THE NATURE OF PR
Pengantar Public Relations
–
KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
PR Professional at Work
“Public”
PR & Communication
PR Goals
Public Relations
To create consistency between organizational goals & societal expectations
Communicate
with internal & external publics
Helps define organizational objectives & philosophy
A Management Function
As a Management Function
Knowledge & Technical Knowledge
Setting objectives, planning, budgeting, recruiting & training staff, developing facilities Planning & Implementing
Researching
Counseling management
Public Relations Practitioners
Organizational Programs
Evaluate
Execute
PR PROCESS
Inputs Throughputs
•Research
•Planning
•Action
•Evaluation
Outputs
Public Relations Goal
To promote
the exchange
of influence &
understanding
among an
organization’s constituent
parts & publics
Public Relations as Communication
SYSTEMS TASKS
To influence
significant publics
Producing
desired results
3 Major Persuasion Objectives
Neutralize hostile opinion
Create opinion where non exists
Maintain favorable opinion
PUBLIC
A public is
a group
of
people who
share
a
common problem
or
PR Professionals at Work
Programming
Relationships
Writing &
Editing
Information
Production
Special
Events
Speaking
Research &
Evaluation
Elements of PR
Counseling Research Media Relations Publicity
Employee/Member
Relations Community Relations Public Affairs Government Affairs
Issues Management Financial Relations Industry Relations Development/Fund Raising
Minority
Relations/Multicultural Affairs
Special Events & Public Participation
Rank Order of PR Employers’
Emphasis on Knowledge/Skill Area
Very Important
1. Customer/client relations 2. Decision making/problem solving
Moderately Important to Very Important
3. 4. 5. 6. 7. 8. Copywriting/proofreading Writing print advertising copy Writing news releases
Project management Account sales/service
Coordination of creative efforts Graphic design of print advertising
9. 10. 11. 12. 13. 14.
Writing collateral pieces
Graphic design of print advertising Budgeting
Writing direct mail pieces Media relations
Moderately Important
15. 16. 17. 18. 19. 20. 21. 22. 23.Graphic design of direct mail pieces Photographic design/direction
Speech writing
Writing broadcast advertising Graphic design of corporate publications
Special events planning & coordination
Writing slide shows/filmstrips Employee/labor relations
Graphics design of slide shoes/film strips 24. 25. 26. 27. 28. 29. 30. Research
Management counsel regarding organizational decisions
Community relations
Writing promotional & training films/videos
Trafficking
Graphics design of promotional films/videos
Photographic shooting skills
Moderately Unimportant to Moderately Important
31.
32. 33. 34.
Graphic design of broadcast advertising
Trade shows & exhibits
Convention & meeting planning Government relations 35. 36. 37. 38. Stockholder relations School relations
