Handout KOM116 CUSTOMER RELATIONS

CUSTOMER RELATIONS
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu

Prida Ariani Ambar Astuti, S.Sos., M.Si.

Teaming PR with marketing
TO build customer trust &
loyalty

Reinvigorating an older brand
Exporting an established brand to new markets
Reinforcing a brand positioning
Getting an image makeover
Anticipating what’s next
Establishing company as a Good Corporate Citizen
(Lattimore, Baskin, Heiman & Toth, 2009)

PR
• Focuses on

long-term
goals
• Building
positive
relationships

Relationship
Marketing
• A long-term
process
• To build trust
that enhances
the selling

Marketing
Communications
• Research,
strategies or
tactics
• Support

selling

IMC
• Marketers use
a variety
tactics

CSR
• Company
commitment to
its neighbors
• to be a good
citizen

(Lattimore, Baskin, Heiman & Toth, 2009)

APPLYING PR TECHNIQUES TO
MARKETING

Product & service design

Corporate social responsibility

Distribution
Communication
Marketing Spokesperson – CEO

Integrating Disciplines & Technology
(Lattimore, Baskin, Heiman & Toth, 2009)

PUBLIC RELATIONS &
CONSUMER AFFAIRS

Consumer Information & Education
Generally Satisfied But Not Always Served
Unfair & Deceptive Practices
Handling Consumer Complaints
Corporate Liaison
(Lattimore, Baskin, Heiman & Toth, 2009)

Terima kasih