in-depth manuscripts, videos, H5, high-definition pictures, VR panoramas, soundtrack reproductions, hand-drawn comics and so on. In the end, the typical example of Mao Xianglin, a national model of poverty alleviation, was successfully excavated and reported.

Li Chunyan believes that content construction has always been the foundation of urban news websites to promote the integration and development of media, and it is necessary to seize the outlet of the return of high-quality content value, through ingenuity, use good voices to tell stories to transmit positive energy, realize the organic unity of theme publicity, public opinion guidance and online interaction, and continuously enhance the penetration and influence of major theme publicity. Through technology empowerment, keep an eye on cutting-edge applications, use bold new technologies, new mechanisms, and new models to accelerate the pace of integration and development, and maximize and optimize the publicity effect. At the same time, build an independent and controllable mobile communication platform, link up the various communication matrices, and make good use of the powerful functions of the third-party platform to build a ubiquitous influence, in order to truly plug in the wings for the creation of communication products, fission communication of fine content.

【Editor: Xie Yuan】

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