Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company. While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.

1. Public Relations
Past, Present, and Future

3. What is Public Relations (PR)?
What is PR Consultant ?
Pre Test

4. What is PR?
Public Relations: Past, Present, Future 4
Public relations (PR) is
the way organizations,
companies and
individuals
communicate with the
public and media.
Public relations (PR) is the
practice of managing the spread
of information between an
individual or an organization
(such as a business, government
agency, or a nonprofit
organization) and the public.
Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics.

5. Welcome to the brand world

6. The Key Question
what is a brand ?

7. a brand is not just...

8. a brand is ...
all of the promise and perceptions that
an organization wants its market to feel and believe
about its product and service offerings
a brand is an asset
It is a property
with a measurable value
that should be maximized

9. what values?
• business value
– size (topline): value, volume
– profit (bottomline): profit
• market value:
– the position in the market :
market share
• consumer value:
– the perception of the consumers: brand awareness, brand image
– the relationship with consumers: penetration and loyalty

10. .. which means....
growing
a brand
increasing
business value
increasing
market value
increasing
consumer value
=
brand
goals

11. Brand goals
increasing
business value
growth in terms of size (topline):
• increasing sales volume (volume growth)
• increasing sales value (value growth)
e.g:
- sell more bottle of shampoo at same price
- sell same amout bottle of shampoo at higher price
- sell more amout bottle of shampoo at higher price
growth in terms of profit (bottomline):
• increasing profit
e.g:
- cost management vs sales target/achievement

12. increasing
market value
market share = position in the market = how is our performance in comparison to
competitors
growth in terms of market share
• volume share
• value share
Brand goals

13. increasing
consumer value
perception of consumers:
• increasing brand awareness
• increasing brand image
relationship with consumers:
• increasing penetration
• inceasing loyalty: usage amount & frequency
brand goals:
Brand goals

14. .. to achieve these brand goals ..
a brand needs to formulate :
brand strategy,
that covers a mid to long term period
that will be a starting point for
marketing activities that is needed:
communication, activation, sales
which will define:
a brand task,
to be achieve in a short term period

15. brand strategy
brand task brand task brand task
activities activities activities
innovation communication activation sales
Y1 Y2 Y2
brand
goals

16. ... to ensure that the positioning is
translated well in all elements of contact,
a brand mix strategy is needed...
brand positioning
brand mix
strategy
strategic
agenda
... is a guideline to execute
brand positioning into the 5 P’s:
• product: product architecture
• product & packaging design strategy
• price strategy
• channel strategy
• communication strategy
brand strategy

17. Communication Strategy
consist of:
• communication platform: the
creative translation of brand
positioning, to be applied in
all kind of communication
(advertising & activation)
• overal communication
strategy: pritority targets,
preffered media and level
spends
brand strategy:
brand positioning
brand mix
strategy
strategic
agenda
PR

18. Why PR?

19. Perbedaan
Marke+ng,
Iklan,
dan
Public
Rela+ons

23. PR Overview
Traditional Definition
PR is an essential management function that identifies, establishes and
maintains mutually beneficial relationships between an organization
and the publics upon whom success or failure depends. PR is a
planned, deliberate, four-step process based on ethical practice and a
body of knowledge
Public Relations: Past, Present, Future 23
MANAGING REPUTATION

24. Disciplines
• Research
• Counseling/Advising
• Government Affairs
• Investor Relations
• Development
• Multicultural Affairs
• Issues Management
• Media Relations
• Crisis
Public Relations: Past, Present, Future 24

25. • Communication
• Public Affairs
• Community Relations
• Employee Relations
• Publicity
• Marketing Comm.
• Promotion
• Advertising
Disciplines
Public Relations: Past, Present, Future 25

26. Core Concept
Help organizations communicate to the publics that are important to
their success.
• Voters • Elected Officials/Government
• Businesses • Consumers
• Employees • Media
It is about relationships – creating, nurturing and maintaining
Public Relations: Past, Present, Future 26

27. transformation of perception
pesimistic
optimistic
ignorance
emotionally
attached
“I don’t think
they care”
“What have
they done
here?”
“what can you
expect from
the company
“…it’s a bad
company”
“so proud of it”
“my kind of
company”
“has made my
life easier”

28. Evolving Role of PR
Public Relations: Past, Present, Future 28

29. Practical Definition
Proactive management of stakeholder perceptions of an entity.
• Change behavior, attitude or beliefs
• Reinforce behavior, attitude or beliefs
Public Relations: Past, Present, Future 29

30. Goals
• Managing identity & perception about company
• Strengthening and promoting positive reputation
• Responding public’s concern and interest on company
Reputation Management Goals
• Focus on how company connects with the stakeholder
• Building and nurturing professional relationship with media, stakeholder and peers
Relationship Management Goals
• Media relations activities
Task Management Goals
Public Relations: Past, Present, Future 30

31. Portfolio
• Use the technology and strategies (both traditional, enhanced and
new) at your disposal to manage perceptions about “your client.”
• Always tied back to a business objective
Public Relations: Past, Present, Future 31

32. • Part Journalist
• Editor
• Researcher
• Media Planner
• Creative Director
• Marketing Director
• Event Planner
• Customer Service Rep.
• Web Designer
• Content Curator
• Community Manager
• Social Media Strategist
PR 360
Public Relations: Past, Present, Future 32

33. CONTENT
THE MEDIA
DECISION
MAKER
INVESTORS
BLOGGERS
CONSUMERS
SHAREHOLDERS
INFLUENCERS
We work with media and engage all opportunity with all stakeholders to create value for
brands
Stakeholders

34. MARKETING
PR
ADVERTISIN
G
COMPANIES WANT:
• Direct consumer access
• Opportunities to engage with
audiences
• Continuing messaging that is
easy to share
• Analytics, ROI
They want to communicate in a
way that combines PR, Marketing
& Advertising

35. PERCEPTIONS MATTER
(There Is Such A Thing As Bad Publicity;
Particularly Today)
Public Relations: Past, Present, Future 35

36. Public Relations: Past, Present, Future 36

37. PAST,
PRESENT
AND FUTURE..
Public Relations: Past, Present, Future 37

38. Public Relations: Past, Present, Future 38

39. Public Relations: Past, Present, Future 39

40. What This Means
• Information is everywhere;
more channels
• Information is free and everyone
Is an expert
• Harder (and easier) to gain exposure
Public Relations: Past, Present, Future 40

41. What This Means
• More “noise” to listen to – need tools to
sort through everything!
• Different channels = different
approaches
• Reduced reliance on traditional
“sources”
• More “noise” to cut through
Public Relations: Past, Present, Future 41

42. Thanks Technology
(New Content Rules)
Public Relations: Past, Present, Future 42

43. Need For Instant Access!
Public Relations: Past, Present, Future 43

44. Content Junkies
Public Relations: Past, Present, Future 44

45. Pass Along Readership
Public Relations: Past, Present, Future 45

49. Sources Change
Public Relations: Past, Present, Future 49

50. Content Is Immediate
Public Relations: Past, Present, Future 50

51. Want It Direct To Me!
Public Relations: Past, Present, Future 51

52. Fundamentals Remain
Content Fundamentals
1. Newsworthy
2. Relevant
3. Trustworthy
4. Well written/presented
5. Provide value in some manner
6. Understand your audience!
Public Relations: Past, Present, Future 52

53. More Than “Likes”
(What Does Success Look Like?)
Public Relations: Past, Present, Future 53

54. Measuring Success
• Is it PR value or no of exposure?
• Is it Facebook “likes?” Audience
participation?
• No publicity or lots of publicity?
Public Relations: Past, Present, Future 54

55. Outputs VS. Outcomes
• Did you change perceptions?
• Did you impact behavior?
Public Relations: Past, Present, Future 55

56. transformation of perception
pesimistic
optimistic
ignorance
emotionally
attached
“I don’t think
they care”
“What have
they done
here?”
“what can you
expect from
the company
“…it’s a bad
company”
“so proud of it”
“my kind of
company”
“has made my
life easier”

57. PR Careers
Successful PR Pros
• Inquisitive and enjoy
learning
• Detail-orientated
• Storytellers and
communicators
• Creative
• Resourceful/nimble
• Like to work under
deadlines/pressure
Public Relations: Past, Present, Future 57

58. • Part Journalist
• Editor
• Researcher
• Media Planner
• Creative Director
• Marketing Director
• Event Planner
• Customer Service Rep.
• Web Designer
• Content Curator
• Community Manager
• Social Media Strategist
PR 360
Public Relations: Past, Present, Future 58

59. Today’s Agency
§ More than just traditional PR;
§ Multi-discipline and multi-faceted
campaigns
§ Stunts/events have turned into
§ Integrated experiences
§ Content developers AND editors/
curators
§ 24x7 media monitors
Public Relations: Past, Present, Future 59

60. Perceptions Matter
• Verbal communication
• Correspondence
• Writing skills (KBBI style, grammar)
• Writing ability (distill and communicate
perspectives)
• Your digital footprint
Public Relations: Past, Present, Future 60

61. What is Consultant
Public relations consultants handle the public image of a company.
Your work will be further varied by taking on these challenges for a
variety of clients.
The professional pr’s job is to make the public aware of news relating
to a company, product, or even government department, in such a way
as to create interest and acceptance

62. What is Your Role in General ?
Working with large, well known corporate companies on an national
and international level, and using your previous PR knowledge, you will
use your varied skill set to work along side these companies to
implement and run their communication campaigns.

63. What is Your Job Responsibility ?
Supporting in
developing
PR Strategy,
publicity
strategies
and
campaigns
Dealing with
enquiries
from the
public, the
press, and
related
organizations.
Providing
clients with
information
about new
promotional
opportunities
and current
PR campaigns
progress.
Providing
strategic
counseling for
clients with
the direction
from Account
Manager or
above.
Manage
budgets,
measures
results on
consistent
basis for
clients.
Develop Key
Messages,
Press
Release,
Talking Point,
QnA
Anticipated.

64. Your Contribution to Business Process
Taking Brief
from Client
Finding
Insight from
Stakeholder
Doing
Brainstorming
Developing
Plan
Presenting to
Client
Winning Pitch
Planning
Execution
Inviting
Media /
Communites
Media
Monitoring
Project
Reporting
Invoicing Payment
= Your Part !

65. Contribution of Consultant to Its
Business Process in Imogen
BRIEF
CLIENT
CONSULTAN
T
MEDIA
RELATIONS
PR
ACTIVATION
MEDIA
MONITORIN
G
KPI /
Delivera
bles

66. Questions?
Public Relations: Past, Present, Future 66
By:
Edwin Irvanus (sukmolelono@gmail.com)
Suharjo Nugroho (suharjo.nugroho@gmail.com)
Laode Iman Tauffany (itauffany@gmail.com)