Mata Kuliah O 0354 — Public Relations

Mata Kuliah : O 0354 - Public Relations Writing Tahun : 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. ” Bina Nusantara University 3

Definisi 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) Bina Nusantara University 4

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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. Bina Nusantara University 6

External communication used for PR • Advertising. • Publications. • Lobbying. Bina Nusantara University 7

Internal communication used for PR • House journals and newsletters. • Briefings. Bina Nusantara University 8

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 Bina Nusantara University 9

Profession of PR Technical Writing skills Proofreading Format and style (set by the comp or authorities) Workflow Norm or practice in the industry Bina Nusantara University + + Professionals Personality Interpersonal communications Experience Knowledge Critical thinking Attend to details Position in the Comp structure 10

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 Bina Nusantara University 11

Communications Verbal (advantage): • Fast • Direct & handy • Closer and warmer • Not much preparation • Individual / mass • Off the record “HUMAN TOUCH” Bina Nusantara University vs Written (disadvantage): • Spend more time • Indirect • Lack interpersonal touch • Need preparation + proofread • Individual / mass • Everything is recorded (esp. cc) 12

Communications Verbal (disadvantage): • Fast • Direct & handy • Closer and warmer • Not much preparation • Individual / mass • Off the record? No way Bina Nusantara University vs 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” 13

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) option “BETTER CONTROL” ? ? Written (disadvantage): • Spend more time • Indirect • Lack interpersonal touch • Need preparation + proofread • Individual / mass • Everything is recorded (esp cc) 14

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? Bina Nusantara University 15

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 Bina Nusantara University 16

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 Bina Nusantara University 17

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. Bina Nusantara University 18

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. Bina Nusantara University 19

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 Bina Nusantara University Roles? Duties? Importance? Purpose? Career advancement? But…. . How do these titles affect PR writing? 20

Different Kinds of PR Writings 1. 2. 3. 4. 5. Within Company External Promotion Press / Media Events Financial Bina Nusantara University 21

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 Bina Nusantara University 22

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 Bina Nusantara University 23

Different Kinds of PR Writings Press / Media • Media invitation • Press release • Statement • Holding statement • Correspondences • Corporate materials • Complaint letter • Advertorial • Information updates Bina Nusantara University 24

Different Kinds of PR Writings Events • Strategy paper • Marketing communication / PR proposal • Correspondences • Exhibition information • Invitation cards / letters • Thank you letter • Speech Bina Nusantara University • Action plan and briefing paper • Advertorial • Advert 25

Different Kinds of PR Writings Financial • Financial announcement • Financial report Bina Nusantara University 26