introduction to press writing for corporate communications

INTRODUCTION TO PRESS

WRITING FOR CORPORATE

COMMUNICATIONS

By Hoem Seiha

H/p: 012-699-553

Email: [email protected] 9/5/2015 1

PART I

CORPORATE COMMUNICATIONS

vs.

PUBLIC RELATIONS

HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP

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CORPORATE COMMUNICATIONS

Corporate communication is a management function that

offers a framework for the effective coordination of all

internal and external communication with the overall

purpose of establishing and maintaining favorable

reputations with stakeholder groups upon which the

organization is dependent.


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IN THE 1970S

Practitioners had used the term „public relations‟ to

describe communication with stakeholders. This „public

relations‟ function, which was tactical in most companies,

largely consisted of communication with the press.


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When other stakeholders, internal and external to the

company, started to demand more information from the

company, practitioners subsequently started to look at

communication as being more than just „public relations‟.

This is when the roots of the new Corporate

Communication Function started to take hold.


THE GROWING SCOPE

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The Role of Corporate Communications

This new function came to incorporate a whole range of

specialized disciplines, including: O Corporate Design

O Corporate Advertising

O Internal Communication

O Issues and Crisis Management

O Media Relations

O Investor Relations

O Change Communication

O Public Affairs & Public Relations 9/5/2015 6

Integrated Framework of Corporate

Communications


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PART II

THE TYPES OF WRITING

AND

PRESS WRITING FOR CORPORATE

COMMUNICATIONS


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MAJOR TYPES OF WRITING

O Academic Writing (factual, very formal)

O Business Writing (formal, creative)

O Press Writing (factual)

O Creative Writing (fictional)

O Creative Nonfiction (creatively factual)


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ACADEMIC WRITING Academic Writing – is the form of writing that is used mainly for academic, scientific, and scholarly purposes. Examples of this writing:

O Academic essay

O Academic assignment report

O Thesis (master degree), dissertation (doctoral degree)

O Academic journal

O Academic research report


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BUSINESS WRITING Business Writing – is the form of both factual and creative writing that is used mainly for business purposes. Examples of this writing:

O For Internal/External Communications: official letter and email

O For Internal Communications: activity report, sales, or financial report

O For Grouped Customers: business, product, or project presentation

O For Customers: brochure, factsheet, advertorial, marketing or promotional material

O For Concerned Group: market or industry report, etc.

O For Media: news release, product release, commentary release, announcement


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PRESS WRITING (ALSO MEDIA

OR JOURNALISTIC WRITING)

Press Writing – is the form of factual news reporting purposefully for news media such newspaper, magazine, television, radio, and other news channels, etc. Examples:

O News Stories: news article, news feature, feature profile, investigative news report

O Op-Ed: editorial, opinion, column, letter to editor, commentary article


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CREATIVE WRITING

Creative Writing – is the form of writing that is used mainly in

creative industry aiming at entertaining the audience such as

movie, television, fictional book, etc. Examples:

O song script

O screenplay for (cinematography)

O playscript (for drama)

O novel and poem in the form of print


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CREATIVE NONFICTION WRITING

Creative Nonfiction – is the form of writing similar to

creative writing. However, creative nonfiction is the arts

of creatively writing a book or screenplay factually based

on a real happening, person, or phenomenon. In some of

news feature stories published on a newspaper or

magazine can be written in the form of creative

nonfiction.


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MAJOR TYPES OF WRITING FOR CORPORATE

COMMUNICATIONS O Presentations – E.g. business presentation, project presentation, profile

presentation, etc.

O Emails – E.g. transactional emails, direct emails, sale emails, press emails, promotional emails, etc.

O Marketing Communications – E.g. advertisement material, promotional material, leaflet, brochure, etc.

O Media Relations – E.g. press release, commentary release, launch release, product release, media advisory, special report, etc.

O Investor/Consumer Relations – E.g. newsletter, periodic report or review, etc.


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PART III

CORPORATE PRESS WRITING


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THE SCOPE O Press Release

O Commentary Release

O Launch Release

O Product Release

O Media Advisory

O Personnel Announcement

O Periodic Report/Review

O Speech & Keynote

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PRESS RELEASE

Press release (also news release or media release),

usually referred to “general press release” is the

form of news related to an organization specially

sent to either the media to earn free media

coverage or to the public to earn publicity.


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COMMENTARY RELEASE

Commentary release is the specialized article about

special issues such as industry, public affair, or market, to

name a few, relating to the organization itself or area of

interest of the organization. The commentary release is

often sent to the either media or public to show the

expertise in something of the organization.


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LAUNCH RELEASE

Launch release is a news release from an

organization sent to either the media to earn free

media coverage about the launch or opening of

the organization, or to the public to earn publicity

of the organization.


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PRODUCT RELEASE

A product release is a news release from an

organization sent either to the media to earn free

media or to coverage about your new product, or

to the public for your company‟s product publicity.


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MEDIA ADVISORY

A media advisory is a media pitch about an event

or news story idea of an organization sent to the

media members to invite or convince them to

write a story about your pitch or idea of the event,

etc.


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PERSONNEL ANNOUNCEMENT

Personnel Announcement (also called “executive

release”) is a news release introducing a key executive or

management, or informing the leaving of the key

executive member of the organization to the media and

public.


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SPECIAL REPORT OR REVIEW

A special report or a review is a periodic review,

report, or special periodic publication about your

industry, market, activity progress, or areas of

your specialty. This kind of periodic publications

is usually delivered to the media, consumers, and

or members of concerned communities.


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SPEECH

A speech is written in the form of formally spoken

language, usually 1 to 3 page(s) in length. A speech is

often used by the important person in an organization, be it

the president or C.E.O, addressing to a targeted group of

participants or members of the press in a conference or a

special event such as launch event, open house event, etc.


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introduction to press writing for corporate communications

Presentations & Public Speaking