2.pdf ekonomi

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HISTORY OF PUBLICRELATIONS

The history of Public Relations begin ashuman being lived in a society.

People use public relations to solve c risisand problems through two waycommunication.

History also shows that almost all greatleaders are a good PR practitioners.

As early as 1800 b.c. in Iraq, messages werecrafted or written on stones to educate farmerson agricultural technique to encourage them tobe involved in producing food for the nation.

In Yunan , good orators are made leaders. A lotof politician try to get help from SUFIprac titioners to sharpen their communica tionskills.

Romans and the Greeks are example of goodorators who uses rhetoric to persuade thefollowers. Example J ulius Ceasar and Aristotle.


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Scholars describe the development of publicrelations differently. But all agree that publicrelations is about c ommunicating to influencepublic opinion.

Development of public relation growth canbe discussed by focusing on its key activities:

Persuasion

Publicity

Information

Marketing

Management

PersuasionPersuasionIn early years, using persuasive speech tospread religion such as Islam andChristianity. The Greeks and Roman usepublic speech to win support for theirpolicies. Using rhetoric to persuadeothers.

PublicityPublicity

American Public Relations use publicityAmerican Public Relations use publicity

and promotion for commercial reason,and promotion for commercial reason,fund raising or building personalities. Infund raising or building personalities. Inthe 1920the 1920s, it was more incline towards, it was more incline towardpromoting products and raising moneypromoting products and raising money

for charitable purpose.for charitable purpose.


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InformationInformation Using information to c reate awareness and

encourage support for and participation incampaigns become more popular duringWorld War I and II

To gain independence from ColonialMasters

Information was the key to developmentand nation building efforts of newlyindependent government

MarketingMarketing PR has become more involved in marketingPR has become more involved in marketing

with the rapid growth in communicationwith the rapid growth in communicationtechnologies, development of infrastructure,technologies, development of infrastructure,easier ac cess to international market and aeasier ac cess to international market and amore consumermore consumer--oriented soc iety.oriented soc iety.

Greater emphasis on promotion and effortsGreater emphasis on promotion and effortsto remain distinctive among competitors.to remain distinctive a mong competitors.

Practitioners help to organize exhibitions andPractitioners help to organize exhibitions androad shows by issuing information pamphletsroad shows by issuing information pamphletson company at exhibition and road shows.on company at exhibition and road shows.

ManagementManagement Increasing pressure from better informed customer,

employee and a ctivist has encouraged PRpractitioner to take a more managerial approach inexecuting task.

Conducting Public Opinion Poll, strategic planning

and knowledge-base c ounseling is growing amongpractitioners.

Large organizations and service orientedorganizations emphasis on long term relationshipwith strategic publics

Globalization, rapid computerization, internet haveforced public relations to be result-oriented.

Strategic planning and knowledge-basedcounseling is growing among p ractitioners.


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According to Hamdan Adnan in his bookPrinsip Perhubungan Awam PR inMalaysia begin as early as the era of theMalacca Rulers.

The rulers will ask intellectuals to write orspread information on their good deedsthrough hikayat or poems. One of thewell known history books was written byTun Seri Lanang pertaining to HikayatRaja-raja Melayu.

According to Hamdan, Hang Tuah andBendahara Tun Perak are an example ofgood PR practitioner who are able to solvea lot of community problem and makeMalacca a well known port at that time.

Early PR aimed at gaining independence,formalizing national status, promoting andmaintaining unity among the differentethnic groups and promoting governmentdevelopment plans.

Most activities conducted through publiccampaign.

1939 - Department of Information set up inSingapore to inform development of thewar.

1946 under Malayan Union, Department

of Public Relations was set up. Produceleaflets as well as radio broadcast andface to face communication, throughpublic meeting to carry out the task.

1948 the department was renameDepartment of Information which ispresently known as Ministry of Information.


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Corporate Public Relations Department Multinational companies set up their own

in-house PR departments. Corporate PR dept focus mainly on gaining

ac ceptance of their organization in theircommunity in which they operate and inassisting in increasing employeeproductivity.

Corporate PR dept supported variousgovernment nation building effortsespec ially in sports and education. Theyalso provide scholarships and donate towelfare projects.

Set up in 1962 to give a further boost in theindustry.

Government information officers made upmost of the members.

Aimed to upgrade public relations practicein Malaysia.

Drew up code of ethics based on BritishInstitute of Pub lic Relation to self regulatethe practice in the country. This code is notsubject to law.

There are about 600 practitioners in thegovernment and private sector of whomabout 500 are registered as members ofIPRM.

1. Press Agentry Model

2. Public Information Model

3. Two way Asymmetrical Model

4. Symmetrical Model


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FOUR MODELS OF PR PRESS AGENTRY MODEL

PUBLIC INFORMATION MODEL

TOW-WAY ASYMMETRICAL MODEL

SYMMETRICAL

ADDITIONAL MODELS MIXED MOTIVE MODEL

PERSONAL INFLUENCE MODEL

Aim to publicize the organization, itsproducts and services in any way possibleor to get favorable publicity for theorganization

Involves one way communicationdedicated to help the organization controlthe public that affect it.

Organization does not reveal completeinformation in an attempt to control /dominate the environment.

This Model is used to promote celebrities,products, sports or organizations leaders.

Seeks to disseminate information to thepublic as truthfully and ac curately aspossible.

Involves one-way communication throughcontrolled organization media and mass

media. Not based on research and strategic

planning. Promote the organization and tried to

change the behavior of the publics but notthe organization.

Used by government agencies, non-profitorganization and association.


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Uses theories of persuasion to developmessage that are likely to persuadestrategic publics to behave as theorganization wants them.

The model emphasizes on dialoguewhich the organization dominates andrequires the public to make necessarychange, not the organization.

Can be used effectively when there islittle conflict with the public.

Better than Press Agentry and PublicInformation Model since it researches thepublics attitudes.

Business firms in highly competitivemarket use this model.

Majority of public relation consulting firmsprovide two-way asymmetrical modelsservices to their clients, more often thanthe other three models.

Public relation program based onresearch and which uses two-waycommunication to manage conflict and

improve understanding with strategicpublic.

Negotiates rather than using forces.

Used by highly regulated BusinessAgencies.


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Character ist ic Press Agentry Publ icInformation

Two-wayAsymmet rical

Two-waySymmetrical

Purpose Publicity Disseminationof Information

Scientificpersuasion

MutualUnderstanding

Nature of

Communication

One-way;complete truthnot essential

One-way; truthimportant

Two-way;imbalanceeffects

Two-way;balancedeffects

CommunicationModel

Source

Receiver

Source

Receiver

SourceReceiver

Feedback

SourceReceiver

Feedback

Where

practiced today

Sports, theatre,productspromotion

Government,nonprofitassociations

Competitivebusinessindustries

Highlyregulatedbusinessagencies.

Mixed Mo tive M od el (Mu rph y 1991)

Middle ground between the two wayasymmetrical and symmetrical mode l.

Organization and publics seek to negotiateoutcome that are most advantageous to bothparties in the long term.

Applies in excellent PR department as anextension of symmetrical model.

Persuade publics with the asymmetrical modeland negotiates with symmetrical model.

Person a l Inf luenc e Mo d el (Sriram e sh 1992)

Practitioners use interpersonal communication tobuild personal and long term relationship with key

individuals of the organizations strategic public likemedia, government, political body or among activist

group. Uses one-way communication and its purpose is

predominantly synchronic or asymmetrical.

Use various techniques such as hospitality and givinggifts of influence to build lasting friendship.


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In-class exercise

History & development of PR

Internationally &

Locally

List and discuss the variables thatexplained the 4 Models of PR by J .Grunig& Hunt

Discuss in detail the comparison ofcharac teristics of the 4 Models of PR

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