Handout KOM116 PR PERUSAHAAN
CORPORATE PR
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
Prida Ariani Ambar Astuti, S.Sos., M.Si.
In 3 areas (environment, ethics &
employees), the public noted a gap
between actual & perceived corporate
behavior
CEO can enhance credibility by being
transparent, engaging in proactive
communications, supporting CSR
Initiatives
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Corporations
PR Activities
PR Roles
PR in Multinational Company
Corporate Credibility & Reputation
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Corporations
Corporate public relations
Responsible use & to
help develop
cooperative
relationships
between corporations &
other societal
institutions
(Lattimore, Baskin, Heiman & Toth, 2009)
Media relations
Employee
relations
Community
relations
Consumer
relations
Financial
relations
Marketing
communications
Public affairs
(Lattimore, Baskin, Heiman & Toth, 2009)
Corporate Public Relations
smooth & enhance a company’s
operations as well as increase
its sales
(Lattimore, Baskin, Heiman & Toth, 2009)
PR ACTIVITIES
Corporate public relations
Activities
%
Corporate communications
(not advertising)
85
Crisis management
73
Internal communications
73
Marketing PR
73
Executive communications
69
Product PR
62
Online communications
61
Community relations
61
(Lattimore, Baskin, Heiman & Toth, 2009)
PR ROLES
Pengantar public relations
Public Relations Roles
Communication
Technician
1
Specialist In PR, often
Communication
Manager
TACTICAL MANAGERS
(Make To Day-to-day Decision
on Many Practical & Specific
Issues)
1
Directed By Others
2
Entry Level Jobs or
Specialized Tasks
2
STRATEGIC MANAGERS
(Concerned with
Management, Trends, Issues,
Policies & Corporate
Structure)
(Grunig & Hunt, 1984, p. 91)
COMMUNICATION MANAGER
ProblemSolving
Communication Process
Facilitator
Facilitator
Expert
Prescriber
(Grunig & Hunt, 1984, p. 91)
Communication Manager
Expert
Prescriber
1
…functions as the
“expert” public relations
person who researches
and defines public
relations problems,
develops programs,
and takes responsibility
for implementing
programs
Communication
Facilitator
2
...means acting as a
go-between,
facilitating
communication
between management
and publics (Dozier,
1995, p.24)
He or she is a liaison,
interpreter, and
mediator
Problem-Solving
Process
Facilitator
3
Helping management
think through problems
& issues
systematically to find a
solution (Dozier, 1995,
p.24)
the public relations
manager helps others
in the organization
solve their public
relations problems
(Grunig & Hunt, 1984, p. 91)
PR in Multinational &
SMALLER Corporations
Pengantar Public relations
PR in CORPORATIONS
Multinational
Smaller
• 3 major barriers: language,
laws & culture
• 3 distinct aspects:
1. Represent multinational
corporations
2. To help bridge the
communication gap
3. Conducted in the various
host countries of the
corporation
• Responsible for all aspects of
the business
• Spent most of the time on
1. strategic planning,
2. supervision
3. doing the work
(Lattimore, Baskin, Heiman & Toth, 2009)
Tactics used by CPR
Pengantar Public relations
CROSS-DISCIPLINARY INTEGRATION
Communicators might use the disciplines from other
sciences to PR
TOOL INTEGRATION
Use whatever means is available & appropriate to send a
message to external & internal audiences
(Lattimore, Baskin, Heiman & Toth, 2009)
Corporate Credibility &
Reputation
Pengantar Public relations
To exert positive
influence on
public attitude,
corporations must be
perceive as honest
& responsible
(Lattimore, Baskin, Heiman & Toth, 2009)
Honest & responsible
World class reputation
Positive relationships
Resultant mutual understanding on policies &
issues
Being trustworthy & taking a right actions
(Lattimore, Baskin, Heiman & Toth, 2009)
CSR & Diversity
Pengantar Public relations
CSR is not a random act of kindness
CSR has its roots in corporate philanthropy
Diversity or inclusion encompasses the mix of race, age, gender,
sexual orientation, religious beliefs, national origin &disability
Diversity means different things in different countries
(Lattimore, Baskin, Heiman & Toth, 2009)
7 Tenets to Achieve Diversity
Inclusion
Opportunity
Comprehensiveness
Accessibility
Training
Management
Evaluation & communication
(Lattimore, Baskin, Heiman & Toth, 2009)
Terima kasih
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
Prida Ariani Ambar Astuti, S.Sos., M.Si.
In 3 areas (environment, ethics &
employees), the public noted a gap
between actual & perceived corporate
behavior
CEO can enhance credibility by being
transparent, engaging in proactive
communications, supporting CSR
Initiatives
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Corporations
PR Activities
PR Roles
PR in Multinational Company
Corporate Credibility & Reputation
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Corporations
Corporate public relations
Responsible use & to
help develop
cooperative
relationships
between corporations &
other societal
institutions
(Lattimore, Baskin, Heiman & Toth, 2009)
Media relations
Employee
relations
Community
relations
Consumer
relations
Financial
relations
Marketing
communications
Public affairs
(Lattimore, Baskin, Heiman & Toth, 2009)
Corporate Public Relations
smooth & enhance a company’s
operations as well as increase
its sales
(Lattimore, Baskin, Heiman & Toth, 2009)
PR ACTIVITIES
Corporate public relations
Activities
%
Corporate communications
(not advertising)
85
Crisis management
73
Internal communications
73
Marketing PR
73
Executive communications
69
Product PR
62
Online communications
61
Community relations
61
(Lattimore, Baskin, Heiman & Toth, 2009)
PR ROLES
Pengantar public relations
Public Relations Roles
Communication
Technician
1
Specialist In PR, often
Communication
Manager
TACTICAL MANAGERS
(Make To Day-to-day Decision
on Many Practical & Specific
Issues)
1
Directed By Others
2
Entry Level Jobs or
Specialized Tasks
2
STRATEGIC MANAGERS
(Concerned with
Management, Trends, Issues,
Policies & Corporate
Structure)
(Grunig & Hunt, 1984, p. 91)
COMMUNICATION MANAGER
ProblemSolving
Communication Process
Facilitator
Facilitator
Expert
Prescriber
(Grunig & Hunt, 1984, p. 91)
Communication Manager
Expert
Prescriber
1
…functions as the
“expert” public relations
person who researches
and defines public
relations problems,
develops programs,
and takes responsibility
for implementing
programs
Communication
Facilitator
2
...means acting as a
go-between,
facilitating
communication
between management
and publics (Dozier,
1995, p.24)
He or she is a liaison,
interpreter, and
mediator
Problem-Solving
Process
Facilitator
3
Helping management
think through problems
& issues
systematically to find a
solution (Dozier, 1995,
p.24)
the public relations
manager helps others
in the organization
solve their public
relations problems
(Grunig & Hunt, 1984, p. 91)
PR in Multinational &
SMALLER Corporations
Pengantar Public relations
PR in CORPORATIONS
Multinational
Smaller
• 3 major barriers: language,
laws & culture
• 3 distinct aspects:
1. Represent multinational
corporations
2. To help bridge the
communication gap
3. Conducted in the various
host countries of the
corporation
• Responsible for all aspects of
the business
• Spent most of the time on
1. strategic planning,
2. supervision
3. doing the work
(Lattimore, Baskin, Heiman & Toth, 2009)
Tactics used by CPR
Pengantar Public relations
CROSS-DISCIPLINARY INTEGRATION
Communicators might use the disciplines from other
sciences to PR
TOOL INTEGRATION
Use whatever means is available & appropriate to send a
message to external & internal audiences
(Lattimore, Baskin, Heiman & Toth, 2009)
Corporate Credibility &
Reputation
Pengantar Public relations
To exert positive
influence on
public attitude,
corporations must be
perceive as honest
& responsible
(Lattimore, Baskin, Heiman & Toth, 2009)
Honest & responsible
World class reputation
Positive relationships
Resultant mutual understanding on policies &
issues
Being trustworthy & taking a right actions
(Lattimore, Baskin, Heiman & Toth, 2009)
CSR & Diversity
Pengantar Public relations
CSR is not a random act of kindness
CSR has its roots in corporate philanthropy
Diversity or inclusion encompasses the mix of race, age, gender,
sexual orientation, religious beliefs, national origin &disability
Diversity means different things in different countries
(Lattimore, Baskin, Heiman & Toth, 2009)
7 Tenets to Achieve Diversity
Inclusion
Opportunity
Comprehensiveness
Accessibility
Training
Management
Evaluation & communication
(Lattimore, Baskin, Heiman & Toth, 2009)
Terima kasih