topic 1 - 2 weeks by ama 2015.doc

7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc

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The Nature ofPublic Relations


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Types of Public Relations

Public RelationsDepartment Public Relations

Consultant


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Public Relations Organizations

TheRole

To provide management with communicationsexpertise in the form of counseling and activecommunications sills

TheFunction

To advise management of the most cost ! e"ectiveand e#cient means of achieving

identi$ed communicationsstrategies and tactics


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TheResponsibilities

To mae sure that strategic and tacticalPublic Relations ob%ectives are achieved


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PR &turucture

To operate e"ectively' a Public Relationsdepartment must meet the needs of the tas

&ome organization they have the needs tohave Public Relations department ()n housePublic Relations*

+owever' for others organization it is not cost

e"ective to have )n house department of PublicRelations' and prefer to outsourcing the expertise,(-xternal Public


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Relations.Consultancy*


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Public Relations Department activities

/iaison with the PR consultancy if one is employed

0riting news release' commissioning photograph and

feature articles' etc Distributing information to identi$ed

publics

1aintaining an accurate media information service

Training and rehearsal of organization sta" who will meet the media

Organizing events such as media visits' receptions and conferences

2rranging media interviews with top management

-diting 3 production of %ournal' annual reports' external %ournal 3 otherprinted publications


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To provide a full service from concept' through planning' creation'management' until evaluation for corporate identity programs'presentations' exhibitions' sponsorship and sales .dealer conferences


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Public Relations &ta#ng&mall

setting

/arger setting 4eneralstructure

Divisional

structure

Public Relations 1anager .Public Relations O#cer Public Relations manager are responsible for the

Public Relations

function' and report to the management, Public Relations o#cer are the woring PublicRelations people, They are the ones that have on !going external contact' and provide the liaisonbetween the Public Relations function and its range ofcontacts and publics,

Press O#cer

The main responsibilities are 5 To maintain contact with individuals in the media


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To supply information to the media


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General Structure

Managing Director

Public Relations

FinanceDirector

MarketingDirector

ProductionDirector

PersonnelDirector

Divisional Structure

Managing Director

Public Relations Press officer Event

management

FinanceDirector MarketingDirector ProductionDirector PersonnelDirector


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-xternal Public Relations . Consultant

Types of Public Relations Consultancy 6ull &ervice

The consultant give any ind of service in Public

Relations &pecialist

The Consultant specialized in one area only


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-xternal Public Relations . Consultant

RoleTo provide client management with communication expertise

in the form of counseling and active communication sills inorder to further interest of the client organization

6unctionTo advise the management of client organization of the most

cost7e"ective and e#cient means of achieving identi$edcommunication strategies and tactics' and to implement

strategies and tactical plans in order to achieve those ob%ectives


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Charging

1. 6)8-D 6--1onthly installment

2dditional fee to cover any unexpected needs

2. R-T2)N-R 2ND +O9R/:.D2)/: C+2R4-&The Client is charged on agreed amount for eachservice provided be based on hourly or daily chargethat comes from timesheet

3. 1)N)191 6-- 2ND +O9R/: C+2R4-&

2 minimum is agreed for the length of the contract,2fter minimum fee has been used it is supplementedwith hourly ( or Daily * charges

4. OT+-R C+2R4-&


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The 6ees are strictly for Public Relations People;s time and

expertise


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FUNCTIN!" #TRUCTURE

Managing

Director!ccount

Manager

Press Publications Events

ffice

Evaluation $

Researc%!dminFinanceffice

C"IENT #TRUCTURE Managing Director

Client ! Client & Client C Evaluation$ !dminPress Film

Press Film Event

Press FilmEvent

ffice


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2dvantage of )n house

Public Relations sta" are employed by the organization' they 5 )dentify closely with the aims and ob%ectives of the organization +ave personal stae in the organization;s success Do not need to refer ! or if they do' it is relatively easy becausethey have access 2re close to the decision maers Can o"er


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tend to be more stable in employment than consultancy sta",


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Disadvantage of)n +ouse Public Relations

&ta" can be5

Too close identify with their product o"erings

>ecome biased in favor of their organization

+ave only a narrow range of experience Training maybe on the %ob rather than specialist'particularly if a person is seconded to Public Relations fromanother department >e limited in their aspirations' they may see their long !term careers elsewhere in the organization

)f there is not a full Public Relations department' thefunction may be allocated to another manager )t is far easier to change consultancies than to change full

time sta"


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)t is di#cult to set up a department of the right size,


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2dvantage of-xternal Public Relations. Consultant

There is no long ! term commitment to employed

sta",

Cost are directly related to the wor done,

The budget can be agreed in advance, Cash ?ow iscontrolled

>udgets can @uicly be changed as necessary The public Relations people have currentexperience in the marets Their range of e@uipment and support services isliely to be better since it has greater use made ofit


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They can provide one or more limited services'such as a central information service or serviceto do with a speci$c overseas maret


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Disadvantage of-xternal Public Relations. Consultant

Consultants will have limited nowledge of theorganization and its products' etc

2ccess is di#cult' especially to secure areas

)denti$cation is with the consultancy' before theclient

&ta" turnover may be higher than in house

Complex or di#cult @ueries will have to be

referred to an organization;s manager before themedia can be briefed,


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Learn is KnowledgeKnowledge is Inspiration Be

Inspire until Youll become anInspiration

By !r" #le$ander !amby #ruan% &'% !"&i% #!IPR


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!aterial Reference by Ms.Yunita Permatasari% !si ( !s" &yl)ia

Roennfeld%!"&i

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