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近年来,策划概念日益引入中国的报业活动,为新闻从业人员提供了长袖善舞、经世济用的机遇与天地,也为报业经营提供了新的活力与效益。 在著名的《哈佛企业管理通书》中,对现代策划下了这样一个定义: “策划是一种程序,在本质上是一种运用脑力的理性行为。基本上所有的策划都是关于未来的事物的。也就是说,策划是针对未来要发生的事情作当前的决策。……策划如同一座桥,它接着我们目前之地和我们要经过之处。” 在报业活动中,策划作为一种设计、一种运筹,一种组织手段,贯穿着新闻编辑、采访和经营管理、公关人际等领域,常见的有版面策划、专栏策划、重大报道策划、经营项目策划、社会活动策划等等。本文仅从报业经营中的社会活动策划这一个角度,结合我们这几年来开展的一些策划实践,做一些初步的阐述。
In recent years, the concept of planning has increasingly been introduced into the press activities in China, providing journalists with opportunities and opportunities for long-term goodwill and economical utilization and also provide new vitality and benefits to the newspaper industry. In the famous Harvard Business Review Book, a definition of modern planning is given: “Planning is a program that is essentially a mental act of using intelligence, and basically all planning is about the future That is to say, planning is making current decisions about what’s going to happen in the future ... Planning is like a bridge, which follows our present place and where we are going. ”In newspaper activities, planning as a Design, a kind of operation planning, an organization means, runs through news editing, interview and management, public relations and other fields, common layout planning, column planning, major planning reports, business project planning, social planning and so on. This article only from the planning of social activities in the newspaper business from this point of view, combined with some of our planning practice over the past few years to do some initial elaboration.