Public Relations

1. Planning The PR Campaign
Fikom,
Moestopo,
2019.
A Yudhie Setiawan, M.Si

2. 4 – Step Model of PR Campaign
Research – Planning – Communication - Evaluation
R
O
P
E
– Research
– Objectives
– Planning
– Evaluation
R
A
C
E
– Research
– Action Plan
– Communication
– Evaluation

3. 1. Research :
Information gathering :
• The problem
• Extent of problem
• Variables at work
• Publics
• Challenges
• Opportunities
Exploration phase for problem-solving
process
• Formal
• Informal
• Primary data
• Secondary data

4. 2. Planning : Strategy phase for problem solving
process using information gathered.
Objectives:
Integrated
Develop effective and efficient strategies

5. 3. Communication Campaign : Implementation phase.
2 way communications
Direct messages to specific
publics with specific objectives.
• Listening and sending messages.
• Feedback, redirect campaign.
4. Evaluation : Measurement of program effectiveness and
efficiency to meet goals of organization.

6. Types of PR Planning
Adhoc plans :
Temporary, for one purpose only, incidental à Planning for a
talk show.
Standing plans :
On going, long term plans
• Planning to maintain positive communications with community.
• Weekly news letter
• Avoid standing too long à become divorced from original
goal.
Contingency plans :
For “what if” scenarios
• Crisis communication plan.

7. How to begin Planning
Consensus Building (membangun konsensus) :
• Among management
• Between management and employee agree to plan.
Brainstorming (Berkumpul)
Brainstorming grid
Public Goal Message Media
Which publics ?
Why ?
For what
goal
With what
message ?
Through which
media ?

8. Arah Komunikasi
Public Relations

9. PROGRAM KERJA KAMPANYE PR
PUBLIC RELATIONS
Work Programmer
INTERNAL PUBLIC
CORPORATE CULTURE
PRODUCTIVITY
EXTERNAL PUBLIC
CORPORATE IMAGE
PRODUCT IMAGE
OBJECTIVES
• Good Image
• Good Will
• Mutual Understanding
• Mutual Confidence
• Mutual Appreciation
• Tolerance
I II
III

10. Model – Press Agent
Source
Organization
Receiver
Public
Persuasive
Propagandis
One way communication

11. Model – Public Information
Source
Organization
Receiver
Public
Objective
Truthful
One way communication
(actual reporting)

12. Model – Two way Asymmetrical
Source
Organization
Receiver
Public
Communication with
Persuasive aim
Feedback from or
Feedforward about public

13. Model – Two way Symmetrical
Source
Organization
Receiver
Public
Balanced
Flow
(Interactive)
Communication

14. Take Home - Midtes Assignment

15. Terima kasih…..