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
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
Public Relations
“Communications designed to gain public understanding and acceptance.”
InternalPublics
External Publics
• Employees
• Distributors
• Suppliers
• Customers
• Shareholders
• Media
• Governments
• Prospective Shareholders
• Financial Community
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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).
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.”
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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).
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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).
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur
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.
Abi, Session I-IV©2005, UPN “Veteran” Jawa Timur