探索新聞報導與企劃案撰寫結構之研究──以2018元宵節台南鹽水蜂炮活動為例

Exploration of the Composition Structure of Media Report and Projects - Using the 2018 Lantern Festival Tainan Yanshui Beehive Fireworks as Example

新聞內容與企劃案撰寫結構關係可源自於企劃人員或公關人員扮演消息來源提供者下的產物。本研究延續此觀點再探求兩者結構關係之深度。本次研究以台南鹽水蜂炮活動前、後新聞報導，樣本數共24篇，包含9篇活動前，15篇活動後報導。研究結果發現，活動企劃無論活動前的發布或活動後報導，What（事件）、When（何時）、Where（何地）、Who（誰）、Whom（對誰）、How（事件內容）為新聞報導內必定結構，對照新聞5W1H結構應新增Whom（對誰）；對照企劃案結構6W3H1E，How much（預算）則幾乎不曾出現。How long（活動時程），活動前發布活動時程長短視為重點，較活動後被報導，而Evaluation（活動效益）活動後顯現內容較活動前報導可得更多效益說明。其結果顯示，確實公關新聞稿內容與媒體記者報導內容有正向關係，因此，新聞報導與企劃書6W3H1E的結構具對應關係，可提供初學者觀摩他人的企劃創意概念。另一方面，網路或平面新聞報導隱藏的資訊較電視媒體豐富，故使用新聞報導作為企劃案撰寫結構認識素材時，建議選擇網路或平面新聞較優於電視新聞。 The relationship between news content and the composition structure of media reporting projects are produced from project or public relations staff acting as source providers. This study extends this perspective to explore the depth between the structural relationship of the two. This study used 24 media reports including 15 news reports after the event and 9 news reports before the event via an example of 2018 Lantern Festival Tainan Yanshui Beehive Fireworks. Study results discovered that regardless of announcements before events or further reporting after the event, What (event), When (time), Where (location), Who, Whom (to whom), and How (content of the incident) are required structures within a report, the 5W1H contrasting news structures should include Whom; contrasting project structures of 6W3H1E, how much (budget), almost never appears. How long (event schedule) is the short-term focus of announcements before an event, while evaluation (event performance) is post-event reporting that can compare and provide more detail on performance. Results show that PR agency press releases have a positive correlation with media reporting; therefore, the corresponding relationship between media reports and 6W3H1E projects can provide beginners a view into the creative concept of other people's projects. On the other hand, internet or traditional news reports conceal more information than TV media, which is why the internet or traditional news media are far superior to TV media when compiling media report projects to gain a better understanding of the material.

The relationship between news content and the composition structure of media reporting projects are produced from project or public relations staff acting as source providers. This study extends this perspective to explore the depth between the structural relationship of the two. This study used 24 media reports including 15 news reports after the event and 9 news reports before the event via an example of 2018 Lantern Festival Tainan Yanshui Beehive Fireworks. Study results discovered that regardless of announcements before events or further reporting after the event, What (event), When (time), Where (location), Who, Whom (to whom), and How (content of the incident) are required structures within a report, the 5W1H contrasting news structures should include Whom; contrasting project structures of 6W3H1E, how much (budget), almost never appears. How long (event schedule) is the short-term focus of announcements before an event, while evaluation (event performance) is post-event reporting that can compare and provide more detail on performance. Results show that PR agency press releases have a positive correlation with media reporting; therefore, the corresponding relationship between media reports and 6W3H1E projects can provide beginners a view into the creative concept of other people's projects. On the other hand, internet or traditional news reports conceal more information than TV media, which is why the internet or traditional news media are far superior to TV media when compiling media report projects to gain a better understanding of the material.