Teknik menulis policy brief, paper kebijakan untuk menteri, dll

1. Menyusun Policy Brief
Syahyuti
Pelatihan penulisan Staf BIRO PERENCANAAN
KEMENTAN
Bogor – 24 Nov 2014 Bogor

2. What is a policy brief?
• A short document that presents the findings
and recommendations of a research project
to a non-specialized audience
• A medium for exploring an issue and distilling
lessons learned from the research
• A vehicle for providing policy advice

3. WHAT IS A POLICY BRIEF?

4. WHAT IS A POLICY BRIEF?
Two types of brief
The PB as memo The PB as publication
Internally focused Externally focused
Demand-driven Supply-driven
Narrowly focused Broadly targeted
A general overview of the
subject showing multiple
opinions or view points
Focuses on research that
supports the main argument of
the brief
Might give multiple, and even
competing, solutions
Gives strong, clear and
coordinated policy
recommendations or
implications

5. Work Within Parameters
A policy brief is:
• A stand alone document
• Focused on a single topic
• No more than 2-4 pages (1,500 words)

6. Who Are Your Readers?
Ask yourself
• Who am I writing this brief for?
• How knowledgeable are they about the topic?
• How open are they to the message?

7. WHO ARE POLICY BRIEFS FOR?
Author(s)
Researchers
Policy-oriented research institutes
Think tanks
Civil society organisations
Advocacy organisations
International NGOs
Multilateral organisations
Government bodies
Networks/ coalitions of any of the
above
Audience(s)
Non-academic/ non-specialist
Decision-makers who may have
varying degrees of expertise on a
given issue
In certain cases may target
development practitioners
Not usually targeted at the general
public

8. CONTENT OF A POLICY BRIEF
How to develop main elements
• Identify the purpose and overarching message of the
policy brief
• Determine three key policy recommendations/
implications
• Construct a logical line of argument for making these
recommendations
• Based on an understanding of the context around the
issue, identify one or two entry points for the message

10. Judul
Ringkasan
Rekomendasi kebijakan
Materi/Narasi

11. Policy Brief Template
• Executive Summary
• Introduction
• Approaches and Results
• Conclusion
• Implications and Recommendations

12. DESIGN AND LAYOUT OF A POLICY BRIEF
• In addition to having solid content, policy briefs
should also be visually engaging
• Generates interest in the policy brief
• Design can help highlight key facts or concepts
• Policy-makers often spend just 30-60
minutes reading information on an issue
• Can convey authority, credibility, weight and
tone of the piece

13. DESIGN OF POLICY BRIEFS: Titles, standfirsts
and headings
• Titles:
– Should convey the main idea of the policy brief and include key
words!
– Make catchy/ memorable
– [TITLE]: [Subtitle] is a common structure, but questions can also be
effective
• Standfirst
– One sentence that is designed to generate interest in the paper
– Usually appears directly below the title, and the two should
complement each other
– Especially useful if the title is very straightforward
• Headings
– To help readers quickly find the information they need, use clear
sections and headings

14. Lead With a Short Statement
The executive statement will:
• Distil the essence of the brief
• Provide an overview for busy readers
• Entice readers to go further
• Appear on cover or top of first page
• Be written last

15. Introduction
• Answers the question why
• Explains the significance/urgency
of the issue
• Describes research objective
• Gives overview of findings, conclusions
• Creates curiosity for rest of brief

16. Approaches and Results
• Provides summary of the facts
• Describes issue and context
• Describes research and analysis
• Should not be overly technical
• Highlight benefits, opportunities

17. Approaches
• Explains how study conducted
• Relates who conducted study
• Describes relevant background
• Identifies method used to collect data

18. Results:
What Did We Learn?
• Make content easy to follow
• Start by painting a general picture
• Move from general to specific
• Base conclusions on results

19. Example:
Do the Fences Work?
Overall it was found that although the electric
fencing does help…it is not capable of completely
eliminating conflict. In each…area…technical as well
as socio-economic factors affect….success.
Technical failures mainly affected the early
fences…Other problems resulted from failure to take
into account elephant behaviour and distribution
patterns.
Elephants and Electric Fences: A Study from Sri Lanka
EEPSEA 2005

20. Conclusion:
What Does It Mean?
• Use section to interpret data
• Aim for concrete conclusions
• Express ideas using strong assertions
• Ensure ideas are balanced and defensible
• If hypothesis abandoned, say why

21. Example:
Overall, it was found that although electric fencing
does help mitigate human elephant conflict, it is not
capable of completely eliminating the conflict. A social
factor that affected the success of electric fences was
whether the local community supported the project in
their area. Community support was critical in several
ways.
Elephants and Electric Fences: A Study from Sri Lanka
EEPSEA 2005

22. Implications and Recommendations
• Implications are what could happen
• Recommendations are what should happen
• Both flow from conclusions
• Both must be supported by evidence Describe
what researcher thinks will be the consequences
• Less direct than recommendations
• Useful when advice not requested
• Softer approach but still can be persuasive

23. Recommendations:
Call to Action
• Describe clearly what should happen next
• State as precise steps
• Ensure they are relevant, credible and feasible

24. Example:
A successful strategy to deal with the elephant problem
must be much more far-reaching than it is at present.
Such a strategy should include a comprehensive land
use planning exercise where elephant habitats….are
grouped and interconnected…The elephants’ habitat
should then be enriched and fenced.
Elephants and Electric Fences: A Study From Sri Lanka
EEPSEA

25. Press Release:
Wujud, format, guna dan keefektifannya

26. Latar Belakang:
• Permasalahan pertanian sangat dinamis, berbagai
perkembangan baru berlangsung setiap hari.
• Media massa semakin menjadi arena yang
posisinya semakin penting, direspon sangat besar
• Sayangnya, wacana yang berlangsung seringkali
lemah, keliru, dampaknya tidak terkontrol
• Pandangan dan analisis dari “dalam” akan
mampu memberikan public education yang kuat
ke masyarakat.

27. Tujuan:
1. Memberikan respon dan analisis yang komprehensif
serta ilmiah terhadap berbagai isu seputar
permasalahan pertanian, di level nasional serta juga
lokal dan internasional
2. Memberikan pendidikan yang bertanggung jawab
kepada publik, terutama kalangan eksekutif dan
legislatif, maupun kalangan akademisi; dalam hal
memaknai berbagai perkembangan pertanian yang
berlangsung
3. Memenuhi tanggung jawab pokok dan moral
terhadap persoalan-persoalan nasional, dalam posisi
sebagai lembaga pemerintah.

28. Press release adalah:
• informasi dalam bentuk berita yang dibuat oleh Public
Relations (PR) suatu organisasi/ perusahaan yang
disampaikan kepada pengelola pers/ redaksi media massa
(tv, radio, media cetak, media online) untuk dipublikasikan
dalam media massa tersebut. (Soemirat dan Ardianto,2004)
• A press release, news release, media release, press
statement or video release is a written or recorded
communication directed at members of the news media for
the purpose of announcing something ostensibly
newsworthy. Typically, they are mailed, faxed, or e-mailed
to assignment editors at newspapers, magazines, radio
stations, television stations, and/or television networks.
(sumber: Wikipedia)

29. Press release adalah:
• A press release is pseudo-news story, written
in third person, that seeks to demonstrate to
an editor or reporter the newsworthiness of a
particular person, event, service or product.

30. Materi Press Release:
• Headline
• Dateline
• Introduction —who, what, when, where and why.
• Body — further explanation, statistics, background, or
other details relevant to the news.
• Boilerplate — generally a short "about" section, providing
independent background on the issuing company,
organization, or individual.
• Close — the symbol "-30-“, *****, ###; indicating the end
of the release.
• Media contact information — name, phone number, email
address, mailing address, etc.

31. Format piramida terbalik (Mappatoto,1993):

32. Alasan piramida terbalik:
1. Pembaca/redaksi adalah orang sibuk dengan
waktu yang sangat terbatas
2. redaksi tidak mempunyai cukup waktu untuk
membaca keseluruhan Press Release. Sebelum
redaksi memutuskan dibuang atau dipakai
release tersebut, mereka harus tahu dengan
cepat apa keseluruhan isi release itu
3. redaksi media massa harus memotong Press
Release tersebut tanpa mengurangi isi
pokoknya.

33. Kenali “gaya media massa”:
1. Memilih judul yang positif - aktif
2. Paragraf pertama (lead) harus tajam dan ringkas; antara 12
sampai 20 kata
3. kalimat dan paragraf pendek-pendek.
4. Menghidnari kata yang berlebihan serta kata keterangan dan kata
sifat yang tidak perlu.
5. Menghindari kata-kata panjang karena kolom surat kabar sempit.
6. Hindari istilah khusus dan penggunaan singkatan.
7. Menjawab 5 W + 1H
8. Memasukkan semua butir yang penting pada awal narasi.
9. Mereka menulis berita (berdasar fakta), bukan pandangan.

34. Format press release:
1. Judul yang kuat, jelas, “berbeda”, dan
“berisi”
2. Beri tanggal
3. Cantumkan sumber, nama kontak, telepon,
email, dll
4. Buatlah uraian sesingkat mungkin.

35. Hal-hal yg harus diperhatikan (Jefkins, 2003):
• Kebijakan editorial media massa bersangkutan
• Frekuensi penerbitan (harian, mingguan, bulanan,
tahunan)
• Tanggal/tenggat terbit. Kapan harus mengirim
press release?
• Proses percetakan dan tiras.
• Wilayah sirkulasi.
• Jangkauan pembaca (jumlah, kelas pembaca,
status sosial, dst)
• Metode distribusi (eceran atau langganan)

36. Pengiriman press release:
• Kirimkan secepat mungkin.
• Jika pengirim siaran pers sudah mengenal
nama wartawan sesuai bidangnya, tujukanlah
langsung kepada wartawan tsb.
• Pengiriman bisa melalui faksimili atau e-mail.
• Konfirmasikan kembali melalui telepon,
apakah siaran pers sudah diterima atau
belum.

37. Media untuk press release:
1. Media massa cetak, audio dan adio visual
2. Email.
3. Milis atau mailing list.
4. Website.
5. Jejaring Sosial.
6. E-Bussiness Card.

38. Sepuluh tips menulis Press Release:
1. Pastikan informasi yang akan disampaikan memilki nilai berita yang kuat.
2. Informasikan ke media, mengapa informasi ini perlu mereka ketahui.
3. Mulailah dengan menyampaikan deskripsi berita, kemudian siapa yang menyampaikan, bukan
sebaliknya.
4. Tanyakan: apa yang membuat orang merasa berita ini penting bagi diri mereka? Apa
hubungannya dengan kepentingan mereka
5. Pastikan bahwa sepuluh kata pertama benar-benar kuat dan memiliki informasi yang
bermanfaat.
6. Hindari penggunaan kata-kata umum dan bersayap dan fokus kepada informasi yang akan
disampaikan.
7. Sampaikan fakta-fakta.
8. Cantumkan contact person pada release selengkap mungkin mulai dari nama, alamat telepon,
alamat e-mail, website, dll. Siap-siap untuk dihubungi !
9. Pastikan waktu yang tepat untuk pengiriman release. Jangan di akhir pekan.
10. Permudah reporter/jurnalis untuk mendapatakan informasi selanjutnya.
(sumber: http://kenapaharuspr.com/2011/05/sepuluh-tips-menulis-press-release/)

39. Some Key Things to Remember:
• Stay away from hype-bloated phrases like
"breakthrough", "unique", "state-of-the-art",
etc.
• Always write it from a journalist's perspective.
Never use "I" or "we" unless it's in a quote.
• Read lots of good newspaper writing, to get a
feel for the style.
• Shorter is better. If you can say it in two pages,
great. If you can say it in one page, better

40. Web untuk mempublikasikan Press Release:
Global - Get2Press
www.get2press.ch/default.asp?site=12Tembolok - Terjemahkan
laman ini
Get2Press - Send out your press releases with Get2Press and get in contact with
... Through Get2Press your press release is released to printed or electronic ...
Send Your Press Release | MassMediaDistribution.com
www.massmediadistribution.com
CNN, Fox, USA Today, Forbes, CNBC, AP, LA Times, Reuters +500,000 More
Publication Press Release for Netiquette, published by AlbionBooks
www.albion.com/infoNetiquettePressRel.htmlTembolok - Mirip -
Terjemahkan laman ini
AlbionBooks. PRESS RELEASE. FOR IMMEDIATE RELEASE. Contact: Seth Ross Albion Books
415-378-5922 fax 415-752-5417 webmaster2004@albion. com ...
openPR.com - Publish Press Release free of charge
openpr.com/news/submit.htmlTembolok - Terjemahkan laman ini
By uploading your release you agree to abide by the rules of the PRESS CODE ... Note: Before
publishing your release, we will check and edit it if necessary. …

41. EUROPA - Press Releases - Joint press release - Publication of the ...
europa.eu/rapid/pressReleasesAction.do?...Tembolok - Mirip - Terjemahkan laman ini
23 Jul 2010 – MEMO/10/356Brussels, 23 July 2010Joint press release - Publication of the results of the EU-
wide stress-testing exercise The Committee of ...
Distribute Press Release To Custom List of Publications ...
www.pressreleasepoint.com/di... - Amerika SerikatTembolok - Mirip - Terjemahkan laman ini
You have lot of work to do - analyze your news, understand the media, pick appropriate publications, contact
journalist, send press release, followup with them, ...
Indonesia Press Release
www.yudinet.com/berita/indonesia-press-release/Tembolok
15 Apr 2011 – Press Release - Selamat datang di website atau blog Indonesia Press Release yang
menyediakan ruang untuk mengkontribusikan artikel.
Rilis Pers | Indonesia Press Release Services | Layanan Rilis Pers ...
www.rilispers.com/Tembolok - Mirip- Cekal semua hasil dari www.rilispers.com
Tidak membantu? Anda dapat mencekal hasil dari www.rilispers.com saat Anda masuk untuk
menelusuri.www.rilispers.com
9 Jun 2009 – Selamat datang di situs web LAYANAN RILIS PERS ► www.rilispers.com ► Silakan kirimkan Rilis
Pers Anda ke Redaksi Rilis Pers ► …

42. Pendekatan dan Metode press release :
1. Isu yang sedang berkembang dan layak untuk
direspon disesuaikan dengan kondisi yang
belangsung di media massa nasional, selain
berbagai sumber minor lainnya.
2. Setiap isu dicermati dan diringkaskan oleh
sebuah tim kecil, sesuai dengan bidang masing-
masing, untuk menjadi bahan yang akan
difinalkan dalam pertemuan mingguan.
3. Format produk berupa press release (1-2
halaman folio) atau berupa position paper yang
lebih panjang.
4. Bahan difinalkan dalam pertemuan berkala
(coffee morning) yang diadakan seminggu
sekali.

43. 5. Materi berupa data, analisis, sikap, dan
positioning Kementan sebagai kantor
pemerintah.
6. Hasil-hasil penelitian merupakan rujukan
yang harus digunakan sepanjang relevan.
7. Produk dikirim ke berbagai media massa
(email), dalam bentuk print out ke berbagai
bagian di Kemtan, serta dimuat dalam Web
serta di social network.
8. Produk berupa press release disusun
minimal satu paper per 1-2 minggu

44. Sumber:
“How to write a Policy Brief” Toolkit for Researcher. IDRC
http://www.idrc.ca/en/resources/tools_and_training/document
s/how-to-write-a-policy-brief.pdf

45. Demikian,
TERIMA KASIH
syahyuti@gmail.com