SIARAN PERS (PRESS RELEASE) Pertemuan 13 & 14

2. SIARAN PERS (PRESS RELEASE)Pertemuan 13 & 14 Mata Kuliah : O0354 - Public Relations Writing Tahun : 2010

3. News Press Release How to prepare press release? Writing Delivery Bina Nusantara University 3

4. Writing – Approach Prepare the press release as you would if you were the reporter working for a paper Bina Nusantara University 4

5. Writing – Approach Use the message house to develop the key messages and the most important thing about the story Bina Nusantara University 5

6. Most important thing Lead Key messages Text Body Writing – Approach Use the message house to develop the key messages and the most important thing about the story Bina Nusantara University 6

7. Writing – Lead The 1st (and 2nd) paragraph should contain the most significant and most interesting aspect of your subject Draw audience attention Space limit in the paper Bina Nusantara University 7

8. Writing – Lead The story must be relevant to the readers. Local news angle Bina Nusantara University 8

9. Writing – Text Body • use concise sentences • short paragraphs • common and simple words • avoid editorial comment Bina Nusantara University 9

10. Writing – Text Body • Quotations from spokesperson or senior management: • related to the key messages • positive • personal comment Warning: Seek prior approval & do not use excessive quotes Bina Nusantara University 10

11. Writing – Length • One-pager rule: • include essential points in one page • keep background information short and precise • avoid irrelevant materials Bina Nusantara University 11

12. Writing – Form & Style • Familiar yourself with the culture of : • the society & community • the media industry • the individual media organization Attention: you don’t have to conform to the writing style of the media Bina Nusantara University 12

13. Writing – Types of Release Announcement Releases e.g. New management Created News Release e.g New product launch Sequel Releases e.g. Events (countdown) Response Releases e.g. Research studies Feature Releases e.g. Nobel Prize Winner Crisis Mgn’t Release e.g. Damage Control Bina Nusantara University 13

14. Writing – 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 Bina Nusantara University 14

15. Writing – Format Letterhead (with company logo) Press release Heading Sub-heading Date & Place Text Text pagination Bina Nusantara University 15

16. Writing – Format Text boilerplate Additional Information Contact Bina Nusantara University 16

17. News Press Release How to prepare press release? Writing Delivery Bina Nusantara University 17

18. Press Release – Delivery • Consider the timing…. In normal days: • Print media has a later deadline • (Morning news paper & evening news paper?) • Electronic media has tighter deadline • Which day in the week? Bina Nusantara University 18

19. Press Release – Delivery • Consider the timing…. In busy days: • Clash with other major activities in town? • (Government Policy Address, Budget Announcement, • LegCo Meeting, etc.) • Other major newsbreak? (e.g Tsunami) • Holiday Seasons? (Canned stories) Bina Nusantara University 19

20. Press Release – Other Considerations Visuals / Photo Captions Nature of the News Localization28 Bina Nusantara University 20

21. One of the most effective publicity tools Running chicken President Jiang Must tell a story The junk at sunset Has its own language Film language Press Release – Visual Aids Visuals are…… Enhance memory Bina Nusantara University 21

22. Press Release – Photo Caption Can be equally qualified as important as the text Make the newspaper more interesting Compete for the limited space in the newspaper Bina Nusantara University 22

23. Press Release – Photo Caption • How to write a photo caption? • Is it complete? • Does it identify fully and clearly? • Does it tell when? • Does it tell where? • Does it tell what’s in the picture? • Does it have the names spelled correctly, with the proper name on the right person? • Is is specific? • Is it easy to read? • Have as many adjectives as possible been removed? • Never write a caption without seeing the picture. Bina Nusantara University 23

24. Press Release – Nature of the News vs Feature Factual Reports Humanized approach Softer & longer introduction More sensational Longer pieces Objective approach Concise introduction Neutral perspective Shorter pieces Bina Nusantara University 24

25. Press Release – Localization • Edit the press release to the language and the local style adopted in the community where you will send the press release: • Information e.g. research findings • Writing style e.g. HK vs Mainland, USA vs Canada • Language e.g. HK vs Mainland, N. America vs UK Bina Nusantara University 25

26. Press Release – Localization Writing style - HK vs Mainland, USA vs Canada vs HK & USA Mainland & Canada • Facts oriented • Precise & concise • Less flowery • Short pieces Feature-like More descriptive words More flowery Longer pieces Bina Nusantara University 26

27. Press Release – Localization Language - HK vs Mainland, N. America vs UK N. America UK Greyhound Rental Mall Pants Notary Public Coach Leasing Arcade Trousers Notary Public Bina Nusantara University 27