THE NATURE OF PR & MANAGEMENT REPUTATION

Transcription

1 THE NATURE OF PR & MANAGEMENT REPUTATION Penulisan Public Relations KOM 210 Program Studi Ilmu Komunikasi Dosen Pengampu Prida Ariani Ambar Astuti, S.Sos., M.Si.

2 TODAY Defining Public Relations PR Roles The 4 Models of PR PR Process PR Professional at Work

3 WHAT IS PUBLIC RELATIONS?

4 Public Relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public (Wilcox, 2005, p.4) A management function that helps define an organization s philosophy & direction by maintaining communication within a firm & with outside forces & by monitoring & helping a firm adapt to significant public opinion (Baskin, Lattimore, Aronoff, 2009)

5 PR is Involves the management of problems or issues Keep informed on and responsive to public opinion Responsibility of management to serve the public interest Keep abreast of and effectively utilize change Warning system to help anticipating trends uses research and sound ethical communication techniques as its principal tools (Wilcox, 2005)

6 Public Relations A Management Function Helps define organizational objectives & philosophy Communicate with internal & external publics To create consistency between organizational goals & societal expectations

7 AS A MANAGEMENT FUNCTION

8 Anticipating, analyzing & interpreting public opinion As a Management Function Counseling management Researching Planning & Implementing Setting objectives, planning, budgeting, recruiting & training staff, developing facilities Knowledge & Technical Knowledge

9 THE PUBLIC OF PUBLIC RELATIONS

10 PUBLIC A public is a group of people who share a common problem or goal & recognize their common interest

11 Public PR Reaching Major Audiences Media Internal Community Government Investor Customer International Special Public (Smith, 2005)

12 PR ROLES

13 Public Relations Roles Communication Technician Communicatio n 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)

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

15 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)

16 MODELS OF PUBLIC RELATIONS Pengantar Public Relations

17 The 4 Models of PR The Press Agentry/ Publicity Model The Public Informatio n Model The Two- Way Asymmetri c Model (persuasio n) The Two-Way Symmetric Model (dialogue & relationship building) (Grunig & Hunt, 1984, p. 91)

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19 Dominant Coalition s Position Win-win Zone Public Position Organization s Position Dominates (Asymmetric) Mixed Motive Symmetric Public s Position Dominates (Asymmetric) New Model of Symmetry as Two-Way Practice

20 Pure Asymmetric Model Pure Cooperation Model Two-way Model Communication used to dominate public, accept dominant coalition s position Communication used to convince dominant coalition to cave in to public s position Communication used to move public, dominant coalition, or both to acceptable win-win zone

21 PR Professionals at work Pengantar Public Relations

22 PR Professionals at Work Programming Relationships Writing & Editing Information Production Special Events Speaking Research & Evaluation

23 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 Marketing Communications

24 Rank Order of PR Employers Emphasis on Knowledge/Skill Area Pengantar Public Relations

25 Very Important 1. Customer/client relations 2. Decision making/problem solving Moderately Important to Very Important Copywriting/proofreading Writing print advertising copy Writing news releases Project management Account sales/service Coordination of creative efforts Graphic design of print advertising Writing collateral pieces Graphic design of print advertising Budgeting Writing direct mail pieces Media relations Writing corporate publications

26 Moderately Important 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 Research Management counsel regarding organizational decisions Community relations Writing promotional & training films/videos Trafficking Graphics design of promotional films/videos Photographic shooting skills

27 Moderately Unimportant to Moderately Important Graphic design of broadcast advertising Trade shows & exhibits Convention & meeting planning Government relations Stockholder relations School relations Graphic design of news releases Fundraising & development

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29 PR IS ABOUT REPUTATION (British Institute of Public Relations)

30 REPUTATION THE RESULT OF WHAT YOU DO, WHAT YOU SAY, WHAT OTHER SAY ABOUT YOU

31 Corporate Identity Names, Brands, Symbols Self-presentations Is perceived by Customer Image Community Image Employee Image Investor Image The sum of their perceptions equals Reputation (Argenti, 2007)

32 Terima kasih