THE NATURE OF PR &

MANAGEMENT REPUTATIONPenulisan Public Relations – KOM 210Program Studi Ilmu Komunikasi

Dosen Pengampu

Prida Ariani Ambar Astuti, S.Sos., M.Si.

TODAY

Defining Public Relations

PR Roles

The 4 Models of PR

PR Process

PR Professional at Work

WHAT IS PUBLIC RELATIONS ?

Public Relations is …

a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public(Wilcox, 2005, p.4)

A management function that helps define an organization’s philosophy & direction by maintaining communication within a firm & with outsideforces & by monitoring & helping a firm adapt to significant public opinion(Baskin, Lattimore, Aronoff, 2009)

PR is …

Involves the management of problems or issues

Keep informed on and responsive to public opinion

Responsibility of management to serve the public interest

Keep abreast of and effectively utilize change

Warning system to help anticipating trends

uses research and sound ethical communication techniques as its principal tools

(Wilcox, 2005)

Public Relations

To create consistency between organizational goals & societal expectations

Communicate with internal & external publics

Helps define organizational objectives & philosophy

A Management Function

AS A MANAGEMENT FUNCTION

As a Management Function

Knowledge & Technical Knowledge

Setting objectives, planning, budgeting, recruiting & training staff, developingfacilities

Planning & Implementing

Researching

Counseling management

Anticipating, analyzing & interpreting public opinion

THE PUBLIC OF PUBLIC RELATIONS

A public is a group of people

who share a common

problem or goal & recognize

their common interest

PUBLIC

Public PR

Media Internal Community

Government Investor Customer

InternationalSpecialPublic

Reaching Major Audiences

(Smith, 2005)

PR ROLES

Public Relations Roles

TACTICAL MANAGERS(Make To Day-to-day Decision on Many Practical & Specific Issues)

Communication Manager

Specialist In PR, often

Directed By Others

Communication Technician

1 1

2 Entry Level Jobs or

Specialized Tasks

2 STRATEGIC MANAGERS(Concerned with Management, Trends, Issues, Policies & Corporate Structure)

(Grunig & Hunt, 1984, p. 91)

COMMUNICATION MANAGER

(Grunig & Hunt, 1984, p. 91)

Expert Prescriber

Communication Facilitator

Problem-Solving Process Facilitator

Communication Manager

...means acting as a go-between, facilitating communication between management and publics (Dozier, 1995, p.24)

He or she is a liaison, interpreter, and mediator

Communication Facilitator

Expert Prescriber

Helping management think through problems & issues systematically to find a solution (Dozier, 1995, p.24)

the public relations manager helps others in the organization solve their public relations problems

Problem-Solving

Process

Facilitator

…functions as the “expert” public relations person who researches and defines public relations problems, develops programs, and takes responsibility for implementing programs

321

(Grunig & Hunt, 1984, p. 91)

MODELS OF PUBLIC RELATIONSPengantar Public Relations

The 4 Models of PR

The Press Agentry/Publicity

Model

The Public Informatio

n Model

The Two-Way

Asymmetric Model

(persuasion)

The Two-Way Symmetric

Model (dialogue & relationship

building)

(Grunig & Hunt, 1984, p. 91)

“Win-win” Zone

Mixed MotiveSymmetric

Dominant Coalition’s Position

Public Position

Organization’s Position Dominates (Asymmetric)

Public’s Position Dominates

(Asymmetric)

New Model of Symmetry as Two-Way Practice

Pure

Asymmetric

Model

Pure

Cooperation

Model

Two-way

Model

Communication used to dominate

public, accept dominant coalition’s

position

Communication used to convince

dominant coalition to cave in to

public’s position

Communication used to move public,

dominant coalition, or both to

acceptable “win-win” zone

PR Professionals at workPengantar Public Relations

PR Professionals at Work

Programming RelationshipsWriting &

Editing

Information ProductionSpecial Events

SpeakingResearch & Evaluation

Elements of PR

Counseling Research Media Relations Publicity

Employee/Member Relations

Community Relations Public Affairs Government Affairs

Issues Management Financial Relations Industry RelationsDevelopment/Fund

Raising

Minority Relations/Multicultural

Affairs

Special Events & Public Participation

Marketing Communications

Rank Order of PR Employers’

Emphasis on Knowledge/Skill AreaPengantar Public Relations

Very Important

1. Customer/client relations 2. Decision making/problem solving

Moderately Important to Very Important

3.4.5.6.7.

8.

Copywriting/proofreadingWriting print advertising copyWriting news releasesProject managementAccount sales/serviceCoordination of creative effortsGraphic design of print advertising

9.10.

11.12.13.

Writing collateral piecesGraphic design of print advertisingBudgetingWriting direct mail piecesMedia relationsWriting corporate publications

Moderately Important

15.

16.17.18.19.

20.

21.22.23.

Graphic design of direct mail piecesPhotographic design/directionSpeech writingWriting broadcast advertisingGraphic design of corporate publicationsSpecial events planning & coordinationWriting slide shows/filmstripsEmployee/labor relationsGraphics design of slide shoes/film strips

24.25.

26.27.

28.29.

30.

ResearchManagement counsel regarding organizational decisionsCommunity relationsWriting promotional & training films/videosTraffickingGraphics design of promotional films/videosPhotographic shooting skills

Moderately Unimportant to Moderately Important

31.

32.33.34.

Graphic design of broadcast advertisingTrade shows & exhibitsConvention & meeting planningGovernment relations

35.36.37.38.

Stockholder relationsSchool relationsGraphic design of news releasesFundraising & development

PR IS ABOUT REPUTATION

(British Institute of Public Relations)

THE RESULT OF WHAT YOU DO, WHAT YOU SAY,

WHAT OTHER SAY ABOUT YOU

REPUTATION

Corporate Identity

Names, Brands, Symbols

Self-presentations

Customer Image

Community Image

Employee Image

Investor Image

Reputation

Is perceived by …

The sum of their perceptions equals …

(Argenti, 2007)

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