Editor's note
Since the launch of the "Tell Campus Stories" collection activity, we have received many excellent works, and at the same time, some teachers have raised questions, how can we tell campus stories better and make campus stories more disseminated? In order to solve the problems of teachers, from now on, we will open a "small class on telling campus stories", and release relevant methods and skills from time to time.
Today, Liu Xiao, deputy secretary-general of the special committee and director of Wang Xuming's studio, took several recent manuscripts as an example with the title of "What kind of method do we like to use to write titles", and provided ideas from three aspects: stimulating readers' curiosity, combining hot spots, and combining data, and gave some basic requirements.
What kind of approach we like to use to write headlines now
Take the recent submissions as an example
Although we should not advocate the "appearance" association, the title is like a person's most conspicuous appearance, and if the appearance is not attractive enough, it will not make people want to understand it at first sight. Especially in the era of increasing information, when we read an article, we glance at it, and if we don't catch it, we will miss it. Therefore, it is very important to write a good title, and the following is a few recent manuscript examples to share what kind of method we like to use to write the title now.
Stimulate the reader's curiosity
Generally speaking, it can take three forms:Ask questions, extract and moderately exaggerate the focus, and be relevant to the user.
Ask questions
This is a common way to attract readers, using a questioning tone to stimulate curiosity.
For example: "Wang Xuming: Can you change the angle of the year-end summary? ——Also comment on Wuxi Vocational College of Science and Technology to announce ten major events and annual keywords in 2023
Extract and moderately exaggerate the focus
This method is actually more encouraged, in terms of news knowledge, it is more in line with the relevant concepts advocated by the special committee, but the operation of this method is not difficult, in fact, when we are learning Chinese class, the teacher taught us to "extract the central idea", and we usually enjoy **, dramas, movies, we also know, "conflict is the most attractive".
Here are a few examples, "The original title is preceded by the revised title.
Jiangsu Maritime Vocational and Technical College: Alma Mater of Elderly Alumni"After 70 years, alumni over 90 years old return to their alma mater".
Six consecutive championships" coach Wu Zhipeng's "alchemy" road"."In the past six years, he has won six first prizes in national competitions one after another".
Dai Huakai: Be a vocational education teacher who cultivates skilled talents, so that more people can use skills to achieve their dreams"."Giving up 400,000 annual salary, he chose a vocational teacher".
We'll have more articles on this in the future.
User-relevant
This type is usually more targeted, and most of them are the announcement of some policies, notices, etc. This kind of operation is more conventional, you can often see it, and I won't do too much here**.
Combine hotspots
For high-profile topics, when writing the title, put the hot topics in front of the content, so that readers can see them at a glance, and you can also add opinions appropriately to make them more targeted.
Combine the data
With numbers in the title, it has a more intuitive characteristic, especially when some amounts are relatively large, the impact is more profound.
Such as: "Xi'an Peihua College: 12 groups**, take you through 95 years of long history".
Some basic requirements
Truthfulness, accuracy, conciseness, and objectivity are the basic requirements.
First of all, it must be truthful, and the title can accurately express the true message of the article.
The second is to be accurate, you can use rhetorical devices to exaggerate, but do not sensationalize and exaggerate.
Conciseness is also one of the basic requirements, and strive to express the main content of the article with the least amount of words.
It is also necessary to be objective, allowed, and can be opinionated, but do not detach from facts and common sense, do not blindly vent emotions, and exaggerate subjective emotional colors.
We will continue to expand more operationally on "telling good education stories and spreading good campus voices", and we hope that you will actively contribute and put forward your insights.
Author: Liu Xiao.
Deputy Secretary-General of the Education Journalism and Communication Committee of the China Education Strategy Development Society, Director of Wang Xuming Studio, Vice Chairman of Beijing Zhimian Public Welfare Association; He used to work for Tencent Entertainment, and participated in the main creation of projects such as "Starlight Ceremony", "Creation 101" and "Weibo Daily Talk"; He used to be the director of the Digital Center of the Chinese Language Publishing House, participated in the initiation of a series of activities in the national true language, and presided over a series of reports as the director of the Editorial Center, and led the project to win the 2015 Ministry of Education Innovation Work Case, the 11th Press and Publishing Industry Internet Development Conference "Convergence Publishing Innovation Project" Award, the 8th China Digital Publishing Expo won the "Excellent Brand" and "Innovation Project" awards and other awards; Wang Xuming Studio was established, co-produced the "Mingjian" program, and participated in the production of Tencent's "Juvenile Growth Research Institute" program.
Organizer: Education Journalism and Communication Committee of China Society for Education Development Strategy.
New Editorial Office.
Editor-in-Chief: Zhang Jingyin.
Editor: Yang Yanxu Sun Cuinan copy.
Search and share the collection and mark the line.