Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISNG Tahun : 2010 THE EVOLUTIONS OF PUBLIC RELATIONS Pertemuan 2 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

THE COMPONENTS OF PUBLIC RELATIONS The basic components of Public relations include: Counseling—providing advice to management concerning policies, relationships and communications. Research—determining attitudes and behaviors of publics in order to public relations strategies—generate mutual understanding—influence publics. Media relations—working with mass media in seeking publicity. Bina Nusantara University

Member relations—responding to concerns, informing and motivating. Publicity—disseminating planned messages through selected media to further the organization’s interests. Member relations—responding to concerns, informing and motivating. Bina Nusantara University

THE COMPONENTS OF PUBLIC RELATIONS (1) The basic components of Public relations include: Community relations—planned activity with a community Public affairs—developing effective involvement in publics Government affairs—relating directly with legislatures Issues management—identifying and addressing issues Bina Nusantara University

Financial relations—creating & maintaining investor confidence. Industry relations—relating with other firms in the industry development—demonstrating the need, support an organization. Multicultural relations/workplace diversity—relating with individuals, and groups in various cultural groups. Special events—stimulating an interest n a person, product Marketing Communications—combination of activities designed. Bina Nusantara University

HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM Writing is a common activity of both public relations professionals and journalists. Both also do their jobs in many in many of the same ways: They interview people, gather and synthesize large amounts of information, write in a journalistic style, and are trained to produce good copy on deadline. In fact, many reporters eventually change careers and become public relations practitioners. Bina Nusantara University

HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM (1) Scope—public relations, as stated earlier, has many components, ranging from counseling to issues management and special events. Journalistic writing and media relations, although important, are only two of these elements. In addition, effective practice of public relations require strategic thinking, problem solving capability, and other management skills. Bina Nusantara University

HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM (2) Objectives—Journalists gather and select information for the primary purpose of providing the public with news and information. Communication activities are an end in themselves. Public relations personnel also gather facts and information for the purpose of informing the public, the objective is different. That is ‘not only to inform but to change people’s attitudes and behaviors, in order to further an organization’s goals and objectives.’ Bina Nusantara University

HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM (2) Objectives—Harold Burson ever makes the point: To be effective and credible, public relations messages must be based on facts. Nevertheless, we are advocates, and we need to remember that. We are advocates of a particular point of view—our clients or our employer’s point of view. And while we recognize that serving the public interest best serves our client’s interest, we are not journalists. Bina Nusantara University

HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM (3) Audiences—Journalists write primarily for a mass audience—readers/viewers of the medium for which they work. They write for the general public. In contrast…Public Relations is addressed to segments audiences into various demographic and psychological characteristics. Such research allows messages to be tailored to audience needs, concerns, and interests for maximum effect. Bina Nusantara University