Strategi dan Perencanaan Public Relations: Sebuah Pengantar

(Introduction to PR Planning and Strategy)

Zainal Abidin Achmad, M.Si, M.Ed. Program Studi Ilmu Komunikasi UPN Veteran Jawa Timur

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Public Relations Planning

Background Situation Analysis PR Plan Objectives Strategies Execution Measurement & Evaluation
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Other IMC Plans

Public Relations
Communications designed to gain public understanding and acceptance.

Internal Publics
Employees
Distributors Suppliers Customers Shareholders

External Publics
Media Governments Prospective Shareholders Financial Community

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Roles of Public Relations

PR makes a diverse contribution for the good of an organization:

Corporate Communications Reputation Management Product Publicity Product Placement and Seeding Community Relations Public Affairs Fundraising
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Corporate Communications
Advertising designed to convey a favourable image of a company to its various publics. 1. Often associated with social responsibility initiatives.

2. Also associated with advocacy programs (presenting a point of view on a controversial public issue).
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Reputation Management
PR plays a vital role when an organization faces a crisis situation. 1. Being prepared is essential (pre-plan with system and procedures in place). 2. An open, honest approach is the best communications strategy to follow. Executives must be ready to meet the demands of the media and more sophisticated consumers.

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Product Publicity
News about an organization or its products appearing in the media. Part of new product launch strategies Advertising clutter enhances role of PR Media-based stories more credible than ads. Advertising campaigns often follow the pre-launch or launch publicity campaigns.

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Product Placement and Seeding

Product Placement Inserting a brand name good in a TV show, movie or video game.

Product Seeding

Product given free to group of trendsetters who help create buzz for the brand.

Advertising clutter and audience fragmentation have made these options attractive to marketers.
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Community Relations
Companies operate in an environment where social responsibility is important. They want to be perceived as good corporate citizens and contributors to local communities. 1. Invest money and time into communities 2. Sponsor teams and events on a national, regional, and local scale. The public has to like you before they will buy you.

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Public Affairs
Companies need strategies to deal with governments.

Lobbying

Communications and activities designed to influence policy decisions that affect a company or all companies in an industry.

Groups with conflicting views on an issue lobby governments. Governments assess all sides of the issue.
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Public Relations Objectives

1. Results are difficult to measure due to integration with other activities. 2. The primary goal is to get media exposure in a positive way.

Objectives Creating Awareness Shaping Attitudes Altering Behaviour

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Public Relations Strategy

Communications strategy is examined based on how to best:

1. Reach opinion leaders

2. Maximize news value 3. Time events to reinforce other marketing communications strategies 4. Reach designated targets

PR deals more with informing and educating rather than motivating someone to buy.
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Dealing with the Press

Press Release A document containing all essential elements of a story. A gathering of reporters to witness release of important information. A bundle of material given to reporters at a press conference.
Abi, Session I-IV2005, UPN Veteran Jawa Timur

Press Conference

Media Kit

Other PR Executions
Web Sites Ideal for detailed messages and visual presentations; messages can be updated quickly. Press releases commonly posted here.

A persons perceptions about a company are definitely influenced by Web site experiences. The experience must be enjoyable.

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Other PR Executions
A publication sent to designated audiences at regular intervals. Often used for communications with employees.

Newsletter

Booklets and Brochures

Brand-sponsored, multiple page documents that promote branded merchandise.

Abi, Session I-IV2005, UPN Veteran Jawa Timur

Other PR Executions
Annual Reports Provides current and prospective shareholders with financial data and review of company. Reports appealing to special audiences (social responsibility and community relations content).

Special Interest Reports

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Measurement and Evaluation

Outputs
Measures transmission of messages and impressions generated by messages. Determines if target received and understood message.

Outgrowths

Outcomes

Measures changes in behaviour (pre- and postresearch necessary).

Abi, Session I-IV2005, UPN Veteran Jawa Timur

PR Strengths and Weaknesses

Strengths Weaknesses

1. 2. 3.

Credible source of information Publicity generates buzz that lead to sales. Helps establish customer relationships

1. 2.

Lack of control (of message) by source. Time and materials can go to waste.

Abi, Session I-IV2005, UPN Veteran Jawa Timur