Public Relations 2.0

Integrated Marketing CommunicationsMarcomm, Fikom, UMB, 2009

Judhie Setiawan

AdvertisingAdvertising

Personal SellingPersonal Selling

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Sales Promotion

Short-term Incentives to Encourage Trial or Purchase.

Public Relations

Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.

Protect and/or Promote Company’s Image/products.

Personal Presentations.

SpecialEvents

SpecialEvents

Written MaterialsWritten Materials

Corporate Identity Materials

Corporate Identity Materials

SpeechesSpeeches

NewsNews

AudiovisualMaterials

AudiovisualMaterials

Public Service

Activities

Public Service

Activities

Web SiteWeb Site

Major Public Relations Tools

Buzz Public Relations Through Online Social Media

• Tugas PR menciptakan buzz positif di satu sisi semakin mudah dengan munculnya media sosial seperti Facebook, Youtube dan Twitter yang dipicu perkembangan internet, telepon seluler, blackberry dan Iphone.

• Di sisi lain, peran PR semakin complicated karena media sosial memungkinkan tumbuh suburnya black campaign.

Buzz ?

• Adalah sesuatu yg bisa mempengaruhi apa yg kita pikirkan tentang sesuatu, kita bicarakan, kita baca, dsb.

• Buzz adalah sesuatu/hal yg menjadi perhatian dan perbincangan publik.

• Dalam era media-centric modern, buzz bisa disejajarkan dengan publisitas.

Buzz Public Relations

• Buzz kini semakin penting bagi perusahaan.

• Tugas PR adalah menciptakan buzz positif. Namun demikian, bila muncul buzz negatif hal itu bukanlah karena kegagalan PR, melainkan kegagalan etika perusahaan.

• Buzz PR; pengelolaan komunikasi untuk menciptakan opini publik ke arah seperti yg diinginkan oleh organisasi atau individu.

Kenapa Buzz?

• Perusahaan membutuhkan buzz karena pesaingnya – siang dan malam – berusaha menciptakan hal yang sama.

• Bayangkan minggu lalu produk kita memiliki diferensiasi yang tinggi. Bulan depan – krn produk kita laku – sudah muncul produk lain yg sama persis dengan produk kita, bahkan mungkin lebih bagus kualitasnya.

• Dalam keadaan seperti itu, buzz lah yg menjadi andalan karena buzz yang membuat produk kita tetap ada.

‘Marketing Public Relations’Using PR Buzz

PUBLIC RELATIONS 2.0

Online Reputation

Journalists are the middlemen

Public Relations 2.0eliminates

the middlemen

Public Relations 2.0eliminates

the middlemen

Public Relations 2.0empowers

public/community

Public Relations 2.0empowers

public/community

How Important Is Search to Users?

Strategy for Online Public RelationsImprove Your Corporate Site and Blog:• Informative• User Friendly• Google (Search engine) Friendly• Up to date• Prompt response• Buzz (Conversation) marketing• Info Event• Webtorial

Joint Social Networking,Listen & Talk to Your Customer

Plurk

SOCIAL NETWORKINGS AND BLOGS

Social Networks and Blogs are on the top 10 most

visited site

Source : Sharpening Your virtual On line PR, Virtual consulting

Almost six million Indonesian

account

Source : Sharpening Your virtual On line PR, Virtual consulting

Daily Unique Visitor Facebook.com > Friendster.com

since January 2009

FB user login every day?

Source : Sharpening Your virtual On line PR, Virtual consulting

User Profile

Source : Sharpening Your virtual On line PR, Virtual consulting

User Profile

Source : Sharpening Your virtual On line PR, Virtual consulting

Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report

Source : Sharpening Your virtual On line PR, Virtual consulting

Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report

Source : Sharpening Your virtual On line PR, Virtual consulting

Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report

Source : Sharpening Your virtual On line PR, Virtual consulting

Contoh Program Public Relations

• Indosat Wireless Innovation Contest (PT Indosat, Tbk.)

• Stop Violence in the Home (The Body Shop)

• Hari Cuci Tangan Pakai Sabun Sedunia (Lifebuoy-Unilever)

• “KOBAMA” (Komunitas Bango Mania)

Contoh Program Public Relations

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