1. KOC3461/KOC3466 (Penulisan Korporat)
Semester Pertama
Sesi 2013/2014
Perjumpaan Bersemuka 1
(7 September 2013)

2. Modul KOC3461/KOC3466 Isi Kandungan
Unit Pengenalan kepada Penulisan Korporat m.s. 7
Unit Peranan Penyelidikan dalam Penulisan Korporat m.s. 66
Unit Penulisan Korporat untuk Audiens Terpilih m.s. 98
Unit 4 Penulisan Korporat untuk Media Cetak dan
Media Elektronik m.s 173
Unit 5 Penulisan Kapi Periklanan m.s. 247
Unit 6 Penulisan Korporat untuk Audiens Khusus m.s. 294

3. Functions/Purpose of Corporate Writing
To boost the image and identity of the organisation among the publics through writing.
To promote the activity or products of the organisation or company to the publics through writing.
To publicise the organisation to the publics.
To foster good relationship between the organisation and the publics through writing.

4. Corporate Writer Competencies
Must be knowledgeable about the publics (internal and external), channels and organisation.
Must possessed broad knowledge of the business.
Must be able to conduct research to know what is important and what is not important to the organisation and the publics.

5. Cont’d Must know all the current issues.
Must be alert to the changes in attitude and behaviour of the society.
Must be an expert in communication.
Must posses good writing skills.
Must have good command of language.
Must be able to analyse and predict situations at hand.

6. TYPES OF Corporate/PR Writing
Press releases
Speeches
Feature articles
Brochure/pamphlet
Annual report
Prospectus
TV, video & radio scripts
Magazine articles
Information booklets
Business fact sheets
Concept paper
Business booklets
Business proposal
Business catalogues
Corporate histories
Corporate periodicals
Business letter
Corporate profile
Fliers
Newsletters
MOU/MOA document
Translation
Advertorial, etc

7. Channels of Corporate Writing
Individuals
Mass Media
Specialised Media

8. Readability Index Gunning Fog Index
The Fog Index is a proven method of
analyzing written material to see how
easy it is to read and understand.

9. Steps to calculate Fog Index
Take a full passage that is around 100 words (do not omit any sentences).
Find the average sentence length (divide the number of words by the number of sentences).
Count words with three or more syllables (complex words based on root word), not including proper nouns (for example, Malaysia), compound words, or common suffixes such as -es, -ed, or -ing as a syllable.
Add the average sentence length and the percentage of complex words.
Multiply the result by 0.4.
The score indicate the level of education in years required to understand the passage.

10. Example 1 If your target audience is looking for self-
improvement information online, this is one
membership site you just have to be part of.
There is a section full of products that come with
master resale rights and giveaway rights. Members
also get access to 10 self-improvement related
articles with private label rights every month. Self
Improvement Millionaires provides everything you
need so you can set up your sales pages and begin
selling the products in minutes. One of the first
things that struck many about the Self Improvement
Millionaires site was the professional touch - the
excellent quality of the products, sales materials
and graphics. (105 words)

11. Example 2 Aktiviti utama tabung haji ialah pengurusan haji.
Pengendalian jemaah haji adalah merupakan aktiviti
yang cukup sinonim dengan tabung haji. Ianya
dirancang dengan penuh teliti dan cukup berkesan.
Bakal-bakal haji yang mempunyai wang simpanan
yang mencukupi dengan mudahnya boleh mendaftar
untuk menunaikan fardhu haji di semua pejabat
cawangan tabung haji. Mereka juga boleh merancang
pemergian dalam tempoh enam tahun akan datang
dengan adanya sistem pendaftaran haji terbuka yang
telah diperkenalkan mulai tahun Bagi
memudahkan pemergian dan mengelakkan
kesesakan di lapangan terbang, tabung haji telah
membangunkan  dua buah kompleks haji iaitu di
Kelana Jaya yang mula beroperasi dalam tahun
1982 dan  di Bayan Lepas dalam tahun 1995. (106pp) 

12. Ethics in Corporate Writing
There are two main guidelines towards of ethics in corporate writing:
Be sensitive to the feelings and needs of others. Treat others as how you want to be treated.
Be sensitive to the changes in society – rules, policy etc.

13. Ethical Concerns Influencing factors: Personal Standard
Organizational and Industry Standards.
Laws and Regulations
Public Relations Practice Standards.
Primary Publics

14. Sumber idea penulisan Orang perseorangan. Bahan penerbitan lain.
Siaran berita.
Laporan rasmi kerajaan.
Periklanan.
Direktori/brosur tentang produk dan perkhidmatan.
Diri anda sendiri.

15. Sumber maklumat berkomputer;
Sistem maklumat perpustakaan .
Kemudahan maklumat awam.
Internet (international communication network).
Perkhidmatan pangkalan data (d-base) komersial.
Pangkalan data kerajaan.
Pangkalan data NGOs.
CD-ROMs (compact disc - read only memory).
Pangkalan data persendirian

16. Peranan komputer dalam pengurusan maklumat
Menyediakan maklumat latarbelakang.
Pengorganisasian dan pemerolehan (retrieval) maklumat.
Pengumpulan dan tabulasi (tabulation) maklumat, contohnya aplikasi SPSS.

17. Sumber maklumat tradisional
Direktori bandar dan penduduk.
Direktori telefon.
Peta dan gambar.
Manual kerajaan.
Guiness Book of Malaysia.
Rekod rasmi kerajaan.
Koleksi khas.
Bahan-bahan arkib.
Kamus dan glosari.

18. Sumber maklumat korporat
Data korporat.
Data pelaburan.
Data kewangan.
Fail syarikat.
Akhbar dagang.
Suratberita syarikat.
Direktori perdagangan.
Laporan mahkamah.
Pihak berkuasa tempatan, dll.