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