Download - Public Relations: Dulu, Kini, dan Tantangan Masa Depan Surabaya, 27 November 2012 @vera_makki
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