public relations prsi

8/6/2019 Public Relations PRSI

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Magdalena Wenas Secretary General of PR Society of Indonesia

PR IN THE 21PR IN THE 21stst

CENTURYCENTURY


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Not just PR Humas:

but Public Relations Strategy withclear Information andCommunication Technologies

Not just a function but a strategy

From technical operational to strategic

conceptual


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PR IS APR IS A

MANAGEMENT FUNCTIONMANAGEMENT FUNCTION The relationship between a corporation and the

publics important to its success must be a top

concern of the corporation's leadership - the PR

manager and all managers must be able tomeasure the degree of their success cause they

will help shape policy


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PR INVOLVES TWO WAYPR INVOLVES TWO WAY

COMMUNICATIONSCOMMUNICATIONS Not just telling people but to listen to their

concern, to listen is an essential part of the

relationship-building process


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PR IS A PLANNED ACITIVITYPR IS A PLANNED ACITIVITY

Carefully planned and consistent with the

corporations values and goals


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PR IS A RESEARCHPR IS A RESEARCH--BASED SOCIALBASED SOCIAL

SCIENCESCIENCE Formal and informal research is conducted to

allow a corporation to communicate

effectively, possessing a full understanding of

the environment in which it operates and theissues it confronts


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PR IS SOCIALLY RESPONSIBLEPR IS SOCIALLY RESPONSIBLE

A PR practitioners responsibilities extend

beyond corporation goals, they representation

are expected to play a constructive role in the

society


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PUBLIC RELATIONS DEFINITIONPUBLIC RELATIONS DEFINITION

The art and science of analyzing trends,predicting their consequences,counseling

organization leaders and implementingplanned

programs of action which will serve both theorganizations andpublic interest.

(IPRA, Mexico City 1978)


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KEY WORDSKEY WORDS

Art and Science

Analyzing

Predicting

Consequences

Counseling

Planned

Action Serve Both Organizations - Public


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Public Relations is theprofitable integration of anorganizations new and continuing relationships with

stakeholders by managing all communicationscontacts with the organization that create and

protect the reputation of the organization.

Strategic PR and Integrated Communications - Clarke L.Caywood

RELATIONSHIP INTEGRATIONRELATIONSHIP INTEGRATION


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KEYWORDSKEYWORDS

Profitable Integration

Managing all Communications Contacts

Create and Protect Reputation


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THE OBJECTIVETHE OBJECTIVE

Societal Integration

Corporate Structure Integration

Management Function Integration

Stakeholder Relationship Integration


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CORPORATE COMMUNICATORS =CORPORATE COMMUNICATORS =

SENSITIVE COMMUNICATORSSENSITIVE COMMUNICATORS Today the world needs not more information

but sensitive communicators and facilitators

who can explain the goals, objectives, and

methods of organizations, individuals, andgovernments to the other in a socially

responsible manner devoted to the essential

function of building and improving human

relationship.


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Public Relations Expanded toPublic Relations Expanded to

Corporate CommunicationsCorporate Communications Definition:

Corporate communications is a management functionthat offers aframework and vocabularyfor the

effective coordination of all means ofcommunications with the overall purpose ofestablishing and maintainingfavourablereputations with stakeholdergroups upon whichthe organization is independent

(Joep Cornelissen 2004)


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KeywordsKeywords

Management function

Framework and Vocabulary

Effective Coordination

Managing all communications

Reputations

Stakeholder


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Mapping the Field of CorporateMapping the Field of Corporate

CommunicationsCommunications

Marketing

Market assessment

Customer segmentation

Product development

Pricing

Distribution

Servicing

Sales forceSales promotion

Product advertising

Public Relations

Publications

Events

Issues Management

Community Relations

Identity/

corporate imagery

MediaLobbying/public affairs

Social investments/CSR

CorporateCommunications

Image assessment

Customer satisfaction

Corporate reputation

Media strategy

Corporate advertisingEmployee attitudes


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Academic and practitioner orientations toAcademic and practitioner orientations to

corporate communicationscorporate communications

Academic Orientation PractitionerOrientation

Value assumptions

(1) Objective Basic Understanding Accomplishment

(2) Criteria of

excellence

Validity Effectiveness

(3) Application Abstract/ general Concrete/ specific

(4) Relation to

subject area

Reflection

(independent and

objective)

Action and creation

(involved and

subjective)


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Theory and Practice Perspective ofTheory and Practice Perspective ofCorporate CommunicationsCorporate Communications

theoretical

inquiry

FIELD OF

CORPORATE COMMUNICATIONS

professional

practice

skills and tacticscommunications theory

management theory management competencies


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Theoretical Perspective onTheoretical Perspective onCorporate Communications (1)Corporate Communications (1)

Perspective Theoreticalframework used

Focus of inquiry

Communications

theory: rhetoricaland critical

perspectives

Critical theory,

social exchangetheory, attitudinal

change/ persuasion

theory, co-

orientation theory

Rhetorical analyses

of organizationalspeech in mass

media account

Effects (including

crisis and

disruption) of

corporate

communications on

social systems


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CORPORATE GOALS ANDCORPORATE GOALS AND

STRATEGIESSTRATEGIES How to plan and run corporate communications goals

and strategies that win friends and build success.

I. BASIC PRINCIPLES : Understanding public relationsbusiness.

Attitude : A vital factor in most decisions.

Goodwill can be a powerful powers.

Information alone cannot change opinion : An opinion is a

view or belief on an issue which may or may no be related tothe facts.

All senior managers should be communicators.


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CORPORATE GOALS ANDCORPORATE GOALS AND

STRATEGIESSTRATEGIESII. BOARD POLICY

Win a reputation through good corporate

communication action from the top.

Determining communications responsibilities.

The company reputation is everyones

responsibility.

Begin with a cooperative team spirit.


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EXPECTATION OF MANAGEMENTEXPECTATION OF MANAGEMENT

Information analysis: function as information analysts

and information expert communicating both outward

from management and inward to management with the

view of the public and organization

Issues management handling: monitor trends in society

and pinpoint public concern before they erupt into

controversies


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Counseling and training: counsel and knowledge

management on how to communicate the

organizations position to public effectively (Peter

Drucker estimates that top executives now spend up to

75% of their time on public affairs)

Management expertise: master the techniques of

management and strategic planning. Must understand

MBO, allocation of resources, supervision skill, use of

cost-effective communication tools


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the way public relations can have the most

value is to make it an integral component of

the management team that means being in

the board room when the key decisions aremade and strategies developed


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SOURCES OF FRICTIONSOURCES OF FRICTION

THE FOUR AREAS OF POSSIBLE FRICTIONS ARE:

MARKETING

HUMAN RESOURCES

LEGAL

FINANCE


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REPUTATION, PERCEPTION ANDREPUTATION, PERCEPTION AND

PERFORMANCEPERFORMANCE PR is the management of the organization

reputation

It identifies perception which support the

organization and work to inform all relevant

public about organization performance


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THE PR PROCESSTHE PR PROCESS

1. RESEARCH AND LISTENING

2. PLANNING AND DECISION MAKING

3. ACTION AND COMMUNICATION

4. EVALUATION AND MODIFICATION


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PR AUDIT

COMMUNICATION AUDIT

PERCEPTION AUDIT

GAP

ORGANIZATION

Management'sProjection

TopicChannel

Source

PUBLIC

PublicsPerception

TopicChannel

Source

COMMUNICATIONS

Public RelationsStrategy & Program

Magdalena Wenas 2006


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THE STRATEGIC ROLE OF PRTHE STRATEGIC ROLE OF PR

The Internal

Perspective

The External

Position

Defining and Managing

Strategic Stakeholder

Relationships

Integrating these two strategic

concepts into the development of specific

strategic and technical plan

Strategic

Role of PR


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STRATEGIC OPERATIONAL

PUBLIC RELATIONS PUBLIC RELATIONS

LONGER TERM IMMEDIATE TERM

CONCEPTUAL CONCRETE

REFLECTIVE / LEARNING ACTION / DOING

IDENTIFICATION OF KEY RESOLUTION OF EXISTING

ISSUES / OPPORTUNITIES PERFORMANCE PROBLEMS

BREAKING NEW GROUND ROUTINE / ON GOING

EFFECTIVENESS EFICIENCY HELICOPTER PERSPECTIVE ON - THE - GROUND

PERSPECTIVE

STRATEGIC PUBLIC RELATIONSSTRATEGIC PUBLIC RELATIONS


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EXCELLENT PUBLIC RELATIONSEXCELLENT PUBLIC RELATIONS

Human resources

Organic structure

Intra-entrepreneurship

Symmetrical communication system Leadership

Strong, participative culture

Strategic planning Social responsibility


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EXCELLENT PUBLIC RELATIONSEXCELLENT PUBLIC RELATIONS

Empathic to minorities

Quality as priority

Effective operational skills

Collaborative social attitude


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ENVIRONMENT FOR EXCELLENT PRENVIRONMENT FOR EXCELLENT PR

Human resources: people are empowered to makesuggestions so there is interdependence and team work

Organic structure: bureaucracy is eliminated and

decisions are made on a decentralized basis. Organicorganizations are more innovative and generate more

job satisfaction

Intra-entrepreneurship : innovation is rewarded

Symmetrical communication systems: A two-waycommunication and dialogue. Listening, negotiation

and conflict resolution are favored over orders and

persuasion


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Leadership: management by walking around.Delegation versus authoritative models

Participative culture: people are actively

involved in making suggestions Strategic planning: the bottom line is

maximized by identifying importantenvironmental opportunities through

environmental scanning and issue management Social responsibility: balances self-interest

with public interest


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Support minorities: active effort to recruitand promote representatives from these groups

Quality as a priority: internal quality control

on monitoring public satisfaction

Effective operational systems: managementdoes research on how productivity can be

increased

Collaborative societal culture: participation isa hallmark of organization


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Thank YouThank You

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