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Soften the hard news for your readers
出自香港新聞網 - 樹仁新傳系學生實習習作
Gerry Ho from Batgwa.com came to Hong Kong Shue Yan University to have a talk for the General Assembly of Journalism and Communication Department. The topic of the talk is about the effect of Jimmy Lai, whose Apple Daily is the best selling newspaper in Hong Kong. Gerry Ho sincerely claimed that he quite admires Jimmy Lai and appreciates his tricks and gimmicks played on running Next Media with the successful example of Rupert Murdoch.
Gerry Ho said that Jimmy Ho is very capable of softening the hard news for the target readers of his media. For Apple Daily, one of the best-selling newspapers in Hong Kong, one of its A1 issues ‘Uncle Bus’ raised the prevailing topic of the public. Since the mass mostly welcome the soft news rather than the hard news, Jimmy Lai wins because he is good at softening the news and even making the news more gossip and batgwa.
In the United States, the famous media giant, Rupert Murdoch, owns the highest selling English Daily newspaper. His success is largely due to his technique of running the media. Murdoch can report the news concerning its target readers in different ways.
For example, the news of Kate Moss taking Cocaine was reported by The Times and Daily Mirror. However, the focus points and the wordings used were not the same. For The Times, since its target readers are the professionals of the higher classes, the news was mainly talking about the results of taking drugs for Kate Moss and the situation of supermodels taking drugs. Contrarily, for Daily Mirror, as the readers are the average public who like to read the gossip news of the celebrities, the focus point of reporting was Kate Moss, the most famous supermodel in the world.The two people are able to grasp the taste of the readers.
Gerry Ho claimed that it is romantic to report news with no bias. All news are reported with inclinations. Gerry angrily raised the examples of BBC and CNN reporting the 2008 Beijing Olympic Games with anti-China angle.
Gerry also shared some of his skills and techniques of being a journalist. He reminded the students who are the future reporters that building contacts book is more important than writing quality. He told the students to begin collecting the business cards and contact information of all people they meet.
