PENGANTAR PR WRITING(Teknik Penulisan Humas)

Pertemuan 01 & 02

Mata Kuliah : O0354 - Public Relations WritingTahun : 2010

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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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.

Publicity versus advertising

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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 vs Professional

Getting along with people 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 Professionals

Writing skillsProofreadingFormat and

style (set by the comp or

authorities)WorkflowNorm or

practice in the industry

PersonalityInterpersonal communications

Experience Knowledge

Critical thinkingAttend 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 (advantage):

• Fast• Direct & handy• Closer and warmer• Not much

preparation• Individual / mass • Off the record “HUMAN TOUCH”

Written (disadvantage):

• Spend more time• Indirect• Lack interpersonal

touch• Need preparation +

proofread• Individual / mass • Everything is recorded

(esp. cc)

Verbal Writtenvs

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Communications

Verbal (disadvantage):

• Fast• Direct & handy• Closer and warmer• Not much

preparation• Individual / mass • Off the record? No

way

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) “BETTER CONTROL”

Verbal Writtenvs

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CommunicationsVerbal (disadvantage):•Fast•Direct & handy•Closer and warmer•Not much preparation•Individual / mass •Off the record? No way

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) “BETTER CONTROL”

Verbal (advantage):•Fast•Direct & handy•Closer and warmer•Not much preparation•Individual / mass •Off the record “HUMAN TOUCH”

Written (disadvantage):•Spend more time•Indirect•Lack interpersonal touch•Need preparation + proofread•Individual / mass •Everything is recorded (esp cc)

??

Which option

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CommunicationsWhich 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?Bina Nusantara University

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Profession of PRIn real life……..

Entry level

Mid level

Senior level

Chairman

Junior to Mid level

50% writing40% editing60% internal comm30% event handling20% complaints handling

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To be a Professional PR Copywriter :

• Common Sense• Knowledge and experience• Broad Horizon• Analytical to ask the right questions• Presentation and writing techniques• Language skills – both written and verbal

What are the fundamentals?

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Copywriting Services

• AdvertisingPrint ads, mailers, radio spots, television commercials, outdoor, catalog copy.

• PromotionPoint-of-purchase, packaging, trade show and event materials.

• Corporate CommunicationPress 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 PRAny difference?• Promotion• Information• Corporate Communications• Public Relations• External Relations• Marketing Communications• Community Relations• Media Relations• Investors Relations• Public Affairs• Corporate Affairs• Government Relations

Roles?Duties?Importance?Purpose?Career advancement?

But…..How do these titles affect PR writing?

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Different Kinds of PR Writings

1. Within Company2. External Promotion 3. Press / Media4. Events5. 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• Corporate materials• Corporate video• Financial announcement• Financial reports• Backgrounder• Bios• Speech• Emails• Promotion leaflet / publications

• Advertorials• Inserts• Milestones • Corporate mission statement

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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

• 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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