Corporate writing (KOC3466) - PowerPoint Presentation

Corporate writing (KOC3466) Lecturer: Dr. Nurul Ain Mohd Hasan Contact details: 8946 8323/ namh@upm.edu.my

Weekly lecture topics Topic Topic 1 The role of PR as a writer and the Global PR environment Topic 2 Persuasion & Research for Corporate/PR writing Topic 3 The Public Relations Planning Process Topic 4 PR role in the social media, Writing to Clarify and Simplify the Complex, Topic 5 Grammar, Spelling, Punctuation Topic 6 Media Kits, Media Pitches, Backgrounders and Columns, newsletter writing Topic 7 Writing for Traditional media & professional setting (emails, memos, letters, proprosals and reports) Topic 8 Designing Messages for Controlled Content Media Topic 9 Newsletters and Magazines Topic10 Brochures and Magazines Topic11 Speeches and other orally delivered messages Topic 12 Building company stories in times of crisis and for reputation management

Assessment details No. Items Scores Important Dates 1. Assignment 1 20% 6 October 2019 2. Midterm exam 10% 18-20 October 2019 [TBA] 3. Assignment 2 30% 3 November 2019 atau semasa F 2F 2 4. Final exam 40% TBA

Corporate / Public relations writing A PR writer’s work is Purposeful - mempunyai tujuan Persuasive - persuasif Principled - berprinsip

PR writers must be versatile ( serba boleh ) Need to cater ( memenuhi keperluan ) to all types of messages for any medium, and to a variety of publics ( pemegang taruh ).

What are stakeholders/publics? Pemegang taruh

Global PR environment Best practices ( Amalan Terbaik ) in PR have always been two way communication ( komunikasi dua hala ) and the global setting has forced companies to be responsive to publics. Appropriate responses in online communication is critical in building image and reputation.

The social media content for organisations will open up communication to all publics Interactive media such as Facebook & instagram , enable online conversations. These conversations turn into relationships with specific members of a public. This relationship will need time to develop To build this relationship requires PR planning and strategy. Choosing the right words for this purpose is very important.

Always and remaining critical issues for PR people are the ability to recognize potential news stories and anticipating how these might be received by global audience. The most important challenge is to use words that will be acceptable to your audience.

The case of nasi lemak ‘ telanjang ’

Opportunity for corporate writing publicity!

KOC3431: Corporate Writing Topic 2: Persuasion & Research in PR Dr. Nurul Ain Mohd Hasan Reference: Public Relations Writing Form and Style, Doug Newsom & Jim Haynes.

PERSUASIONcase study: Farm Fresh

Tindak balas drp Farm Fresh

Tindak balas drp CEO Farm Fresh

In the case of Farm Fresh, there is a change of opinion due to the persuasion of words. These persuasive writing has changed the perception of the blogger, from a negative view about the company to one that is positive. There is a change of personal opinion to one that will influence bigger group opinions.

Persuasion: Communication and the audience The problem for Corp Comm /PR writer is that an audience for persuasive communication is often is not responsive because: The wrong medium is used The wrong spokesperson is delivering the message The message itself is slanted wrong The audience is “tuned out” (Don’t care)

Persuasion continued… The Communication Design aspects of Persuasion Stimulus-response – e.g. attractive images, colours Cognitive – e.g understanding Motivational – e.g.celebrity favourite Social – e.g. peers, members of the community, family members Personality – it fits your identity

Persuasion 6 steps of in the process of persuasion

Persuasion continued.. In persuading audience – tell the good news first, and then the bad news. Use both factual and emotional appeals. The spoken word is more persuasive than the printed words. The convergence of traditional media and social media makes understanding publics difficult.

Two types of information for PR research Primary Secondary

Primary Information Primary information is developed mostly through interviews and survey questions. In order to do this, a PR practitioner will need to prepare good questions to the right target audience under the right situation. You have to be smart and not believe everything the public says – investigate further to gain the truth.

Secondary Information The most common sources of secondary information include: Internet sites, libraries, reference works, bibliographies, periodicals, databases and government records.

KOC3431: Corporate Writing Topic 3: PR Planning Process Dr. Nurul Ain Mohd Hasan Reference: Public Relations Writing Form and Style, Doug Newsom & Jim Haynes.

Take a look at Google message

The PR Planning Process Everything you say & wear, the logo, the colours of the environment, the building, the set up of the workplace, everything communications something about your organisation We can’t avoid communicating We can’t choose whether or not we want to communicate What we can do is decide how to communicate & whether we choose to manage communication flow. That’s what PR planning process is all about!

The PR Planning Process Review, revise and affirm (or develop) the organization’s mission statement The organization’s mission statement establishes the scope, domain and fundamental purpose of the organisation . The focal point for goals, objectives, and activities Ask yourself these questions: Is it current? Does it reflect the organisation as it exists today? Is the mission clear and understandable from the start?

Continued.. Examples of company mission:

Continued… Situation Analysis Examine the present situation Answer the questions – i . what are our strengths, our weaknesses, will we have the support of our selected publics with the campaign? Summarize of all important aspects of the current situation Include both strengths and weaknesses Compare with competition

Continued.. Develop public relations strategies In addition to objectives, selecting effective public relations/communications strategies is important A strategy is an approach to solving a problem or capturing an opportunity e.g : Remember the organisation’s mission statement Understand the success stories of the organisation . Work on a strategy around the mission statement and success stories. Starbucks – success stories of their CSR work in third world countries. Nestle – success story – one of the first and leading brands of food and beverage.

Continued... Write goals Examples of writing goals of your campaign: Weak: “enhance our public image” Stronger: “Improve recall of important facts about our organisation – from 3- 5 among key media representatives by June 1 of next year. Weak: “Improve media relations” Stronger: “Increase by 10% from 60% to 70% positive remarks on both traditional and especially online media by June 1 of next year.

Continued.. Prepare objectives Short-term results desired To be measurable, each objective should contain: What is being measured Duration or time Target audiences

Continued.. State rationales Each rationale should answer the question, “Why do we need to accomplish this goal or objective?” Not always used in public relations plans – something new, something original, something unforgettable.

Continued.. Define, analyze and prioritize publics A public is a group of people with similar characteristics that can: Help your organization achieve its goals and objectives, Stop your organization from achieving its goals and objectives, or Hurt your organization in some way

Continued.. b. Each should have similar characteristics: i ) Demographics ii) Psychographics (interests) c. Analyze the decision-making constituency i ) Each constituency is made up of smaller groups ii) Each smaller group has characteristics which prejudice them in varying degrees for or against any proposition iii) The need for research on target audience If we want someone to do something, we need to understand why he/she would want to do that thing What’s the reward?

Continued.. d. Develop key message statement for each audience e. Identify “Gatekeepers” Gatekeepers are intermediate publics; they are key to reaching your “final” publics They include groups such as: News media representatives Opinion leaders between the public and politicians Administrative assistants Educators Ministers iii) The Internet is eliminating gatekeepers Allows communication with: Anyone Anytime (24-hour day) Anywhere (distance is dead) (2 ) Allows international, spontaneous public discussion groups (3 ) Increases the power of the individual (One person seems the same as thousands) (4 ) Greatly speeds the development of issues

Continued.. Write central message statement 50-100 word “umbrella” statement Summarizes the purpose of the organization or activity Additional message statements should be “customized” for each constituency and, often, for each medium or channel for communications used

Example of key messages

Continued.. Determine communications vehicles Mass media Specialized “tools” designed to reach specific constituencies. In public relations, anything can be a communications vehicle: Street dance & mob dance OR mannequin challenge! Doorknob hanger And so on…

Continued.. Select spokesperson(s) who is/are: Trained/experienced in dealing with news media Comfortable in front of a TV camera and with reporters Skilled in identifying key points Able to speak without using jargons Respectful of the role of the reporter Knowledgeable about the organization and the crisis at hand Able to establish credibility with the media Able to project confidence Suitable diction, appearance and charisma, sincere, straightforward and believable Available and accessible to the media Able to remain calm in stressful situations

Conclusion Effective campaigns or programs are built around a unified message strategy. The organization must speak with one voice. The writer’s primary role in a campaign is to craft messages that are consistent with campaign strategy Public relations writers are involved in campaign planning mostly at the stage of crafting creative message strategies and in tactical application of those strategies. An effective organizational strategy is rooted in the mission of the organization.

KOC3431: Corporate Writing Topic 4: PR Role in corporate writing – writing to clarify and simplify Dr. Nurul Ain Mohd Hasan Reference: Public Relations Writing Form and Style, Doug Newsom & Jim Haynes.

The question is… . HOW? HOW? HOW??? WORDS CAN BE SCARY! Therefore PR writing is craft, With any craft, you must learn and think creatively! Know who you are Writing to!

The formula for Public Relations Writing Message, Public, Medium Message – Know your message Public – Know your public, Tailor your message to your audience Medium – Know your communication channel

2. Style Readability/Listenability 2 key principles are: Sentence length – Keep it short, with only a few long sentences in between the paragraph. BUT keep most sentences short and simple. Word length – avoid ” sesquipedalianism ” – it means – excessive use of long words. This sound confusing right? It would be much easier if I just wrote- avoid long words. That’s what I mean wiith style of writing – keep it short and simple

2. Style (cont..) Naturalness Conversational style is easiest to read e.g. 1. Smith was not disturbed that Johnson had submitted his resignation. He said that the position held by Johnson was not of high significance. Written well but lengthy and not personal 2. Johnson’s resignation didn ’ t bother Smith. He said Johnson’s job wasn’t important, anyway. Natural & conversational

How to make a conversational style writing? Use active word, NOT passive. If in your sentence, you twist your toungue to read it.. And there are a lot of the word such as ”by” in the sentence.. Then you have to change it. E.g. Passive: Everything possible was done by company engineers to restore service. Active: Company engineers did everything they could to restore service Which is passive & active? The company president asked museum officials to keep the exhibit open. Active It was requested by the company president that the exhibit be kept open by the museum officials Passive

2. Style (cont..) Variety – Vary sentence structure to avoid dullness. Don’t repeat same words in a sentence E.g. When my books arrived, I took the hardbound texts from the package and placed the treasured volumes on my bookcase next to my other bound publications A better one … I took the books out of the box and put them on the shelf with my others.

2. Style (cont..) Euphony – write to please to ear but be sure your words are clear. Human Interest – Use personal words to involve the readers. Trite expressions – eliminate clichés. One that is too opinionated. e.g. “The performance highlights … .”, ”The campaign features … ” – these are trite expressions. Try to minimise this. e.g. In news releases – “an array of flavourful food … ” – that’s very commonly used and editors are sick and tired of it. Simply avoid using words you always hear or read. Be more creative in order to stand out!

2. Style (cont..) Eliminating bias - bias remarks are a No-No! Use gender neutral language. e.g. Chairperson not ‘Chairman’, People skills not ‘man skills’. e.g. don’t mention ethnicity unless really necessary in your news releases and any public write-up. – e.g. “these group of Malay community” – wrong!

2. Style (cont..) Quotes – when you interview, you don’t write word by word of what the person said, but you summarize. Internet language use – simple, and conversational but always remain professional if you are working for an organisation and monitoring your company’s social media.

3. Content: Simplifying the Complex 6 Principles of simplifying the complex Know Your Subject - know it so you can simplify it Use Plain English – avoid “to be..” “by … ” and describe, don’t define. Take One Step at A time – introduce 1 new idea at a time. Make the Central Points Clear – state your point first and foremost, then the facts and figures. Explain the Unfamiliar with the Familiar – Relate something that audience don’t know something they know. Make the Message Accessible – use fonts that are easy to read – e.g. Arial is easier to read than Times New Roman.

KOC3431: Corporate Writing Topic 5: Grammar, Spelling & Punctuation Dr. Nurul Ain Mohd Hasan Reference: Public Relations Writing Form and Style, Doug Newsom & Jim Haynes.

Spot the difference Dear John, I want a man who knows what love is all about. You are generous, kind, thoughtful. People who are not like you admit to being useless and inferior. You have ruined me for other men. I yearn for you. I have no feelings whatsoever when we’re apart. I can be forever happy. Will you let me be yours? Gloria. Dear John, I want a man who knows what love is. All about you are generous, kind, thoughtful people, who are not like you. Admit to being useless and inferior. You have ruined me. For other men, I yearn. For you, I have no feelings whatsoever. When we’re apart, I can be forever happy. Will you let me be? Yours, Gloria

Grammar, spelling and punctuation They are important and must be carefully considered for clear communication. PR writers’ aim is to communicate, and grammar, spelling and punctuation should not be mistaken! Be sensitive to the emotive meanings of words, especially for your audiences. Emotion-based words must be positive ones not negative ones to avoid bad image and crisis for your organisation .

For us who are using English as a second language, we can use electronic apps and devices that can check your grammar, spelling and punctuation! Make full use of that! E.g. google word editor, grammarly , microsoft word grammar checkers. All English spelling is not the same – American spelling vs. British spelling – Organization (US) vs. Organisation (UK)

KOC3431: Corporate Writing Topic 6: Media Kits, Media Pitches, Backgrounders and Position Papers. Dr. Nurul Ain Mohd Hasan Reference: Public Relations Writing Form and Style, Doug Newsom & Jim Haynes.

1. Media Kits The Role of Media Kits: Purpose of a media kit is for use by people in print and broadcast media. Especially useful in connection with special events and press confs . VERY IMPORTANT in times of crisis. Every media kit is never alike. There are no specific format but one general rule is – The content given must be consistent with the objectives of the particular event and aligned with the mission and vision statements of the organisations .

1.1 Media Kits for Special Events A basic fact sheet about the event – state JUST the facts about the event, in ONLY 1 page. E.g. – details about the event, who to contact, who’s involved, who are the participants etc. Format varies. A historical fact sheet of the event that tells when it was first held, when, where, who attended. A programme itinerary A complete list of all participants if you can get Biographical info on the top management/CEO as well as headshot photos of them A straight news story – basic info anout the event in an announcement news approach. Print media – double-spaced write up/ broadcast media – triple-spaced write up. (1-1 and half pages long) One or more feature stories – to offer interesting aspects of the event – no need broadcast version but should be included in the media kit for broadcast journalists. Visual materials – should be included if there is any in a form of CD or an online link. E.g. provide a sheet with images and short captions (descriptions) with URLs. Cover letter to explain why you think the event deserves the attention.

1.2 Media Kits for News Conference (an event/celebrity) A biographical sketch of the celebrity – updated and recent photo Information about the relationship of the celebrity to your organisation A general news story – the write up has to be similar to what the journalist would write to cover the story of the event – to do that you would also need to interview the celebrity and do your own background checking for info for your news story A basic fact sheet about the organisation

1.3 Media Kits for News Conference (Crisis Management) Keep updating information you receive about how your organisation is managing the crisis on your websites and social media. A daily summary is a good way to keep reporters/editors happy! Basic Fact sheet about the organisation – contact details of spokesperson, possibly for each department. Backgrounder on the organisation itself – what it is and what it does Biographical summaries & info on the CEO and the top management Detailed description of all facilities – give layouts and maps of every area of the organisation , number of people who work at each area, and if you can, at what times do they punch in and out. Because some of these people might be involved in the crisis. Information on all the activities of the organisation , including products, services, research funded or ongoing and equipment Visual materials, including pictures of facilities and offices of the organisation . Historical fact sheet of the organisation A statement from the crisis spokesperson about the crisis

1.4. Promotional Media Kits Promotional kits sometimes will required information about the other collaborators and sponsors of the event. CDs on promotional videos/ parody/ interesting corporate videos/ etc URLs/visuals Basic fact sheet Historical fact sheet Backgrounder Biographies of CEOs and top management Facts that can be used as column items, or a story idea News stories Feature stories Contact details for editors and reporters to contact for more info

2. Media Pitches A media pitch is a proposal to a media outlet A media pitch can be directed to editors via telephone/email or letter. Most of them prefer email, which also includes the news release as attachment. The pitch can be for a new product or service, a new use for an existing product, an event; or a movie—in other words, just about anything.

Media Pitch cont.. The media pitch is the accepted way to make media representatives aware of a story idea in a clear and concise format. Each pitch should be targeted to a specific medium and should contain specific, unusual story. Every organization can count on receiving inquiries about background information. It should prepare for these by producing backgrounders in advance.

THE END OF FACE TO FACE 1 THANK YOU. FOR REVISION, PLEASE READ Newsom & Haynes – Public Relations Writing: Forms & Styles.