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2 policy brief n press release (yuti)

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Teknik menulis policy brief, paper kebijakan untuk menteri, dll

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2 policy brief n press release (yuti)

  1. 1. Menyusun Policy Brief Syahyuti Pelatihan penulisan Staf BIRO PERENCANAAN KEMENTAN Bogor – 24 Nov 2014 Bogor
  2. 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. 3. WHAT IS A POLICY BRIEF?
  4. 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. 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. 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. 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. 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
  9. 9. Judul Ringkasan Rekomendasi kebijakan Materi/Narasi
  10. 10. Policy Brief Template • Executive Summary • Introduction • Approaches and Results • Conclusion • Implications and Recommendations
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Approaches and Results • Provides summary of the facts • Describes issue and context • Describes research and analysis • Should not be overly technical • Highlight benefits, opportunities
  16. 16. Approaches • Explains how study conducted • Relates who conducted study • Describes relevant background • Identifies method used to collect data
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Recommendations: Call to Action • Describe clearly what should happen next • State as precise steps • Ensure they are relevant, credible and feasible
  23. 23. 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
  24. 24. Press Release: Wujud, format, guna dan keefektifannya
  25. 25. 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.
  26. 26. 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.
  27. 27. 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)
  28. 28. 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.
  29. 29. 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.
  30. 30. Format piramida terbalik (Mappatoto,1993):
  31. 31. 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.
  32. 32. 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.
  33. 33. 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.
  34. 34. 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)
  35. 35. 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.
  36. 36. 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.
  37. 37. 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/)
  38. 38. 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
  39. 39. 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. …
  40. 40. 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 ► …
  41. 41. 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.
  42. 42. 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
  43. 43. 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
  44. 44. Demikian, TERIMA KASIH syahyuti@gmail.com

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