Public Relations: Dulu, Kini, dan

Tantangan Masa Depan

Surabaya, 27 November 2012@vera_makki

Biografi

Dulu Corporate Affairs Manager, Fonterra Brands Indonesia (2011- 2012) Internal Communications Manager, PT Unilever Indonesia, Tbk (2006-

2011) Public Affairs Manager, Indo Pacific PR (2005) Consultant, Ogilvy Public Relations (2000 – 2002) Public Relations Officer, Hotel Mulia Senayan (1999 – 2000) Broadcaster, Ardan Radio, Bandung (1995 – 1998)

Awards &

Recognition

Kini Deputy Director, Corporate Communications & Public Affairs,

Mercedes-Benz Indonesia Dosen Pengajar Kelas Komunikasi Internasional, Universitas

Indonesia Executive Committee, The Indonesian PR Practitioners Group Founder, Taman Bacaan Anak Lebah (@lebahbooks)

Accredited Business Communicator, International Association of Business Communicator, San Francisco, USA (www.iabc.com) Stevie Awards, The Best Corporate Merit Scholarship, University of Houston, Texas, USA

CHANGE - Perubahan

PAST

PRESENT

FUTURE

ADAPT

SURVIVE + SUCCESSFUL

Public Relations - Dahulu

PerempuanCantik, Semampai, LangsingHarus pakai rok (pendek)High heelsYang penting penampilanPublic Relations = Sales Promotion GirlPR = Media Relations only

Reputation Management

Have a strategic thinking (planning & implementation) Good communications and presentation skill (Bahasa Indonesia & English)Have a good inter-personal skillA story-tellerBerwawasan luas, memahami bisnis dan teknik komunikasi. Pendidikan: komunikasi, humas, jurnalistikGesit, multi-tasking, tahan banting

Reputation Management: 3P

PROMOTE PROTECT PRE-EMPT

• Internal Communications

• Brand PR

• Corporate PR

• CSR (Corporate Social Res ponsibility)

• External Networking

• Issue & Crisis Management

• Employee Engagement

• Media Relations (hak jawab, klarifikasi)

• Lobbying

• Media Monitoring

• Eyes & Ears (Associations,

etc)

• Advertising clearance

• CSR (Corporate Social Responsibility)

MISSION & VISION

CORPORATE VALUES:

Leadership, Integrity, Credibility, Trust

KEY STAKEHOLDERS (Pemangku Kepentingan)

Internal

External

EmployeesLabor UnionBoard MembersShareholders

MediaGovernment

Non-Government Org (NGO)Academician/University

CompetitorsKey Opinion Leaders (KOL)

CustomersCommunity

AgencyVendor

DistributorsDealers

Family ofemployees

Media Relations

Old Paradigm New Paradigm

Closed Reactive One way Money talk Off the record

No comment Single interest

Open, transparent Proactive Two-way, interactive Content talk Everything is on the

record Even silent is a

statement Mutual

understanding

Content Creation/Story Teller

Make it comprehensive: 5W+1H (Who, What, When, Where, Why+ How)Understand the needs & interest from the target audienceListen & observeGain insight (research)Emphasize Key MessagesPrepare anticipated Q&ADon’t do hard-selling

News Creation

Now and in the future:

WELCOME TO THE WORLD OF SOCIAL MEDIA

How it works

A Story

Press Kit: 1. Press/Photo Release2. Speech3. Biography4. Photo5. Fact Sheet6. White Paper

Distribution only

Press conference

Media Briefing

Exclusive Interview

WORD OF MOUTH

Real time

HUB/HQ: WEBSITE

Blog

Micro site

Source: http://www.johnniemoore.com/blog/archives/001539.php

The Future of PR & Social Media

It’s TransformingTechnology drivenChange the way we interactChange the way news is sourced and seekedMore tools & channelsChallenge: speed & accuracy

Questions?

Thank You