Slide KOM999 KUALIFIKASI PUBLIC RELATIONS

KUALIFIKASI PROFESI

PUBLIC RELATIONS

ADHI GURMILANG

PERSYARATAN DASAR

 Ability to communicate (kemampuan

berkomunikasi)

 Ability to organize (kemampuan

mengorganisasikan)

 Ability to get on with people

(kemampuan bergaul)

 Personal integrity (utuh dan jujur)

 Imagination (imajinasi yang kuat)

KEMAMPUAN

BERKOMUNIKASI

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retorika

sebagai sebuah kemampuan untuk mencapai tujuan yaitu

persuasi.

Retorika

menggunakan tindakan pengunaan kata-kata sehingga memiliki

akibat.

PUBLIC SPEAKING

FUNCTION

Public speaking is a form of empowerment.

Make a difference in things people care about very much.

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To persuade:

persuade people to do something

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To inform:

informing people things they don’t

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To entertaining:

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John F. Kennedy:

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Dr. Martin Luther King, Jr.

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STUDI KASUS:

PIDATO BUNG TOMO

Timeline:

 Proklamasi

Kemerdekaan 1945

 Insiden Hotel

Yamato

 Terbunuhnya

Brigadir Jenderal Mallaby

 Ultimatum 10

November 1945

 Pertempuran 6

minggu di Surabaya

CUPLIKAN PIDATO BUNG

TOMO

 selama banteng-banteng

Indonesia masih

mempunyai darah merah yang dapat membikin secarik kain putih merah dan putih

maka selama itu tidak akan kita akan mau menyerah kepada siapapun juga

 Dan untuk kita

saudara-saudara

lebih baik kita hancur lebur daripada tidak merdeka

semboyan kita tetap: merdeka atau mati!

 Dan kita yakin

saudara-saudara

pada akhirnya pastilah

kemenangan akan jatuh ke tangan kita

sebab Allah selalu berada di pihak yang benar

percayalah saudara-saudara Tuhan akan melindungi kita sekalian

 Allahu Akbar! Allahu

Akbar!

NEWS RELEASE

 A simple

document whose purpose is the

dissemination of information in

ready to publish form.



Tidak ada

pembayaran

apabila materi

obvious news

:

maybe

:

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discard

: tidak menarik dan sulit

Informal

publication to

deliver

information to

a target

audience at

regular

intervals.

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Other publication

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 Brochures

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

Annual

CORPORATE ADVERTISING

KEMAMPUAN MENGORGANISASIKAN

 PUBLIC RELATIONS CAMPAIGN

PLANNING.

 Communication tools dan activities yg

direncanakan dan dikoordinasikan.

 Good planner: material distribution,

event lancar tanpa gangguan, budget tidak berlebih.

 Highly organized, detail oriented,

mampu melihat secara keseluruhan.

COMMUNICATION

PLANNING

PLANNING

 It focuses effort: work on the right things.

 It improves effectiveness: prioritised.

 Encourages the long term view: future.

 Helps demonstrate value for money:

comparison for achievement.

 Minimises mishap: attention for detail.

 Reconciles conflict: anticipation

 Facilitates proactivity: deciding by yourself.

FACT FINDING

 Analysis: identify issues on which to base your pr

programme.

 Ex: old fashioned and

losing market share vs demo that product is modern and leading edge.

 Research: political, economic, social, technological.

VARIABLE ANALYSIS

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POLITICAL ECONOMIC SOCIAL TECHNOLOGIC

AL 1. Environme ntal legislation 2. Employme nt legislation 3. Trade legislation 4. Change of

governmen t 1. Interest rates 2. Inflation 3. Money supply 4. Level of

employmen t 5. Disposable income 6. Economic cycles 7. World economic conditions 1. Population growth 2. Lifestyles 3. Level of

education 4. Income distribution 5. Consumer patterns 6. Social attitudes and concerns 1. New discoveries 2. Rate of

SETTING OBJECTIVES

 Mengetahui tujuan

akhir.

 Tujuan pr

mempengaruhi sikap dan perilaku.  Tujuan: understanding, awareness, inform, knowledge, displace prejudice, belief, confirm perception, act in a particular way.

SETTING OBJECTIVES

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 Set PR objectives: not

marketing objectives.

 Ally to organization

objectives.

 Be precise and specific:

5 w and 1 h.

 Do what is

achieveable.

 Quantify as much as

possible.

 Work within budget.

PUBLIC AND MESSAGES

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 Public: financial,

internal,

commercial, government, overseas.

 Media: influence

in public opinion.

 Avoid negative

media. Media effective for

 Message:

articulated, shifts perceptions,

persuade,

credible and deliverable.

 Message: format,

tone, context,

timing, repetition

STRATEGY AND TACTICS

 Strategy is the

overall approach that is taken to a programme or

campaign.

 Theme, the big

idea, the rationale behind tactic.

 Strategy is

dictated for

issues rising from analysis.

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 Objective: mengusir tentara Irak dari Kuwait.

 Strategi: mengepung dan membunuh tentara Irak.

CONTOH STRATEGI DAN

TAKTIK

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CONTOH 1 CONTOH 2

TUJUAN PUBLIKASI PRODUK

ATAU JASA MEMBANGUN PERSEPSI SBG MARKET LEADER STRATE

GI MELAKUKAN KAMPANYE MEDIA MASSA

POSITIONING SBG MARKET LEADER

TAKTIK KONFERENSI PERS

EVALUATION

38 •

Perubahan perilaku: mengukur perilaku

pembelian.

• _{Perubahan sikap, opini, awareness.} • _Respon:

1. Pencapaian: 80%

pengecer datang ke konferensi.

2. Media coverage,

content

distribution, readership

3. Budget control

and value for money.

KEMAMPUAN BERGAUL

Menciptakan networking dgn berbagai pihak.

KUALIFIKASI PR LAINNYA

Kemampuan bergaul

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Hubungan lebih dalam dan akrab shg stakeholder

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PR mengenal jurnalis,

pemred,

KEPRIBADIAN UTUH DAN

JUJUR

Karakter citra pembicara sebagai seseorang yang baik dan jujur.

IMAJINASI YANG KUAT

 Penuh gagasan &

ide, problem solving, original plan,

kreativitas kerja.

 Events PR (pameran,

workshop, seminar, press conference).

 Pengamatan tajam,

persepsi baik,

pemikiran orisinal, perhatian penuh.

NEED: PEMAHAMAN

EKONOMI

 Memahami

ekonomi dan bisnis.  Tugas PR: menolong

perusahaan mendapatkan keuntungan.

THE END

ADHI GURMILANG@OKTOBER 2010