Public Relations Writing
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APA ITU PUBLIC RELATIONS? Dicari purel part-time cantik.max 25 tahun.gaji Kurs Dollar kerja santai HP.081332476008 Jika anda membaca iklan ini, apa yang ada di benak anda?
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APA ITU PUBLIC RELATIONS? Planned ,persuasive communication designed to influence significant people (John E.Marston) A system of communication to creat a goodwill (Frank Jefkins)
Presentasi Positif suatu organisasi kepada seluruh publiknya (Tony Greener) Fungsi manajemen yang membangun dan mempertahankan hubungan yang baik dan bermanfaat antara organisasi dengan publik yang mempengaruhi kesuksesan atau kegagalan organisasi tersebut. (Cutlip,center & Broom) Brought to you in association with
Konsep-Konsep Penting Dalam Public Relations
Public Relations
Tujuan PR
RUANG LINGKUP PEKERJAAN PR
ALAT-ALAT PR
FUNGSI Brought to you in association with
TUJUAN PUBLIC RELATIONS 1. MENCIPTAKAN PEMAHAMAN ANTARA PERUSAHAAN DAN PUBLIKNYA 2. MEMBANGUN CITRA KORPORAT 3. MEMBANGUN OPINI PUBLIK YANG FAVORABLE 4. MEMBENTUK GOODWILL DAN KERJASAMA
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MENCIPTAKAN PEMAHAMAN ANTARA PERUSAHAAN DAN PUBLIKNYA
- memberikan kecukupan informasi: Siapa publik saya Apakah publik mengenal saya? Bagaimana persepsi publik mengenai saya? Apa yang belum diketahui publik mengenai saya? Apa yang saya lakukan? Mengapa saya melakukan? Bagaimana saya berbeda dengan pesaing? Produk apa yang dihasilkan perusahaan? Menyediakan saluran komunikasi yang terbuka dan memungkinkan terjadinya komunikasi dua arah Kecukupan Informasi ini dapat dilihat dari kegiatan hubungan dengan karyawan yang merupakan pulik internal.
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MENCIPTAKAN PEMAHAMAN ANTARA PERUSAHAAN DAN PUBLIKNYA
Public Relations harus menyampaikan informasi tentang karyawan kepada pihak manajemen dan berupaya meyakinkan manajemen agar memerhatikannya dalam proses pengambilan kebijakan Pengumpulan Informasi tentang kondisi publiknya dapat menggunakan saluran komunikasi, baik secara informa maupun formal, antarpribadi atau kelompok. Misalnya rapat atau meeting berkala, fokus group discussion dengan karyawan. Purel mengobrol langsung dengan karyawan (dikenal dengan MBW : Managing By Walking around), menyediakan kotak opini, mengadakan event-event informal (pertandingan olahraga, makan bersama,coffee morning, dll) atau media internal seperti buletin dan majalah dinding
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3a. Build Your Budget Open-ended budgets : there is no limit to the number of points or awards participants can earn
Closed-ended budget : budgets are fixed and there is a guaranteed number of winners!
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3b. Budget Allocation Costs: Awards Communication/Promotion Administration Training/Research
60% 30% 10%
Partner funding (maybe up to 20%) • Awards • Communication Brought to you in association with
4. Devise a Measurement System Sales measurements: Sales Market share Units purchased Percentage of achieved goal Number of call/contacts Number of new clients Profits from sales
Non-sales measurements: Decrease absenteeism Team spirit Integrity Leadership Documented paperwork
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5. Choose the Awards You are not shopping for yourself ! Look at: Demographics & psychographics Lifestyles What would get them really excited? What other incentives have they participated in?
Examples: Travel, merchandise, cash, events, financial aid for undertaking marketing activities. Brought to you in association with
6. Spread the Word Develop a slogan & program logo keep it clear and simple, mirror of your objectives, a bit of humor
Pre-announcement teaser: something really special is coming your way
Announcement piece including enrollment card: outline program objective, rules, structure, measurement system, promote awards
Kickoff: special launch I.e. during a lunch, sales meeting, etc. Brought to you in association with
6. Spread the Word Mailers/statements : update individuals’ progress towards their goals newsletters
Research & evaluation reports : surveys, telemarketing, focus groups
Congratulatory/qualification : communicate final results
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7. Run the Program The basics: Enrollment services Participant database Promotional mailings Award tracking Performance statements Management reports Earning/tax reporting Post-program evaluation Brought to you in association with
8. Evaluate Your Results Pre-plan that tracking of results is possible within your existing IT/Accountancy system while setting up your objectives and program structure Two key questions: Were the objectives met ? Did the program and awards meet the expectations and desires of the participants ? Brought to you in association with
Pit falls to avoid Most often seen blunders: Lack of pre-research Allocation of budget is wrong Insufficient communication/promotion Awards not exciting enough or too vague Insufficient staff backup No database maintenance Rules are too complicated Unreachable targets Not enough support from management No long-term planning Brought to you in association with
Reasons to join To get FREE marketing content To get free downloads To get discounts on our services To get access to our resource centre Many other Powerpoints in this series in the members area Brought to you in association with