Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISNG Tahun : 2010 ETHICS AND PROFESSIONALISM Pertemuan 3 By: Dr. Drs. Dominikus Tulasi, MM.

Learning Objectives At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving end consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation. Bina Nusantara University

HOW PR DIFFERS FROM ADVERTISING Just as many people mistakenly equate publicity with public relations, there is also some confusing about the distinction between publicity and advertising. Although publicity and advertising both utilize mass media for dissemination of an individual or group, or a product—appears as a news item or feature story in the mass media. Material is prepared by public relations personnel and submitted to the news department for the consideration. Editors, known as gatekeepers, determine whether the material will be used or simply thrown away. In contrast, advertising is paid space and broadcast time. Bina Nusantara University

HOW PR DIFFERS FROM ADVERTISING(1) Other differences between PR activities and Advertising include: advertising works almost exclusively through mass media outlets; PR relies on a number of communication tools—brochures, slide presentations, special events, speeches, news releases, feature stories etc. Bina Nusantara University

advertising is addressed to external audiences—primarily consumers of goods and services; PR presents its message to specialized external audiences (stockholders, vendors, community leaders, environmental groups, etc and internal publics (employees). Bina Nusantara University

HOW PR DIFFERS FROM ADVERTISING(2) Other differences between PR activities and Advertising include: advertising is readily identified as a specialized communication function; PR is broader in scope, dealing with the policies and performance of the entire organization, from the morale of employees to the way telephone operators respond to calls. Bina Nusantara University

advertising is often used as a communication tool in public relations, and PR activity often supports advertising campaigns. Advertising’s function is to sell goods and services; the PR function is to create an environment in which the organization can thrive. The later calls for dealing with economic, social, and political factors that can affect the organization. Bina Nusantara University

HOW PR DIFFERS FROM MARKETING PR is the management process whose goal is to attain and maintain accord and positive behaviors among social groupings on which an organization depends in order to achieve its mission. Its fundamental responsibility is to build and maintain a hospitable environment for an organization. MARKETING is the management process whose goal is to attract and satisfy customers (or clients) on a long-term basis in order to achieve an organization’s economic objectives. Bina Nusantara University

HOW PR SUPPORTS MARKETING When PR is used to support directly an organization’s marketing objectives, it’s called ‘mamrketing communication’. Thomas Harris says: ‘I make a clear distinction between those PR functions which support marketing, which I called Marketing Public Relations (MPR) and the other public relations, which I label Corporate Public Relations (CPR).’ Bina Nusantara University

THE VALUES OF PUBLIC RELATIONS Patrick Jackson, a former president of the PR Society of America (PRSA) and publisher of PR Reporter, makes the case for the important role of public relations in today’s society. He wrote: “As soon as there was Eve with Adam, there were relationships, and in every society, no matter how small or primitive, public communication need and problems inevitably emerge and must be resolved. PR is devoted to the essential function of building and improving relationships. Bina Nusantara University