CORPORATE PR. Pengantar Public Relations KOM 116. Prida Ariani Ambar Astuti, S.Sos., M.Si. Program Studi Ilmu Komunikasi.

Transcription

1 CORPORATE PR Pengantar Public Relations KOM 116 Program Studi Ilmu Komunikasi Dosen Pengampu Prida Ariani Ambar Astuti, S.Sos., M.Si.

2 In 3 areas (environment, ethics & employees), the public noted a gap between actual & perceived corporate behavior CEO can enhance credibility by being transparent, engaging in proactive communications, supporting CSR Initiatives (Lattimore, Baskin, Heiman & Toth, 2009)

3 PR in Corporations PR Activities PR Roles PR in Multinational Company Corporate Credibility & Reputation (Lattimore, Baskin, Heiman & Toth, 2009)

4 PR in Corporations Corporate public relations

5 Responsible use & to help develop cooperative relationships between corporations & other societal institutions (Lattimore, Baskin, Heiman & Toth, 2009)

6 Media relations Employee relations Community relations Consumer relations Financial relations Marketing communications Public affairs (Lattimore, Baskin, Heiman & Toth, 2009)

7 Corporate Public Relations smooth & enhance a company s operations as well as increase its sales (Lattimore, Baskin, Heiman & Toth, 2009)

8 PR ACTIVITIES Corporate public relations

9 Corporate communications (not advertising) Activities % Crisis management 73 Internal communications 73 Marketing PR 73 Executive communications 69 Product PR 62 Online communications 61 Community relations (Lattimore, Baskin, Heiman & Toth, 2009)

10 PR ROLES Pengantar public relations

11 Public Relations Roles Communication Technician Communication Manager Specialist In PR, often 1 1 Directed By Others TACTICAL MANAGERS (Make To Day-to-day Decision on Many Practical & Specific Issues) 2 Entry Level Jobs or Specialized Tasks 2 STRATEGIC MANAGERS (Concerned with Management, Trends, Issues, Policies & Corporate Structure) (Grunig & Hunt, 1984, p. 91)

12 COMMUNICATION MANAGER Communication Facilitator Problem- Solving Process Facilitator Expert Prescriber (Grunig & Hunt, 1984, p. 91)

13 Communication Manager Expert Prescriber Communication Facilitator Problem-Solving Process Facilitator 1 functions as the expert public relations person who researches and defines public relations problems, develops programs, and takes responsibility for implementing programs 2...means acting as a go-between, facilitating communication between management and publics (Dozier, 1995, p.24) He or she is a liaison, interpreter, and mediator 3 Helping management think through problems & issues systematically to find a solution (Dozier, 1995, p.24) the public relations manager helps others in the organization solve their public relations problems (Grunig & Hunt, 1984, p. 91)

14 PR in Multinational & SMALLER Corporations Pengantar Public relations

15 PR in CORPORATIONS Multinational 3 major barriers: language, laws & culture 3 distinct aspects: 1. Represent multinational corporations 2. To help bridge the communication gap 3. Conducted in the various host countries of the corporation Smaller Responsible for all aspects of the business Spent most of the time on 1. strategic planning, 2. supervision 3. doing the work (Lattimore, Baskin, Heiman & Toth, 2009)

16 Tactics used by CPR Pengantar Public relations

17 CROSS-DISCIPLINARY INTEGRATION Communicators might use the disciplines from other sciences to PR TOOL INTEGRATION Use whatever means is available & appropriate to send a message to external & internal audiences (Lattimore, Baskin, Heiman & Toth, 2009)

18 Corporate Credibility & Reputation Pengantar Public relations

19 To exert positive influence on public attitude, corporations must be perceive as honest & responsible (Lattimore, Baskin, Heiman & Toth, 2009)

20 Honest & responsible World class reputation Positive relationships Resultant mutual understanding on policies & issues Being trustworthy & taking a right actions (Lattimore, Baskin, Heiman & Toth, 2009)

21 CSR & Diversity Pengantar Public relations

22 CSR is not a random act of kindness CSR has its roots in corporate philanthropy Diversity or inclusion encompasses the mix of race, age, gender, sexual orientation, religious beliefs, national origin &disability Diversity means different things in different countries (Lattimore, Baskin, Heiman & Toth, 2009)

23 7 Tenets to Achieve Diversity Inclusion Opportunity Comprehensiveness Accessibility Training Management Evaluation & communication (Lattimore, Baskin, Heiman & Toth, 2009)

24 Terima kasih