public relation tips and theory
TRANSCRIPT
POWERFUL OF PRPOWERFUL OF PR
HENNY S. WIDYANINGSIH, M.Si.HENNY S. WIDYANINGSIH, M.Si.
Disampaikan dalam: Disampaikan dalam: Training Humas Net ke – 2 Training Humas Net ke – 2
BEM Fakultas se-Universitas IndonesiaBEM Fakultas se-Universitas IndonesiaRabu, 16 April 2008Rabu, 16 April 2008
““Public Relations is Planned Persuasive Public Relations is Planned Persuasive Communication Designed to Influence Communication Designed to Influence
Significant Public”Significant Public”
What is Public Relations?What is Public Relations?
““Public Relations is a Planned Process to Public Relations is a Planned Process to Influence Public Opinion, through Sound Influence Public Opinion, through Sound
Character and Proper Performance, based on Character and Proper Performance, based on Mutually Satisfactory Two-way Mutually Satisfactory Two-way
Communication”Communication”
(Fraser P. Seitel)(Fraser P. Seitel)
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
ADMINISADMINISTRATION TRATION & STAFF & STAFF
SUPPLIER SUPPLIER PROSPECTIVE PROSPECTIVE CONSUMERCONSUMERCorporateCorporate
GOVERNMENGOVERNMENT AGENCIES T AGENCIES
BUSINESS BUSINESS COMMUNITYCOMMUNITY
COMPETITORSCOMPETITORS
KOMISARISKOMISARIS
LOCAL LOCAL COMMUNITY COMMUNITY
GENERAL GENERAL PUBLIC PUBLIC
MASS MASS MEDIAMEDIA
CURRENT CURRENT CONSUMERCONSUMER
NGONGO
FAMILY FAMILY OF STAFFOF STAFF
CORPORATE AND ITS PUBLICSCORPORATE AND ITS PUBLICS
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
PUBLIKPUBLIK
INTERNALINTERNAL
EKSTERNALEKSTERNAL
SUPPORT SUPPORT ORGANISASI/ ORGANISASI/ LEMBAGALEMBAGA
PRODUPRODUCTIVITYCTIVITY
REPUTREPUTATIONATION
GOOD GOOD IMAGEIMAGE
55 KEGIATAN PR KEGIATAN PR
PRPREMPLOYE RELATION
S
COMMUNITY
RELATIONS
MEDIA RELATIONS
GOVERNMENT RELATIONS
CUSTOMER
RELATIONSBulletin
Family GatheringKomunikasi Internaldll
Beasiswa unt SDSunatan massalCharity nightdll
ReleasePress conferencePress tourRoad showPress ReceptionPress roomsdll
LobbyNegosiasiNewsletterdll
PromotionService exellenceNewsletterdll
88 pekerjaan utama PR pekerjaan utama PR
1.1. WritingWriting2.2. EditingEditing3.3. PlacementPlacement4.4. PromotionPromotion5.5. SpeakingSpeaking6.6. ProductionProduction7.7. ProgammingProgamming8.8. Institusional Institusional
AdvertisingAdvertising
Reputasi Perusahaan adalah Aset Reputasi Perusahaan adalah Aset UtamaUtama
Davis Young dalam bukunya “Building Your Davis Young dalam bukunya “Building Your Company’s Good Name” menulis, Company’s Good Name” menulis, “You build your “You build your company’s good name, inch by inch and day by day. And you lose company’s good name, inch by inch and day by day. And you lose that good name in an instant when you stop focusing on its that good name in an instant when you stop focusing on its importance.”importance.”
The success of managers depends, primarily, on their ability to The success of managers depends, primarily, on their ability to communicate, to all the people for whom the responsible, first communicate, to all the people for whom the responsible, first what the need to do and second the importance of doing it.what the need to do and second the importance of doing it.
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Hasil Riset di ASHasil Riset di AS
Personal experiencePersonal experience 64 %64 %
Major business magazinesMajor business magazines 37 %37 %
Articles in national newspaperArticles in national newspaper 35 %35 %
Word of mouthWord of mouth 31 %31 %
Television newsTelevision news 14 %14 %
Articles in local newspaperArticles in local newspaper 14 %14 %
Television current affairs programsTelevision current affairs programs 13 %13 %
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
1.1. CommunicatorCommunicator
2.2. Backing-up Backing-up ManagementManagement
3.3. Corporate Image Corporate Image MakerMaker
4.4. CreatorCreator
5.5. ConceptorConceptor
6.6. MediatorMediator
7.7. Problem SolverProblem Solver
Fungsi dan Peran Fungsi dan Peran Public RelationsPublic Relations
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
1. To Inform
2. To Explain
3. To Suggest
4. To Persuade
5. To Invite
6. To Convince
Langkah-Langkah Langkah-Langkah Kegiatan Kegiatan Public RelationsPublic Relations
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
1. Publication
2. Event
3. News
4. Community Involvement
5. Image and/or Information
6. Lobbying and Negotiation
7. Social Responsibility
Kegiatan Operasional Public Kegiatan Operasional Public RelationsRelations
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Target Kegiatan Target Kegiatan Public RelationsPublic Relations
1. Public Understanding1. Public Understanding
2. Public Confidence2. Public Confidence
3. Public Support3. Public Support
4. Public Cooperation4. Public Cooperation
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
2 Peran Dominan PR :
1. Communication Technician
2. Communication Manager :
a. Expert Prescriber
b. Communication Facilitator
c. Problem Solving Process Facilitator
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Corporate Image In Corporate Image In The Service SectorThe Service Sector
Corporate Identity
Contact Personnel
Reputation
Level of Service
Physical Environment
Corporate Corporate ImageImage
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Corporate Image In Corporate Image In The Service SectorThe Service Sector
Corporate IdentityCorporate IdentityNameNameLogoLogoDistinctive FeaturesDistinctive FeaturesPricesPricesLevel and Quality of AdvertisingLevel and Quality of Advertising
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
ReputationReputationManagement Style and LeadershipCredibility of ActionsGuarantee of Reliable ServiceOrganisational Culture Focused on Customer Needs
Corporate Image In Corporate Image In The Service SectorThe Service Sector
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Physical Environment – Tangible CuesPhysical Environment – Tangible CuesAtmosphericsDécor and ambianceLayout lightingAppearance of Buildings and GroundsParking facilities
Corporate Image In Corporate Image In The Service SectorThe Service Sector
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Level of ServiceLevel of ServiceVariety of Services (core and support services)Access to ServiceOperating Procedures
Corporate Image In Corporate Image In The Service SectorThe Service Sector
© 2005, Henny S. Widyaningsih, M.Si© 2005, Henny S. Widyaningsih, M.SiPublic Relations sebagai Fungsi ManajemenPublic Relations sebagai Fungsi Manajemen
Contact PersonnelContact PersonnelFriendly and CourteousAppearanceAttitude and BehaviorCaring StaffCompetence
Corporate Image In Corporate Image In The Service SectorThe Service Sector