View
220
Download
0
Category
Tags:
Preview:
DESCRIPTION
Public Relations
Citation preview
The Nature of Public Relations
TOPIC 1
The Nature of Public Relations
Understanding Public Relations
◦ Definition of Public Relations, Propaganda, and the differences between Public Relations and Marketing
The Uses of Public Relations
◦ Public Relations function in the Work
The Structure of Public Relations
◦ Public Relations structure in the organization, in house Public Relations, external Public Relations
Alexander Mamby Aruan, SE, M.Si, AMIPR
Understanding Public Relations Definition of Public Relations
The British Institute of Public Relations ( IPRA ) define Public Relations as two stages :
◦ Public Relations : (Stage 1 )
Is about reputations of what you do, what you say and what others say about you
◦ Public Relations Practice : ( Stage 2 )
It is planned and sustained effort to establish and maintain goodwill and mutual understanding between the organization and its publics
Alexander Mamby Aruan, SE, M.Si, AMIPR
The Public Relations Transfer Process
HOSTILITY UNDERSTANDING SYMPATHY
PREJUDICE ACCEPTANCE
APATHY INTEREST
IGNORANCE KNOWLEDGE
UNDERSTANDING
UNDERSTANDING
UNDERSTANDING
N E
G A
T I
V E
P O S
I
T
V E
Alexander Mamby Aruan, SE, M.Si, AMIPR
Tony Fernandes- CEO of Airasia, has changed the
Hostile situation to become Sympathy
EXAMPLE
Alexander Mamby Aruan, SE, M.Si, AMIPR
Propaganda defined as :
◦ The communicating of a particular belief or philosophy that appeals to the emotion of the listener.
◦ It is a forceful persuasive message aimed at converting the recipient to the communicator point of view
Public Relations and Propaganda
White propaganda Source of communications : identified The information : accurate Grey propaganda Source Of communication : may or may not be correctly identified The information : uncertain Black propaganda Source of communication : false The information : lies, fabrications and deceptions
MARKETING
Definition of Marketing : ◦ The Management process
responsible for identifying, anticipating and satisfying customer requirements profitably ◦ ( British Chartered Institute of
Marketing – CIM )
The most important : Customer and Profit
Alexander Mamby Aruan, SE, M.Si, AMIPR
ADVERTISING
Present the most persuasive possible selling message to the right prospects for the product or service at the
lowest possible cost.(Kotler)
Alexander Mamby Aruan, SE, M.Si, AMIPR
The differences between Public Relations – Marketing – Advertising
Public Relations – Marketing : Public Relations concern with building relationship and generating goodwill for the organization Marketing is concern with customer and selling products and services Public Relations – Advertising : Public Relations is to create understanding about organization or product Advertising is persuasion methods to sell about the product
The Ingredient of PROMOTIONAL
MIX
PROMOTIONAL MIX / INTEGRATED CAMPAIGN
PUBLIC RELATIONS
ADVERTISING
SALES PROMOTIONS
SELLING
Promotional Mix / Integrated Campaign (PR ,Advertising, Sales promotion, Selling
1. Public Relations :
◦ To support marketing objective
2. Advertising
◦ Present the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.
◦ The different with PR is used to create understanding
Alexander Mamby Aruan, SE, M.Si, AMIPR
4. Selling A verbal presentation in conversation with one or more prospective purchasers for the purpose of making sales ( Kotler )
3. Sales promotion Any Short –term incentives to encourage purchase at point of sale
Alexander Mamby Aruan, SE, M.Si, AMIPR
PROMOTIONAL MIX/ Integrated Campaign
Is the use of all promotional tools (PR, Advertising, Selling and Sales Promotion ) to achieve the 3 As which is :
Awareness :
To ensure the product offer's existence is known
◦ Attitude :
To create and reinforce as positive attitude towards the product
◦ Action :
To secure the sale
Alexander Mamby Aruan, SE, M.Si, AMIPR
THE USES OF PUBLIC RELATIONS
Financial Public Relations or investor relations :
PR activity that focuses to communicating with the financial organization/ individuals
Example: maintain the shareholder relations, manage the information flow
Government and public affairs
PR activity that focuses to communicating with the government, local authorities, public bodies and its public
Example : Explaining the activities of government, communicating information about new law or policies, etc.
Commercial market
Public Relations activities that focuses on communicating with commercial market
Example: Launching the product, market education, etc
Non Profit organizations
PR activity that focuses on communicating the organization’s relationship with its public, and the donator
Example: Maintaining the relationship with the donor, informing the organization activity to its public, etc
THE ROLE OF PR IN THE CRISIS SITUATION
Crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. “
Alexander Mamby Aruan, SE, M.Si, AMIPR
Advising The management on the strategic approach to take
Identifying the key audiences to be communicated with
Drafting support materials – statements, questions and answers, and briefing documents.
Alexander Mamby Aruan, SE, M.Si, AMIPR
THE DO’S AND DON’TS DURING THE CRISIS
▪ THE DOs :
1. Keep your emotions in check.
2. Gather facts first.
3. Corporate with the media.
4. Stories must be real and based on facts
▪ The Don’ts
1. Bluffing
2. Speculating
3. Lie
Alexander Mamby Aruan, SE, M.Si, AMIPR
Learn is Knowledge Knowledge is Inspiration
Be Inspire until You’ll become an Inspiration
By: Mr. Alexander Mamby Aruan, SE, M.Si, AMIPR Material Reference by: Ms. Sylvia Roennfeld, M.Si (Subject Coordinator) & Yunita Permatasari, M.Si
Alexander Mamby Aruan, SE, M.Si, AMIPR
Recommended