Introduction to Public Relations(sessi 01)

Faculty of LettersMaranatha Christian University

ASSESSMENT :

30% = Mid-term examination

30 % = Assignment

40% = Final Exam

Note: Your absence matters !

(max. 3 times per semester)

Your EXPECTATION ?

If I tell you

“I am beautiful and exciting!”

that is :

ADVERTISING

If somebody else tells you that I am beautiful and exciting,

that is :

SALES PROMOTION

If you come & tell me you have heard I am beautiful and exciting,

that is :

PUBLIC RELATIONS

PUBLIC RELATIONS :

in the literal sense:

the art of making friends

in the professional sense:

the art of creating public trust & understanding towards someone, an institution or organization

PUBLIC RELATION = management of reputation (the result of what you do, what you say and what others say about you with the aim of earning understanding, support and influencing opinion and behavior).

Note: There are minimum 2,000 definitions of PR in 1960, according to “International Public Relations Association”

in other words:

Reality is not reality. In marketing, perception is reality.

<Dolan Dan Smith>

32.4% proportion of Japanese who do not want more tourists in their country, according to a government survey, due to the PERCEPTION that foreigners are mainly to blame for the rising crime rate.

1.2% proportion of crimes committed by foreigners in Japan last year

(TIME magazine, March 22 2004 edition)

The PR Transfer Process

HOSTILITY

PREJUDICE

APATHY

IGNORANCE

SYMPATHY

ACCEPTANCE

INTEREST

KNOWLEDGE

NEGATIVE POSITIVE

At the heart of public relations’ activities is:

COMMUNICATION

The purpose of PR = The purpose of Communication

The purpose of communication: the change of cognition, afection & behaviour

The purpose of PR:

The change of cognition, afection & public positive behaviour

Due to building the PUBLIC TRUST so the target of PR is:

PUBLIC

Target TARGET AUDIENCE (PUBLIC):

message

Investor

Customer

Press

Staffs / Employees

Supplier

Financial institution

Local government

Business partners

Opinion leaders

Consumer bodies

PUBLIC & THE NEEDS CHARACTERISTICS:

a. Internal public:

- EMPLOYEE : good salary , promotion, compliment of being good at work

- INVESTOR : safe investment, good asset

- MANAGEMENT : the improvement of the workers’ quality in working

b. External Public:

- NEIGHBOURS : feeling safe, organized environment, job opportunities, extra money

- PRESS : “selling” events (controversial issues)

- GOVERNMENT : management of natural resources, tax income, employees arrangement

As a profession :

PR (Humas) = profession (as a profession should have body of knowledge, professional ethics & control access):

1. Conceptor

2. Workers

As a department:

Analogy: “CORONG” of a company

the center of the information both inward (to employees, etc) and outward (to press, etc)

deals with the structure of the organization (PR Director, PR Manager, PR Officer)

What is the difference between Marketing and PR? (both of them do communication activities)

Marketing :

The orientation:

Getting the high number of product selling

PR :

The orientation:

The creation of good image, public trust and support towards the organization

The relationship of Marketing and PR :

If people TRUST a company

People will TRUST & BUY the product (sample: STPDN)

Tell us:

1.Who you are

2.Why you are unique as an individual