Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
PENGANTAR PR WRITING
(Teknik Penulisan Humas)
Pertemuan 01 & 02
PR and Marketing: They’re Different
Marketing is…
“…analysis, planning, implementation, and control of
carefully formulated programs based on consumer
research…”
“…concerned with programs and products…about what
people want and need…”
Public relations is…
“…concerned about images…”
“…works to improve people’s opinions of programs or
agencies.”
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Definisi Public Relations
Public Relations practice is the art and science of analyzing trends,
predicting their consequences, counseling organization leaders,
implementing planned programs of action which will serve both the
organization’s and the public interest
(The definition adopted in 1978 in Mexico City during the First World Assembly of
Public Relations Association and the First World Forum of Public Relations)
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Publicity versus advertising
Advantages of publicity over advertising:
•
Credibility - advertising is paid for whilst publicity is seen
as free.
•
Reach - PR can achieve an incredible level of reach.
•
Excitement - Publicity is about news and can generate
its own excitement.
Disadvantage of publicity over advertising:
•
Uncontrollability - publicity is in the hands of the media.
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External communication used for PR
•
Advertising.
•
Publications.
•
Lobbying.
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Internal communication used for PR
•
House journals and newsletters.
•
Briefings.
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What is PR
Literal
Getting along with people
vs
Professional
The ways that an organization’s
operation and policies affect
people
PR is the brokering of goodwill between an institution
and its publics
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Profession of PR
Technical
Writing skills
Proofreading
Format and style
(set by the comp
or authorities)
Workflow
Norm or practice
in the industry
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+
Professionals
Personality
Interpersonal communications
Experience
Knowledge
Critical thinking
Attend to details
Position in the Comp structure
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Profession of PR
• A profession mostly by experience
• Expertise in the specific areas (e.g. media and mass
communications, public opinions)
• Persuasion Skills
• Communication skills
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Communications
Verbal
Verbal (advantage):
• Fast
• Direct & handy
• Closer and warmer
• Not much preparation
• Individual / mass
• Off the record
“HUMAN TOUCH”
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vs
Written
Written (disadvantage):
• Spend more time
• Indirect
• Lack interpersonal touch
• Need preparation +
proofread
• Individual / mass
• Everything is recorded
(esp. cc)
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Communications
Verbal
Verbal (disadvantage):
• Fast
• Direct & handy
• Closer and warmer
• Not much preparation
• Individual / mass
• Off the record? No way
Bina Nusantara University
vs
Written
Written (advantage):
• Ensure key messages are
delivered
• Deliver consistent messages
• Avoid embarrassing situation
• Lack interpersonal touch? Not
nec
• Good for mass dissemination
• Everything is recorded (esp.
cc)
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“BETTER CONTROL”
Communications
Verbal (disadvantage):
•Fast
•Direct & handy
•Closer and warmer
•Not much preparation
•Individual / mass
•Off the record? No way
Verbal (advantage):
•Fast
•Direct & handy
•Closer and warmer
•Not much preparation
•Individual / mass
•Off the record
“HUMAN TOUCH”
Bina Nusantara University
Written (advantage):
•Ensure key messages are delivered
•Deliver consistent messages
•Avoid embarrassing situation
•Lack interpersonal touch? Not nec
•Good for mass dissemination
Which •Everything is recorded (esp cc)
“BETTER CONTROL”
option
?? Written (disadvantage):
•Spend more time
•Indirect
•Lack interpersonal touch
•Need preparation + proofread
•Individual / mass
•Everything is recorded (esp cc)
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Communications
Which Option?
• Real case situation
• How much info you can disclose?
• How articulate is the communicator?
• How well does he/she know the subject?
• Is he/her the appropriate person to talk about the subject?
• Does he has the authority to speak to the audience?
• Importance of the communication & message that you want to deliver
• Sensitivity of any potential issue?
• Are the messages complicated? How confusing or how simple?
• Implications of the messages you deliver?
• Do you know the enquirer or audience?
• The personality of the recipient?
• Will there be any embarrassment via verbal communications?
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Profession of PR
In real life……..
Chairman
Senior level
Mid level
50% writing
40% editing
60% internal comm
30% event handling
20% complaints handling
Junior to Mid level
Entry level
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To be a Professional PR Copywriter :
What are the fundamentals?
•
•
•
•
•
•
Common Sense
Knowledge and experience
Broad Horizon
Analytical to ask the right questions
Presentation and writing techniques
Language skills – both written and verbal
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Copywriting Services
• Advertising
Print ads, mailers, radio spots, television commercials,
outdoor, catalog copy.
• Promotion
Point-of-purchase, packaging, trade show and event
materials.
• Corporate Communication
Press releases, sales kits, data sheets, presentations,
proposals.
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Copywriting Tips: Four Things to Avoid
• Talking to yourself.
– This is the most-common error in corporate communication. The message
boils down to: “do business with us because we are wonderful (or
established or big).” You will make no sales talking to yourself. You must
talk to the people in your audience, discussing issues dear to them.
• Changing your message for the sake of change.
– Everyone likes to be involved in creating something “fresh.” But,
inconsistent messages take longer to deliver results. Inconsistency costs
you money and may cost you customers. Consistency pays.
• Diluting your message
– Burden one piece of communication with everything you can think of, and
it’ll become an unfocused, nattering hubbub, hard to remember and easy to
forget.
• Doing things just to get attention.
– There is a difference between getting someone’s attention and getting
someone’s business. While your marcom materials must command
attention, they must do so in a way that opens the door to making a
profitable sale.
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Types of PR
Any difference?
• Promotion
• Information
• Corporate
Communications
• Public Relations
• External Relations
• Marketing
Communications
• Community Relations
• Media Relations
• Investors Relations
• Public Affairs
• Corporate Affairs
• Government Relations
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Roles?
Duties?
Importance?
Purpose?
Career advancement?
But…..
How do these titles affect PR writing?
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Different Kinds of PR Writings
1.
2.
3.
4.
5.
Within Company
External Promotion
Press / Media
Events
Financial
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Different Kinds of PR Writings
Within Company
• Strategy paper
• Marketing communication / PR proposal
• Memo
• Correspondences
• Strategy paper
• Corporate video
• Emails
• Staff evaluation report
• Corporate mission statement
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Different Kinds of PR Writings
External Promotion
• Advertorials
• Corporate materials
• Inserts
• Corporate video
• Financial announcement • Milestones
• Corporate mission statement
• Financial reports
• Backgrounder
• Bios
• Speech
• Emails
• Promotion leaflet / publications
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Different Kinds of PR Writings
Press / Media
• Media invitation
• Press release
• Statement
• Holding statement
• Correspondences
• Corporate materials
• Complaint letter
• Advertorial
• Information updates
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Different Kinds of PR Writings
Events
• Strategy paper
• Marketing
communication / PR
proposal
• Correspondences
• Exhibition information
• Invitation cards / letters
• Thank you letter
• Speech
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• Action plan and briefing
paper
• Advertorial
• Advert
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Different Kinds of PR Writings
Financial
• Financial announcement
• Financial report
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