Pan Zhichang's character story

Pan Zhichang: "Senior Consultant", "Strategist" and "Consultant"

For academic circles, Pan Zhichang is a famous aesthetician and communication scientist. It is also well known to the media and Nanjing citizens. For a long time, he has completed many successful plans in regional image, government image, tourism image and corporate image, and is a famous government consultant and corporate strategist. Moreover, he is also a media consultant, and media planning is his strong point. People's livelihood news-Nanjing Zero Distance, live Nanjing, 1860 News Eye-are all brand columns that he directly participated in planning. At present, he has also served as business consultant for Hainan Radio and Television General Station, Haikou Radio and Television General Station and Jiangsu Radio and Television General Station News Center. And has been running around in Beijing, Shanghai, Tianjin, Hainan, Hefei and other places. When asked about the mystery of media planning, he smiled faintly and said, "Tell a good story" and "Tell a good story"! This is what he cares about, and it is also his requirement for students in teaching. Do living room news

Professor Pan Zhichang often tells his students that we should pay attention to both academics and business. And both hands should be hard. So is he himself. In terms of "business", even people who have been engaged in the media for many years admire him. This business is "media planning". In this respect, he should be quite famous. He participated in a series of successful news planning for people's livelihood, which made Nanjing a very prosperous city in the news and communication field for a while. When talking about these successful media schemes, Professor Pan Zhichang seemed very calm. He said, "My initial idea was to make the scheme into a bridge, preferably an overpass, rather than a wall-building scheme. I hope that TV media will become the "information green channel" and the information that Nanjing people really care about ... It is the living room news, telling' good stories' and' good stories' ... "His simple and simple ideas are the embryonic forms of well-known brand columns in Nanjing, such as Nanjing Zero Distance, Live Nanjing and 1860 News Eye. Now, these columns have really become the news "overpass" in Nanjing and the "information green channel" loved by the people.

In Professor Pan Zhichang's view, the real success of people's livelihood news lies not only in achieving "three closeness", but also in the change of media speaking style. Different from the previous news broadcast mode of writing papers, people's livelihood news brings a story-telling news broadcast mode. The emergence of people's livelihood news truly embodies the fundamental requirement of people's right to know. As for how to tell a good story on TV, Professor Pan Zhichang gave an image example: there was a car accident in the east and west of the city at the same time. As a local media, it is unattractive to simply report two car accidents, one in the east and the other in the west. The reporter wants to find out the difference between the two car accidents. Two car accidents, one in the east of the city may be due to drunk driving, and the other in the west is due to illegal driving. These inherent special points are concerned by people. From this special point, we can find the story that people's livelihood news needs. The brand column of Nanjing Minsheng News has such high ratings, which also confirms the charm of story-based news broadcast.

Professor Pan smiled and said, "I have made no achievements in this respect, but I am just one of the many people. I will do my best.". ..... participated in the planning of many media columns in Jiangsu and Nanjing. As important as "Nanjing Zero Distance" of Jiangsu TV Station, this column is called "the pioneer of China social news program revolution" and "people's livelihood news". At the beginning of the program planning, I was also one of the planners invited to participate. Later, the director of the Propaganda Department of Nanjing Municipal Committee and the director of Nanjing TV Station also wanted me to help them plan a similar program. In this way, several other experts and I participated in the planning of Nanjing TV Station's Live Nanjing. Now, these two programs have the highest ratings in Jiangsu. Later, he participated in the planning of Jiangsu Satellite TV's "1860 News Eye" and other programs. " His honest talk made us understand that Professor Pan Zhichang's planning is very important for these columns that Nanjing people are familiar with. A model of national demonstration

Not only the Nanjing media, but also Professor Pan Zhichang has made many successful plans for shaping the image of the government. Nanjing citizens are very familiar with Nanjing's civic spirit: "open-minded, honest, open-minded, pioneering and innovative"; There is also a famous slogan that Nanjing citizens were very familiar with when fighting SARS in 2003: "SARS will eventually fall, and the spirit of the city will last forever"; And the "Ten Thousand Flowers for Lei Feng" activity in 2003. As a matter of fact, these are all written by Professor Pan Zhichang.

In 2003, the activity of "Sending Thousands of Flowers to Lei Feng" was one of the most successful examples, which became a typical example for China to learn from Lei Feng. The propaganda department organizes "learning from Lei Feng" every year, but the effect is not very good. Professor Pan suggested that they should "calculate the input and output in the construction of spiritual civilization" and do as little or no things as possible that "waste people and money". The leader of the propaganda department was very open-minded, so Professor Pan was put in charge of planning, and he came up with the idea of "sending 10,000 flowers to Lei Feng". Specifically, it was announced in the whole city that from March 2 to April 2, 2003, 24-hour hotlines would be set up in "Civilization Offices" in all districts. Anyone who sees good people around him can call and recommend them. After verification, if the facts are true, they will immediately send a beautiful car to send flowers to each other. The propaganda department got several sponsorship cars from the manufacturer, disguised as floats, and found several beautiful girls to send flowers every day. As a result, it was sent for a month and it was very popular in Nanjing. The biggest feeling of the citizens is that life has become lovely and Nanjing has become lovely. This is exactly what Professor Pan wants, because when he talks about aesthetics, he often emphasizes that aesthetics is not a gadfly, but a bee, and aesthetics is to find lovely things in life. Professor Pan Zhichang often says, "It is true that things are always unsatisfactory in life, but we must always read one or two things." . There are many bad places in society, but there are always some good places. Therefore, we should' always remember a thing or two' and' save it'. We should preserve love, beauty and light and carry them forward. "Later, this program was taken as a successful program by the Central Civilization Office and distributed to the whole country in the form of document attachments, requiring all localities to learn.

Not only that, Professor Pan Zhichang also participated in the planning of the first "World Historical City Expo" in Nanjing, making it an important activity to establish the image of Nanjing. In 2004, Professor Pan Zhichang put forward a new proposal to build a "safe Nanjing", pointing out that Nanjing should play two cards, one is "culture" and the other is "peace". Now, with the joint efforts of him and others, "Cultural Nanjing" and "Safe Nanjing" have become the knowledge of this city. This number is too big to count.

In addition to successful media planning and government planning, Professor Pan Zhichang's regional image planning is also very successful. For example, the cultural characteristics planning of Nanjing Xianlin University Town, the urban image planning of Nanjing Hexi New District, Nanjing baixia district and Nanjing, the construction of Jiangsu as a cultural province, the tourism image planning of Suzhou along the Yangtze River, and the tourism image planning of Huai 'an Lianyungang. There are some smaller plans, so many that Professor Pan Zhichang can't count them one by one. To put it bluntly, Professor Pan Zhichang is definitely one of the busiest professors in Nantah. He often travels all over the country all the time because of various planning activities. In the School of Journalism and Communication of Nanjing University, Professor Pan has the most scientific research projects. This reminds us: How many places did he use his wisdom to give timely help or icing on the cake? !

As everyone knows, Professor Pan's words will make people shine. He will unconsciously attract each other's attention in conversation. He often starts from a point, but he unfolds it, plus his first-class eloquence and memory, even if he is bored, he can always create a dialogue. The interview with Pan Zhichang ended in such a lively conversation and also ended in such happiness, with the consistent confidence and wisdom of Professor Pan Zhichang. ...

(Originally published in Jiangsu Science and Technology News in June 5438+1October 65438+March 2007, reporter: Shi Jiejing)