! At the 2024 Communication Work Conference of the Shanghai Radio and Television Station Integrated Media Center, Xiaojia once again ranked first in the 16th district with the best result in the past with a total annual score of 182 points, and won the Advanced Collective Gold Award for the first time!
At the same time, in the total number of manuscripts in the year (more than 1600), the total score of manuscripts (1061 points), the total annual points (first in 5 months, second in 4 months, third in 3 months, a total of 182 points), Person of the Year (2 seats) also ranked first in all 24 important quality dimensions, achieving self-transcendence and setting a new record on the list.
Among them, Jiading Station won the top ten webmasters of "News Square" in 2023, Tu Jun won the top ten editors, Yin Qinqin won the top ten reporters, Zhang Xiaodong and Qin Jian won the top ten videographers, Si Shushu won the Newcomer of the Year, and Yao Zhuolin won the Seven works including Fusion Star, ""One Network and One Line" Shanghai-Suzhou Holding Hands to Explore Line 11" won the 2023 "News Square" outstanding works, and were praised 14 times in total.
These are some of the Xiaojia press team in the "News Square" column. Currently, we have a total of 26 reporters, exactly half of them are "pre-96" and "post-96"; nearly half of them have been working for less than 2 years. Among the 16 districts in the city, neither team size nor work experience belongs to the first echelon. The achievement of is due to the central kitchen's "central kitchen" production model, the full cooperation of the "policy, procurement, editing and distribution" process, as well as the strong support of the publicity colleagues in each street and town committee.
Improve news sensitivity and make enough dynamic hot spots
Quantity is the basis of quality.
The current communication cooperation between District Rong and Shangshi mainly includes the midday "People's Livelihood Network" and the evening "News Square". Both are daily news columns of nearly 60 minutes. Especially for "News Square", the manuscripts mainly come from the footage provided by reporters in the 16th district. This requires journalists to be diligent and "always on the road" to ensure the quantity and quality of content produced every day, and strive to stand out in the massive daily reports. Because
is an upward feed, it needs to be told from the perspective and tone of municipal media, which naturally places higher demands on reporters. Starting from the topic selection meeting before get off work every day, the department will conduct a "brainstorming" check on each topic that the reporter plans to cover:
Is this activity/movement unique to Jiading? From a horizontal perspective, is it leading in the city? Are there any "secondary innovation points" that are combined with Jiading's actual situation? From a vertical perspective, what are the improvements to existing problems? What are the responses to strong needs?
What is the core touching point of this story/case? What characteristics of the times can it reflect? Did you put yourself in the role of the audience and were you moved or empathized?
Even if it is a "four-season song" such as weather changes, solar terms and health preservation, vegetable price fluctuations, market changes, etc., you still need to find at least one bright spot to play a "strong note" in order to gain favor among many homogeneous newspapers.
Quality is the goal of quantity.
uses these fast-paced, high-intensity, and broad-scope "whys" to guide young reporters to better analyze news topics and optimize reporting structures. In the day-to-day cycle of "thinking, practicing, sending films, being selected/passed, and reviewing", turns the "pressure of competing on the same stage" into "motivation for continuous improvement" and subtly improves news gathering and writing. The ability to grasp. The experience and practice of has also been written into our "Basic Skills Training Plan for New Journalists", which requires reporters to browse and watch reports from higher-level media such as "News Square" and "Shangguan News" every day, and benchmark themselves.
Typhoons, high temperatures, rain and snow are all times when the press corps undergoes intensive training. The reporters were all on duty, relaying "retrograde" to record the city temperature in the wind and rain. Group after group of "post-00s" reporters made their debut here, leaving behind "messy but determined figures in the wind and rain."
Under the nourishment of this sense of gain, gradually, more and more reporters have developed the habit of "shooting casually". The first snowfall in Shanghai, the most beautiful crystal sky, the most beautiful sunset and other fleeting hot moments, People often take to the streets spontaneously without the need for departmental assignments, using aerial photography, selfies, and vlogs to leave news moments for the city.
In the past, "What will you shoot tomorrow?" was a lifelong "soul torture" for every reporter; now, "How many days have you not been to the press workshop?" has become an "extension of version 2.0." In addition to teasing each other, everyone in also used this muscle memory to spur and motivate themselves, and to check every topic carefully.
Amplify the volume of dissemination and focus on regional key areas
As the only official mainstream media in Jiading, it is our main responsibility to serve the work of the district committee, district government and center; and the channels for supplying articles to higher-level media allow our voice to spread further.
hard-core topic selection is presented in a light and easy way to improve the "reach rate" of publicity.
Cars are the most important business card of Jiading. Although this "hard core" field may not be very consistent with the people's livelihood positioning of "News Square" at first glance, the industry pulse, technological progress, and changes to people's lifestyles under the "hard muscle" are also worth remembering. "city footsteps".
For example, the city's first batch of intelligent networked taxi demonstration operation projects were launched in Jiading. The reporter took the lead in experiencing the wonderful journey 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 , we selected a digital twin engineer who works in the Automobile City to demonstrate Jiading’s unremitting exploration in the new four modernization fields of automobiles; there are also various RV exhibitions and black technology exhibitions in the Automobile Exhibition Center to depict the future life picture, both The dual news elements of “meaningful” and “interesting”.
"reach rate" is an important factor in testing the effectiveness of publicity. cannot be "one is talking" and "one is not sure whether he is listening." Especially major themes and hard-core themes require more efforts in softening, activating, and lightweighting.
Ximen is the root of Jiading culture, and the second phase of Ximen’s old renovation is not only the “final task” of the expropriation of the Ximen land that lasted for more than 10 years, but also a period of new life for the old city. To this end, we launched the on-site report "See You Again, West Street". In the past two months, we used light, shadow and text to record the residents' moving, handing over keys, getting new houses, receiving expropriation compensation, and project signing work. At the moment when officials were waiting, almost all of the more than 10 reports were broadcast on "News Square". This dynamic tracking reporting format is deep enough, detailed enough, and vivid enough. has also made Ximen the most followed and widely reported project among the city's urban renewal projects. The report was also awarded 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 also sources of high news value and wide service scope.
In June last year, Suzhou and Shanghai Line 11 joined hands to "get out of the singles". We and Shanghai Radio for the first time linked up with brother units in the Yangtze River Delta to simultaneously launch large and small screen integrated media interactive live broadcasts, and planned to shoot "Hand in Hand on Double "11"! 》Follow-up reports on the entire process, including the immersive visit series, the "senseless transfer" guide, and the "hand-in-hand" six-month return visit. After the report was broadcast on STV, it was reprinted by Shanghai Publishing, Xueqiangguo, etc. Many viewers and readers were "planted" and followed the pictures one after another to experience the "integrated convenience" up close and leave behind "integrated memories".
Another example is that in April last year, the first vocational skills competition in Shanghai was held in Jiading. We closely follow the progress of the competition and launch a series of reports on the "Xiaojia Exploration Competition" to fully display elements such as "competition, display, experience, and observation". Another example is the Tourism Festival in the golden autumn. We have customized the "Better Life Festival" column, focusing on the two major IPs of Jiabei Suburbs and Zhouqiao Old Street, and combining it with special festivals such as the Confucius Cultural Festival and the Xiaolong Cultural Festival to show the historical heritage. and customs. These lively reports, after being spread by superior media, continue to enhance Jiading's reputation and attractiveness. The "conversion rate" that
focuses on has been best tested by the crowds of people who come here time and time again.
Strengthen planning and coordination, strengthen internal and external communication
The process of promoting the improvement of both the quality and quantity of contributions is also a process of constantly exploring the commonalities between municipal media needs and district-level publicity needs. needs to answer the "required questions" and the "additional questions" well, and fully connect the dots to truly strengthen internal and external communication.
series planning, carefully preparing high-quality production. Every year at important times such as the Spring Festival, May Day, and National Day, "News Square" will launch a large number of important plans, and arrange senior editors to provide comprehensive and in-depth "nanny-style" guidance. The Xiaojia press team regards this same competition every time 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 accomplishment of "unlocking new difficulties" again and again. For example, "My Circle of Friends This Year" reflects the changes of the times with stories about news figures' circles of friends; "Observing the "Shanghai" Festival" focuses on workers on duty during the holidays, etc. Among them, "Zero O'clock, They Start the "Second Half"" also won the national county-level outstanding media integration work of the "Study Powerful Country" quarter, and was the only Shanghai work on the list that season. For blockbuster series such as "People's City Media Broadcast" and "Splendor of Flowers and Spring at Sea", we have gathered elite troops and strived to achieve excellence and live up to trust.
cooperates with each other on a daily basis and does everything possible to complete it efficiently. seizes the annual full-time job rotation opportunity and arranges for new employees to go to Shangshi for four months of follow-up study, so that the newcomers can understand the various aspects of society and learn to be a "miscellaneous family" through supervision and reporting. Especially in the past two years, the female videographers and reporters we sent have made a strong presence in the industry with their professional performance of being willing to endure hardships and good at learning, and have polished the Jiarong Media brand. The ever-increasing hand speed and mental speed are also reflected in daily requests for reports. For example, when the new real estate policy was implemented last year, the reporter only spent 3 hours from receiving the assignment to completing the report. The reporters cooperated seamlessly with the camera.
is the focus of the committee and carefully plans high-frequency publicity. We plan and launch the "People's Livelihood Small Goals" column around the annual district committee public support project and district government practical projects to describe the real convenience the project brings to the citizens. The acceptance rate of this column in "News Square" exceeds 80% . There is also "Good Governance New Home", which tells about good experiences and practices in community governance; "People's Livelihood Network" focuses on new digital scenarios of urban governance; articles on health, sports, cultural tourism and other areas are also published on average every week.
live fish in the street, complement each other and cooperate with high efficiency. After years of "two-way travel", Jiarong Media has built a backbone team of correspondents in 12 street and town media stations who are highly sensitive, responsive, good at digging, and good at collecting and writing, which has always been the envy of colleagues in all districts. In windy, rainy and snowy days, they respond to every call, and their on-the-spot "casual shots" cover every corner of Jiading; they have a keen sense of community warmth, and their warm and delicate short videos often arouse deep empathy. After integration and sorting, these fresh materials often become indispensable "fireworks" in the pages of superior media. The report "A Meal, an Old Man's Wish", which won multiple awards last year, is a masterpiece of the collaboration between districts and towns.
"Let reporters see the bigger world and be seen by the bigger world." Since was launched in 2002, "News Square", a TV column that meets with citizens on time every evening, is like a common home, allowing colleagues in District 16 to See each other, encourage each other, and walk hand in hand. Nowadays, she has expanded from TV news to synchronization with all platforms such as WeChat, Xiaohongshu, and Douyin year by year, and her WeChat ID is firmly at the top of the national people's livelihood list.
Xiaojia Press Team, because we are at the forefront of central kitchen production, we often call ourselves , "the first link in content production, the first level of ideology, and the first stop for new people's growth." is a team dedicated to " A young team that is better than itself every day”.
carefully summarized it for a better start.
Thanks for all the guidance, encouragement, companionship and encouragement.
We will also uphold the "return to zero" mentality.
Forge ahead at a new starting point.
Continue to tell the good stories of Jiading and spread the good voice of Jiading.
Explore good practices of integration and accumulate transformation Good experience,
will make further contributions to help create a "Jiading model" of media integration!
Source: Shanghai Jiading
