koc 3431 - nota 2

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LATAR BELAKANG PENSYARAH Nama: Dr.Hj.Muhammad Pauzi bin Abd Latif Alamat: Jabatan Komunikasi, FBMK, UPM. Kelulusan: Ph.D (UPM) M.Sc (UPM) B. Mass Comm. (UiTM) Jawatan: Pensyarah Pengetua Kolej Pendeta Zaba

Tel: 03-89468786/7392 Tel. Bimbit: 019-6684966/019-2799735 Faks: 03-89468806 Email: pauzi@fbmk.upm.edu.my Bidang: Perhubungan Awam Komunikasi Keorganisasian

PENILAIAN KURSUSTugasan 1 Tugasan 2 Pertengahan Semester Peperiksaan Akhir 15% 15% 30% 40% 100%

Earliest definitions of Public Relations

One of the earliest definitions of PR was created by Edward Bernays. According to him, "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance."

DEFINISI PERHUBUNGAN AWAMPerhubungan awam merupakan satu usaha yang disengajakan, dirancang dan berterusan untuk menjalinkan dan mengekalkan hubungan atau persefahaman yang baik antara sesebuah organisasi dan publiknya. Institut Perhubungan Awam British (BIPR) Public Relations is a distinctive management function which helps establish and maintain lines of communications, understanding and acceptance between an organization and its publics, and helps keep management informed and responsive. Public Relations pioneer, Rex F.Harlow, Ph.D

Public Relations Today

Today "Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values." (Robert L. Heath, Encyclopedia of Public Relations). Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics.

PR FIRMS IN MALAYSIA REGISTERED WITH THE COMPANIES COMMISION OF MALAYSIA1960s Rahims Public Relations & General Agencies J.B. Industrial Public RelationsPresko Public Relations Co1970s Burson-Marsteller (S.E.A.) Pte.Ltd.Rochdale Public Relations Sdn.Bhd.Maju Public Relations Pertama Public Relations Wyel Designs & Public Relations Hill and Knowlton Sdn.Bhd.Zainab A.Yang P. Relations & Mgmt Services Eswhy Public Relations Public Relations Industrial Services -

01-10- 1964 18- 06-1968 31-12-1969

28-02-1973 15-11-1973 13-02-1975 25-06-1975 01-10-1977 21-12-1977 01-07-1978 28-04-1979 03-05-1979

MODEL FUNGSI PERHUBUNGAN AWAM DALAM ORGANISASI

Jabatan Perhubungan Awam

Komunikasi

Komunikasi

Pengurusan

Publik

Rajah di atas menunjukkan pihak perhubungan awam bertanggungjawab dalam soal perhubungan antara pihak pengurusan dengan publiknya.

Tanggungjawab pihak pengamal perhubungan awam ialah untuk memastikan tindakantindakan atau keputusan yang ingin diambil oleh kedua-dua pihak tidak akan menjejaskan kepentingan masing-masing.

DEFINISI PERHUBUNGAN AWAM Dr. Rex F. Harlow telah mengenalpasti kira-kira 472 definisi yang dapat dikumpul untuk mentakrifkan pengertian perhubungan awam.

Begitu juga untuk nama yang digunakan untuk jabatan dan unit perhubungan awam itu sendiri seperti:- Unit atau Jabatan Perhubungan Awam - Unit atau Jabatan Hal Ehwal Awam - Unit atau Jabatan Hal Ehwal Awam dan Komunikasi Korporat - Unit atau Jabatan Komunikasi - Unit atau Jabatan Komunikasi Korporat

FUNGSI PENGURUSAN DALAM PERHUBUNGAN AWAM1. Menjangkakan, menganalisis dan mentafsirkan pendapat awam, sikap dan isu-isu yang dilahirkan oleh publik sasaran, yang mungkin akan memberi kesan yang baik atau buruk kepada perancangan operasi.

2. Menjadi penasihat kepada pihak pengurusan di semua peringkat.3. Menjalankan penyelidikan dan penilaian secara berterusan dari masa ke semasa terhadap program-program perhubungan awam. 4. Merancang dan melaksanakan usaha-usaha organisasi untuk mempengaruhi dan mengubah polisi publik. 5. Menentukan matlamat, perancangan, belanjawan dan kemudahan-kemudahan pembangunan untuk organisasi.

TUGAS-TUGAS ASAS PENGAMAL PERHUBUNGAN AWAM1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Penulisan Penyuntingan Perhubungan Media Aktiviti Khas Perucapan Awam Produksi Penyelidikan Kaunseling dan Perancangan Program Latihan Pengurusan

PR's Role in the 21st Century Global Corporation

so let me offer three reasons today why I believe your firms, and more importantly, your clients, need to reinvent themselves for a new era by focusing on a more strategic approach to PR. Reason # 1: Not Enough Focus on Strategy Implementation. Reason # 2: Reinvent Yourselves First. Reason #3: You Have a Broader Perspective.Speech by Professor Paul A. Argenti Tuck School of Business To the ICCO Conference in San Francisco, November 2001

Public Relations ActivityPublicity Publicity is information from an outside source that is used by the media because information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media. Advertising Advertising is information placed in the media by an identified sponsor that pays for the time and space. It is a controlled method of placing messages in the media. Press Agentry Press agentry is creating newsworthy stories and events to attract media attention to gain public notice.

Public Affairs Public affairs is the specialized part of public relations that builds and maintains mutually beneficial governmental and local community relations. Issues Management Issues management is the proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect organizations and their publics. Lobbying Lobbying is the specialized part of public relations that builds and maintains relations with government primarily for the purpose of influencing legislation and regulation Investor Relations Specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community.

THE POWER OF MEDIA

We have now reach the stage when virtually anything we want to do in the field of communication is possible. The constraints are no longer technical, but economic, legal or political.Arthur C. Clarke

MEDIA PUBLICITY Media publicity does not just happen. It is made to happen. It is your news the media seek to report. Journalists either create the news or someone makes sure they know about an event or issue. By helping them go about their business, you can establish a mutually convenient relationship where you will get publicity. But more than achieving publicity, media relations can be used to achieve tangible results. Strategic use of the media will help create public awareness, achieve sales, embarrass people or governments into taking action, upwardly position a company or pre-condition an audience. In an adverse situation, tactical use of the media will help control damage, maintain your credibility and restore a positive profile.

BENEFITS OF MEDIA PUBLICITY Raise public awareness Deny something Make a public announcement Develop, maintain and build a profile Improve or create an image Promote an event Promote products or services Launch a product or idea Enhance a marketing or advertising program Shape public opinion Control damage Gain public support or create opposition Lobby Measure public reaction Force action or change decisions Discredit or attack issues or people

Terima Kasih

SELAMAT DATANG KE PERJUMPAAN BERSEMUKA KE DUASTRATEGI PERHUBUNGAN AWAM KOC 3431

LATAR BELAKANG PENSYARAH Nama: Dr.Hj.Muhammad Pauzi bin Abd Latif Alamat: Jabatan Komunikasi, FBMK, UPM. Kelulusan: Ph.D (UPM) M.Sc (UPM) B. Mass Comm. (UiTM) Jawatan: Pensyarah Pengetua Kolej Pendeta Zaba

Tel: 03-89467391/92/93 Tel. Bimbit: 019-6684966 Faks: 03-89468806 Email: pauzi@fbmk.upm.edu.my Bidang: Perhubungan Awam Komunikasi Keorganisasian

PENILAIAN KURSUSTugasan 1 Tugasan 2 Pertengahan Semester Peperiksaan Akhir 15% 15% 30% 40% 100%

ACARA ISTIMEWA/KHAS

SPECIAL EVENT

APAKAH DIA ACARA ISTIMEWA/KHAS

Acara istimewa atau khas adalah suatu teknik perhubungan awam yang diadakan untuk mendapatkan promosi. Acara khas boleh juga dikendalikan untuk memenuhi tanggungjawab sosial. Jangkamasa bagi acara ini bergantung kepada matlamat organisasi atau penganjur dan boleh diadakan seberapa kerap yang diperlukan. Menurut Hamdan Adnan (1998), peranan pengamal perhubungan awam dalam merancang acara ini boleh dibahagikan kepada tigaiaitu:

1. 2. 3.

Pegawai lain yang merancang dan melaksanakan acara, pengamal perhubungan awam yang membuat seranta. Pengamal perhubungan awam yang merancang, melaksanakan serta menyeranta acara. Pengamal perhubungan awam yang mewujudkan acara, merancang dan menyerantakan acara tersebut.

PERKARA YANG PERLU DIPERTIMBANGKAN APABILA BERCADANG MENGADAKAN ACARA ISTIMEWA1. Acara istimewa tidak memerlukan idea yang asli. Sebarang idea atau acara yang baik yang difikirkan oleh pengamal perhubungan awam dapat menarik minat organisasi boleh dikendalikan. Organisasi haruslah mempunyai hubungan dengan pihak penaja upacara tersebut. rapat

2.

3.

Pastikan acara istimewa yang berjaya diadakan oleh organisasi boleh dijadikan sebagai acara tetap tahunan ataupun acara untuk mendapatkan publisiti atau liputan media massa. Pastikan acara istimewa tersebut mempunyai nilai berita, jika tidak, sukarlah organisasi itu mendapat publisiti atau liputan media massa.

4.

SEMBILAN LANGKAH MENGENDALIKAN ACARA ISTIMEWA/KHAS OLEH NEWSOME & SCOTT1. 2. 3. 4. 5. Mulakan perancangan seberapa awal yang boleh. Buat perancangan yang teliti serta jadu