This paper analyzes the reasons and motivations for the news planning in the press circles.

Frame--A Hesitating Spiritual Behind News Scheme;

With the innovation of transmission technology and means,the competition between news media is becoming more and more fierce,and the era in which timeliness is merely depended on as the competitive advantage has already become history,therefore,news scheme has been fairely necessary in the firece competition between news media and news transmmision.

In the components of the news plan,objectivity is the basic,service is the objective and scientificity is the means,but they are unified.

How to develop university newspapers? By discussing the necessity, principles that should be insisted on and effective approaches of carrying out news plan for university plan, it is pointed out that the means of owing a place in the competition with other media, such as broadcast, community antenna television and campus news network, are to reinforce the strength of news propaganda .

But if we let news plan play its proper role of the double sharp sward, we must seize its direction well.