CHAPTER 4: EFFECTIVE WRITING

1. Identify input
2. Focus objective
3. Identify public
4. Selecting genre
5. Publishing process
6. Feedback

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 1. Identify input
1. PR should distribute new information to the
public
- The same informations will be `boring’
- Before write, know the public
2. Produce relevant and significant topic to the
public
- Good input will relate with the audience and
the environment people

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 ...Identify input
3. The important of public
- Should important to the public

- Feedback from audience is good if high risk

4. PR should know better about the topic that they write

- PR didn’t have to make deep research because he

have big experience

- The writing will be more neutral

- PR should interested on the topic

- PR which join in the marketing, advertising or

politic will speak the issue that they interested

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5. Investigate the input

- To put the fact and new ideas that have related

- Put that fact in the writing

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 2. Focus objective
 All the topic that the PR want to write should
have their own objective. Its include issue,
tragedy and news.
 FORMAL TOPIC CATEGORY
1. Inform objective
a. General information
- Just to explain about general information,
normally to let the members of the organization
know about current issue or restructuring policy

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b. Implementation information
- Explain about new policy or implementation rules
and regulation
c. “ALL ABOUT”
- The object that relates to the public
- Let the public know all the things about the public

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2. Persuasion topic
- PR try to persuade audience to react and
behave
- PR need instant feedback from audience
- A successful writing is the writing that shows
how many people agree with that suggestion
- Writing for audiens perspective change

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 3. Identify the audience
- Understand who is the targeting audience
- Get feedback from the audience
- Audience normally didn’t like general speech
- Who is the audience?
- It is important either want to continue writing
or not
- Audience-interested at the same thing

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 The perfect information are important for:
1. Identify main audience
2. Focus on new issues
3. Choose the best channel
 PR should:
a. Identify audience:
- distribute writing base on target audience
b. Collect much information about the audience
- make a research
c. Update writing skill times to times

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 Audience have homogeny attitude (value,
behavior, norms)
 Its include personal information, interested,
and also demography information

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 4. Selecting genre
 Its include selecting material that can be use
to write
 We can get from interview, poem, discussion,
article, letter, news and etc…
 Depends on the material that we want to write
 Genre can get from the research
 Before choosing any genre, PR should make an
analysis

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 5. Publishing process
9 steps :
1. Planning is needed to reduce any risk
2. Planning is a schema which is systematic to
implement objective in some period
3. Perfect planning can help us to control 6M in
publishing
4. Identify goals:
 Is should be evaluate in some period
 Our goals are to make sure that time, financial, and human
resources are enough
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5. Getting the real evaluate
 By using tools – SWOT analysis;
Management depend on objective;
Ghant chart; Focus group; Delphi style.
6. Control cost
7. Available resource
8. Help selecting suitable channel
9. Know target audience

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Evaluate publishing - two method for evaluate:
a. Research
i. Basic Research base
ii. Basic Objective Research
iii. Evaluate Research
iv. Applied Research
v. Action Research
b. meeting
- Part of research method - continues
- Question – where is the mistake, how to improve. Its we can get the target. How much fund we have
etc.

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 6. Feed back/Respons
 Respons for reader / public journalism
 Eg. The Star – The Views/ Surat
Pembaca
 Reader give some comment.
 Get respons for seaching new style of
reporting dan refresh new ideas.

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