The original function of PR: To promote and protect company's image and product

1. What is Public Relations?
Firsan Nova
Managing Director
Nexus Risk Mitigation and Strategic
Communication
PT. Denandra Stratejik

2. Defining Public Relation
 A public is any group that has an actual or
potential interest in or impact on a
company’s ability to achieve its objectives
 Public relation involves a variety of
programs designed to promote or protect
a company’s image or its individual
products

3. Defining public relation
 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

4. Defining Public Relation
 PR’s job is to make sure that:
 The company responds promptly to
unflattering media report or controversies
 Gets its side of the story
 The basic tools PR include:
 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

5. The Main Tools of PR
 Publications
 Events
 News
 Speeches
 Public Service Activities
 Media Identity

6. Five Function of PR
Press Relation
Product Publicity
Corporate Communication
Lobbying
Counseling

7. Major Decision in PR
Build Awareness
Build Credibility
Stimulate the sales force and
dealers
Hold down promotion cost

8. Five Principle of PR
 Honest communication for credibility
 Openness and consistency of actions for
confidence
 Fairness of action for reciprocity and
goodwill
 Continuous two way communication to
prevent alienation and to build relationship
 Environmental research and evaluating to
determine the actions or adjustment
needed for social harmony

9. PR Mix
 PENCILS:
 Publications
 Events
 News
 Community involvement
 Inform or image
 Lobbying and negotiation
 Social responsibility

10. PR Mix
 PENCILS:
 Publications
 Events
 News
 Community involvement
 Inform or image
 Lobbying and negotiation
 Social responsibility