The document discusses corporate communications and press writing. It defines corporate communications as coordinating internal and external communications to build favorable reputations with stakeholders. It contrasts this with the older term "public relations" which focused mainly on communicating with the press. The document outlines different types of writing including press/journalistic writing, business writing, academic writing, creative writing and creative nonfiction. It then focuses specifically on types of press writing for corporate communications, including press releases, commentary releases, launch releases, product releases, media advisories, personnel announcements, reports/reviews, and speeches.

1. INTRODUCTION TO PRESS
WRITING FOR CORPORATE
COMMUNICATIONS
By Hoem Seiha
H/p: 012-699-553
Email: hoemseiha@gmail.com9/5/20151

2. PART I
CORPORATE COMMUNICATIONS
vs.
PUBLIC RELATIONS
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 2

3. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 3

4. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 4

5. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
THE GROWING SCOPE
9/5/2015 5

6. 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

7. Integrated Framework of Corporate
Communications
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 7

8. PART II
THE TYPES OF WRITING
AND
PRESS WRITING FOR CORPORATE
COMMUNICATIONS
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 8

9. 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)
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 9

10. 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
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 10

11. 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
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 11

12. 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
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 12

13. 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
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 13

14. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 14

15. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 15

16. PART III
CORPORATE PRESS WRITING
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 16

17. 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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18. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 18

19. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 19

20. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 20

21. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 21

22. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 22

23. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 23

24. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 24

25. 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.
HOEM SEIHA | DIRECTOR OF RESEARCH, VTRUST APPRAISAL | PR & MEDIA ADVISOR, VTRUST GROUP
9/5/2015 25