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DMC2093 WRITING SKILLS FOR THE COMMUNICATION INDUSTRY L E C T U R E R : M S . N U R U L H U D A M O H A M A D N O O R
Unit 1: Introduction Media Convergence 01. Media responsibilities and challenges 02. 03. Overview of the Major Media Professions
1. Media Convergence 1. Mass Media: a technology which is intended to communicate or reach a mass audience (radio, newspaper, television, books) 2. Mass Communication: the process of disseminating and exchanging information through diverse media platforms to reach the masses (journalism, social media, public relations, advertising, photography, interactive media: websites, video games, digital ads). 3. Media Convergence: the merging of different types of mass media (traditional media, print media, broadcast media, new media and the Internet). This mixture of media is called “convergence,” “multimedia,” or “integrated media”. 4. It is the combination of 3Cs (communication, computing and content), they integrated through technology. 5. Example: smartphone blends various media (print media: e-books, news app), broadcast media (streaming websites, radio, music apps) and new media (the internet) into a single device that performs various functions from calling and texting, videography, photography and gaming.
5. To become a good writer, you are still grounded in basic reporting and writing principle. However, in today’s market you’ll need to gain some knowledge of how to present information for print, broadcast and online media.
2. Media Responsibilities and Challenges 1. Media organizations bear great power and responsibility for informing audiences, influencing publics, and preserving a democratic system of government. 2. These are high public trusts, and they are upheld primarily through the writing that media professionals do. 3. Working in any media sector (journalism, public relations, or advertising), you will quickly find that strong writing skills are required for any type of position. 4. Those who develop strong writing skills will rise to the top of their profession, whether it means a seat at the editor’s desk, a place at the corporation’s management table, or in an executive slot at a public relations or advertising agency, those who write poorly or place little value on good writing will not succeed.
5. The media serve as the watchdogs of government, providing information and ideas that citizens need in order to understand significant issues and make important decisions for themselves. 6. As a media professional, you bear ultimate responsibility for being honest, accurate, and fair in all that you write, also must provide models of good writing for others to understand and emulate a. Government watchdogs are independent entities or organizations tasked with monitoring and ensuring accountability within government activities. b. They scrutinize government actions, investigate potential misconduct, and aim to promote transparency and adherence to laws and regulations. c. Watchdogs may focus on various areas such as finances, ethics, human rights, or environmental issues.
The Role of Skilled Writing 1. It would be a serious mistake to think that many media jobs do not involve writing: in reality, most media jobs require a tremendous amount of writing. 2. writing is a frontline skill that your bosses, clients, and audiences expect. 3. News photographers must record information about their subjects and write clear photo captions. 4. A radio DJ often writes news tags that engage his or her audience and inform them of critical local news events such as weather emergencies, school cancellations, or traffic updates. 5. In public relations settings, the social media campaign you create for your managers will succeed or fail largely on the strength of your writing. .
Social Media Influences 1. Most millennials students appear to be using social media in a highly personal and nonprofessional style. 2. The same social media tools you use to communicate with friends and the outside world also create pressures that can work against sound thinking, writing, and editing. For example, the daily writing you might do for Twitter or Instagram would probably not meet professional standards in a newsroom, advertising agency, or other professional media setting. .
Self-Knowledge Leads to Career Success 1. Knowing your strengths and weaknesses enables you to see where you need to improve and perhaps identify a career direction. 2. If you are skilled at explaining facts, details, and issues, then you would probably make a strong journalist or public relations writer. 3. If you can write inspiring commercial copy, you could be headed for a successful career in advertising. 4. You have to build the right skill sets. Do you frequently encounter difficulties with grammar, spelling, or punctuation? Do you often draw a blank when it’s time to begin writing? How do you come up with creative ideas when facing deadline pressure? 5. Media professionals carefully consider their situations and audiences as they write news stories, blogs, or advertisements. 6. They identify the facts and determine what is most important for their readers or viewers to know. .
21st-Century Media: A Rapidly Changing Landscape 1. Major newspapers that have thrived for a century are cutting back their publication schedules or going mostly online. Well- established radio and television stations, facing declining advertising revenues, are laying off news staffs. 2. To stay relevant in the information marketplace and keep up with ever-shifting audience demands in this complex environment, media organizations and professionals must be flexible and agile in terms of their business models, technologies, and skill sets. 3. As a professional, you will need to be able to produce high-quality content across multiple platforms. 4. As a media professional, you have huge volumes of information at your fingertips and can converse with anyone in the world, thanks to the Internet and social media. 5. Digital reporting tools (most of which are now contained in your smartphone) enable you to write, edit, shoot photos and video, and instantaneously share your stories with readers, friends, and audiences from almost any location on the globe. .
1. Since the emergence of internet, printed newspaper circulation and readership was declining as readers shifted to online news. Due to this, media companies demanded to cut in staff for printed newspaper and need more staff with good writing skills for online newspaper. Top 10 English newspaper in Malaysia based on website monthly visit: CHECK HERE Malaysiakini’s editorial position is built on fast, accurate and independent news, and well informed and diverse views. Since its launch on June 23, 1995, as Malaysia’s first news website, The Star Online has always striven to provide readers with up to date breaking news, compelling content and insightful opinions. Free Malaysia Today is an independent, bilingual news portal with a focus on Malaysian current affairs. Malay Mail covers the news of the day, whether it is in the field of politics or lifestyle. Established in 1845, The New Straits Times Press (Malaysia) Berhad (affectionately known as NSTP) is Malaysia’s oldest and largest newspaper publisher.
3. Overview of the Major Media Professions 1. The major media professions in mass communication is journalism, public relations, and advertising. 2. Today, the public relations and advertising industries have largely combined under the banner of strategic communication. 3. This means that organizations are integrating their communications with key stakeholders and speaking with one brand voice across public relations, advertising, and marketing channels.
Journalism: Print to Digital 1. In the early twenty-first century, journalism spans a rich tradition of print and an exciting future of interactive technologies that connect with and engage audiences in new ways. 2. Modern journalists connect with their audiences and create content for them on a 24/7 basis. 3. Online newspapers provide “comments” sections for reader input at the end of many articles. 4. Journalists maintain ongoing conversation with readers through their news websites, along with email and social media channels. 5. Similarly, online publications are updated more frequently than print-based newspapers and magazines. 6. News writers face constant pressure to update their stories. 7. Reporters also spend considerable time doing research, obtaining background information, and conducting interviews before they begin the task of writing. Journalism: Broadcast 8. Broadcast refers to radio or television where the signal is transmitted by radio wave to the receiver. 9. Broadcast television channels includeTV1, TV2, TV3 and Astro. 10. As a broadcast news professional, you must be able to write quickly, clearly, and effectively under intense deadline pressure.
Public Relations 1. Public relations practitioners work to influence public opinion, manage relationships with key publics, and create favourable publicity for their clients and employers. 2. Work settings can range from agencies and corporations to hospitals, sports teams, school districts, and non-profit organizations. 3. Throughout the public relations process, you can expect to work extensively with print, digital, and broadcast. 4. Many times, you will plan for and manage crises. 5. It should come as no surprise that the bulk of the public relations professional’s work and the biggest career rewards are directly related to writing skills. Whether you are writing a speech for a corporate CEO, releasing new product information through your company’s Facebook page or Twitter feed, drafting an online news release in response to a crisis, or editing the company newsletter, you will be polishing your writing skills every day.
Advertising 1. Advertising is about creating messages that move people to action. 2. Copy writers create new messages with fresh approaches to selling clients’ brands, products, and services. 3. Advertising professionals must understand pop culture and current events. 4. Copy writers listen to the needs of their clients and use their creativity to compose messages that will sell. 5. They then work with production staff to shape those messages for particular media platforms. 6. You can expect to write web page banner ads, radio and television commercials, print newspaper ads, and other types of promotions. 7. You may also be a team member involved in developing an entire advertising campaign, where your key messages carry through all aspects of the campaign.
Thanks for your attention!