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NARA SUMBER MEDIA

(Sisilia F 20150400007)

Salah satu fungsi praktisi PR adalah menyampaikan informasi yang berkaitan dengan kebijakan, rencana program dan aktivitas organisasi yang terkait dengan kepentingan umum. Untuk mencapai publik yang luas dan berada di banyak tempat, maka kerjasama dengan media massa menjadi sangat penting.

Cara mengelola wawancara dengan media:

  1. Memahami perbedaan tuntutan masing-masing media seperti media, pers, dan televisi. Tuntutan media televisi adalah aksi, gerakan, gambar dan suara. Tuntutan media radio adalah isi pernuayaan ditunjukan untuk audiens personal, hangat dan kuat dengan suara yang memiliki karakter. Tuntutan media cetak adalah pernyataan yang lebih ringkas namun rinci dan menarik bagi kepentingan pembacanya.
  2. Memahami gaya pewawancara sebagai berikut :
    1. Gaya pendorong – meminta nara sumber untuk menceritakan sesuatu atau latar belakang masalah.
    2. Gaya pembuka – menjelaskan terlebih dahulu masalah menariknya, lalu bertanya.
    3. Gaya fasilitator – memberikan kesempatan nara sumber untuk menjelaskan serta mengendalikan pembicaraannya sendiri.
    4. Gaya menyergap – pewawancara bertanya dengan pertanyaan menjebak dan menggiring anda untuk menyampaikan pernyataan yang diinginkan oleh wawancara.

Selain kemampuan memahami pengelolaan wawancara, maka penguasaan materi menjadi sangatlah penting. Ketika seorang sudah mampu menguasai secara teknis menghadapi media, namun ketika ia tidak memiliki bahan yang cukup maka ia juga akan terlihat gugup serta terlihat tak mampu. Upaya untuk menjadi seorang nara sumber yang kredibel atau dipercaya adalah terus menerus belajar dan memperoleh informasi terbaru mengenai bidang usaha perusahaan yang diwakilinya.

Secara teknis lain yang perlu dipahami oleh praktisi PR adalah mengenai jenis wawancara yaitu :

  1. Wawancara yang direkam. Biasanya hanya akan menampilkan rekaman yang terbaik. Bila ada kesalahan adapt dilakukan pengulangan.
  2. Wawancara panel. Wawancara dengan nara sumber lebih dari satu. Oleh sebab itu, nara sumber harus lebih efektif dalam menjelaskan pesan utama itu.
  3. Wawancara melalui telepon atau telekonferen. Wawancara yang dilakukan dengan jarak jauh dengan menggunakan alat komunikasi seperti telepon atau telekonferensi.
  4. Wawancara di tempat kejadian. Wawancara ini dilakukan di lokasi kejadian atau organisasi.
  5. Wawancara mendadak. Wawancara yang merupakan inisiatif media da;am mengembangkan suatu isu tertentu.

Untuk memperoleh kesempatan dan peluang menjadi nara sumber media, maka tentu saja perlu diketahui mengenai hal yang mendasar dalam wawancara dengan media adalah sebagai berikut :

  1. Membuka akses langsung dengan media dengan cara :
    1. Membuka peluang komunikasi dengan cepat dan segera melalui orang atau staf yang ditunjuk
    2. Menjawab panggilan media dengan cepat
    3. Mempersiapkan beberapa juru bicara yang layak
    4. Melatih juru biacara dengan keahlian komunikasi dengan media
    5. Memberikan nomor kontak setelah jam kantor.
  2. Penjelasan yang singkat. Hanya sekitar 10-30 detik untuk media radio dan televisi serta paragraf yang pendek untuk media cetak.
  3. Membuat tetap sederhana.
  4. Untuk media radio dan tv sebaiknya tidak memanggil nama pewawancara karena nada sedang bicara dengan audiens
  5. Kejujuran, ketulusan, antusias, dan empati atau simpati.
  6. Jelaskan dengan jujur hal yang memang tidak anda ketahui.

Untuk mempermudah seorang praktisi PR dalam menjelaskan kegiatan organisasi kepada khalayak, maka ada tujuh hal penting keberhasilan wawancara yaitu :

  1. Tujuan gagasan disampaikan dalam wawancara.
  2. Kerangka acuan audiens media. Isi pernyataan disesuaikan dengan kepentingan audiens dan gaya bahasa yang dipahami oleh audiens. Dua pertanyaan penting untuk memahami kerangka acuan adalah untuk siapa saya berbicara dan apa artinya gagasan atau produk atau inovasi bagi mereka?
  3. Mempersiapkan pernyataan yang harus disampaikan disesuaikan dengan topik (tujuan wawancara media) dan pernyatan yang ingin disampaikan terkait dengan tujuan perusahaan atau organisasi dalam wawancara.
  4. Menjembatani pernyataan yang “harus” dn yang “ingin” disampaikan dengan menggunakan trik khusus, seperti menggunakan kata sambung, memberikan jeda dengan berhenti sejenak dan membuka dengan pernyataan.
  5. Membuat pernyataan yang berdiri sendiri.
  6. Pengulangan gagasan yang penting tujuannya adalah menunjukan titik persoalan kunci, mengurangi kesalahpahaman, meningkatkan komunikasi namun disampaikan dengan cara yang berbeda-beda sehingga wartawan akan menggunakan kutipan langsung secara berulang.
  7. Menghindari pengalih perhatian terhadap pertanyaan wartawan.

 

Teknik wawancara radio atau tv yaitu sebagai berikut :

  1. Persiapan dengan mengajukan pertanyaan minimal 5W+1H
  2. Jika pewawancara menemukan hal menarik saat wawancara, maka pewawancara berhak untuk menggali lebih dalam.
  3. Kerangka rencana. Menyusun perencanaan seperti topik yang ingin dibahas dalam bentuk ringkas dan sederhana agar informasi yang ingin disampaikan dapat tersampaikan dengan baik.
  4. Mempersiapkan wawancara. Sebelum acara dimulai hendaknya praktisi PR sudah mengetahui dan mengerti maksud dan tujuan yang ingin dicapai oleh pewawancara.
  5. Menenangkan wawancara. Sebagai praktisi PR harus membaca situasi. Ketika pewawancara menyerang, maka balaslah dengan fakta dan tetap tenang.

 

Daftar Pustaka

Wardhani, Diah. 2008. Media Relations: Sarana Membangun Reputasi Organisasi.

media2015

49 thoughts on “NARA SUMBER MEDIA

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