Press the creative principle of the planning.doc

 PAGE \* MERGEFORMAT 11 Press the creative principle of the planning Creative principle means that information must have a creative planning, it is best to plan out the unusual, has incredible plot news, because only ‘shock the world’ events, in order to ensure that being a strong memory. On the contrary, if the loss of creativity, the planning of the news can only be transmitted power of the general lack of adequate information - which lost its news value of planning. People often say that dog bites man is not news, man bites dog is news. It is because dog bites are more common, though sometimes can be extracted from ‘the scourge of unlicensed dogs’, ‘how to self-rescue after being bitten by dogs’, and other news point, but all too common thing, people would not vote in ether and more enthusiastic. On the contrary, if there really a man bites a dog’s situation, because of the peculiar nature of the event will inevitably lead to a strong focus. It is based on this principle, the news is inseparable from creative planning. The following continuity through two examples to illustrate. [Case] ‘rich Asian paints’, drinking out of visibility October 8, 2000, a paint company called rich Asia in the ‘Beijing Evening News’ last played a Big Banner: October 10 morning, in Beijing Exhibition Hall in front of building to carry out ‘real cats real dog to drink paint’ activities in order to prove that the company harmless non-toxic paint. Because of the newness of this activity, combined with recent years ‘animal rights’ consciousness has become firmly rooted, it published an advertisement that caused a great stir in the community. October 10 morning, the Beijing Exhibition Hall in front of building hangs a ‘real cat-rich Asian real dog to drink paint paint general safety inspection’ banner, a cat 3 dogs ready for the rich Asian companies hired Chongwen District Notary Public Notary Members have also been put in place. The booth was crowded with spectators, including