Slide KOM666 The Writing Process

THE WRITING PROCESS

Penulisan Public Relations

–

KOM 210

Program Studi Ilmu Komunikasi

Dosen Pengampu

Prida Ariani Ambar Astuti, S.Sos., M.Si.

Smith, Ronald D. (2003), Becoming public relations writer (2nd _{ed.). New}

Planning Sheet

Communication Objectives for PR

The ‘Public’ in PR

ANALYSIS

of Key Publics

SELECT

those most closely aligned with

the PR situation

Consumers

Producers

ANALYSIS OF KEY PUBLICS

7

Think of

WIN

(Wants,

Interests &

Needs)

May

require

COMMUNICATION OBJECTIVES

Focus of Effects

Clarity & Specificity

Measurement

Focus on

Effects

•

Tell us what

we’re

aiming

for

•

Also call

impact

objectives

•

The impact we

want

to make

on

our publics

Clarity &

Specificity

•

Objectives are

clear &

specific

•

Focus on

key

publics

•

Avoid words

& phrases

that are

Measurement

•

We need to know

what success

will look like

•

The

measurement

should be

challenging

but

not so ambitious

Time Frame

•

Have an

element of

time

•

The number

appear from the

experience

within the

organization or

with

similar

situations

COMMUNICATION OBJECTIVES

A

w

a

r

e

n

e

s

s

• Focuses on

information • Providing cognitive component of the message • Expose- know- understand-Remember

A

c

c

e

p

ta

n

c

e

• Deals with

‘feeling’

• How people

respond emotionally

• reflecting one’s

deeper beliefs

• Based on

personal experience

• Family & group influence

A

c

ti

o

n

• Grow

directly from

a person’s

attitudes

• But people don’t always

•

Meningkatkan

kesadaran

konsumen akan

produk obat nyamuk HIT aromaterapi sebesar

30% selama Januari

–

Maret 2015

•

Meningkatkan

adopsi

konsumen akan produk

obat nyamuk HIT aromaterapi dari 20% ke

40% selama Januari

–

Desember 2015

Planning Sheet

Is a document that outlines what

you need

to think about

to make

your writing planning more effective

7 Parts

Evaluation methods Readability range

Objectives

The tone of message A benefit statement

PR Situation

• A brief note on the general scope of this

particular writing activity

Key Publics

• List one or several key publics that writer will address in this piece of writing

• Then write a brief

analysis of each of these publics (analyze their

7 Parts

Benefit Statement

• A clear statement of how the organization can satisfy the

public’s wants, interest &

needs

Tone of the Message

• How do you want your message to feel?

• Weigh the pros & cons of emotions & logical

PR

Objectives

Focuses on the impact your organization wants

to have on the key publics

Readability

Range

Indicate the grade-level range of the members of your

key publics

Evaluation

Methods

How you will evaluate the success of your