PPT SPRP02 s29

Master of Arts in Communication : Corporate Communication Studies
Course : Strategic PR Plan (1408SPRP02)

elearning.lspr.edu
Session Topic : What is PR ?
Course: Strategic PR Plan
By Sriati Rusmin M.Si
LSPR eLearning Program
Sriati Rusmin M.Si
Senior Lecturer, Post Graduate Program
London School of Public Relations (LSPR)
Career :
2005-present Senior Lecturer, Postgraduate program LSPR (Jakarta)
2006-present Founder & CEO, PR Maven International (Jakarta)
2011-12 Senior Consultant, Burson Marsteller (Jakarta)
2004-06 Senior Associate, Maverick (Jakarta)
2002-04 Media Consultant, APCO Worldwide (Jakarta)
1997-02 Communications Manager, Sedona International (Makassar, South Sulawesi )
Courses taught: Strategic PR and Issue Management, International PR, Principals of Corporate
Communications, and PR Ethics
Education :
LSPR M.Si, Master in Corporate Communications
Lecturer Profile
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Hal 4
Part 1 What is PR
Part 2 A Brief History of PR
Part 3 Who Needs PR
Part 4 How to do it in PR
Content
Part1 : What is PR
Hal 6
Is it,
spin ? Or,
blasting news release?
PR is about,
your story and,
the chance to tell it
relationship with your audience / customers
Your audience will listen and accept your stories, if, they
are made for them.
Understand your audience..!
1. What is PR ?
Hal 7
and more to it, today PR also means..
Hal 8
PR,
Adalah apa yang dibicarakan orang mengenai anda atau
perusahaan anda, atau produk anda, atau pemimpin di
organisasi anda
Is about making news or being the news and knowing
the difference.
Adalah cara mempengaruhi sikap (attitude), merubah
persepsi, memulai dan memikat audience kita pada
setiap conversation by WHAT, HOW, and WHERE you
say it.
.. tepatnya
Hal 9
Start the conversation..
Join the conversation..
And change the
conversation..
Its Your Story Tell it.
Your Story
Part2 : A Brief History of PR
Hal 11
PR sudah dilakukan sejak jaman dahulu kala.
49 BC (Sebelum Masehi) : Julius Caesar mengirim kisah
kemenangan epik-nya untuk dipublikasikan di ACTA
DIURNA
1800s : Tahun kelahiran public relations
1807 : Thomas Jefferson pertama kali menggunakan
istilah public relations di Kongres Amerika
A Brief History of PR: 49 BC-1807
Hal 12
1889 : Westinghouse pertama kali mendirikan PR
Department untuk melawan Thomas Edisons General
Electric in the Battle of Currents
1897 : The Yearbook of Railway Literature, untuk
pertama kalinya melakukan kegiatan PR untuk menangani
komunikasi antara organisasi dengan publik.
1897: The Birth of Corporate PR
A Brief History of PR:1889-1897
Hal 13
1900 : The Publicity Bureau (merupakan PR agency yang
pertama kali didirikan)
1900s 1920s : Ivy L. Lee, membuat press release resmi
untuk pertama kalinya untuk membantu Pennsylvania
railroad menangani sebuah kecelakaan kereta listrik
1920 : Periode transisi kebudayaan dari NEED ke DESIRE
Hal 14
1924 : Basil Clarke
melakukan kampanye agar semua susu formula import
diberi label tidak diperuntukkan bagi bayi / unfit for
babies (kampanye ini ia lakukan mewakili para
produsen susu segar / pasteurized milk)
melakukan langkah hukum untuk melakukan tindakan
atas bahan pewarna dan pengawet berbahaya yang
terkandung pada produk Heinz
1929 : Terjadi kekacauan di Wall Street > Public
Relations sangat dibutuhkan
Hal 15
1929 : Edward Bernays
Mengajak para wanita untuk merokok dengan
melakukan aksi gerak jalan sambil menggaungkan
semangat kebebasan
Memperkenalkan beer sebagai lambang minuman bagi
masyarakat modern
1938 : DeBeers Diamonds dikaitkan dengan hal-hal
berbau Romance
Result: Terjadi peningkatan sales 40%
1941 : Setelah serangan Pearl Harbor, Coca-Cola
mempengaruhi US War Department, betapa pentingnya
brand ini
Every uniform man got a Coca-Cola bottle for 5 cents
Result: 5 billion bottles consumed at end of the war
Hal 16
1950 : The Global Aspect of PR pioneered by John Hill
and Harold Burson
1953 : Burson opened his firm
2001 : Burson Marsteller had $259 million in fees, and
more than 2000 employees in 34 countries.
1960 : Bermunculan berbagai lembaga2 PR
1990 : PR 2.0
Hal 17
Dengan dinamika yang terus terjadi baik
dalam metode maupun alat berkomunikasi
Maka untuk mempertahankan kredibilitas,
organisasi perlu mengadopsi dan
beradaptasi dengan ide-ide segar
Kreatifitas menjadi sangat penting
which is the real challenge ahead.
Are You Ready?
Part3 : Who Needs PR ?
Hal 19
PR is,
the art or science of managing the reputation of
companies, organizations, individuals and groups
of people.
the proactive management of relationships with
various relevant 'publics.
Every business, from solo entrepreneur to international
corporation, relies on its reputation for,
its continued survival,
the ongoing patronage of its customers and,
winning new customers away from its competitors.
Who Needs PR: An Art
Hal 20
Who Needs PR: Famous brands
Hal 21
Hence every business really needs to
manage its public relations.
In truth PR has been practiced or
needed for as long as one person or
group has desired to influence the
perception that other people or
groups hold of them.
Who Needs PR: Every business
Hal 22
Some individuals are extremely good at
conducting their own public relations
Example: Virgin boss Richard Branson in his early
days saw that it could give him the equivalent of
millions of dollars worth of advertising but with very
little actual expense.
Most blue chip companies and celebrities hire the
services of professional public relations agencies or
public relations consultants to,
Run public relations campaigns
Free the chief executives to concentrate on
running their businesses.
Who Needs PR: Individuals
Hal 23
Some smaller companies and individuals use
public relations companies
While others, particularly in their early years
where available cash is limited,
Learn basics of public relations themselves &,
Become their own highly effective public
relations officer.
Examples: Maicih, Dian Pelangi
Who Needs PR: Campanies & Individuals
Part4 : How to do it in PR ?
Hal 25
Sending press releases out to the media
promoting your restaurant, for instance, is smart
However, if you dont have a crafted public
relations plan, then youre wasting your time.
Any successful marketing plan must be reinforced
with a well-researched public relations plan.
There are plenty of ways to create a winning
public relations plan that also supports your
existing marketing.
How to do it in PR: Press release
Hal 26
The point of public relations is to,
Make the public think favorably about the
company and its offerings
Lessen the gap between how,
an organization sees itself and,
others outside the organization perceive it.
Some main goals of public relations are to,
Create, maintain, and protect the organizations
reputation;
Enhance its prestige and,
Present a favorable image.
How to do it in PR: Points & Goals
Hal 27
While communication is the essence of PR,
an effective public relations campaign is
ultimately based on actions.
Ninety percent of public relations activities
are related to media
How to do it in PR: Actions & Media
Hal 28
Media relations or visits
Press events
Release distribution
Delivering speech
Develop white paper
Story pitch to media
Social media campaign
Sponsorship
How to do it in PR: Samples of some PR activities
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Course : Strategic PR Plan (1408SPRP02)

PPT SPRP02 s29

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Master of Arts in Communication : Corporate Communication Studies

Course : Strategic PR Plan (1408SPRP02)

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