What did the overseas version of People's Daily do correctly?, Launching the "Hai Zi Hao" Integrated Media Brand People's Daily | New Media | Brand
"But with the benevolence of chivalrous individuals, we can unravel political mysteries." The overseas version of People's Daily's new media, "Xiake Island," features a fresh and lively interpretation of current affairs, with a wide range of topics and authoritative, timely and profound content. As soon as it debuts, it immediately surprises the new media world. In the industry, it has won the first prize of the China News Award and was selected as an innovative case of deep integration development in the Chinese newspaper industry. The studio mechanism it established has been referenced by peers; Overseas, it dares to fight against the United States and the West, and is known as the "light cavalry of public opinion". It has accumulated millions of high-quality "island friends", among which the most well-known is——
On January 25, 2019, the 12th collective study of the 19th Central Political Bureau was held at the People's Daily.
The attention of General Secretary is a high affirmation of the achievements of the new media integration development of People's Daily, represented by "Xiake Island". In the ten-year integration exploration of the People's Daily, the overseas version of the People's Daily has been a bright spot, not only cultivating well-known new media brands such as "Xiake Island" and "Study Group", but also emerging distinctive online new media such as "Haike News", "Overseas Online Review", "Shenyi", "Haishu Chat Economy", and "Hong Kong Taiwan accent", forming a multi industry matrix of integrated development, and establishing a number of "overseas" reporting brands in domestic and foreign public opinion.
What did the overseas version of People's Daily do correctly?
Breaking boundaries and bringing the power of integrated creativity to life
The office of the study group is not large, and the first thing that comes into view is a row of bookshelves filled with books, with several group photos placed on them.
The sunlight shone through the glass window on the photo, evoking unforgettable experiences for journalists and editors in their creative class.
When the main theme of this major report was initially determined, everyone felt that relying solely on a few guns from the "study group" was clearly not enough. So, the Overseas Edition of People's Daily broke departmental boundaries, selected young backbone members, and established a creative team. The average age of the members was less than 30 years old, almost all of whom were born in the 1990s; The editorial and proofreading team is led by senior editors who have been working in the news field for a long time, mainly consisting of "post-70s" and "post-80s", and is named "Haisheng".
According to a journalist from the creative team, "Haisheng" has five "tricks": picking topics, titles, sentences, wording, and writing style. Every article cannot escape the fate of taking turns to "grind". Although we have to face the repeated reminders from editors and the revision suggestions from superiors, there is a consensus that "if we do it, we must create high-quality products.".
Most of the nearly 30 national gifts involved have not been publicly disclosed, and the background information is lacking. How can we still write the story "alive"? Each author has developed a unique set of secret techniques for digging information: reading papers, searching for monographs, watching documentaries... Don't look at a report of over a thousand words, maybe the author has collected background materials of over 100000 words.
But you may not have imagined that this detail was discovered by the author from "cold" works such as "Matteo Ricci's Notes on China" and "Research on Li Zhizao".
The recruitment and editing personnel should be integrated, and their forms of expression should also be brought to life. Apart from regular text and images, every report is accompanied by audio, making it a pleasant companion for many users on their commute;Audio editing, photo shooting, product operation... Many skills are self-taught by journalists and editors.
The dissemination effect of this group of integrated media reports is surprisingly impressive, with a total reading and playback volume of over 130 million times.A netizen said, "Reading the 'National Rites' series is as satisfying as watching a TV series!"
Journalists and editors should not only cultivate the layout and new media, but also participate in the production of various forms of integrated media products. Content production that breaks internal boundaries has become increasingly frequent in the overseas version of People's Daily in recent years. The core reports that have had a significant impact in the public opinion field, such as "Writing, Answering, and Marking - Questions of the Times" by the "Study Group", "Seeing the Original Intent of Things: The Impression of the General Secretary's Era", "Following the General Secretary to Study and Research", and the key planning of the newspaper's "Prosperous China", are all the achievements of the entire editorial department's efforts and collaborative creation.
The 48 issue "Check in Here" series of integrated media reports have been published on the front page of the overseas edition of People's Daily, accompanied by short videos of young editors and reporters conducting on-site interviews.
Using external language, let the ambassador to China tell stories about China
"We have pure beaches, delicious food, and enthusiastic people, warmly welcoming Chinese tourists to make Samoa a tourist destination in the Pacific region."
Recently, Samoa's Ambassador to China, Luamanuwe Marina, was invited to appear on the overseas page of People's Daily. By scanning the red QR code on the newspaper page, readers can also immerse themselves in the interview scene and gain a deeper understanding of the island culture known as the "earliest place in the world to see the sun rise", as well as the immersive experience of this ambassador who "wants to travel all over China" on the friendship between Saudi Arabia and China.
Marina is the 101st ambassador to China to appear in the "I Am an Ambassador in China" section. "Telling the Story of China through Foreign Words" is a series of works exclusively planned by Overseas Network on the occasion of the 70th anniversary of the founding of the People's Republic of China. It is the first centralized and continuous integrated media report on ambassadors to China by central media, and it is also the first time that ambassadors, a group that is somewhat mysterious to ordinary people, have entered the planning perspective of Overseas Network's thematic reporting.
In the era of mobile Internet, "emotional transmission" is the rule. "I am serving as an ambassador in China", highlighting the word "I" and striving to transform the discourse system, restoring ambassadors to vivid "cross-cultural experiencers": Indonesian Ambassador to China, Zhou Haoli, is a staunch fan of giant pandas; Mozambique Ambassador to China Gustava has a passion for Chinese Kung Fu; Tanzanian Ambassador to China Keruki and his family spent 15 Spring Festival in China; Former Russian Ambassador to China Andrei Denisov brought back Huawei phones as gifts and revealed that President Putin is an expert in making dumplings; Niu Wangdao, the Argentine ambassador to China, was deeply moved by the scene of people singing "No New China without the Communist Party" in Tiananmen Square, and realized the love of the Chinese people for the CPC... These "smoke and fire" stories have narrowed the distance, dispelled prejudice, and moved people's hearts.
High quality and effective international communication is not a one-way output. An exclusive interview with Emin Yonan, Türkiye's ambassador to China, "Zhu Ting has made contributions to Türkiye's volleyball cause", focused on sports cooperation. It mentioned that the ambassador recalled the happy scene of pulling family together with Chinese women's volleyball players, and praised Zhu Ting for "winning the hearts of Chinese and Turks" with her success and modesty. After the report was published, Zhu Ting herself replied, "I am very happy to hear what the ambassador said." The reporter immediately published an interview note, "Zhu Ting responded to the ambassador's likes," which had warm interactions and gained over 5.2 million views.
Over the past three years, this series has released 540 graphic and textual reports, as well as over 400 short videos in multiple languages. They have been disseminated in 15 languages including Chinese, English, Russian, French, and Japanese to more than 80 countries and regions worldwide, with a total of over 550 domestic and foreign media and online platforms promoting and reposting them. The total reading and playback volume has reached nearly 2 billion people. In 2022, "I am an ambassador in China" was selected as the "practical case of building a community of shared future in cyberspace" at the World Internet Conference, providing new experience for innovative international communication.
The book "I Am an Ambassador in China" edited by People's Daily Overseas Network has been published and distributed.
Accurate targeting and direct entry into overseas public opinion fields
On May 23 this year, the discrimination against passengers who do not speak English by Cathay Pacific flight attendants in Hong Kong caused a huge uproar after being exposed online. On the day of the incident, a prominent voice quickly emerged in the public opinion of "Xiake Island": discrimination against Mandarin in Hong Kong is bound to be a joke. Commentary points out that in Hong Kong, China, the trend of worshiping English and looking down on Mandarin will quickly disappear into the tide of history.
Xiake Island has played a role in the emergency mechanism for hot news. After the hot topic appeared on that day, the editor quickly reported the public opinion and formed preliminary opinions. After the topic was approved, the editor collaborated with senior journalists from the overseas version of Taiwan, Hong Kong, and Macao to quickly write. To achieve a quick response effect, we first spoke out on Weibo in the form of hundreds of words of "Island Uncle's WeChat Review", and then launched in-depth analysis articles on WeChat, synchronized short videos, and created "Island Sister Quick Review". A hot topic event, quick response, cascading voice, and three-dimensional presentation, this is the experience that "Xiake Island" has worked hard in the public opinion field in recent years.
This set of combo boxing not only topped the hot search list on microblog, Toutiao and other platforms, but also attracted wide attention in overseas public opinion. Nearly 50 overseas media reprinted the views in the article with the logo of "People's Daily Overseas Social Media Swordsman Island", including Reuters, CNN, ABC, Al Jazeera TV, Lianhe Zaobao and other international front-line media, covering Chinese, English, Japanese, Korean, Vietnamese and other languages. The report is also highly eye-catching in the Hong Kong and Taiwan regions, and the Hong Kong Ming Pao has also launched a full page report in response to the views of "Xiake Island".
At present, the international situation is complex and changeable, and the Internet has become the main front of ideological struggle. In recent years, with the help of integrated development, the overseas version of People's Daily's new media has been preaching, analyzing the background, addressing pain points, and resolving conflicts, striving to tell good Chinese stories and spread the voice of China in a way that overseas audiences are willing to accept and understand.
In March 2022, as soon as the "Great Translation Movement" aimed at smearing and vilifying China emerged, the "Overseas Online Review" column of Overseas Net immediately launched a review article titled "Thieves and Thieves: The" Great Translation Movement "Cannot Smear China", which caused strong reactions both domestically and internationally. CNN immediately published an article stating that the People's Daily Overseas Network commented that the "Great Translation Movement" has elevated some extremist comments from netizens to the "inferiority" of the entire country and nation, playing a trick of generalizing and taking out of context.
At present, the People's Daily Overseas Network has established a wide coverage of overseas social network accounts, among which the official Facebook account is mainly aimed at overseas Chinese and users in Hong Kong, Macao, and Taiwan. Among the more than 6 million fans, 70% are "Generation Z" young people. Dao Shu, Dao Mei, Hai Shu, Hai Mei, Dong Tai Zai, Tie Tu... These well-known "internet celebrities" among domestic netizens are also active in overseas public opinion.
As a mainstream external propaganda media, the Overseas Edition of People's Daily pays special attention to the integration and development of overseas Chinese media. In 2017, the "Haiju" platform developed by Overseas Network was launched, optimizing overseas communication channels through new media technology and relying on the original external publicity resources of the People's Daily Overseas Edition to help overseas Chinese media produce content and accelerate integration and upgrading. At present, "Hai Ju" has attracted more than 50 overseas Chinese media outlets from Italy, Canada's Red Maple Forest News Network, Greece's China Greece Times, Sweden's Nordic Times, Malaysia's Asia Times, and Thailand's Taihua Network to settle in, with an average of about 400 daily self collected reports and users covering more than 30 countries and regions overseas.
Innovative mechanisms to stimulate the talent and enthusiasm of young people
The essence of integrated development is resource integration. Entering the stage of deep integration, the existing "golden signboards" need to constantly innovate and transform from "writing official accounts" to three-dimensional operation of new media brands, and the forms of reporting must also be more diverse. In recent years, the "Hai Zi Hao" brand has continuously released its communication effectiveness in the public opinion field, which is closely related to the overseas version of People's Daily fully stimulating the internal driving force of media integration and mobilizing the enthusiasm of young journalists and editors.
The "Study Group" and "Xiake Island", which have become "first tier brands", were first founded by several young journalist editors in their spare time. The sign is up, how do we lead the team? How can the talent and enthusiasm of young people be transformed into sustainable internal drive?
There are no ready-made samples to follow for these new problems. To this end, the editorial board of the Overseas Edition of People's Daily has broken through the mindset and adopted a project-based approach to encourage bold exploration. After the project gradually grows, a dedicated department is established for centralized management. Nowadays, these two new media brands are deeply rooted in content by a full-time team of more than ten people, and outstanding talents familiar with new media operations are filled into leadership positions, entrusted with heavier transformation responsibilities.
In order to encourage more journalists and editors to participate in new media production, the Overseas Edition of People's Daily has designed an assessment and incentive mechanism to promote media integration and development, encouraging "mobile priority" and increasing the remuneration of integrated media works. Starting from 2017, special awards such as the "New Media Annual Boutique Award" and "Best Mediator" have been established in the overseas version of People's Daily. Starting from 2022, the "New Media Monthly Boutique Award" will be established, with evaluations conducted every two months, further expanding the scope of awards.
As the water gets bigger, there will naturally be more fish.
On the occasion of the 70th anniversary of the founding of the People's Republic of China, the Overseas Edition of the People's Daily plans to launch a "Check in Here" series of integrated media reports, with editors and reporters appearing on screen, and their temperament is not inferior to that of professional anchors; Xiake Island has launched short and concise quick reviews, with the island girl's cool image paired with sharp perspectives, which are deeply loved by young people; With the creativity of young people, the "Learning Group" has launched a "Cloud Classroom", inviting renowned experts from the Central Party School to give online lectures, allowing high-quality party course resources to be uploaded to the cloud and sent to the grassroots. Over 20 sessions of the "Cloud Classroom" have attracted more than 8 million people and more than 1000 grassroots party branches to participate in lectures; The overseas version of the Economic and Social Affairs Department's "Haishu Chats Economy" studio collaborates with "Xiake Island", and the handsome and beautiful Haishu and Haimei join the cast; Overseas websites have launched short video comments such as "Truth" and "Hai Ping Mian", which are disseminated in both Chinese and English to the outside world. It is also a young team operating
Innovate institutional mechanisms and trust the younger generation. New media, like catfish, is stirring up more innovative potential in the overseas version of People's Daily.
On the occasion of the 100th anniversary of the founding of the Communist Party of China, "Xiake Island" invited the creators of "Awakening Era" to hold an island friendly salon at Lu Xun's former residence.
