KOC3461(Penulisan Korporat)

Semester PertamaSesi 2011/2012

Perjumpaan Bersemuka 1(28 Januari 2012)

Dewan Kuliah Akademik Pusat – C1

Modul KOC3461

Isi Kandungan Unit 1 Pengenalan kepada Penulisan Korporat m.s. 7 Unit 2 Peranan Penyelidikan dalam Penulisan Korporat m.s. 66 Unit 3 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

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.

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.

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.

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

Channels of Corporate Writing

Individuals Mass Media Specialised Media

Readability Index

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

Steps to calculate Fog Index1. Take a full passage that is around 100 words (do

not omit any sentences). 2. Find the average sentence length (divide the

number of words by the number of sentences). 3. 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.

4. Add the average sentence length and the percentage of complex words.

5. Multiply the result by 0.4. 6. The score indicate the level of education in years

required to understand the passage.

Example 1If 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)

Example 2Aktiviti 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 1993. 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) 

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.

Ethical Concerns

Influencing factors:Personal StandardOrganizational and Industry Standards.Laws and RegulationsPublic Relations Practice Standards. Primary Publics

Sumber idea penulisan1. Orang perseorangan.2. Bahan penerbitan lain.3. Siaran berita.4. Laporan rasmi kerajaan.5. Periklanan.6. Direktori/brosur tentang produk dan

perkhidmatan.7. Diri anda sendiri.

Sumber maklumat berkomputer;1. Sistem maklumat perpustakaan .2. Kemudahan maklumat awam.3. Internet (international communication

network).4. Perkhidmatan pangkalan data (d-base)

komersial.5. Pangkalan data kerajaan.6. Pangkalan data NGOs.7. CD-ROMs (compact disc - read only

memory).8. Pangkalan data persendirian

Peranan komputer dalam pengurusan maklumat1. Menyediakan maklumat latarbelakang.

2. Pengorganisasian dan pemerolehan (retrieval) maklumat.

3. Pengumpulan dan tabulasi (tabulation) maklumat, contohnya aplikasi SPSS.

Sumber maklumat tradisional1. Direktori bandar dan penduduk. 2. Direktori telefon.3. Peta dan gambar.4. Manual kerajaan.5. Guiness Book of Malaysia.6. Rekod rasmi kerajaan. 7. Koleksi khas.8. Bahan-bahan arkib.9. Kamus dan glosari.

Sumber maklumat korporat1. Data korporat.2. Data pelaburan.3. Data kewangan.4. Fail syarikat.5. Akhbar dagang.6. Suratberita syarikat.7. Direktori perdagangan.8. Laporan mahkamah.9. Pihak berkuasa tempatan, dll.