Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
TEKNIK PENULISAN HUMAS / PR
Pertemuan 09 & 10
How to develop key messages?
Rule #1:
Don’t forget your objective & your audience
Use Audience Chart
Bina Nusantara University
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5W + 1H





What
When
Where
Why
How
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Audience Chart
Who are your stakeholders
Who are interested in your story
Who do you want to tell your story
those who will be affected
(check against the stakeholders)
(check against the stakeholders &
those who are interested in your story)
Why are they important
What are their interests/concerns
What happens if their interests/
Concerns are not entertained
What do you want to tell them
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How to develop key messages?
Rule #2:
Develop three key messages
Use Message House
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Your message house….
Story
Key Message
Key Message
Key Message
1
2
3
facts XXX
figures XXX
e.g.
XXX
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XXX
XXX
XXX
XXX
XXX
XXX
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How to develop key messages?
Rule #3:
In an article, always put the most important point first,
followed by the second most important and the least
important respectively.
1st para
2nd para
3rd para
4th para
5th para
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:
:
:
:
introduction
most important message
second most important message
the least important message
conclusion
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How to develop key messages?
Rule #4:
Use PREP
P: Point
R: Reason
E: Example
P: Point
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How to develop key messages?
Rule #5:
Use Flagging & listing techniques
i.e., Emphasize important points
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How to develop key messages?
Rule #6:
Turn negatives into positives
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How to develop key messages?
Rule #7:
Keep the sentences & words simple and short
Plain Language
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How to develop key messages?
Rule #8:
Don’t lie and don’t mislead
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How to develop key messages?
Rule #9:
Avoid professional jargon
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How to develop key messages?
Rule #10:
Use visual aids to …..
explain clearly
heighten interest
heighten important points
add professionalism
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How to develop key messages?
Rule #11: (when replying to enquiry)
Touch-Turn-Talk Technique to….
touch the subject
turn the enquirer’s attention
talk about your key message
!!!!Bridging !!!!
(QAs on Tourism)
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How to develop key messages?
Rule #12: (when replying to enquiry)
Traditional method to handle QAs:
Q
Q
A
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Q
A
Q
A
A
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How to develop key messages?
Rule #12: (when replying to enquiry)
Effective method to handle QAs:
Q
Q
A
Bina Nusantara University
Q
A
Q
A
A
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