On The Scale Of The News Report

The scale of the news report refers to the pattern, the form, or the range of the report in the areas of report timing, space and power etc. It is a general and very important issue in news business filed.Various forms of expression for the news report scale are used. Viewing from the aspects of time, space and power, the news report scale could be expressed in terms of the length, the broadcasting time, the style, the layout, and the power of report. No matter which kind of expression is used, the news report scale will turn into a standard of news report.There are some factors influencing the scale of news report, including the value of news, the value of publicity, audience's demand, economic benefits, etc. Generally speaking, the greater the value of news and that of publicity a news report has, the larger scale of news report will be used by the media, and vice versa. Due to the different publicity policy and judgment standard for value deployed by different media, the scale for the same news report varies.It is very important that we establish a suitable scale of news report to achieve good communication and publicity effects. Otherwise a medium will fail to achieve its publicity goal, and even negatively influence its public trust. Some suggested principles should be used to decide the news report scale. First is the principle of being moderate and believable. A medium should fully understand the value of news and the value of publicity implied by the report object. A set of measurements should be set up to ensure that the news report scale deployed fits well with the values of the report objects, in order to avoid exaggeration or understatement. The second principle is to hold control and...