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Public Relations
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Overview PRYears ago, Americans grabbed toast and coffee for
breakfast. Public relations
pioneer Edward Bernays changed that (Spiegel, 2005).
Public relations (PR) is defined as the art andscience of
establishing and promoting a favorable
relationship with the public (American HeritageDictionary of the
English Language, 2004).
PR is a relationship-based discipline.
PR is based on an in-depthunderstanding of its publics,as well
as their needs, wants,and desires.
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PR Theories
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If you want people to do what you want, you dont hook intowhat
they say. You try to find out what they really want
(National Public Radio, 2005), according to Bernays.
Konsep ini menekankan pentingnya faktor psikologis,
emosional,dan subconscious dalam perilaku manusia, seperti yang
dikembangkan oleh Sigmund Freud.
Tiga efek yang diharapkan dari intervensi PR:
1. Attention2. Acceptance3. Action
(Smith, 1993, p. 193)
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PR and Characteristics of Types
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PR Functions in Healthcare
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Mencegah dan mengatasi krisis.Crisis management
Membina relasi dengan jurnalis danmengembangkan perencanaan
penggunaan media.
Media relations
Diskusi publik dan kesepakatan tentangkebijakan kesehatan.
Public affairs
Menjaga hubungan dengan komunitas.Community relation
Mengantisipasi dan mengelola isu.Issues management
Nama Tugas
Marketing publicrelations
Mengembangkan program strategis untukmemaksimalkan daya guna
produk-produk kesehatan.
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PR Key Characteristics
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PR vs Advertising
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Media coverage stemming from PR campaigns is
free of charge, but placing a story requires an in-depth
understanding of journalists andaudiences preferences among PR
practitionersand the organizations they represent.
Jurnalis menulis terutama berdasarkankelayakan berita
(newsworthiness), yaitu apa yang dianggap
audiensnya menarik.
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PR vs Advertising
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Different from advertising, PR is a less controlled but
morecredible way to approach the media.
In advertising, organizations pay for the print or broadcast
space to placetheir ads, so the media have no editorial power on
the ad content.
In PR, the media placement is free of charge, but its final tone
and content are
determined by the journalist who authors the story.
Achieving media coverage using PR strategies is not easy and
requiresstrategic efforts and tools, long-term relationships with
the media, and atrue understanding of the concept of
newsworthiness. Most important, it
requires patience and perseverance.
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Dos & DontsMedia
Relations
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Channels and PR tools
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PR Evaluations
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Pengukuran jangka pendek dan berbasispada proses, seperti berapa
jumlahartikel yang ditayangkan media, dll..
PR outputs
Bagaimana program PR diterima oleh
media, seperti apakah media toolkitnyalengkap dan mudah
digunakan olehmedia, dll.
PR outtakes
Evaluasi dan pengukuran perubahanopini, sikap, dan perilaku dari
targetaudiens media.
PR outcomes
Kategori Deskripsi
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Referensi
DeVito, J. A. (2006). Human communication. (10th ed.)
Allyn and Bacon.
Schiavo, R. (2002). Health Communication from Theory to
Practice. Jossey Bass.
Glanz, K. dkk. (2008). Health Behavior and Health
Education: Theory, Research & Practice. 4th edition.
Josey Bass
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