NAME : TATYANA NAJMI VIVANI

NIM : 19131030257
CLASS : CREATIVE PRODUCTION & PUBLICITY

Dear Ms. Ramonita,

Here’s my answer to the following question:

Explain 5 type of news items for publicity and give examples for each of its. Please answer
comprehensive!

Answer:
There are several types of news items for publicity, among them are:
1. Promotion and Appointment
Promotion or appointment of someone in a certain company surely will make a
positive news for publicity. As we know that news in publicity must be positive, not
neutral or negative. Promotion and appointment will be more interesting to the
audience if they replacing someone who is already well known within the company
and community. That’s why promotion and appointment will be newsworthy and help
us to get a kind of publicity that we want.
Example: Gojek appointed Kevin Aluwi and Andre Soelistyo as their new CEO to
replace their former CEO, Nadiem Makarim, who’s now known as Indonesia’s minister
of education and culture. Almost all media competed with each other to publish this
news because it was interesting as Gojek is one of the most successful company in
Indonesia. People got curious who will replace Nadiem as he stepped down from his
role as a leader of the US$ 10 billion-worth company.
2. New Campaign
New campaign of a company will definitely become newsworthy, if they know exactly
how to implementing a successful publicity campaign. There are several ways that
must be included in order to create our own publicity. First, the quality of the
campaign must be interesting and newsworthy that the media and its audience will
find merit in. Second, a press release which contains details about the new campaign
 and its specific target. Next, an impressive media relations. Furthermore, a company
need to know how media works and find people who’s called “media darling” as their
main weapon to help them promote their campaign and eventually attracts media to
join the hype.
Example: in 2018, The Coca-Cola Company picked BTS as its FIFA World Cup
spokesmen. The Coca-Cola Company seem to understand how media and its audience
works. To attract more customers, they created a marketing campaign using two
things that were essentials that year, FIFA World Cup and a K-Pop legend, BTS. They
know how large events draw attention and which influencers helps them to open up
into more markets. The campaign eventually generated over one million
conversations and thousands of news articles.
3. Changing the Company or Product Image (Rebranding)
Changing the company or product image is one of the most crucial things that can be
done by a company. There are many reasons why a company choose to rebrand itself
or its products, one of them is to increase their worth of sales. To achieve successful
result out of rebranding, a company needs to spread the information to its target
market. So what will help a company to spread that information? Publicity. As one of
news types that are interesting, rebranding can bring a positive impact to the
company, if it is done right. As I mention above, quality of our new image of product
or company is the most important things when it comes to publicity.
Example: The LEGO Group began to run in the early 1930s by introducing its principles
to inspire and develop the builders of tomorrow and enabling children to learn
through play. For years, the company reaped its successful aim and rewarded for its
revolutionary thinking and enjoying many years of continual growth. In 1998, The
LEGO group faced its very first deficit and stand in the edge of bankruptcy until 2003.
The LEGO Group managed to overcome their difficulties with rebranding. They began
to rebuild the brand from the bottom and changed their way of thinking by bringing
the outside into the company, starting from listening to what their audience wants
and create their products based on that. The new image of The LEGO Group is “a
company that listens”. The whole process of The LEGO Group’s rebranding has been
filled up the news portal and eventually create its own publicity.
4. Special Events
An excellent event created by big company will definitely become newsworthy. To
create a publicity-worth event, there are 5 crucial steps that a company must follow.
First, define publicity goals. Second, generate story ideas for the event that will attract
media with its specific target. Third, create publicity schedule, a specific timeline to
plan your event an publicity. Forth, publicity tools development including website
press area, email press kit, an impressive invitation for the media, etc. Fifth, promote
the event’s story through social media and commercial supported by a great
supporting items (poster, e-flyer, creative concept, etc.).
Example: Festival Mesin Waktu 2019 was a special event held by Ismaya Group and
Generasi 90an to bring nostalgic moments with specific theme which is celebration of
Indonesian independence day as known as “17-an”. This special event meet those 5
steps that I explained above. As for the first step, the publicity goals that wants to be
achieved was to increase awareness about the event. The second step was to generate
story idea which was to bring people back to the time where 17-an was celebrated in
their neighbourhood and to make them feel nostalgic. Ismaya Group and Generasi
90an succeeded in delivering the rest of the steps so they got the kind of publicity that
they want.
5. Awards
What is the best way to get publicity? Achievements. Award is one of the achievement
any company wants to get. That way, they won’t have to build such a complex plan to
create their publicity. When a company achieved an excellent award, media will
automatically lining up to publish the news especially when the company compete
with another international brand or company.
Example: Telkomsel named as “Brand of The Year” at World Branding Award 2019-
2020 in London, England in the field of cellular telecommunication. This news has
been loaded in the news, especially those who work in the business field. Telkomsel
reached its publicity goals by achieving an international awards.