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News Writing – A Key Skill for PR Professionals
Posted date 23/01/2018
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Posted date 23/01/2018
1.724 view
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Currently, when recruiting personnel for PR-communications, organizations, businesses, and companies, in addition to the requirements appropriate to each specific job position, often ignore the requirement of knowing how to write, edit, and organize information for newspapers, websites, internal newsletters, Fanpages, etc.
Dr. Le Thi Nha - Head of Department of QHCC&TT
Currently, when recruiting personnel for PR-communications, organizations, businesses, and companies, in addition to the requirements appropriate to each specific job position, often ignore the requirement of knowing how to write, edit, and organize information for newspapers, websites, internal newsletters, Fanpages, etc.
Communicate a purposeful message to the public
The characteristic of PR activities is to convey messages to communicate, persuade, attract the attention and support of the public. In all activities of companies and businesses such as: launching new products; renewing old products; introducing activities with political, humanitarian and charitable significance; handling crises... all need information. PR activities need messages in general and news and articles in particular to provide information to build, consolidate, develop and promote the brand. Writing news and articles posted on press and media is a proactive activity to convey messages with a purpose to customers and important public groups. Using information to increase customers' awareness and trust in the brand of products, organizations and businesses .
A business or organization that does PR well must develop a suitable and effective communication plan and strategy in each stage of development to build and promote its image and brand . Writing news and articles to convey a targeted message to customers through communication channels can help the brand of an organization or business become prominent and clear in an environment with too many different information streams.
Update and provide information to the press
PR and the press have a relationship and interact with each other. The press is an important channel in PR activities, even for many businesses and organizations, the press is one of the most important channels to help them build their image, brand, and build good relationships with the public and customers. For journalists, PR staff also help them update new, honest, and objective information related to activities , products, services , etc. that bring benefits to consumers and the community . Instead of providing raw information to the press, PR staff have provided news and articles that have been processed professionally, in accordance with the style of the press.
Bridge between organizations, businesses and public groups
Through communication messages, organizations and businesses have built bridges with public groups . Thus, through the activity of providing news and articles, a true PR person is a good intermediary between businesses and newspapers, a consultant for businesses and a reliable source for the press. To perform that role, a PR person needs to have journalistic knowledge and skills, first of all, demonstrated through the professionalism of news and articles published in the press and media.
Limit “uncontrolled information”
In the media, there may be two groups: " controllable information" and "uncontrollable information" . Controllable information is information posted according to the wishes and intentions of individuals or organizations from content, form, duration, location, and time of appearance. That organization or individual has the right to decide on ideas and control all information that they publish. Uncontrollable information is information that the press agency itself processes, edits, and decides to post according to their principles, against the wishes of the organization or business. In addition, there is also a lot of uncontrollable information on other media such as the internet, social networks, etc. Writing news and posting on the media is the proactive communication of messages with a purpose to customers and public groups . Organizations and businesses will limit "uncontrollable information" that can be detrimental to their products or reputation. Some businesses and organizations have fallen into crisis and suffered losses due to the lack of timely, accurate information and the strength to compete with false and chaotic information on the internet and social networks.
In short, in the field of PR, there are many rich and diverse activities that require people working in this profession to be equipped with many skills to meet the requirements of the job. However, the skill of writing news and articles is considered a regular, important and indispensable activity in PR activities.
FACULTY OF QHCC&TT
Communicate a purposeful message to the public
The characteristic of PR activities is to convey messages to communicate, persuade, attract the attention and support of the public. In all activities of companies and businesses such as: launching new products; renewing old products; introducing activities with political, humanitarian and charitable significance; handling crises... all need information. PR activities need messages in general and news and articles in particular to provide information to build, consolidate, develop and promote the brand. Writing news and articles posted on press and media is a proactive activity to convey messages with a purpose to customers and important public groups. Using information to increase customers' awareness and trust in the brand of products, organizations and businesses .
A business or organization that does PR well must develop a suitable and effective communication plan and strategy in each stage of development to build and promote its image and brand . Writing news and articles to convey a targeted message to customers through communication channels can help the brand of an organization or business become prominent and clear in an environment with too many different information streams.
Update and provide information to the press
PR and the press have a relationship and interact with each other. The press is an important channel in PR activities, even for many businesses and organizations, the press is one of the most important channels to help them build their image, brand, and build good relationships with the public and customers. For journalists, PR staff also help them update new, honest, and objective information related to activities , products, services , etc. that bring benefits to consumers and the community . Instead of providing raw information to the press, PR staff have provided news and articles that have been processed professionally, in accordance with the style of the press.
Bridge between organizations, businesses and public groups
Through communication messages, organizations and businesses have built bridges with public groups . Thus, through the activity of providing news and articles, a true PR person is a good intermediary between businesses and newspapers, a consultant for businesses and a reliable source for the press. To perform that role, a PR person needs to have journalistic knowledge and skills, first of all, demonstrated through the professionalism of news and articles published in the press and media.
Limit “uncontrolled information”
In the media, there may be two groups: " controllable information" and "uncontrollable information" . Controllable information is information posted according to the wishes and intentions of individuals or organizations from content, form, duration, location, and time of appearance. That organization or individual has the right to decide on ideas and control all information that they publish. Uncontrollable information is information that the press agency itself processes, edits, and decides to post according to their principles, against the wishes of the organization or business. In addition, there is also a lot of uncontrollable information on other media such as the internet, social networks, etc. Writing news and posting on the media is the proactive communication of messages with a purpose to customers and public groups . Organizations and businesses will limit "uncontrollable information" that can be detrimental to their products or reputation. Some businesses and organizations have fallen into crisis and suffered losses due to the lack of timely, accurate information and the strength to compete with false and chaotic information on the internet and social networks.
In short, in the field of PR, there are many rich and diverse activities that require people working in this profession to be equipped with many skills to meet the requirements of the job. However, the skill of writing news and articles is considered a regular, important and indispensable activity in PR activities.
FACULTY OF QHCC&TT
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