First of all, the choice of news theme should conform to the law of news value. News value is formed by the interaction between the quality of news facts and the needs of society, and is mainly composed of five value elements: novelty, importance, proximity, distinctiveness and interest. Therefore, when planning news reports, we should start from the law of news value, catch big fish and live fish, accurately outline the process of social development and fully reflect the voice of the people. Of course, this does not exclude social news. As early as the early 1980s, we put forward the slogan of "shallow, short and soft", requiring newspapers to "enter the family", "enter the people" and "enter the life". However, when we plan to report social news topics, we should be good at starting with topics that the people care about. In May this year, Southern Weekend planned a topic: the author compared the childhood life of people born in different periods from 1950s to 1980s. On the surface, this is a memory. In fact, this contrast reflects the changes of our life and the times with some small things in life, which is very rich in the flavor of the times. However, if we ignore the news price value of the theme, just to grab one or two exclusive news, or just to meet the curious needs of some audiences, it will easily lead to news hype. For example, in mid-June this year, three newspapers in Hangzhou simultaneously published a news: the 70-year-old man was blackmailed by a young woman who had an affair with him. As a social news, this news has its own news value. However, these three newspapers have devoted a lot of space to telling this story, purely to satisfy the curiosity of the audience, and it is inevitable to make a mountain out of a molehill and speculate artificially.

Secondly, we should pay attention to the "degree" of planning reporting activities. The so-called "degree" in news planning refers to the standard of rational allocation of news resources according to news value in news planning. Specifically, there are three aspects, namely, the way of reporting, the way of arrangement, and the power of submission. News is essentially an objective reflection of news facts. When planning a reporting activity, we must reasonably arrange the reporting mode, arrangement mode and manpower, material resources and layout according to the news value of the facts, and we must never overuse news resources in pursuit of the so-called "selling point" or even artificially influence the news events to develop in their own pre-designed direction. For example, when a newspaper reported a lost young girl, it spent 13 days (except one day) * * * with 15 on the front page to report the little girl's experience in Hangzhou, the process of finding her mother and her final destination. For three days, two manuscripts were published on the front page at the same time, and a large color picture was painstakingly made. We advocate continuous reporting, pay close attention to the process of events, and show the truth through the organic movement of newspapers and periodicals. But keeping a running account is by no means "remembering everything". Besides, it takes so much manpower, material resources and financial resources to dig deep into the theme and explore the influence of China's traditional concepts such as love, marriage and child-rearing during the social transformation period. Unfortunately, a lot of news in this series is only about this matter, and some articles also speculate and infer where the little girl's hometown is. These details, which originally needed only a little explanation in a manuscript, have become the main facts of speculation. Although it is very emotional, it is too "water".

Third, when planning reporting activities, we should combine social benefits with economic benefits. At present, there is a popular saying in the press: "Go to the sea first, and then be good." It means that when a newspaper hits the market in the early stage of development, it should do whatever it takes to plan news and pursue "sensational effect", and then assume social responsibility again after gaining a firm foothold in the market. This is also the reason for some excessive news hype. It is the only way for the newspaper industry to pursue the market diligently, but we must emphasize that news simplicity cannot be equated with other commodities, nor can newspaper simplicity be equated with general enterprises. Pay attention to the social effects of news reports at all times. At the beginning of 1999, 8 1 bone was found near Hejin Aluminum Factory in Shanxi. Some newspapers hyped and hyped this incident without knowing the truth, which caused panic among many people who didn't know the truth for a time and caused extremely bad social impact. Later investigation showed that this was only the work of a couple who were superstitious about nightmares, and there was no "murderous maniac" at all.

Of course, paying attention to social benefits does not exclude economic benefits. The relationship between the two is fundamentally unified. Some serious newspapers in the world pay great attention to social benefits, plan many classic reports of famous news history, and finally get rich economic returns. Therefore, on the one hand, when planning reports, journalists should have a high sense of moral self-discipline, internalize their sense of social responsibility in their own reporting planning, and persist in resisting abnormal and "yellow" news views; On the other hand, actively improve China's existing news policies and regulations, and guide the media from laws and policies so that it can perfectly combine social and economic benefits.