高考服务性报道避免“冷”“热”极端的原则与策略

高考报道存在着极端的“热”与“冷”，这两种截然相反的态度都不可取。媒体既要按照新闻规律恰到好处地做好做足高考服务性报道，又能满足受众需求，就必须做到以下两点：一要坚持“三性”，即真实性、时效性、指导性三者合一，在具体新闻实践中，要力求真实，确保时效，强化指导。二要确保“四不”，即不作无谓的猜题、押题；不报高考上线率，不作学校排名；不作“独木桥”宣传；不报猎奇性高考题外话。

The Principles and Strategies of Service Report on University Entrance Examination

The reports on university entrance examination have two extremes： being hot and cold. Neither of these opposing attitude is advisable. The media is supposed to report the university entrance examination exactly according to the news rules while meeting the demands of the audience. To do this, it must keep to two principles. First, it need to adhere to the ＂three features＂, which is a combination of authenticity, timeliness and guidance. Reporters are required to maintain the reports authentic, timely and guiding in actual news reports. Secondly, the ＂four don＇ts＂ principle in reporting is suggested, which includes don＇t report those so-called guessing questions, don＇t report the ratio of reaching the lowest scores of entering a college and ranking of schools, don＇t exaggerate the fierce competition of university entrance examination by reporting the so called ＂narrow foot bridge＂, don＇t report digressions for seeking novelty.