menggunakan format publisitas yang tepatday6.pdf

7/27/2019 Menggunakan format publisitas yang tepatday6.pdf

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Siaran Pers (Press releases)

Lembaran Tips (Tip sheets)

Media Waspada (Media alerts)

Backgrounders

Lembar fakta (Fact sheets) Press kits

Surat lapangan (Pitch letters)

Tulisan (Articles)

Sejarah kasus (Case histories)

Potongan opini (Opinion pieces (Op-Eds))

Iklan layanan masyarakat (Public service

announcements (PSAs))


3/19

Press Releases, Tip sheets dan Media alerts adalah 3 tipe

format publisitas yang digunakan untuk mengingatkan media

atas suatu informasi yang layak.

Press Releases

Press releases adalah format publisitas yang paling umum,

serbaguna dan terkadang disalahgunakan dalam

mengumumkan berita.

Banyak siaran pers yang memberikan informasi tapi bukan

berita.

Siaran berita dicetak dua spasi pada kop surat anda disertai dengan nama

kontak dan nomor telepon pada sudut kanan atas, di bawah kop surat

anda. Waktu disiarkan ditulis di pojok kiri atas di bawah kop surat.


4/19

Press Release Writing Worksheet

Use this worksheet to guide you through the press-release writing process. Fill in

the blanks and then use the completed worksheet to create your press release.

FOR IMMEDIATE RELEASE(or release date) (1)

If you need the release held until a certain date,

thats the release date.

If you want it used as soon as possible,

use FOR IMMEDIATE RELEASE.

Five Ws and One H (5)

Who, what, when, where, why and how.Answer these questions in the next one or two paragraphs

Contact Name and Phone Number (2)

Who should take the calls from reporters?

Attention Getting Headline (3)

Use active verbs, colorful words to announce your news

Paragraph about Your Company (6)

conclude with a standard paragraph that summarizes what you do.

Do not use your mission or vision statement.

Lead Paragraph (4)

Write one sentence that summarizes your announcement.

Dont get too detailed. Just summarize your news.

That is your lead. Then look it again. Can you make it sound interesting?


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Questions to Ask When Writing a Press Release

these questions are designed to get you thinking about what you need to ask someone

when interviewing them for a press release. You might not use all of them and you

might need to ask others. Use this worksheet as your starting point.

Who (1)

What is the complete legal name of the company or organization making the announcement?

Who is/are the individual(s) to be quoted?

What are their titles?

Which categories of media outlets are you targeting with the release?

What (2)

What is the name of the person to be listed as the media contact?

What organization is he/she with?

What are the contact persons phone number and e-mail address?

What does the company/organization do?

What is the announcement?

What is the impact of this announcement on your company, the community, your customers, etc?

What do you want the person youre quoting to say about this news? (Use this thought to shape the

question you ask the person youll be quoting)


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these questions are designed to get you thinking about what you need to ask

someone when interviewing them for a press release. You might not use all of

them and you might need to ask others. Use this worksheet as your starting

point.

Where (3)

In what city is the announcement originating (your headquarters or at a trade show)?

In what city is the company or organization headquartered?

What is the companys complete address?

If the announcement is about an event, where is it taking place (facility name, city, state)?

When (4)

What announcement date should appear on the press release?

Is the release being held until a specific future date? If so, when?When did the news occur (such as the date of a new product introduction)?

If an event, when will it take place (day, date, time?


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these questions are designed to get you thinking about what you need to

ask someone when interviewing them for a press release. You might not

use all of them and you might need to ask others. Use this worksheet as

your starting point.

Why (5)

Why is this particular announcement / news significant?

why did it occur?

How (6)

Describe how the good news came about (through an award nomination,

promotion, good work of a team, etc)

How much does the item/event cost?

How can people purchase the item, buy an event ticket, etc?


8/19

FAIRPORT, N.Y., June 6 On the heels of Microsofts release of Office XP, its newest software application, local

computer publishing company Technical Learning Resources, Inc. (TLR) is set to release its newest training

guide series Microsoft Office XP 2002. TLR began development of its step by step tutorial guide for the office

XP application (including Word, Excel, Power point, Outlook and Access) in February 2001 after receiving the

beta version of the software from Microsoft.

TLR is one of several companies developing training materials for Microsoft XP. It has worked with Microsoft

since 1994, when Microsoft Press hired TLR to develop a step-by-step training guide for its Visual Fox Pro 3 for

Windows.

Since 1993 TLR has been writing self-paced training guides for the small office/home office market. At that

time, we were the only courseware developer that had identified this niche market and were designing guides

specifically for this segment. This differentiation enabled TLR to be on the same playing field with the largest

courseware vendors in the industry, explain TLRs president, Kathryn Hogan. Industry giants such as Intuit,

Hewlett-Packard, CompUSA, and Gateway have all relied on TLRs expertise, engaging the company to create

branded software training materials. TLR expects its release of Office XP will continue to fuel the companys

double-digit growth.It opens up several large, significant new markets for us; corporate America and small-to medium- sized

business are just the beginning, says Hogan.

Some added amenities of the Office XP software application are designed especially for these larger

organizations, helping employees to connect with each other and communicate more effectively. Specific

features include the ability to access information on the Web quickly and conveniently while working within a

document, enhanced formatting option, improved e-mail options, including combining multiple addresses to

be accessed and collected from one centralized mailbox, and improved security and reliability.

TLR Set to Release New Office XP Guide Series

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Product or Service Introduction or Release

This press release is for a new addition to a product line and an imported product thats new

to the United States. You can use a similar approach if your company markets new services.

This type of press release is fantastic way to spread the word about your companys products

and services.


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lembaran tips adalah tipe spesifik dari siaran pers yang salah

satunya adalah menawarkan urutan tips atau saran.

isi berita menarik dan menjadi pokok berita. Dapat digunakan

sebagai press release sendiri adau ke dalam pres kit.

Lembaran tips

Joan Stewart : Lebih mudah mempromosikan salah satu

produk anda melalui sebuah lembaran tips daripada artikel

yang lebih besar.

Contoh :

- 10 cara untuk memperoleh kehidupan sex yang lebih baik

Lembaran tips dicetak dua spasi pada kop surat anda disertai dengan

nama kontak dan nomor telepon pada sudut kanan atas, di bawah kop

surat anda.


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Media alert adalah memo penting yang diberikan ke media

atas suatu acara yang akan segera terjadi.

Pendekatan siapa, apa, kapan, dimana, mengapa dan

bagaimana adalah format yang paling efisien untuk

memberitahukan penerima tentang apa yang akan terjadi danmengapa mereka akan tertarik, bukan memberikan bahasa-

bahasa yang akan ditulis sebagai cerita.

Pastikan siapa yang siap untuk diinterview dan alasan memilihorang tsb.

Media Alerts

Media alert dikirim/difaks dengan ketikan satu spasi pada kop surat

anda.


11/19

Who : Learn it live, Inc. and Goal Oriented Training & Consulting, both of Rochester.

What: A half-day preview for Motivation LIVE, a unique and highly visual theater based training workshop

using professional actors.

When: Wednesday, November 3, 19999 a.m. to 1 p.m. (continental breakfast and lunch included)

Where : Marios Via Abruzzi, 2740 Monroe Ave, Brighton

Why: Motivation LIVE! is a new product of Goal Oriented Training & Consulting collaborating with Learn it Live,

Inc. There Rochester-based trainers are introducing the program to training executives and sales management

professionals through a special half-day preview on November 3.

We are inviting media representatives to the local preview so you can experience first-hand how this novel

technique theater-based training makes a positive impact on the skills of local employees. We believe the

story of this collaboration of two local training professional, their memorable delivery technique, and the

highly effective content of their program will be of interest to your readers. The visual, action-oriented nature

of the work-shop makes it worth considering for TV news.

Motivation LIVE! Uses the power of live demonstrations presented by a team of professional actors to trainsales managers on how to create a motivating environment. The demonstrations are high-impact, reality-based

learning experiences that communicate how to coach creatively through existing conversations and

interactions. The programs content brings a new approach to sales management coaching while the delivery

technique using live actors ensures the information will be learned, retained, and implemented.

We will send you more detailed information soon. In the meantime,please save the morning of November 3

and call Sandy Beckwith. Beckwith Communications, 222-222-222, with any questions.

Media Alert Save the Date!

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Backgrounders dan lembar fakta

Backgrounders dan lembar fakta menyediakan informasi

faktual bagi para klien, berita media dll, tetapi bukan beritaatau pengumuman.

Backgrounders

Backgrounders tepatnya adalah informasi latar belakang yangdapat dijadikan lampiran informasi pada lembar lapangan

atau press kits.

Contoh : informasi biografis tentang tim manajemen, sejarahperusahaan, deskripsi kampanye dll.

Backgrounders diketik dua spasi pada lembaran surat bukan kop

surat.


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Lembar fakta tepatnya adalah :

Daftar tentang poin-poin tertentu atas informasi umum yangtersedia pada press kit.

Lampiran pada lembar lapangan sebagai latarbelakang

informasi

Highlighting key points

Produk baru yang diumumkan media press kit

mengikutsertakan lembaran fakta yang menjelaskan deskripsi

singkat produk seperti : ukuran, harga, kelayakan,

pendistribusian dll.

Lembaran fakta diketik satu spasi pada bullet format pada selembar

kertas.

h f fi


14/19

Statistics on Heart Disease in Women

Heart disease is the number one killer of American women.

Every year, an estimated 485,000 women die of cardiovascular disease (heart disease and stroke),

more than twice the number who die of all forms of cancer combined.

An estimated 240,000 women die annually of heart disease, five times the number who die of

breast cancer.

Women suffer nearly half (49%) of the 480,000 heart disease deaths that occur each year.

More women than men die of heart attacks within the first year of their first heart attack (44percent versus 27 percent).

More women than men will suffer a second heart attack within four years after their fist heart

attack (20 percent versus 16 percent).

Heart attacks kill nearly 21,000 women under the age of 65, more than 29 percent of them are

under the age of 55.

One in eight women age 45 and over has had a heart attack. Black women have a 33 percent higher death rate from coronary heart disease than white

woman, and 77 percent higher death rate from stroke.

Coronary heart disease is a major risk factor for stroke, which kills more than 87,000 women each

year.

It is estimated that nearly 1 million Americans are currently living with heart defects. Some

defects occur more commonly in women and can remain undetected until well into adulthood,putting their lives at risk.

Fact sheet for a non profit company

This fact sheet, which is nothing more than a bullet list of facts was part of a press kit

promoting a PBS series on womens heart health for one of the shows consultants and

on-camera experts. The author of a book on women and heart disease.


15/19

Name

Medical & Health Editor

Newspaper

Addresses

City, State Zip

Dear :

Weve enclosed information about a groundbreaking new book, The American Dietetic Association Guide to

Womens Nutrition for Healthy Living (Perigee Books) by Susan Calvert Finn, Ph.D., R.D., F.A.D.A. Designed to

provide women of all ages with the knowledge they need to eat healthy and maintain their energy and well-

being, Dr. Finns book provides useful information and tips women can use now to improve their health today

and in the future. Reading this book could be a turning point in nutritional health of many women.

Please consider the enclosed information for articles on these and other topics :

It is our understanding that youve already received a review copy of the book from the publisher. If not, or if

you need another copy, please call me at 222-222-222, e-mail me at [email protected], or

return the enclosed blue postcard, and Ill send a copy immediately. I hope we can work together to give

women in your area a chance to learn more about the role of nutrition in their long-term health.

Cordially,

Sandra L. Beckwith

Cover Letter for a Press Kit

Heres a cover letter sent with a press kit to target

U.S. daily newspapers. It was customized for each

publication through a mail merge.

The most important New Years resolution you can make

Easy, painless tips for making the new year healthier

Holiday gifts that say, I care

Womens nutrition needs depend on their life stage

What we can do nutritionally for our children today so theyre healthier adults

How disease prevention and nutrition correlate in women
mailto:[email protected]:[email protected]


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Pitch Letter


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March 17, 20XX

Ms. Jane Smith

Food Editor

Indianapolis Star News

PO Box 145Indianapolis, IN 46206-0145

Dear Ms. Smith:

Dr. Susan Finn, author of The American Dietetic Association Guide to Womens Nutrition for Healthy Living, will

be in Indianapolis April 15 to speak at Indiana Dietetic Associations annual meeting. Her keynote is titled,

Nutrition : The Best Opportunity to Improve The Health of Woman

Dr. Finn is nationally known expert on the vital role nutrition plays in the lives of women so we hope youll

consider interviewing her while shes in Indianapolis. Possible article topics relevant to the food page include:

Ive enclosed additional background information to help you make decision about interviewing Dr. Finn the

morning of April 15. If you decide to meet with her, I will send a copy of her book immediately. (It does not

contain recipes.)

I will call soon to determine your interest.

Cordially,

What women can do nutritionally for their children now so they become healthier adults later

Good fat, bad fat: Whats a woman to do?

Functional Foods: making choices for your family

Why womens health is about more than the health of woman

A nutrition expert offers her top ten tips for a healthier year

Pitch Letter for an Interview

This pitch letter was used successfully to secure an

interview for a nationally known expert on

womens nutrition who is based in Ohio but

speaking before a group in Indianapolis.


18/19

Announcement #1

Female actress: on an average day we see may be fifty patients in this clinic, many of them with life-

threatening diseases that cause pain. But heres the sad part: Many of them wont tell us that theyre

hurting. I guess they must be afraid that well think theyre complaining. And sometimes theyre afraid

of what the pain might mean. Its really too bad, because pain can be controlled.

Announcer: When facing life-threatening illness or death, having support and the right information can

make all the difference. Visit our Web site at carefordying.org.

Female actress: If youre in pain, speak up. We dont mind. Really. Thats what were here for. And it s

the only way we know you need help.

Announcer : To learn more about local resources visit carefordying.org. Living and dying: Lets talk

about it.

Announcement #2

Female: Mom is really something else. Seventy-two years old and still walks almost a mile everyday. To

look at her, youd never know she has cancer. The pain used to be almost unbearable at times, and she

absolutely refused to ask her doctor for additional medication. She was afraid of becoming an addict.

Announcer: When facing life-threatening illness or death, having support and the right information canmake all difference. Visit our Web site at carefordying.org.

Female: Mom finally told her doctor about the pain. She learned that if you take the right dose of the

right medicine, the pain can be controlled, and theres no need to fear addiction. Now she can go on

doing what she wants. What a relief.

Announcer: To learn more about local resources visit carefordying.org. Living and dying: Lets talk about

it.

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PSA ScriptsHere are two sample radio PSA Scripts from Cancer Pain Relief of Utah and

the Partnership to Improve End-of-Life Care in Utah


19/19

menggunakan format publisitas yang tepatday6.pdf

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