In the digital era of information disclosure, public relations in higher education is becoming increasingly important for maintaining the institution’s image and reputation. PR practitioners must be able to convey information quickly, accurately, and interestingly through various channels, both text and visual. News writing skills that follow journalistic rules are essential for public relations staff to master.
Kompas DIY Bureau Chief Haris Firdaus said journalists and public relations practitioners have equally essential roles in mass communication, but play different roles. Suppose journalists are tasked with voicing public interests in the issue of independence. In that case, public relations practitioners are obliged to maintain the institution’s image while still prioritizing ethical and responsible journalistic principles.
The fundamental understanding of role differences was one of the main points Haris delivered during the Public Relations News Writing Training organized by the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) on May 19, 2025. The training was held to equip public relations staff at FEB UGM with the skills to write news stories in accordance with journalistic rules.
On this occasion, Haris outlined the five main stages of journalistic work: information gathering, verification, data processing into news scripts, editing, and publication. Each stage is interrelated and designed to ensure the information conveyed to the public is factual, accurate, and ethically accountable.
Participants were also introduced to four main types of journalistic reporting: straight news, features, in-depth reporting, and investigative reporting. Among these, straight news is the most fundamental and commonly used form in daily journalistic practice. This type of news is characterized by an inverted pyramid structure, with the most important information at the beginning of the article. Writers must clearly and concisely answer the 5W+1H questions (what, who, when, where, why, how).
In writing straight news, clarity and efficiency are key. Sentences should be short, direct to the point, and avoid unnecessary elaboration. Additionally, choosing the right angle is important so that the news has a clear focus and delivers maximum informational impact.
Unlike straight news, feature writing provides more room for narrative and creativity. Information does not have to be presented immediately; it can begin with visual descriptions, interesting quotes, or short stories that evoke readers’ emotions. However, factual accuracy remains the foundation.
The training also covered the use of journalistic language, which must be clear, objective, and free from clickbait. This is particularly important in the context of institutional public relations. Headlines and news content that are overly sensational can damage an institution’s credibility. Therefore, a balance between attractiveness and information integrity must be maintained.
Participants were encouraged to distinguish the roles between journalists and public relations practitioners. Journalists work in the public interest and have the freedom to choose relevant issues. Meanwhile, public relations professionals are responsible for conveying information that builds the institution’s image without neglecting ethical and responsible journalistic principles.
Report by: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum
Sustainable Development Goals
