2. TEKNIK PENULISAN HUMAS / PR Pertemuan 09 & 10 Mata Kuliah: O0354 - Public Relations Writing Tahun: 2010

3. How to develop key messages? Rule #1: Don’t forget your objective & your audience Use Audience Chart Bina Nusantara University 3

4. 4 What When Where Why How 5W + 1H

5. Audience Chart Who are your stakeholders those who will be affected Who are interested in your story (check against the stakeholders) Who do you want to tell your story (check against the stakeholders & those who are interested in your story) Why are they important What are their interests/concerns What happens if their interests/ Concerns are not entertained What do you want to tell them Bina Nusantara University 5

6. How to develop key messages? Rule #2: Develop three key messages Use Message House Bina Nusantara University 6

7. Your message house…. Story Key Message 1 Key Message 2 Key Message 3 factsXXX XXXXXX figuresXXX XXXXXX e.g.XXX XXXXXX Bina Nusantara University 7

8. How to develop key messages? Rule #3: In an article, always put the most important point first, followed by the second most important and the least important respectively. 1 st para : introduction 2 nd para : most important message 3 rd para : second most important message 4 th para : the least important message 5 th para : conclusion Bina Nusantara University 8

9. How to develop key messages? Rule #4: Use PREP P: Point R: Reason E: Example P: Point Bina Nusantara University 9

10. How to develop key messages? Rule #5: Use Flagging & listing techniques i.e., Emphasize important points Bina Nusantara University 10

11. How to develop key messages? Rule #6: Turn negatives into positives Bina Nusantara University 11

12. How to develop key messages? Rule #7: Keep the sentences & words simple and short Plain Language Bina Nusantara University 12

13. How to develop key messages? Rule #8: Don’t lie and don’t mislead Bina Nusantara University 13

14. How to develop key messages? Rule #9: Avoid professional jargon Bina Nusantara University 14

15. How to develop key messages? Rule #10: Use visual aids to ….. explain clearly heighten interest heighten important points add professionalism Bina Nusantara University 15

16. How to develop key messages? Rule #11: (when replying to enquiry) Touch-Turn-Talk Technique to…. touch the subject turn the enquirer’s attention talk about your key message !!!!Bridging !!!! (QAs on Tourism) Bina Nusantara University 16

17. How to develop key messages? Rule #12: (when replying to enquiry) Traditional method to handle QAs: Q Q A A A A Bina Nusantara University 17

18. How to develop key messages? Rule #12: (when replying to enquiry) Effective method to handle QAs: Q Q A A A A Bina Nusantara University 18