It's the end of the semester. As usual, it's ending with a neck-breaking speed. Ok, I'm exaggerating. It just feels like it. This blog must be complete by next week. And we have to work on the PR plan halfway, or more, by then.
No lecture and no debate today. On to our readings, then... v
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Reading for week 11: Writing a Media Release by Candy TymsonSeems to me that in order to be able to write a good media release, we have to understand the media first. This is again where I feel that PR course is a combination of many things. One of them is journalism.
In the article, the writer mentions the elements that'd make a news story (journalism jargon, which mean a news piece) interesting for the readers (which in this case, is the media). A media release to a journalist is like a news story to the public, that's the concept.
I feel the elements mentioned are related to the 5W1H concept:
Who: Is the story about someone famous?
When: Is it recent, or far too long in the past?
Where: Is it anywhere near the reader?
What: Is the story different? Unique? Or just a bland one?
Why: Why should the readers pay attention? Is it useful? Is it an achievement? A record-breaking?
How: How does it affects the readers' feelings?
And one important thing to deal with the media is: honesty. You don't want to be caught lying by a journalist (and worse,
to a journalist).
The timing for media release/publication is also important. We shouldn't announce something that is ordinary or can be found everyday. Otherwise, readers would be turned of and lose interest even before they read about anything.
[It's like The Art of War, Sun Tzu said, "The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim."]Small (but crucial) details to be remembered: get your facts right, use only one side of the paper, don't forget the date stamp and page number(s), keep it short,
Lastly, like any other literature, in a media release's: BE ORIGINAL. Don't use cliches.
and Ch. 13 Focus on Asian Public Relations Management by Richard StantonWell, when I started to read this chapter, I wonder: Why should we differentiate the PR practice in Western countries and in Asia? It turned out, however, that what the reading means by 'Asia' is the countries in which freedom of speech is not so free (pg.359: "..the relationship each country has to processes of capitalism and democracy.").
I also realized that the different cultures play important parts in making the PR practice different in Asia and Western countries, especially because in PR human interaction is the main point. For example, Asians are not so direct in speaking up their mind (pg.364) so PR practitioners need to be aware of this when doing campaign or presenting something for the public in Asia.
The reading also discuss about public relations practice in many countries: China, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam.
As an Indonesian, and my boyfriend is Vietnamese, I particularly interested in the statement that: "As in Vietnam, Indonesia is in a state of primary engagement with public relations for the purposes of nation building." (pg.371) Really? We can use PR for nation building as well?
It is also surprising to hear that there is actually PR practices in Indonesia. I've never heard of it as long as I live there. It is indeed "practice narrowly" there.
I'll just keep it short for this reading... the case study at the end of the chapter talks about a campaign to persuade voters to pick
Incheon (a South Korean city) over Delhi, India, as the host city of 17th Asian Games in 2014. A public relations campaign. Just what we need to understand more about our final project. It's only an example, but good enough. Sweet!