Mata Kuliah:. I. Pengantar: 1. Internal Relations 2. EmployeeRelations 3. Community Relations 4....

Mata Kuliah:

I. Pengantar:

1. Internal Relations

2. EmployeeRelations

3. Community Relations

4. Investor Relations

5. Media Relations

II. Definisi II. Definisi PR:PR:

11.. Classic definition Classic definition : : Creating an understanding for, or Creating an understanding for, or goodwill toward a company, person or product.goodwill toward a company, person or product.

2. 2. Edward Bernays (Edward Bernays (1961):1961): “The three main elements of “The three main elements of public relations are practically as old as society: informing public relations are practically as old as society: informing people, persuading people, or integrating people with people, persuading people, or integrating people with people”people”

3. Ivy Lee:3. Ivy Lee: The actual relationship of the company to the The actual relationship of the company to the

people and that relationship involves more than talk. The people and that relationship involves more than talk. The company must act by performing good deeds.company must act by performing good deeds.

4.The Institute of Public Relations4.The Institute of Public Relations (IPR): (IPR): “Upaya “Upaya terencana dan terus-menerus utk mempertahankan itikad terencana dan terus-menerus utk mempertahankan itikad baik dan saling pengertian antara sebuah organisasi dan baik dan saling pengertian antara sebuah organisasi dan publik”publik”

III. Sejarah PR:III. Sejarah PR:

1. Augustus Caesar: 1. Augustus Caesar: (50 B.C)(50 B.C)

built statues of himselfbuilt statues of himself

wrote the first wrote the first campaign biography, campaign biography, Caesar’s Gallic-WarsCaesar’s Gallic-Wars . .

A. Public Relations in Ancient Times:A. Public Relations in Ancient Times: Persuasion used to maintain power of leaders Persuasion used to maintain power of leaders

in ancient civilizations.in ancient civilizations.

III. Sejarah III. Sejarah PRPR::

22. . In 394 A.D., St. AugustineIn 394 A.D., St. Augustine was a professor of was a professor of rhetoric in Milan, the rhetoric in Milan, the capitol of the Western capitol of the Western Roman Empire. Roman Empire.

He delivered the He delivered the regular eulogies to the regular eulogies to the emperor and was the emperor and was the closest thing to a closest thing to a minister of propaganda minister of propaganda for the imperial court.for the imperial court.

3. In 1776, Thomas Paine3. In 1776, Thomas Paine wrote wrote “The Crisis,” a “The Crisis,” a pamphletpamphlet which convinced the soldiers which convinced the soldiers of Washington’s army to stay of Washington’s army to stay and fight at a time when so and fight at a time when so many were prepared to many were prepared to desert so they could escape desert so they could escape the cold and the hardships the cold and the hardships of a winter campaign. Paine of a winter campaign. Paine was a master of political was a master of political propaganda whose writing propaganda whose writing could get people to do could get people to do things and believe things.things and believe things.

B. PR in Europe ( 1700s):


4. “Propaganda”4. “Propaganda”

originated by originated by Vatican: Vatican: “Congregation for “Congregation for Propagation of the Propagation of the Faith”.Faith”. * * First propaganda First propaganda

ministry created by ministry created by National Assembly of National Assembly of France in 1792.France in 1792.


1. Benjamin Franklin:1. Benjamin Franklin:

He pioneered the rules for He pioneered the rules for "personal relations“ in an "personal relations“ in an era before mass media era before mass media had made possible a had made possible a profession called "public profession called "public relations.“ relations.“

He made it a rule to forbear He made it a rule to forbear all contradiction to all contradiction to others, and all positive others, and all positive assertions of his own.assertions of his own.

He would say, "I conceive” He would say, "I conceive” or "'I apprehend" or "I or "'I apprehend" or "I imagine” a thing to be so, imagine” a thing to be so, or it appears to be so. or it appears to be so.

C. Public relations in early C. Public relations in early AmericaAmerica


2. In the middle of the 19th century2. In the middle of the 19th century appeared appeared a man who was to become one of the leading a man who was to become one of the leading

publicists of all time, publicists of all time, P. T. BarnumP. T. Barnum. .

His contributions include the founding of the American Museum His contributions include the founding of the American Museum and the establishment of the Barnum and Bailey Circus. and the establishment of the Barnum and Bailey Circus.

Barnum was a master of promotion who could fill his enterprises Barnum was a master of promotion who could fill his enterprises with customers by using what we today would call sleazy with customers by using what we today would call sleazy methods of publicity. methods of publicity.

For example, he announced that his museum would exhibit a For example, he announced that his museum would exhibit a 161-year-old woman who had been Washington's nurse. He 161-year-old woman who had been Washington's nurse. He produced an elderly woman and a forged birth certificate to produced an elderly woman and a forged birth certificate to make his casemake his case..


3. William Seward3. William Seward,, Lincoln's secretary of Lincoln's secretary of state in 1861, gained a state in 1861, gained a large American audience large American audience through his through his understanding of how to understanding of how to use the press. He told his use the press. He told his friend Jefferson Davis friend Jefferson Davis (they were friends before (they were friends before the war): "I speak to the the war): "I speak to the newspapers –they have a newspapers –they have a large audience and can large audience and can repeat a thousand times repeat a thousand times what I want to impress on what I want to impress on the public.”the public.”


4. Ivy Lee: 4. Ivy Lee: Public relations Public relations became a profession in 1903 as became a profession in 1903 as Ivy LeeIvy Lee undertook to advise John undertook to advise John D. Rockefeller on how to conduct D. Rockefeller on how to conduct his public relations. Rockefeller his public relations. Rockefeller owned coal mines and the owned coal mines and the Pennsylvania Railroad. Miners Pennsylvania Railroad. Miners were on strike and the railroad were on strike and the railroad hushed up the facts when its hushed up the facts when its trains were involved with trains were involved with accidents.accidents.

Lee advised Rockefeller to visit the Lee advised Rockefeller to visit the coal mines and talk to the coal mines and talk to the miners. Rockefeller spent time miners. Rockefeller spent time listening to the complaints of the listening to the complaints of the miners, improved their miners, improved their conditions, danced with their conditions, danced with their wives, and became a hero to the wives, and became a hero to the miners.miners.


After a railroad accident, Lee invited reporters to After a railroad accident, Lee invited reporters to inspect the wreck and get the facts. The inspect the wreck and get the facts. The Pennsylvania Railroad then obtained its first Pennsylvania Railroad then obtained its first favorable press coveragefavorable press coverage..

Lee professionalized public relations by following these principles:Lee professionalized public relations by following these principles:1. Tell the truth1. Tell the truth2. Provide accurate facts2. Provide accurate facts3. The public relations director must have access to top3. The public relations director must have access to top management and must be able to influence decisionsmanagement and must be able to influence decisions

Lee defined public relations, as: Lee defined public relations, as: The actual relationship of the The actual relationship of the company to the people and that relationship involves more company to the people and that relationship involves more than talk. The company must act by performing good deeds.than talk. The company must act by performing good deeds.

Then, Then, Ivy LeeIvy Lee is called the is called the first first public relations public relations counselor.counselor.


5.5. Public relations took the next Public relations took the next step toward professionalism in step toward professionalism in 1918 as Edward 1918 as Edward BernaysBernays advised the President of the advised the President of the new country of Czechoslovakia new country of Czechoslovakia to to announce independe-nce on announce independe-nce on a Monday, rather than on a a Monday, rather than on a Sunday to get maximum press Sunday to get maximum press coverage.coverage.


In In 1923, Bernays1923, Bernays published “Crystallizing published “Crystallizing Public Opinion,” in which he established Public Opinion,” in which he established several public relations principles. several public relations principles.

He said that public relations had these He said that public relations had these functions:functions:• • To interpret the client to the public, To interpret the client to the public,

which means promoting the clientwhich means promoting the client• • To interpret the public to the client, To interpret the public to the client,

which means operating the company in which means operating the company in such a way as to gain the approval of the such a way as to gain the approval of the publicpublic

Bernays and Lee were stressing the idea that Bernays and Lee were stressing the idea that the corporation should accept the corporation should accept social social responsibilityresponsibility..

Bernays’Bernays’ ideas about social responsibility led ideas about social responsibility led to his to his refusal to accept unethical clientsrefusal to accept unethical clients..


He advised public relations He advised public relations professionals to seek out group professionals to seek out group leaders and other key leaders and other key communicators (opinion communicators (opinion leaders), who would be able to leaders), who would be able to pass along ideas to other pass along ideas to other members of the public.members of the public.

Other Bernays concepts include:Other Bernays concepts include:a.a. Public relations is a public servicePublic relations is a public serviceb. Public relations should promote b. Public relations should promote

new ideas and progressnew ideas and progressc. Public relations should build a c. Public relations should build a

public consciencepublic conscience


Bernays put his ideas into practice when Bernays put his ideas into practice when he took on as clients Proctor and he took on as clients Proctor and Gamble and the Columbian Rope Gamble and the Columbian Rope Company.Company.

Proctor and Gamble had produced a radio Proctor and Gamble had produced a radio commercial, which was offensive to commercial, which was offensive to African-Americans. BernaysAfrican-Americans. Bernays took these took these steps:steps:

a.a. He changed ‘the commercial’He changed ‘the commercial’b. He urged the company to offer b. He urged the company to offer

African-Americans significant jobsAfrican-Americans significant jobsc. He invited them to company’s plantc. He invited them to company’s plantd. He featured African-Americans in d. He featured African-Americans in

the company newsletterthe company newsletter


6. Public relations matures:6. Public relations matures:

a. Press release:a. Press release: invented in 1920s, written as news invented in 1920s, written as news

storystory

b. Public Relations Society of Americab. Public Relations Society of America (PRSA)(PRSA) ::

founded in 1948; largest public founded in 1948; largest public relations association, with 20,000 relations association, with 20,000 membersmembers


6. Public relations matures (cont.)6. Public relations matures (cont.)

c. Development of ethics codes:c. Development of ethics codes:

questions of ethics brought to public questions of ethics brought to public attention in 1950sattention in 1950s

d. PR Agencies:d. PR Agencies:

by late 1960s, several hundred public by late 1960s, several hundred public relations agencies with 100,000 relations agencies with 100,000 practitionerspractitioners


7. PR In Indonesia:7. PR In Indonesia:

invented in 1950s, promoted by invented in 1950s, promoted by

PertaminaPertamina

III. III. History:History:


IV. Fungsi & IV. Fungsi &

ManfaatManfaat PR diperlukan untuk:PR diperlukan untuk:

a.a. Menciptakan citra positif (diri atau Menciptakan citra positif (diri atau perusahaan) di mata publikperusahaan) di mata publik

(i). Mempertahankan reputasi (i). Mempertahankan reputasi

(ii). Mengatasi krisis (ii). Mengatasi krisis

b.b. Meningkatkan kepercayaan dan Meningkatkan kepercayaan dan minat pihak lain untuk melakukan minat pihak lain untuk melakukan kerja sama bisnis dengan kitakerja sama bisnis dengan kita

c.c. Memudahkan kita untuk bermitra Memudahkan kita untuk bermitra dengan pers/media massadengan pers/media massa

d. Memudahkan kita untuk menarik dan d. Memudahkan kita untuk menarik dan mempertahankan SDM yang berkualitasmempertahankan SDM yang berkualitas

e. Menunjang upaya promosi produk/jasa e. Menunjang upaya promosi produk/jasa perusahaan secara luasperusahaan secara luas

f. Meningkatkan hubungan yang lebih erat f. Meningkatkan hubungan yang lebih erat dan lebih lama dengan klien atau pun dan lebih lama dengan klien atau pun konsumenkonsumen

IV. Fungsi & IV. Fungsi & ManfaatManfaat

Mata Kuliah:. I. Pengantar: 1. Internal Relations 2. EmployeeRelations 3. Community Relations 4....

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Transcript of Mata Kuliah:. I. Pengantar: 1. Internal Relations 2. EmployeeRelations 3. Community Relations 4....