Red Net Mister: Original is the website Survival Way

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I always think that "a website does not have a brand, like a business is not in the market called the product", "a website has no characteristics, like a person without personality, it is difficult to let people remember" the same. In recent years, the red net has been emphasizing the original strategy, and established the "original strong net, Planning Hing network, brand fixed network, the development of ideas, in the integration of information, original planning, brand promotion and other aspects of a useful exploration, and constantly in the Web site content of the attraction, appeal, so that the red net out of the" thousand Net Side "mode, The content of the website often looks new.

As a local news website in Hunan Province, the red Net has been positioned as the news network, the comprehensive network and the propaganda network of Hunan provincial government in the beginning of its establishment, to "publicize Hunan, influence Hunan, and spread the influence of Hunan" as its own duty. We put Hunan as a minimum task, report objectively Hunan as the basic requirement, comprehensively report Hunan as the direction of effort, and authoritative report Hunan as unremitting pursuit. Highlighting localized information, in the original content of service, proximity, hard work on readability.

At the beginning of the network, we are soberly aware that if "you have all I have, and finally there is nothing." "If the red Net is a news network, then its most valuable, the most distinctive news is Hunan local news; If the news is the core of the red NET, the original news related to Hunan is the core of the red net." More than 7 years, the red net gradually become Hunan news information, the Red Net news formed a core competitiveness of the brand, the website became in Hunan Hunan people, in Hunan's outsiders, in the field of Hunan people and all want to know Hunan, know Hunan People's online home.

Our specific approach is:

First, the original strong net, to create network media core competitiveness

The advent of the Internet, let us already feel, the concept of news has been expanded a lot, the user is news, users of something to the evaluation (thread) is news, the new trend of the network is also news, these news many traditional media in following, tracking, but the network media ignore, we ask editors not only can reprint good news, More can deepen refining the news, must pay close attention to the on-line dynamics. Any content that can arouse netizens ' attention should be the object of our attention, and the focus of any netizens ' attention is the content and the object of our attention.

We have established the "original strong net" development ideas. In the national local news site earlier established an original interview team, has from the initial 3 full-time reporter, develops to now has a more than 50 people's interview troop; we use and "Xiaoxiang morning News" to achieve strategic integration of the great opportunity to carry out the network interaction, Xiaoxiang morning paper more than 100 reporters daily stories of Hunan, We can all surf the Internet at the first time. We pay attention to the construction of correspondent team, has established a covering the province of the city and the industry more than 1000 correspondents team; "Red Pepper Review" has gathered more than 900 commentators nationwide. In June this year, we took the lead in the national Network of Media network correspondent training courses, and issued the "correspondent Interview card" for the first time, the first scene reporters to report the convenience.

We have been to staff to emphasize the "original strong net" concept, website reporter reports, correspondent manuscripts, the integration of local media information processing, with views of the nature of the topic, and the cooperation of various departments; Web site views, special commentators on the events of the commentary, guest interviews, users of the discussion, user experience sharing, netizens found and so on, That is to say, all other websites do not have or did not do, all is we want to do, the netizen needs what, we do what, provided what kind of content. With such a concept, we will find that to do a unique, localized web site, unlimited space.

I have always believed that the characteristics of a website determines the Web site's users, netizens and popular and decided the site's development prospects. So a website, the first is to determine what kind of users to attract, and then decide what content to provide to users interested, and have a destination to build such interactive platform for the exchange of users. We have always insisted on this, we found that a site has a unique content, there is a unique charm and attractiveness,

For example, we identified the "rely on the news to attract people, relying on information services, relying on the forum to retain people," the content of construction ideas, achieved good results. At present, the red-net news propaganda realizes the "four-wheel drive" and is in the same mode. namely the news report, the network comment, the Forum interaction, the network public opinion supervision four one, each other linkage, the whole advancement. We keep the local key news website in the same situation, efforts in the content of the service, close to work hard, from the focus of the party committee to serve the government, turn to both the party and the government to serve the good, but also for the vast number of netizens to serve the purpose of the service. We think the local site should be bigger and stronger, the first is the content to localize, information to feature, service to personalized. This is the foothold of local news sites, but also the site to obtain unique advantages of the road. For the Netizen service, serves for the society, for needs the service person and the enterprise to provide the service, is attracts the effective audience, obtains the Netizen support, the advertisement income, realizes the sustainable development the effective way.

Second, the planning of Hing Network to enhance the mainstream influence of network media

The topic of "The Thousand Net Side" is historically placed before us. Red nets in accordance with the "Planning is the soul, innovation is life, competition is the driving force, unity is the protection of" network training, and constantly innovate the way of reporting, produced a certain effect, often see new. Netizens say "The red net is more and more good-looking", "the red Net has the depth". We feel in practice, the success of the News campaign, creative planning is essential. Network publicity to achieve good publicity, planning for the first, planning up, not only can mobilize the enthusiasm of other media, so that the formation of multimedia, multi-level, three-dimensional propaganda effect, but also can quickly enhance the impact of the site.

In recent years, the red net each receives the superior important report task, must convene the special planning meeting, to the propaganda event, the personage carries on the detailed analysis, the discussion, grasps the propaganda background, after the thought collision, forms the operation flow, enhances the propaganda the appeal, the influence and the persuasive power.

In order to realize "every day has the bright spot, every week has the national influence" the propaganda goal, we always put the service center, the service overall situation as the website news propaganda work Fundamental, has done the guidance to be correct, has played the key news website in the network public opinion guidance the important role. Red nets in Hunan Province, the Nineth party congress "brainstorming" activities, actively strive to make the site into a designated submission platform, as the activity organization and news reporting work advanced units, become the local party committee to use the Internet to carry out the work of a typical example, driven by the national provincial "network brainstorming hot." This year, in the southern ice disaster, Lhasa "3?14 incident", 5?12 Wenchuan earthquake, the Olympic Games, Paralympics, emancipating the mind in Hunan and other events and major events reported, we make full use of the dissemination of the advantages of the network, correct guide online public opinion, timely channel Internet users mood, blocking online negative information. We produced the "Fight against Snow ten" topic has been Zhang Secretary and the party committee of the Propaganda department of the full affirmation. In response to the call of Governor Zhou, the website actively launched netizens to help Xiangxi Ponkan after the snow "breakthrough", to achieve good results. Sichuan Wenchuan Earthquake Relief propaganda report work, the Red Net focuses on the introduction of "Extra", "Sichuan Wenchuan Strong earthquake", such as eight large-scale news clusters, innovative forms, each topic has a point, the formation of a strong momentum, the Zhang Secretary and the full affirmation of the national counterparts. The State Council Information Office Network Bureau recommended to the national website to see the red net.

In recent years, we have launched a series of classic plans, such as "The Blood of Hunan people", "Yuan Longping nominated the Nobel Peace Prize", "Boycott Yan Yan Door", "moved the Chinese people to be selected", "The Netizen Fish fillet student" and so on to become the national and even the global Chinese website Red Network has been repeatedly praised by the State Council news office nationwide, won the provincial and provincial propaganda system of anti-ice disaster relief advanced collectives. Red net on February 13, the first to the national web site and netizens issued the "boycott Chen" photos of the incident indecent photo transmission proposal, the National Vue website Positive response.

At the same time, we require reporters to use the Internet language as far as possible in the report, constantly explore new forms of reporting, and constantly adopt new reporting techniques, from the concept, content, form to optimize the orientation and content of news reporting, as far as possible to reduce the "political color" in the report, the style of Manuscripts to through the event itself to attract people, infect people, let us report more touching details, less abstract concepts, more humane color, less blunt preaching, more practical information, less useless information, so that users like more easily accepted.

Third, brand fixed network, take the regional network media features strong network road

Over the years, we have been emphasizing brand strategy, and actively build their own network brand. In order to adapt to brand building and development, red nets after six revisions, the founder of the "Red Pepper Review", "People Cry", "Love Home", "Red Net Interview", "Red Weekly" and a large number of columns and channels. After seven years of efforts, red net columns and channel construction has made gratifying achievements. "Red Pepper Review" for three consecutive years by the State Council News office Internet News Research Center and the Chinese Internet Association Internet News Information Service Committee as "China's Internet station brand name column." 2004, "People Cry" won the first prize of Hunan News Award; 2007, "Red Pepper Review" won the first prize of the Chinese News Prize, "Love Home" column won the inaugural "Hunan Charity Award"; Red Net "center group Learning" column has become the whole province of the Central Group Learning Online Classroom, contributing to queue, a time crowded; 2008, the Red Net brand building again made a major breakthrough, "People Cry" column won the first prize of China News Award.

If the red net "red chili Pepper Review" column is to seize the high-end eyeball, expand the red net influence and reputation of the brand column, then "people cry" is rooted in Hunan, influence, help vulnerable groups, enhance the red net influence and impetus of the network interactive platform. This network media column has carried on the effective exploration to the network media how to carry out the public opinion supervision, has become Hunan province even the national biggest network public opinion supervision platform. In the traditional media rely on a single piece of news to monitor the case, the red net "people cry" column to achieve public opinion supervision of normality, immobilization. With the Internet more and more attention, the column to solve the problem of the ability to become more and more strong, "people cry" sent out of the investigation letter, received treatment of more than 85% reply. 2007, Hunan Province, the city and counties at all levels of the red net "public opinion conveyed letter" on the instructions on more than 1016 people, units open reply to reach 1050, which in the national similar supervision column, occupies an absolute advantage.

Red Net forum in the national local key news sites, traffic is relative to the front, we have been planning topics, strengthen the interaction of netizens and original posts to try. "Hunan human blood is eaten by dogs", "Hunan Provincial party committee of the Global users", "Hunan Provincial Secretary Zhang Online New Year", "emancipating the Mind in Hunan" and so on, are site planning, news and forum implementation or forum participation. Red Net Forum has become the interactive platform of Hunan netizens to discuss local current affairs, politics, Economy, life and other topics, emotional home, became the online emotional world of Hunan people, because of its focus on the topic tendentious and representative, the topic of discussion and interaction often in the province caused greater repercussions, leading public opinion wind direction.

In the rapid development of the information age, who has more new media media, who can be in the future competition in a favorable position. We focus on using a variety of new means of communication, make full use of the Internet, mobile phones and other new media role, we in addition to building news sites, but also seize the opportunity to actively develop mobile phone messages, MMS, WAP, IVR and other new carriers, to seize the new position of public opinion propaganda. "Hunan Mobile newspaper", "Xiaoxiang Mobile newspaper" and other new media media are expanding and extending our reporting methods. We use news links, online interviews, newspaper network linkage, network live broadcast and many other forms, so that the audience directly involved in the process of communication, experience in exchange and interaction, education, efforts to expand the red Net news coverage, so that the Web site towards the development of multimedia direction.

Whether the original strong net, Planning hing NET, or brand fixed network, every news planning and reporting behind, are red net people wisdom handwriting. More than 7 years, from a name not well-known, unknown to the small net, into a domestic has a certain influence of the well-known website, here condensed the red Net people's wisdom and sweat. As one of the core competitiveness of red Network brand of original content, the future will only continue to innovate and grow, the red net will rely on the gradual accumulation of network news experience and communication means of continuous progress, and constantly open up, continuous innovation, and strive to bring more rich spiritual feast for netizens.