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Course : Advanced Communication Theory (1412ACT11)

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Master of Arts in Communication : Corporate Communication Studies

LSPR eLearning Program

Session Topic : Public Relations &


Integrated Communication

Course: Advanced Communication Theory


By Dr. Rino Boer Ph.D

Content

Part 1

Integrated Marketing Communication

Part 2

Public Relations & Persuasions

Part 3

Tom Harris

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Hal 3

Part1: Integrated Marketing Communication

IMC: Public Relations & Integrated Marketing Communication

Salah satu kajian praktikal dalam bidang


komunikasi yang kini berkembang pesat
adalah,
Public Relations (PR) & Integrated Marketing
Communication (IMC)
Karakteristik penting IMC,
Memadukan teori dan penelitian untuk
menyelesaikan persoalan praktis yang
dihadapi di lapangan.
ORI SLIDE: 02-03
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IMC: Asal mula

Desember 1993: Association for Education in Journalism &


Mass Communication,
menyampaikan hasil studinya terhadap profesional di
bidang advertising & PR
menyarankan PENYATUAN KURIKULUM pengajaran
Advertising & PR
sehingga mempersiapkan students dengan pendekatan
praktis yang lebih integrated!

ORI SLIDE: 04
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Hal 6

IMC: Label

Hal ini berpengaruh pada


penggunaan Label PR di
perguruan tinggi
Northwestern University (USA): PT
yang pertama kali mengganti
Public Relations dengan
Integrated Marketing
Communication (IMC).
Dilakukan oleh Dr. Clarke
Caywood, yang juga menjadi
salah satu anggota dari tim
peneliti ini.
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ORI SLIDE: 05-06


Hal 7

IMC: Fokus

Di rekomendasikan juga agar mahasiswa PR fokus pada,


1. Strong emphasis on liberal arts
2. Training in verbal, written and visual communication
3. A solid understanding of business & organizational
behavior
4. An understanding and respect for other comm. disciplines
and specialties
5. Mastery of basic research skills

ORI SLIDE: 07
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Hal 8

IMC: 11 kondisi

11 kondisi yang mendasari perlu perubahan pendekatan


INTEGRATED tadi,
1. Increasing audience fragmentation
2. Mergers & acquisitions of communication agencies &
functions.
3. Increasing media fragmentation and growing number of
alternative media.
4. Changing cost of traditional media.
5. Increasing overlap of stakeholders.
6. Increasing numbers of commodity products giving
consumer an array of choices.

ORI SLIDE: 08-13


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IMC: 11 kondisi (lanjut)

11 kondisi yang mendasari perlu perubahan pendekatan


INTEGRATED tadi (lanjut),
7. Decreasing credibility of persuasive messages or
increasing skepticism of audiences.
8. Increasing sophistication of communication technology
with its consequences.
9. Increasing power of retailers to control product
manufacture, including creation of their own brands.
10. Increasing ability of clients buying advertising and PR
services to plan and manage their own communication
plan.
11. Increasing pressure on bottom lines from top
management and conflict with accountability.

ORI SLIDE: 14-18


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Hal 10

IMC: Unified The Voices

Defn.
An integrated one, rather than being
split among functions that may include,
community relations,
government affairs,
internal communication, and
media relations !
ORI SLIDE: 19
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Hal 11

IMC: Istilah

Jurnal ini : menyamakan istilah IMC dengan


Marketing Communication.
Penulis jurnal ini : cenderung menggunakan
istilah Integrated Communication untuk
menekankan bahwa aktivitas utama yang
dilakukan tidak HANYA terkait dengan
selling, seperti yang menjadi tujuan dari
marketing.
Open for agree OR disagree!
ORI SLIDE: 20
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Hal 12

IMC: Marketing vs PR

Q: Whats a different between Marketing & PR ?


A: Marketing focus on Customer
PR focus on organizations stakeholders such as
employee, investors, community, government & special
interest group
Marketing on: how we will get the purchasers of our goods
& services to buy.
PR on: used a tools to attract and interest potential
purchasers.

ORI SLIDE: 21
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Hal 13

IMC: Marketing, Advertising & PR

Marketing provides
the overall direction
for the sales function
While advertising
and PR are tactical
used tools as part of
the campaign !
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ORI SLIDE: 22
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Hal 14

IMC: Is this true?

Public relations
Marketing
communication
Advertising
Marketing

[f]

[a]

[c]

[b]

[d]

[e]

ORI SLIDE: 23
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Hal 15

IMC: Or this is more true ?

ORI SLIDE: 24
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Hal 16

IMC: Definition

A management concept that is,


designed to make all aspects of marketing
communication such as,
advertising,
sales promotions,
PR, and
direct marketing
work together as a,
unified forces rather than
permitting each to work in isolation. ORI SLIDE: 25
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Hal 17

ORI SLIDE: 35
Part2: Public Relations & Persuasions

PR: Definition

PR involves,
responsibility and
responsiveness in
policy and
information
to the best
interest of the
organization and
its publics.

Advertising vs. Public Relations

ORI SLIDE: 26
Source: John Moore (2013) Brand Autopsy

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PR: Hubungan dengan Advertising

Campaign: tools yang biasa digunakan


oleh PR untuk,
me-recognizing corporate kepada publik
dan
membangun reputasi yang diinginkan.
Advertising: salah satu tools yang
digunakan dalam proses Campaign
tersebut.
ORI SLIDE: 27
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Hal 20

PR: Consistency Hierarchy


Marketing
Communication
s
Brand Positioning

Brand Identity

Product & service performances

Customer-Driven Philosophy

Corporate core values/Mission

ORI SLIDE: 28
Source: Tom Duncan & Sandra Moriarty
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Hal 21

Persuasion: The cycle of persuasion

Persuasi:
bagian penting
dari IMC
McGuire (1973)
Konsep The
cycle of
persuasion
Memiliki 6
langkah
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ORI SLIDE: 29
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Persuasion: Six steps of persuasion

1. Presenting
2. Attending: by individu
3. Comprehending
4. Yielding: agree with the messages
5. Retaining the message
6. Acting: melakukan sesuatu sesuai
dengan message in a measurable way!
ORI SLIDE: 30
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Hal 23

Persuasion: Video - Dove On Slaughter

Q: What is the relationship between these 2 objects ?

A bar of soap

Disappearing Borneo /
Kalimantan forests

ORI SLIDE: 31
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Part3: Tom Harris

Tom Harris: PR & IMC

Tom Harris menyampaikan apa


yang menjadi peran PR dalam
unified voices (IMC) saat ini.
To,
Build market place
excitement before advertising
breaks.
Drive the communication
program when there is no
advertising.
Make advertising news where
there is no product news.

Thomas L. Harris
Adjunct professor
Northwestern University's
Medill School of Journalism

ORI SLIDE: 32
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Tom Harris: PR & IMC (lanjutan)

To,
Bring advertising to
life
Extend promotions
programme
Build personal
relationship with
customers
Influence the
influential's
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ORI SLIDE: 33
Hal 27

Tom Harris: PR & IMC (lanjutan)

To,
Communicate new product benefits
Demonstrate a company social responsibility
and build consumer trust
Defend products at risk and give customer
permission to buy
Harris menekankan,
pentingnya presentation & attention sebagai
titik awal pertemuan corporate dengan
public, karena
ORI SLIDE: 34
hal ini akan menentukan urusan selanjutnya!
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Part5: Closing

Closing: Importance

Q: Mengapa konsep tentang Integrated


Communication ini menjadi penting ?
A: Perubahan

Fragmented
channels of
communication

PerubahanORI SLIDE: 36
teknologi
Personalizati
on of
messages

Segmented
audiences

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Closing: Fear

Q: Mengapa masih ada perusahaan yang


belum menyadari ini ?
A: Fear
Fear of loss
control

Fear of
make an
honest
dialogue

FEAR
FACTOR
TO
CHANGES!

ORI SLIDE: 37
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Hal 31

Course : Advanced Communication Theory (1412ACT11)

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