Strategi Dan Perencanaan Publilc Relations (Pengantar)

Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur

Strategi dan Perencanaan Public Relations: Sebuah Pengantar

(Introduction to PR Planning and Strategy)

Zainal Abidin Achmad, M.Si, M.Ed.Program Studi Ilmu Komunikasi

UPN ”Veteran” Jawa Timur

Public Relations Planning

Background

Situation Analysis

PR Plan

Objectives

Strategies

Execution

Measurement &

Evaluation

Other

IMC Plans


Public Relations

“Communications designed to gain public understanding and acceptance.”

InternalPublics

External Publics

• Employees

• Distributors

• Suppliers

• Customers

• Shareholders

• Media

• Governments

• Prospective Shareholders

• Financial Community


Roles of Public Relations

PR makes a diverse contribution for the good of an

organization:

• Corporate Communications

• Reputation Management

• Product Publicity

• Product Placement and Seeding

• Community Relations

• Public Affairs

• Fundraising


Corporate Communications

“Advertising designed to convey a favourable image of a

company to its various publics.”

1. Often associated with social responsibility

initiatives.

2. Also associated with advocacy programs

(presenting a point of view on a controversial

public issue).


Reputation Management

PR plays a vital role when an organization faces a

crisis situation.

1. Being prepared is essential (pre-plan

with system and procedures in

place).

2. An open, honest approach is the best

communications strategy to follow.

Executives must be ready to meet the demands of

the media and more sophisticated consumers.


Product Publicity

“News about an organization or its products appearing

in the media.”

• Part of new product launch strategies

• Advertising clutter enhances role of PR

• Media-based stories more credible than ads.

Advertising campaigns often follow the pre-launch

or launch publicity campaigns.


Product Placement and Seeding

Product

Placement

Inserting a brand name

good in a TV show, movie

or video game.

Product

Seeding

Product given “free” to

group of trendsetters who

help create “buzz” for the

brand.

Advertising clutter and audience fragmentation have

made these options attractive to marketers.


Community Relations

Companies operate in an environment where social

responsibility is important. They want to be perceived

as good corporate citizens and contributors to local

communities.

1. Invest money and time into communities

2. Sponsor teams and events on a national,

regional, and local scale.

The public has to “like you before they will buy you.”


Public Affairs

Companies need strategies to deal with governments.

Groups with conflicting views on an issue lobby

governments. Governments assess all sides of the issue.

Lobbying

Communications and activities

designed to influence policy

decisions that affect a company

or all companies in an industry.


Public Relations Objectives

Objectives

• Creating Awareness

• Shaping Attitudes

• Altering Behaviour

1. Results are difficult to

measure due to

integration with other

activities.

2. The primary goal is to

get media exposure in a

positive way.


Public Relations Strategy

Communications strategy is examined based on how to best:

1. Reach opinion leaders

2. Maximize news value

3. Time events to reinforce other marketing

communications strategies

4. Reach designated targets

PR deals more with informing and educating rather

than motivating someone to buy.


Dealing with the Press

Press

Release

A document containing all

essential elements of a story.

Press

Conference

A gathering of reporters to

witness release of important

information.

Media

Kit

A bundle of material given to

reporters at a press conference.


Other PR Executions

Web

Sites

Ideal for detailed messages and

visual presentations; messages

can be updated quickly. Press

releases commonly posted here.

A person’s perceptions about a company are

definitely influenced by Web site experiences.

The experience must be enjoyable.


Other PR Executions

Newsletter

A publication sent to designated

audiences at regular intervals.

Often used for communications

with employees.

Booklets and

Brochures

Brand-sponsored, multiple page

documents that promote

branded merchandise.


Other PR Executions

Annual

Reports

Provides current and

prospective shareholders with

financial data and review of

company.

Special Interest

Reports

Reports appealing to “special”

audiences (social responsibility

and community relations

content).


Measurement and Evaluation

Outputs

Measures transmission of

messages and impressions

generated by messages.

Outgrowths

Determines if target

received and understood

message.

Outcomes

Measures changes in

behaviour (pre- and post-

research necessary).


PR Strengths and Weaknesses

Strengths Weaknesses

1. Credible source of

information

2. Publicity generates

“buzz” that lead to sales.

3. Helps establish customer

relationships

1. Lack of control (of

message) by source.

2. Time and materials can

go to waste.


Strategi Dan Perencanaan Publilc Relations (Pengantar)

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