Dr. Hifni Alifahmi, IAPR email: alifahmi21@yahoo.com

Education Communications & Media Studies, S3/Univ.

Indonesia (cumlaude); Marketing Communications, S2/Magister of Communications Management & S1

Marketing/Business Adm. Universitas Indonesia.

Major Interests (Subjects/Expertise)

Branding & Marketing Communications, Marketing Communications Planning, Public

Relations, Marketing PR, Corp. Communications, Reputation Marketing/Management, News Framing

Analysis and Media Frame Building.

Book Publications (Writing)

Corporate Reputation Framing (2013); Marketing Communications Orchestra (2008); Spiritual Marketing communications (2008);

Sinergi Komunikasi Pemasaran (2005); Marketing Public Relations (1994).

Experiences (Practitioner, Teaching, Consulting)

Public Relations & Corp Communications Manager Indofood (1992-2002); Corporate Secretary Bank Syariah Mandiri (2002-2006); Senior Consultant/ Trainer - Spirit PR/Marcom (2007-now); Holistic

Reputation (2014-now); Lecturer (MM Kom. Univ.Indonesia, Univ.Brawijaya, LSPR,

Univ.Atmajaya, Univ. Pancasila).

*) IAPR : Indonesia Accredited Public Relations

http://amisd46.blogspot.com/2013/08/review-

of-marketing-communications-for_8.html

Marketing Communications-Mix

Digital Marketing PR Radar

Online Marketing PR

The Moments

(a) Corporate advertising:

bagian dari iklan untuk

citra/PR & Marketing

(b) Marketing comm,

bagian dari Mkt

(c) Marketing

(d) Public relations

(e) Marketing PR, irisan

Marketing dan PR,

bagian dari Marcom

(f) Advertising, bagian

dari Mkt Comm

Marketing Public Relations

Thomas L. Harris, Value-Added Public Relations: the Secret Weapon

of Integrated Marketing, 1998.

Marketing Public Relations is the use of public

relations strategies and techniques to achieve

marketing objectives. The purpose of MPR is

to gain awareness, stimulate sales, facilitate

communication, and build relationship between

consumers and companies & brands.

The principal functions of MPR are the

communication of credible information, the

sponsorship, and the support of causes that

benefit society.

Thomas L. Harris, The Marketer’s Guide to Public Relations in the

21st Century, 2006.

Confidence with All of Me

Kriteria Marketing PR

PR Event Simpatik (Brand Activation)

Publisitas Media (Newsworthy Marketing)

Community-

Stakeholder

Involvement

CRM (Cause-

Related

Marketing)

Marketing PR: Pedang Bermata Dua

Kriteria Marketing PR

MPR, sentuhan pemasaran simpatik, humanis, penuh

kepedulian sehingga meraih dukungan publik:

• PR Event yang mengundang empati-simpati publik dan

mengenalkan popularitas produk (brand activation);

• Bernilai berita (news-value) tinggi sehingga muncul dalam

ulasan/publisitas media massa (newsworthy marketing);

• Bukan sekadar program promosi/penjualan, namun juga

mengatasi masalah sosial seperti menyisihkan dana untuk

beasiswa/pendidikan, kelestarian lingkungan hidup,

kesehatan, dll. (cause-related marketing);

• Mengundang keterlibatan khalayak konsumen atau

komunitas (community/stakeholder involvement);

• MPR ibarat pedang bermata-dua: dua pistol penyampai

pesan kehumasan dan kampanye pemasaran yang kredibel.

Lima Model Kolaborasi Marketing & PR

Marketing & PR as the same function

Mkt PR Mkt PR

Equal but overlapping functions Separate but equal functions

Marketing as the dominant function

PR as the dominant function

PR

Mkt

Mkt

PR

Mkt=PR

Lima Model Kolaborasi Marketing & PR

• Separate but equal functions. Pemasaran terkait konsumen dan laba, PR urusan publik dan citra.

• Equal but overlapping functions. Pemasaran dan PR sama-sama menangani publisitas dan citra produk.

• Marketing as the dominant function. Corporate Marketing mengontrol Corporate PR.

• PR as the dominant function. Corporate PR jadi pemegang kendali atas Corporate/Product Marketing.

• Marketing and PR as the same function. Pemasaran dan PR sama-sama berkomunikasi dengan publik dan pasar: mulai dari segmentasi, memetakan persepsi dan citra, merencanakan hingga evaluasi program.

Segitiga Emas Marketing PR

Strategic

Public Relations Marketing

Strategic Marketing Public

Relations

Sense

Sense Spirit

Spirit

SWA, No 01/2007

1. Impact: The significance, importance, or consequence of an event or trend create the newsworthiness.

2. Timeliness: The more recent, the more newsworthy. In some cases, timeliness is relative.

3. Prominence: Occurrences featuring well-know individuals or institutions are newsworthy: CEO, the President, or Celebrity.

4. Proximity: Closeness of the occurrence to the audience (geographically or in terms of values, interest or expectations).

5. The Bizarre: The unusual, unorthodox, or unexpected attracts attention. Mike Tyson’s biting off a piece of Evander Holyfield’s.

6. Conflict: Controversy and open clashes are newsworthy (conflict of disagreement between individuals and institutions).

7. Currency: Occasionally something becomes an idea whose time has come. A time assumes momentum in news reportage.

8. Human Interest: Those stories that have more of an entertainment factor or an entertainment value.

News-Value Harris/Whalen

Significance (nilai yang cukup

besar atau dampak yang luas).

Unusualness (terbesar,

terkecil, terluas, tidak

biasa/aneh, dan sejenisnya).

Human interest (menyentuh

hati atau sisi kemanusiaan).

Conflict (kontroversial,

perdebatan, atau perseteruan).

Sumber: Thomas Harris & Patricia Whalen (2006: 113).

News-Value Harris/Whalen

Prominence (mengutip

pernyataan tokoh, pejabat

teras atau selebriti).

Proximity (kedekatan lokasi

dan/atau isu secara psikologis

di hati publik).

Timelines (kejadian terkini dan

tidak cepat basi).

Newsness (penemuan

teknologi, aplikasi atau cara

baru yang inovatif).

Sumber: Thomas Harris & Patricia Whalen (2006).

Anlene: Atas Nama Tulang

Anlene: 10.000 Langkah

Anlene: Generasi Bergerak

Marketing PR

Sunlight Tersandung figur

bermasalah:

Krishna Murti diganti

Syahrul Gunawan dan

figur lanjutan.

Stakeholders mapping

Perceptual mapping

Corporate PR

Kampanye logo korporat

Event management

Corporate database

AREA PR AREA MARKETING

Area Kolaborasi Insan Marketing & Public Relations

AREA KOLABORASI

Iklan korporat

Corporate publication

Duta Perusahaan

Corp media relations

Investor relations

Community relations

Public affairs

Customer perception

Publikasi produk

Iklan produk berlogo korp

Publikasi event marketing

Sponsorship

Database marketing

Market assessment

Customer segmentation

Corporate marketing

Kampenye logo produk

Produk sponsori event

Direct marketing

Iklan produk

Product merchandising

Duta Pemasaran

Product development

Pricing

Promosi penjualan

Distribusi & penjualan

Iklan layanan masyarakat

Corporate merchandising

Duta Reputasi Produk

Media visit/events

Business gathering

Customer services

Internet marketing

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Source: Al Ries & Laura Ries, 2002

Advertising is the wind, uses the big

bang, visual, reaches

everybody, self-directed,

dies, expensive, favors

line extensions, likes old

names, funny, incredible,

brand maintenance.

Public Relations is the sun, uses the slow

buildup, verbal, reaches

somebody, other-directed,

lives, inexpensive, favors

new brands, likes new

names, serious, credible,

brand building.

Harmonisasi iklan dan public relations,

bukan rivalitas dalam strategi, anggaran

dan implementasi program

Molto Save Our Water

Ajang Khusus Pemasaran

Revitalisasi program Gebyar BCA setelah sepuluh tahun lebih

Promosi reputasi korporat sekaligus citra/reputasi produk

Gebyar (Tahapan) BCA sejak 1997

sebelum krisis moneter (krismon).

Corp PR atau Marketing PR?

Corp Trustmark vs Trademark

Corporate Brand Behind the Brand.

McDonald’s Core Values: Give back to the communities.

Johnson & Johnson’s Trustmark of the Tylenol crisis, representing more than a trademark.

Trustmark is a distinctive name or symbol that emotionally binds a company with the desires and aspirations of its customer. (Kevin Roberts, Saatchi & Saatchi)

Source: Thomas Harris &

Patricia Whalen, 2006: 33-37.

PGA 2014 Konsistensi Marcom Plan

Peran New Media, Event & Iklan

Corporate Brand vs Product Brand

Celebrity Endorser

Nilai Berita (News-Value)

Fenomena Reputation Marketing

Siapa endorser-nya?

PGA atau Selebriti?

Marketing PR Rinso

Marketing PR

Rinso Ayo Main,

Jangan Takut Kotor

Tim Tujuh Rinso Ayo Main

ASAL TIM NAMA ANGGOTA JABATAN

Tim Marketing & Brand

Ainul Yaqin

Roberto Saputra

Tanti & Juli

Marketing Manager Rinso

Senior Brand Manager Rinso

Assistant Brand Manager Rinso

Tim Corporate Relations

Maria Dewanti Dwianto

Elvera Nuriawati Makki

External Comm Manager

External Comm Assistant Manager

Tim Sales Ida Agustina

Satwiko

National Activation Manager

Trade Category Manager

Lowe, strategi komunikasi

Ayu Fadjar

Arimanda

Hanny

Account Director

Senior Account Executive

Creative Director

R&R, hubungan media/publik

Rika Novriady, Vira Madjid, Hanny Setiawan

NA

Mindshare, media placement/buying

Gordon Yap

Hana

Account Director

Implementor

Ogilvy Action NA NA, eksekusi lapangan

Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.

Cause-related marketing: proses formulasi dan

implementasi kegiatan pemasaran yang ditandai

tawaran perusahaan untuk menyumbang sejumlah

dana guna mengatasi masalah sosial dengan cara

melibatkan pelanggan proses transaksi/pembelian

yang memuaskan tujuan organisasi dan individu

(Varadarajan & Menon, 1988).

CRM sinomin atau sering disamakan dengan pemasaran

sosial (social marketing). Pengertian awalnya berasal dari

prinsip yang simpel, yakni konsumen membeli produk, lalu

perusahaan mengalokasikan sejumlah dana dan

disumbangkan untuk mengatasi masalah sosial tertentu

(Harris & Whalen, 2006:225).

“Cause-related marketing is the process of

formulating and implementing marketing

activities that are characterized by an offer

from the firm to contribute a specific

amount to a designated cause when

customers engage in revenue-providing

exchanges that satisfy organizational and

individual objectives”

Dimensi/Kriteria Tactical CRM Strategic CRM 1. Congruence

(kesesuaian dengan

visi-misi dan bidang

usaha perusahaan dan produk/jasa)

Kurang terkait Visi-Misi-Bisnis

Program/isu CRM kurang sesuai

atau terkait dengan visi-misi dan

tidak berasosiasi positif dengan atribut produk, pasar, teknologi.

Erat terkait Visi-Misi-Bisnis

Isu sosial/program CRM dianggap

sesuai/terkait erat dengan visi-misi

perusahaan dan produk, pasar, teknologi, atau atribut lain.

2. Duration

(jangka waktu program

dan kesinambungan

kegiatan)

Jangka pendek 6-12 bulan

Jangka waktu program CRM

kurang dari enam bulan atau setahun dianggap CRM taktis.

Jangka panjang/tahunan

Program CRM setahun lebih,

apalagi bertahun-tahun dipandang sebagai CRM strategis.

3. Invested Resources

(alokasi dana dan

sumberdaya lain: SDM

atau fasilitas dan jasa yang disediakan)

Dana-SDM-Fasilitas terbatas

Besaran alokasi dana, SDM dan

sumberdaya lain sangat relatif

karena tergantung skala usaha dan kategori industri.

Dana-SDM-Fasilitas relatif besar

Alokasi anggaran yang tetap atau

berkesinambungan menjadi salah

satu ciri CRM strategis: cermin dari dukungan dana permanen.

4. Management

Involvement (level

pejabat/pimpinan yang

ikut terlibat)

Kurang melibatkan level teras

CRM hanya melibatkan staf atau

level manajer, mulai dari rencana

dan implementasi atau evaluasi.

Melibatkan pimpinan puncak

Level pimpinan teras terlibat dari

awal perumusan visi CRM, strategi

dan program sampai evaluasi.

1. Believe in the program.

2. Be consistent & ethical.

3. Have a plan & responsive.

4. Be aware of laws and

regulations.

5. Choose partners carefully.

6. Makes goals/objectives clear.

7. Put agreements in writing.

8. Keep everyone informed and

involved (at all levels).

9. Promote volunteerism.

Adaptasi dari Joe Marconi (2004: 218-220).

PR: The Complete Guide.

10. Create a Plan B (have a

contingency crisis).

11. Tell the truth (be honest).

12. Prepare for the negative.

13. Meet problems head-on

(respond quckly-directly).

14. Never compromise the

company’s integrity.

15. Give the program the same

attention as any other PR

project (goals to tactics).

16. Have the necessary PR tools

(messages-materials) ready.

17. Keep the proper records

(legal records/documents).

CRM Larutan Penyegar

Cause-Related ◦ A cause-related promotion program involves a

partnership between a company and a charitable cause

◦ Example: A credit card company giving a portion of all transactions to feed the hungry

◦ Used to better the company’s image and brand loyalty by creating a positive feeling for consumers who use their products

Offer funds to local causes ◦ Consumers feel optimistic about the purchase they have

done

◦ Example: the campaign that “McDonald’s will donate 5 percent of all sales to the ‘Make a Wish Foundation’, or a minimum of $500,000” may sound more attractive than “Ten Cents off on all burgers!” (Schultz), little league teams, rebuilding neighborhoods

Marketing PR Plan Check-list-1

1. Reviewing the situation (situation analysis)

a. Consumer, Market, Product, Media

b. Research Tools: Primary/Secondary Research

c. Environmental Scanning & SWOT Analysis

2. Setting Marketing PR objectives

a. Objectives: awareness, attitude, behavior

b. Advertising and PR objectives

c. Publicity and PR objectives

3. Developing Marketing PR strategy

a. Segmentation, Target Market/Audience

b. Three Strategic Options

Thomas L. Harris, Value-Added Public Relations, 1998.

Marketing PR Plan Check-list-2

4. Marketing PR tactics

a. Message Development & Positioning

b. Message Delivery/Channel

5. Marketing PR execution

a. Action Plan

b. Time-table

c. Budget Allocation

d. Responsibilities/PIC

6. Measurement and evaluation

a. Outputs: message transmission

b. Outgrowths: message reception

c. Outcomes: attitude/behavioral change

Thomas L. Harris, Value-Added Public Relations, 1998.