Slide KOM666 The Writing Process

THE WRITING PROCESS
Smith, Ronald D. (2003), Becoming public relations writer (2nd ed.). New
Jersey: Lawrence Erlbaum Associates

Penulisan Public Relations – KOM 210
Program Studi Ilmu Komunikasi
Dosen Pengampu

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

The ‘Public’ in Public Relations

Communication Objectives for PR

Planning Sheet

The ‘Public’ in PR
PR WRITING

LISTING of all the possible publics
important to your organization

SELECT those most closely aligned with
the PR situation

ANALYSIS of Key Publics

Consumers

Producers

Enablers

Limiters

PR WRITING

ANALYSIS OF KEY PUBLICS

Think of WIN
(Wants,

Interests &
Needs)
May require
some surveys,
FGD, or other
formal research
7

COMMUNICATION OBJECTIVES
Public Relations Writing

Characteristics of
PR Objectives

Focus of Effects

Clarity & Specificity

Measurement

Time Frame

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
ambiguous

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
elsewhere

COMMUNICATION OBJECTIVES
Public Relations Writing

• Deals with
‘feeling’
• How people
respond
emotionally
• reflecting one’s
deeper
beliefs

• Based on
personal
experience
• Family &
group
influence

Action

Acceptance

Awareness

• Focuses on
information
• Providing
cognitive
component of
the message
• ExposeknowunderstandRemember

• Grow
directly from
a person’s
attitudes
• But people
don’t always
respond
logically

Acceptance
Objectives

Action

Compliance
(avoid
punishment or
gain reward)

Opinion
(verbal action)

Identification
(imitation)

Behavior
(physical
action)

Internalization
(adoption)

• 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

• Mempertahankan pembelian produk obat
nyamuk HIT aromaterapi sebesar 60% dari
total target konsumen sepanjang tahun 2015

Planning Sheet
Public Relations Writing

Is a document that outlines what
you need to think about to make
your writing planning more effective
To guide writer toward an effective
piece of writing

7 Parts
Public Relations Writing

PR Situation
Selection & analysis of key publics
A benefit statement
The tone of message

Objectives
Readability range
Evaluation methods

Key Publics

PR Situation

• A brief note on the
general scope of this
particular writing activity

• 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
wants, interests & needs)

7 Parts
Benefit Statement

Tone of the Message

• A clear statement of how the
organization can satisfy the
public’s wants, interest &
needs

• How do you want your
message to feel?
• Weigh the pros & cons of
emotions & logical
approaches that will be used

PR
Objectives
Focuses on the
impact your
organization wants
to have on the key
publics

Readability
Range
Indicate the gradelevel range of the
members of your
key publics

Evaluation
Methods
How you will
evaluate the
success of your
effort

Terima kasih