Slide KOM999 KUALIFIKASI PUBLIC RELATIONS
1
KUALIFIKASI PROFESI
PUBLIC RELATIONS
ADHI GURMILANG
PERSYARATAN DASAR
2
Ability to communicate (kemampuan
berkomunikasi)
Ability to organize (kemampuan
mengorganisasikan)
Ability to get on with people
(kemampuan bergaul)
Personal integrity (utuh dan jujur)
Imagination (imajinasi yang kuat)
3
KEMAMPUAN
BERKOMUNIKASI
Mau dan berusaha memahami,
toleran, tanpa harus menjadi penakut.
retorika
sebagai
sebuah kemampuan untuk
mencapai tujuan yaitu
persuasi.
4
Retorika menggunakan
tindakan pengunaan katakata sehingga memiliki
akibat.
5
6
PUBLIC SPEAKING
FUNCTION
Public speaking is a form of
empowerment.
Make a difference in things people care
about very much.
To persuade:
7
persuade people to do
something
you feel is right.
8
To inform:
informing people
things they don’t
know.
9
To entertaining:
making people happy and good
about themselves
10
John F. Kennedy:
Don’t ask what your country can do for you
but ask what you can do for your countr
11
I HAVE A DREAM
Dr. Martin Luther King, Jr.
12
Presiden RI I,
Ir. Soekarno
STUDI KASUS:
PIDATO BUNG TOMO
Timeline:
Proklamasi
Kemerdekaan 1945
Insiden Hotel
Yamato
Terbunuhnya
Brigadir Jenderal
Mallaby
Ultimatum 10
November 1945
Pertempuran 6
13
minggu di
CUPLIKAN PIDATO BUNG
TOMO
14
selama banteng-banteng
Indonesia masih
mempunyai darah merah
yang dapat membikin
secarik kain putih merah
dan putih
maka selama itu tidak
akan kita akan mau
menyerah kepada
siapapun juga
Dan untuk kita saudarasaudara
lebih baik kita hancur lebur
daripada tidak merdeka
semboyan kita tetap: merdeka
atau mati!
Dan kita yakin saudarasaudara
pada akhirnya pastilah
kemenangan akan jatuh ke
tangan kita
sebab Allah selalu berada di
15
NEWS RELEASE
A simple
document whose
purpose is the
dissemination of
information in
ready to publish
form.
16
Tidak ada
pembayaran
apabila materi
muncul.
obvious news:
17
langsung digunakan
18
maybe:
butuh
pengembangan;
19
discard:
tidak menarik dan sulit
dikembangkan.
Newsletter
20
Informal
publication to
deliver
information to
a target
audience at
regular
intervals.
Other publication
21
22
Brochures
and
handbooks.
23
Annual
reports.
24
CORPORATE
ADVERTISING
KEMAMPUAN MENGORGANISASIKAN
25
PUBLIC RELATIONS CAMPAIGN
PLANNING.
Communication tools dan activities yg
direncanakan dan dikoordinasikan.
Good planner: material distribution,
event lancar tanpa gangguan, budget
tidak berlebih.
Highly organized, detail oriented,
mampu melihat secara keseluruhan.
26
COMMUNICATION
PLANNING
PLANNING
27
It focuses effort: work on the right things.
It improves effectiveness: prioritised.
Encourages the long term view: future.
Helps demonstrate value for money:
comparison for achievement.
Minimises mishap: attention for detail.
Reconciles conflict: anticipation
Facilitates proactivity: deciding by yourself.
FACT FINDING
28
Analysis: identify
issues on which to
base your pr
programme.
Ex: old fashioned and
losing market share vs
demo that product is
modern and leading
edge.
Research: political,
economic, social,
technological.
VARIABLE ANALYSIS
29
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGIC
AL
1. Environme
ntal
legislation
2. Employme
nt
legislation
3. Trade
legislation
4. Change of
governmen
t
1. Interest
rates
2. Inflation
3. Money
supply
4. Level of
employmen
t
5. Disposable
income
6. Economic
cycles
7. World
economic
conditions
1. Population
growth
2. Lifestyles
3. Level of
education
4. Income
distribution
5. Consumer
patterns
6. Social
attitudes
and
concerns
1. New
discoveries
2. Rate of
change
3. Investment
in
technology
4. Spending
on research
and
developme
nt
SETTING OBJECTIVES
30
Mengetahui tujuan
akhir.
Tujuan pr
mempengaruhi sikap
dan perilaku.
Tujuan:
understanding,
awareness, inform,
knowledge, displace
prejudice, belief,
confirm perception,
act in a particular way.
SETTING OBJECTIVES
31
Set PR objectives: not
marketing objectives.
Ally to organization
objectives.
Be precise and specific:
5 w and 1 h.
Do what is
achieveable.
Quantify as much as
possible.
Work within budget.
Work to a priority list.
PUBLIC AND MESSAGES
32
Public: financial,
internal,
commercial,
government,
overseas.
Media: influence
in public opinion.
Avoid negative
media. Media
effective for
public who seek
for information.
33
Message:
articulated, shifts
perceptions,
persuade,
credible and
deliverable.
Message: format,
tone, context,
timing, repetition
STRATEGY AND TACTICS
34
Strategy is the
overall approach
that is taken to a
programme or
campaign.
Theme, the big
idea, the rationale
behind tactic.
35
Strategy is
dictated for
issues rising from
analysis.
Approach where are
you now to
where you want to be
Objective: mengusir tentara Irak dari Kuwait.
Strategi: mengepung dan membunuh tentara Irak.
Taktik: bom, tembak, meledakkan jembatan.
36
37
CONTOH STRATEGI DAN
TAKTIK
CONTOH 1
TUJUAN PUBLIKASI PRODUK
ATAU JASA
STRATE MELAKUKAN
GI
KAMPANYE MEDIA
MASSA
TAKTIK KONFERENSI PERS
NEWS RELEASE
WAWANCARA
KOMPETISI
IKLAN
DLL.
CONTOH 2
MEMBANGUN
PERSEPSI SBG
MARKET LEADER
POSITIONING SBG
MARKET LEADER
MENGGUNAKAN
LAPORAN RISET
MEDIA RELATIONS
KONFERENSI
INDUSTRY FORUM
PEMBERIAN AWARD.
EVALUATION
38
•
Perubahan
perilaku:
mengukur
perilaku
pembelian.
•
•
Respon:
pengembalian struk,
response slips.
Perubahan sikap, opini, awareness.
39
1.
2.
3.
Pencapaian: 80%
pengecer datang
ke konferensi.
Media coverage,
content
distribution,
readership
Budget control
and value for
money.
KEMAMPUAN BERGAUL
40
Menciptakan networking
dgn berbagai pihak.
41
KUALIFIKASI PR LAINNYA
Kemampuan bergaul
42
Hubungan lebih dalam dan akrab
shg stakeholder
mendukung program PR.
Take and give.
43
PR mengenal jurnalis,
pemred,
tokoh pemerintah, swasta.
44
KEPRIBADIAN UTUH DAN
JUJUR
Karakter citra pembicara
sebagai seseorang yang
baik dan jujur.
IMAJINASI YANG KUAT
45
Penuh gagasan &
ide, problem solving,
original plan,
kreativitas kerja.
Events PR (pameran,
workshop, seminar,
press conference).
Pengamatan tajam,
persepsi baik,
pemikiran orisinal,
perhatian penuh.
46
NEED: PEMAHAMAN
EKONOMI
Memahami
ekonomi dan bisnis.
Tugas PR: menolong
perusahaan
mendapatkan
keuntungan.
47
THE END
ADHI GURMILANG@OKTOBER 2010
KUALIFIKASI PROFESI
PUBLIC RELATIONS
ADHI GURMILANG
PERSYARATAN DASAR
2
Ability to communicate (kemampuan
berkomunikasi)
Ability to organize (kemampuan
mengorganisasikan)
Ability to get on with people
(kemampuan bergaul)
Personal integrity (utuh dan jujur)
Imagination (imajinasi yang kuat)
3
KEMAMPUAN
BERKOMUNIKASI
Mau dan berusaha memahami,
toleran, tanpa harus menjadi penakut.
retorika
sebagai
sebuah kemampuan untuk
mencapai tujuan yaitu
persuasi.
4
Retorika menggunakan
tindakan pengunaan katakata sehingga memiliki
akibat.
5
6
PUBLIC SPEAKING
FUNCTION
Public speaking is a form of
empowerment.
Make a difference in things people care
about very much.
To persuade:
7
persuade people to do
something
you feel is right.
8
To inform:
informing people
things they don’t
know.
9
To entertaining:
making people happy and good
about themselves
10
John F. Kennedy:
Don’t ask what your country can do for you
but ask what you can do for your countr
11
I HAVE A DREAM
Dr. Martin Luther King, Jr.
12
Presiden RI I,
Ir. Soekarno
STUDI KASUS:
PIDATO BUNG TOMO
Timeline:
Proklamasi
Kemerdekaan 1945
Insiden Hotel
Yamato
Terbunuhnya
Brigadir Jenderal
Mallaby
Ultimatum 10
November 1945
Pertempuran 6
13
minggu di
CUPLIKAN PIDATO BUNG
TOMO
14
selama banteng-banteng
Indonesia masih
mempunyai darah merah
yang dapat membikin
secarik kain putih merah
dan putih
maka selama itu tidak
akan kita akan mau
menyerah kepada
siapapun juga
Dan untuk kita saudarasaudara
lebih baik kita hancur lebur
daripada tidak merdeka
semboyan kita tetap: merdeka
atau mati!
Dan kita yakin saudarasaudara
pada akhirnya pastilah
kemenangan akan jatuh ke
tangan kita
sebab Allah selalu berada di
15
NEWS RELEASE
A simple
document whose
purpose is the
dissemination of
information in
ready to publish
form.
16
Tidak ada
pembayaran
apabila materi
muncul.
obvious news:
17
langsung digunakan
18
maybe:
butuh
pengembangan;
19
discard:
tidak menarik dan sulit
dikembangkan.
Newsletter
20
Informal
publication to
deliver
information to
a target
audience at
regular
intervals.
Other publication
21
22
Brochures
and
handbooks.
23
Annual
reports.
24
CORPORATE
ADVERTISING
KEMAMPUAN MENGORGANISASIKAN
25
PUBLIC RELATIONS CAMPAIGN
PLANNING.
Communication tools dan activities yg
direncanakan dan dikoordinasikan.
Good planner: material distribution,
event lancar tanpa gangguan, budget
tidak berlebih.
Highly organized, detail oriented,
mampu melihat secara keseluruhan.
26
COMMUNICATION
PLANNING
PLANNING
27
It focuses effort: work on the right things.
It improves effectiveness: prioritised.
Encourages the long term view: future.
Helps demonstrate value for money:
comparison for achievement.
Minimises mishap: attention for detail.
Reconciles conflict: anticipation
Facilitates proactivity: deciding by yourself.
FACT FINDING
28
Analysis: identify
issues on which to
base your pr
programme.
Ex: old fashioned and
losing market share vs
demo that product is
modern and leading
edge.
Research: political,
economic, social,
technological.
VARIABLE ANALYSIS
29
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGIC
AL
1. Environme
ntal
legislation
2. Employme
nt
legislation
3. Trade
legislation
4. Change of
governmen
t
1. Interest
rates
2. Inflation
3. Money
supply
4. Level of
employmen
t
5. Disposable
income
6. Economic
cycles
7. World
economic
conditions
1. Population
growth
2. Lifestyles
3. Level of
education
4. Income
distribution
5. Consumer
patterns
6. Social
attitudes
and
concerns
1. New
discoveries
2. Rate of
change
3. Investment
in
technology
4. Spending
on research
and
developme
nt
SETTING OBJECTIVES
30
Mengetahui tujuan
akhir.
Tujuan pr
mempengaruhi sikap
dan perilaku.
Tujuan:
understanding,
awareness, inform,
knowledge, displace
prejudice, belief,
confirm perception,
act in a particular way.
SETTING OBJECTIVES
31
Set PR objectives: not
marketing objectives.
Ally to organization
objectives.
Be precise and specific:
5 w and 1 h.
Do what is
achieveable.
Quantify as much as
possible.
Work within budget.
Work to a priority list.
PUBLIC AND MESSAGES
32
Public: financial,
internal,
commercial,
government,
overseas.
Media: influence
in public opinion.
Avoid negative
media. Media
effective for
public who seek
for information.
33
Message:
articulated, shifts
perceptions,
persuade,
credible and
deliverable.
Message: format,
tone, context,
timing, repetition
STRATEGY AND TACTICS
34
Strategy is the
overall approach
that is taken to a
programme or
campaign.
Theme, the big
idea, the rationale
behind tactic.
35
Strategy is
dictated for
issues rising from
analysis.
Approach where are
you now to
where you want to be
Objective: mengusir tentara Irak dari Kuwait.
Strategi: mengepung dan membunuh tentara Irak.
Taktik: bom, tembak, meledakkan jembatan.
36
37
CONTOH STRATEGI DAN
TAKTIK
CONTOH 1
TUJUAN PUBLIKASI PRODUK
ATAU JASA
STRATE MELAKUKAN
GI
KAMPANYE MEDIA
MASSA
TAKTIK KONFERENSI PERS
NEWS RELEASE
WAWANCARA
KOMPETISI
IKLAN
DLL.
CONTOH 2
MEMBANGUN
PERSEPSI SBG
MARKET LEADER
POSITIONING SBG
MARKET LEADER
MENGGUNAKAN
LAPORAN RISET
MEDIA RELATIONS
KONFERENSI
INDUSTRY FORUM
PEMBERIAN AWARD.
EVALUATION
38
•
Perubahan
perilaku:
mengukur
perilaku
pembelian.
•
•
Respon:
pengembalian struk,
response slips.
Perubahan sikap, opini, awareness.
39
1.
2.
3.
Pencapaian: 80%
pengecer datang
ke konferensi.
Media coverage,
content
distribution,
readership
Budget control
and value for
money.
KEMAMPUAN BERGAUL
40
Menciptakan networking
dgn berbagai pihak.
41
KUALIFIKASI PR LAINNYA
Kemampuan bergaul
42
Hubungan lebih dalam dan akrab
shg stakeholder
mendukung program PR.
Take and give.
43
PR mengenal jurnalis,
pemred,
tokoh pemerintah, swasta.
44
KEPRIBADIAN UTUH DAN
JUJUR
Karakter citra pembicara
sebagai seseorang yang
baik dan jujur.
IMAJINASI YANG KUAT
45
Penuh gagasan &
ide, problem solving,
original plan,
kreativitas kerja.
Events PR (pameran,
workshop, seminar,
press conference).
Pengamatan tajam,
persepsi baik,
pemikiran orisinal,
perhatian penuh.
46
NEED: PEMAHAMAN
EKONOMI
Memahami
ekonomi dan bisnis.
Tugas PR: menolong
perusahaan
mendapatkan
keuntungan.
47
THE END
ADHI GURMILANG@OKTOBER 2010