如何撰写新闻稿及拍新闻照.docxVIP

China Cummins CR News Story Sharing Guidelines 康明斯中国企业责任新闻传播指导方针October 21, 2014Purpose：目的：To form a long term news supply mechanism to better support Marcom in CR communication. 为了更好的支持Marcom企业社会责任传播工作， 与Marcom团队形成一个长期企业责任新闻供应机制。Ground rules:基本原则China ABO CR will serve as the exclusive source of CR news story.中国区企业社会责任团队将作为中国区企业责任新闻唯一来源.Marcom will serve as the exclusive window for CR public communication. 中国总部Marcom团队将作为中国区企业社会责任对外传播的唯一渠道.Local CR news submission rules:本地CR新闻提交规则:To ensure timeliness, local CIT leader should submit the news story to ABO CR team within 1 week after CR event take place.为确保新闻的时效性, 当地社区参与团队负责人在企业责任活动2天内向中国区企业责任团队提交新闻报道。Important event* should be covered in a no less than 500-words story.重要活动的文字报道不得少于500字。If you wanted to publish the news on ECN, Cummins Connect, or official website, bilingual format is required.如果希望在ECN, Cummins Connect，及官方网站发布，需要提供双语报道。3 photos are required.提供3张活动照片Where to collect the news stories:如何筹稿：Identify a volunteer who actively participated the event, having the detailed observation of the people and event, at the same time obtaining the big picture.寻找一个积极参与的志愿者，这个志愿者必须对活动的参与者与活动细节进行了细致观察，同时拥有全局观．Let the volunteer to write the story from his/her perspective to the event. But be careful with the first person view. The third person view is most recommended to ensure an objective angle.请志愿者从自己的角度描写这次活动．但要注意小心使用第一人称．为确保新闻报道的客观性，推荐使用第三人称．CIT leader, who is responsible for the news story, need to coach the writer how to, pre-edit, and translate the story if necessary prior to the final submission to CR team.CIT leader作为本篇新闻报道的负责人，需要辅导作者如何撰写，以及对新闻做必要的修改和编辑，如果需要发布在特定平台的话，还要翻译成双语报道。How to write news stories:如何撰写新闻报道:Headline: It catches your eyes and sums up the story. “Brian Mormino visited China”标题：抓住读者眼球的同时总结故事的主要内容。例如“莫博恩访问中国”Lead: This gives the most important information very briefly (usually who, what, when where, why and how) 导语：简单给出故事的最重要信息（人物，情节，时间，地点，原因，过程（后两个要素可省））Body: It supplies additional information.