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Sesi 1 pr function toward crisis


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Sesi 1 pr function toward crisis

  1. 1. What is Public Relations?
  2. 2. Defining Public Relation <ul><li>A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives </li></ul><ul><li>Public relation involves a variety of programs designed to promote or protect a company’s image or its individual products </li></ul>
  3. 3. Defining public relation <ul><li>Public relation is a distinctive management function which help establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public; involves the management to keep informed on and responsive to public opinion; defines and emphasize the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trend; and uses research and sound and ethical communication techniques as its principals </li></ul>
  4. 4. Defining Public Relation <ul><li>PR’s job is to make sure that: </li></ul><ul><ul><li>The company responds promptly to unflattering media report or controversies </li></ul></ul><ul><ul><li>Gets its side of the story </li></ul></ul><ul><li>The basic tools PR include: </li></ul><ul><ul><li>News releases, news letter, press conference, tours of plants & other company facilities, articles in trade or professional journals, company publication & brochures, TV & radio talk show appearances by company personnel, special events & the internet </li></ul></ul>
  5. 5. The Main Tools of PR <ul><li>Publications </li></ul><ul><li>Events </li></ul><ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Public Service Activities </li></ul><ul><li>Media Identity </li></ul>
  6. 6. Five Function of PR <ul><li>Press Relation </li></ul><ul><li>Product Publicity </li></ul><ul><li>Corporate Communication </li></ul><ul><li>Lobbying </li></ul><ul><li>Counseling </li></ul>
  7. 7. Major Decision in PR <ul><li>Build Awareness </li></ul><ul><li>Build Credibility </li></ul><ul><li>Stimulate the sales force and dealers </li></ul><ul><li>Hold down promotion cost </li></ul>
  8. 8. Five Principle of PR <ul><li>Honest communication for credibility </li></ul><ul><li>Openness and consistency of actions for confidence </li></ul><ul><li>Fairness of action for reciprocity and goodwill </li></ul><ul><li>Continuous two way communication to prevent alienation and to build relationship </li></ul><ul><li>Environmental research and evaluating to determine the actions or adjustment needed for social harmony </li></ul>
  9. 9. PR Mix <ul><li>PENCILS: </li></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Community involvement </li></ul></ul><ul><ul><li>Inform or image </li></ul></ul><ul><ul><li>Lobbying and negotiation </li></ul></ul><ul><ul><li>Social responsibility </li></ul></ul>