The document discusses several key concepts in public relations: 1. It emphasizes the importance of cooperation between all relevant parties and support from stakeholders to prepare competent PR practitioners. 2. It summarizes several models of public relations, including press agentry, public information, two-way asymmetrical, and two-way symmetrical models. 3. It discusses the need for PR executives to have access to and interact directly with strategic decision-makers in the dominant coalition in order to function effectively.

1. Diagnosa
Lanskap PR
Jakarta,
21 Juli 2010
Indonesia
Konvensi Nasional Humas Indonesia 2010
Noke Kiroyan

2. Kerangka Acuan dari PERHUMAS
Kerjasama semua pihak terkait dengan
dukungan stakeholders masing-masing dapat
mempersiapkan praktisi PR yang mumpuni
2

3. Inti Excellence Theory
“PR Strategy and Application: Managing Influence” – W. Timothy Coombs & Sherry J. Hollladay, 2010 3

4. Koalisi Dominan
Untuk dapat menjalankan
fungsinya dengan efektif, eksekutif
PR harus berada dalam posisi
dapat berinteraksi langsung
dengan para pengambil keputusan
strategis yang membentuk Koalisi
Dominan.
“The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation ”
- Elizabeth L. Toth, 2007 4

5. Grunig’s 4 Models of Public Relations
PRESS PUBLIC TWO-WAY TWO-WAY
AGENTRY/ INFORM- ASYM- SYM-
PUBLICITY ATION METRICAL METRICAL
Use research
Journalists-in- and dialogue
Conduct
Seek residence to bring
scientific
attention for who about
research to
their disseminate symbiotic
determine changes in
organizations accurate, but
how to ideas,
in almost any usually only
persuade attitudes and
possible way favorable,
publics behaviors of
information
both parties
“Managing Public Relations” - James Grunig & Todd Hunt, 1984 5

6. New Model of Symmetry as Two-Way Practices
Dominant
Coalition’s Win-Win Zone Public’s
Position Position
1 2
3 3
Organization’s Position Mixed Motive Public’s Position
Dominates (Asymmetric) (Symmetric) Dominates (Asymmetric)
Communication used to dominate public,
1 accept dominant coalition’s position
Communication used to convince dominant
2 coalition to cave in to public’s position
3 Communication used to move public, dominant coa-
lition’s position, or both to acceptable ‘win-win zone
“Manager’s Guide to Excellence in Public Relations and Communication Management” - David M. Dozier, Larissa Grunig,
James E. Grunig, 1995 6

7. Best Practice dalam Public Relations
Best practice dalam Public Relations
tidak mungkin dilaksanakan atas dasar
pengalaman lapangan dan eksekusi
semata-mata, namun harus
berlandaskan teori yang membentuk
kerangka berpikir analitis dan kritis yang
diperlukan dalam pemecahan masalah.
“PR Strategy and Application: Managing Influence” – W. Timothy Coombs & Sherry J. Hollladay, 2010 7

8. SKKNI Bidang Kehumasan
• Peran praktisi PR dalam
institusi/organisasi pada umumnya belum
berada pada posisi dominan dalam
pengambilan keputusan, termasuk
keputusan yang berhubungan dengan
peran strategis PR
• Dalam struktur organisasi, kedudukan
departmen atau bagian PR belum berada
pada level pimpinan/manajemen atau
masih jauh dari pengambil keputusan
Bab I - Pendahuluan 8

9. Proses Komunikasi dan Struktur Organisasi
KEBIJAKAN Manajemen Puncak STRATEGIS
KORPORAT
Manajemen Senior
STAKEHOLDER STAKEHOLDER STRATEGI
MANAGEMENT ENGAGEMENT KOMUNIKASI
PUBLIC FUNGSI-FUNGSI
TAKTIS RELATIONS KOMUNIKASI
Manajemen Madya
INVESTOR EMPLOYEE COMMUNITY MEDIA PUBLIC
RELATIONS RELATIONS RELATIONS RELATIONS AFFAIRS
Event Management/Konperensi Pers/Press
ALAT-ALAT KOMUNIKASI Release /Media Monitoring/Interview/FGD, etc.
Managemen Muda dan staf pelaksana TEKNIS 9

10. SKKNI Bidang Kehumasan
10

11. Akses Menuju Koalisi Dominan
“What Public Relations Practitioners Tell Us Regarding Dominant Coalition Access and Membership” - Shannon A.
11
Bowen, 2008

12. Kurikulum di Amerika Serikat
“The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation ”
12
- Elizabeth L. Toth, 2007

13. 8-FACTOR PR INTEGRATION MODEL
Lobbying/Fundraising
Press Briefings/Webcasts Government Relations
Newspapers/Magazines Activism/Pressure Groups
Features/Supplements Global Sustainability
Chat Rooms/Blogs Legal/Control Frameworks
Film/Radio/TV Liaison Third Party Intervention
Conference/ Continuity
Exhibitions Planning
Celebrity PR MEDIA PUBLIC Social
Management RELATIONS AFFAIRS Responsibility
Occasions Programs/CS
Hospitality/Leisure/ R
Travel Global Macro
Sports Sponsorship
CRISIS Debt/Poverty Environ-
EVENTS MANAGE- Relief
MANAGE- PR Strategy as MENT Disaster ment
Support
MENT Integrated global
REPUTAT- Communication PUBLICITY
Corporate Annual Reports level
Governance Quarterly Reviews
Leadership ION Management & PROMOT- Brochures/
Profiling MANAGE- ION Publications Micro
Trust Measurement MENT Illustrated Guides
Corporate Affairs Posters/Fliers Environ-
AGM SALES & Technical Writing/
Image & Identity RESEARCH & Manuals ment
Synthesis MARKET- ENTERPRISE Creative Ideas/ global
Communication ING CAD
Audits DVD Pro- level
duction
Customer/Client Relations Information Management
Advertising/Competitions Monitoring & Evaluation Integrated
Product/Service Branding Environment Scanning Commun-
Entrepreneurship Opinion Polls/Attitude
Direct Marketing/E-Commerce Surveys ication
Surveys/Focus Groups Risk Assessment strategies
Web Analysis & Design
“Public Relations Strategy” – Sandra Oliver, 2010