Download Signifikansi Penulisan PR

MODUL PERKULIAHAN
Penulisan
Media PR Eksternal
Pengantar & Signifikansi
Penulisan Public Relations
Sabtu,03 September 2016
Fakultas
Program Studi
Ilmu Komunikasi
Hubungan
Masyarakat
Tatap Muka
01
Kode MK
Disusun Oleh
42009
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Abstrak
Kompetensi
Modul kuliah ini membahas:
Definisi,Unsur,Fungsi,Tujuan
PR,Signifikansi Penulisan PR,Jenis
dan Produk tulisan PR.
Mahasiswa diharapkan dapat
memahami dengan baik signifikansi
antara PR,komunikasi,dan kegiatan
menulis.
What Is Public Relations (PR) Writing?
All public relations writing attempts to establish positive relations between an
organization and its various publics, usually through image-building techniques. Most
writing in the realm of public relations falls into two rather broad categories:
uncontrolled information and controlled information.
Uncontrolled Information
Information that, once it leaves your hands, is at the mercy of the media is uncontrolled information. In other words, the outlet in which you want the infor- mation
placed has total editorial control over the content, style, placement, and timing. Such
items as news releases are totally uncontrolled. For example, you may write what
you think is the most effective, well-thought-out news release ever presented to your
local paper, but you never see it in print. Or maybe the paper does use it, but leaves
out all of your skillfully crafted sentences about your employer. In these cases, the
newspaper editors have exercised their prerogative to control your information. Once
you put it in their hands, they get to decide what to do with it.
Then why, you’re probably asking yourself about now, even use uncontrolled
information? For at least two reasons. First, it’s generally cheaper because you don’t
have to pay for production or placement costs. Second, your message gains
credibility if you can pass it through the media on its way to your target publics. I’ve
sometimes referred to this technique as “information laundering” (humor- ously, of
course). The fact is that our messages are often viewed by our target publics as
having a vested interest—which of course they do. However, when those same
target publics see the same message served up by the media, it seems to gain
credibility in their eyes. Obviously, this is also true for passing the infor- mation
through any credible second party such as magazines, opinion leaders, or role
models. Thus, the loss in control is usually more than balanced by the overall gain in
credibility.
Controlled Information
Information over which you have total control as to editorial content, style,
placement, and timing is controlled information. Examples of controlled information
are institutional (image) and advocacy advertising, house publica- tions, brochures,
and broadcast material (if it is paid placement). Public service announcements
(PSAs) are controlled as far as message content is concerned but uncontrolled as to
placement and timing. To get the most out of any message, you should send out
both controlled and uncontrolled information. That way, you can reach the broadest
possible target audience, some of whom will react more favorably to one type or the
other of your approaches.
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Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id
The Role of PR Writing
Credibility
What you write affects your credibility. Whether you are stating the facts or giving
an opinion, accuracy is important in PR. Communicating using the written word
makes what you say a matter of record. Putting words in print, whether online
or
offline, is an important step for your organisation or your client, so accuracy
is a critical factor in protecting your reputation. Making claims that cannot be
substantiated or setting out statements that are potentially damaging to a person’s or
organisation’s reputation can open you up to prosecution for libel or slander. There
are also strict rules that govern the disclosure and timing of certain types of
information, for example, those relating to companies listed on the Stock Exchange.
The principle of communication
Communications articulate what you want people to think, feel and say about you
and your organisation. You want people to remember your communications and act
on them. They lie at the heart, and you could call them the ‘DNA’ of PR.
Messaging, also known as key messaging, is the process or principle of defining
precisely what it is you have to communicate to your target audiences and packaging
it in such a way that it is memorable and supportable. In other words, the principle of
messaging requires you to write for a specific reason and the more the impact of the
message can be measured, that it is published in your target media or visible to your
target audience, the more effective your communications will be.
The principle of messaging applies to the spoken word, but crucially for Unit 3:
Understanding the use of the written word for public relations, it underpins written
communications across all PR disciplines.
Things to remember:
Written communications:
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
contain impressions and meanings

are supportable and provable

are generally outward looking

comprise positive impacts, effects and solutions

mix facts, opinion and people

are simple and reasonable.
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Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id
Tools of the PR Writer
As with any trade, public relations writing uses certain tools through which messages are communicated. The most common are listed here.
a. News releases are the most widely used of all public relations formats.
News releases—both print and broadcast—are used most often to
disseminate information for publicity purposes and are sent to every
possible medium, from newspapers to radio stations to Internet sites.
b. Backgrounders are basic information pieces providing background as
an aid to reporters, editors, executives, employees, and
spokespersons. This informa- tion is used by other writers and
reporters to “flesh out” their stories.
c. Public service announcements are the broadcast outlet most available
to non- profit public relations. Although the PSA parameters are limited,
additional leeway can be gained by paying for placement, which puts it
in the category of advertising.
d. Advertising is the controlled use of media ensuring that your message
reaches your audience in exactly the form you intend and at the time
you want. Advertising can be print, broadcast, or Web-based.
e. Articles and editorials are usually for newsletters, house publications,
trade publications, or consumer publications. In the case of nonhouse
publications, public relations articles are submitted in the same way as
any other journal- istic material. Editorials can be either paid for or
submitted uncontrolled and vie for placement with comments from
other parties.
f. Collateral publications are usually autonomous publications, such as
brochures, pamphlets, flyers, and other direct marketing pieces, that
should be able to stand on their own merits but can be used as
supporting information for other components in a package. They might,
for instance, be part of a press packet.
g. Annual reports are one of the most produced organizational
publications. Annual reports not only provide information on the
organization’s financial situation but also act as a vehicle for enhancing
corporate image among its various internal publics.
h. Speeches and presentations are the interpersonal method of imparting
a position or an image. Good speeches can inform or persuade, and
good presentations can win support where written methods may fail.
i.
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The Internet has increasingly become one of the most important
communica- tions tools available in public relations. Writing for the Web
is challenging and exciting and can garner results often more quickly
than any other format. Although these are not the only means for
message dissemination at the disposal of the public relations writer,
Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id
they are the methods used most often. Knowing which tool to use
requires a combination of experience, research, and intuition. The
following chapters do not purport to teach you these qualities. Rather,
they attempt to provide you with a framework, or template, from which
you will be able to perform basic tasks as a public relations writer. The
rest is a matter of experience, and no book can give you that.
General PR Written Communication
For most general PR purposes, written communications can be grouped into the
following channels and outputs:
 emails: electronic communication between you and your client
 letters: formal written communications in the traditional way
 reports: for example, a monthly progress report to summarise what you have
done as part of your PR programme
 proposals: ideas and recommendations for future PR activities
 manuals: technical writing that explains how to do or use something
 magazines: publications that carry news and features
 newsletters: regular hard copy or electronic summaries of your news
developments
 websites: online destinations to promote an organisation or individual
 white papers: research-driven explorations of a topic or issue on which an
organisation seeks leadership positioning
 précis: summaries of, for example, news coverage
 marketing materials: for example, advertisements, flyers, brochures, emails,
posters, websites, banners. 2016
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Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id
The Process of PR Writing
All forms of writing for public relations have one thing in common: They should be
written well. Beyond that, they are different in many ways. These differences are
related primarily to purpose, strategy, medium, and style and format. As you will see,
these elements are interrelated; you can’t think about a single element without
conceptualizing the others. For example, purpose and strategy are inti- mately
related, and choice of medium is inextricably bound to style and format. As to
purpose, a public relations piece generally is produced for one of two reasons: to
inform or to persuade. Strategy depends almost completely on the purpose of a
given piece. For instance, a writer might choose a persuasive strat- egy such as
argument to accomplish his or her purpose, which is to persuade a target audience
to vote for a particular mayoral candidate. The medium that you choose to deliver
your message will also dictate its style and format. For example, corporate
magazines and newsletters use standard magazine writing style (which is to say, a
standard magazine style of journalism).
Newsletter writing, by contrast, is leaner and shorter and frequently uses a straight
news reporting style. Folders (commonly referred to as brochures) are, by nature,
short and to the point. Copy for posters and flyers is shorter still, whereas pamphlets
and booklets vary in style and length according to purpose. Writing for the Internet
may incorporate any or all of these styles in slightly to greatly abbreviated formats.
Beginning here and continuing throughout the book, we will deal with these elements
of public relations writing: purpose, strategy, medium, and style and format. Before
we begin, however, we need to address the issue of planning. That is the subject of
the next chapter.
Media PR written communication
Written communications for print and broadcast media can be grouped into the
following channels and outputs:
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
emails

letters

online newsrooms or press offices: electronic interfaces, often on a
client website, where journalists can access information, quotes or
images

news releases: standard vehicles through which to promote your news
and developments

features: for example, case studies and profiles, see page 8 for more
information
Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id

advertorials: paid-for space in a newspaper which looks as if it is
editorial, but which typically says ‘advertising feature’ above

promotions, giveaways and competitions: copy that relates to special
offers you may have set up typically in national, regional or local
newspapers

tweets: called Online and digital communications

blogs: called Online and digital communications You do not need to
become expert in producing all these written communications, but you
do need to be able to recognise them and understand their primary
functions.
The role and function of style
Writing in PR, just like writing in an occupation such as journalism, is driven by
method. Depending on the nature of the audience you are communicating with, your
editorial copy, combining your messages, facts and opinions, needs to be packaged
in a style and format that is recognisable, and thus useful, to your target audience.
The more effectively you can harness a style and form that is suitable and relevant to
your audience, the better the result your written output will produce, whether a news
release targeting journalists and their readers or a research report directed at
analysts. Remember though, that style and form cannot replace content.
Style guides
Many organisations will have a style guide. The guide is the agreed approach to
written outputs. Style guides cover everything from word count and format on the
page, through to more contentious aspects of grammar and punctuation. Brand
guidelines may also feed in to the writing style, tone and formatting of text, logos
and images in written communications. Ask to access your own organisation’s style
guide to get to grips with the details that define your own house style.
In general, style guides are used:

to ensure that communications from an organisation or on behalf of an
organisation are consistent and coherent as a framework to establish a
stronger, more consistent connection with the audience

to get messages across more effectively, foster dialogue and increase
interaction

to make an organisation and its services more accessible and relevant

to help all of an organisation’s employees, or people speaking on behalf of an
organisation, to speak in one voice: to explain, show and tell.
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Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id
Sources
Beckwith,Sandra.2003. Complete Publicity Plans.
Bivins,Thomas H.The Basics of Style to accompany Public Relations Writing The
Essentials of Style and Format. Fifth Edition.2005.
Dunn, J. (2007) Public Relations Techniques that Work, London: Crest Publishing.
Foster, J. (2008) Effective Writing Skills for Public Relations (4th edition), London:
Kogan Page.
Newsom, Dough & Jim Haynes. Public Relations Writing Form & Style.2011.
Yale, David,R. 1995. Publicity and Media Relations Checklists.
2016
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Penulisan Media Public Relations Eksternal
Haililah Tri Gandhiwati,S.S.,S.Si.,M.M.
Pusat Bahan Ajar dan eLearning
http://www.mercubuana.ac.id