Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
EDITORIAL
Pertemuan 05 - 06
Role of PR – Editorial Concerns
• Advising and counseling
• Early warning system on emerging issues related to
organizations
• Support for other management functions (publicity,
promotion, and media relations)
• Gate keeping between organization and public
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Role of PR – Editorial Concerns
• Strategizing and planning
• Editing PR materials (news releases, newsletters,
shareholder reports)
• Media relations
• Research
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News Angle
News
Press
Release
Writing
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Delivery
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Letter to the Editor
• Surat Pembaca
Surat Pembaca (letter to the editor) mirip siaran pers,
terutama dalam hal teknis penulisan dan pengiriman. Yang
membedakan adalah dalam hal isi dan tujuannya. Isi dan
tujuan surat pembaca biasanya merupakan tanggapan,
sanggahan, klarifikasi, atau penggunaan Hak Jawab dan
Hak Koreksi atas informasi yang dinilai salah dan
merugikan. Surat pembaca berupa tanggapan, biasanya
diawali dengan mengutip berita atau surat pembaca yang
sebelumnya sudah dimuat, sehingga pembaca dapat
mengetahui latar belakang masalah yang diklarifikasi.
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Media Alert
• A media alert will trumpet an upcoming event (press
conference, grand opening, groundbreaking, significant
speech, photo op, etc.). Naturally, you would never
distribute a media alert at a press conference -- the
media is already there with you!
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Media Alert
• You prepare a media alert to notify assignment editors of a
press conference, or any other event that you believe will
generate news for the media to cover. It is always one page,
brief but compelling, and sufficiently informative to arouse
interest, usually (but not necessarily) without giving away
the story. It should make clear that there are visual
opportunities for TV cameras and print photographers.
• New PR students often make the mistake of writing a press
release that announces an upcoming press conference,
instead of "reporting" on the press conference.
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Media Alert Format
LETTERHEAD
MEDIA ALERT
WHO
WHAT
WHERE
WHEN
WHY
CONTACT
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Mayor Jimmy Cline, together with Dr. Arnold Bevins, Commissioner of Economic
Chief Architect and CEO of the architectural firm of Ogilvy, Wollman and Hubben
The mayor's economic development team will make a major announcement
by the county at Two Day Road and I-69, just within the city limits.
The announcement will be made on site, on the north end of the parcel. Those using Isouth) will see the colorful green and white tent on the left (south) side of the ramp
from town on Two Day Road will see the tent on their left. Parking will be clearly
on site.
Monday, March 6, at 11:00 p.m. A luncheon buffet will be served from 11:00 to 11:30.
11:30 promptly. The mayor and other participants will be available for live TV and radio
Mayor Jimmy Cline was reelected on a platform of development. His "Blueprint for
light industry and retail commerce from the Orizon River to the interstate. This press
important announcements concerning progress in this effort.
Press office: Jennifer Burton, Press Secretary, or Hugh Stevens, Depty. Press
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Press Release
• A press release is written in the style of news coverage,
as the story you would like to see written after your
media event has taken place. Its lead is, essentially, the
sound bite you'd like to hear on the afternoon drive-time
radio... and on the TV news tonight.
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Press Release
– If you could have your wish, the press release is the story that would be
featured on the front page of tomorrow's newspaper, with a big fat
photo. It is always written from the point of view that the announcement
has already taken place, or that the news event is now ongoing.
• Mayor Cline today announced a new initiative …
• The Cline administration is taking legal action to …
– A press release is always wrong if it says something like, "Mayor
Jimmy Cline will appear at a press conference today where he will
announce...”
– Remember, the press release is what you distribute at the press
conference -- the reporters are already there in the room with you.
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Press Release Format
•
•
•
•
•
•
•
•
Letterhead
Heading (Topic)
Sub-heading (highlight the most important message)
Date & place where the press release is issued
Text (1st & 2nd para to include the key messages)
Boilerplate (brief introduction of the company)
Additional information
Contact for enquiries
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Press Release Format
Letterhead
(with company logo)
Press release
Heading
Sub-heading
Date
& Place
Text
Text
pagination
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Press Release Format
Text
boilerplate
Additional
Information
Contact
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Quoting
Quotations are the exact words of an author, copied
directly from a source, word for word. Quotations must
be cited!
Use quotations when:
• You want to add the power of an author’s words to support
your argument
• You want to disagree with an author’s argument
• You want to highlight particularly eloquent or powerful
phrases or passages
• You are comparing and contrasting specific points of view
• You want to note the important research that precedes your
own
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Paraphrasing
Paraphrasing means rephrasing the words of an author,
putting his/her thoughts in your own words. When you
paraphrase, you rework the source’s ideas, words,
phrases, and sentence structures with your own. Like
quotations, paraphrased material must be followed with intext documentation and cited on your Works-Cited page.
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Paraphrasing
Paraphrase when:
• You plan to use information on your note cards and wish
to avoid plagiarizing
• You want to avoid overusing quotations
• You want to use your own voice to present information
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Summarizing
• Summarizing involves putting the main idea(s) of one or
several writers into your own words, including only the
main point(s). Summaries are significantly shorter than
the original and take a broad overview of the source
material. Again, it is necessary to attribute summarized
ideas to their original sources.
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Summarizing
Summarize when:
• You want to establish background or offer an overview of
a topic
• You want to describe knowledge (from several sources)
about a topic
• You want to determine the main ideas of a single source
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