1. Perencanaan Program Public Relations
Dian Anggraeni , M.S.i

2. Two Categories of Communications Manager
Tactical manager, make day to day decisions on many practical and specific issues.
Strategic manager, are concerned with management , trends, issues, policies and corporate structure.
Public relations practitioners are functioning in both the
technician and the managerial role

3. The Job of Strategic Communication Planning
Understanding research and planning
Knowing how to make strategic choices
Making selections from an expanding inventory of tactical choices
Completing the process by evaluating program effectiveness

4. Empat Alasan Perencanaan Program Public Relations
Menetapkan target-target operasi PR yang akan menjadi tolok ukur segenap hasil yang diperoleh
Memperhitungkan jumlah jam kerja dan berbagai biaya yang diperlukan
Menyusun skala prioritas guna menentukan jumlah program dan waktu yang diperlukan
Menentukan kemungkinan pencapaian tujuan-tujuan dengan ketersediaan sumber daya, peralatan, dan anggaran
(Jefkin, 1998)

5. 9 Steps of Strategic Planning For Public Relations
Phase One: Formative Research Step 1: Analyzing the Situation Step 2: Analyzing the organization Step 3: Analyzing the public Phase two: Strategy Step 4: Establishing goals and objectives Step 5: Formulating actions and response strategies Step 6: Using effective communication Phase three: Tactics Step 7: Choosing communication tactics Step 8: Implementing strategic plan Phase Four: Evaluating research Step 9: Evaluating strategic plan (Ronald D. Smith)

6. Proses Transfer PR Communication Knowledge Hostility Interest Apathy
Sympathy
Prejudice
Ignorance
Acceptance
Ignorance

7. Permusuhan
Prasangka
Apati
Acuh tak acuh
Simpati
Penerimaan
Minat
Pengetahuan
Situasi Negatif
Situasi Positif

8. Step 1: Analyzing The Situation
Basic planning questions:
What is the situation facing the organization?
What is the background of the situation?
What is the significance or important of the situation?

9. Step 2: Analyzing The Organization
Performance
Niche
Structure
Visibility
Internal
Environment
Internal Impediment
Public Perception
Public Relations Audit
Reputation
External
Environment
Supporter
External Impediments
Competitor
Opponents

10. Analyzing Internal Environment
Basic planning questions:
What is the quality of your organizations performance?
What communication resources, buget, etc
How supportive is the organization of public relations activity?

11. Analyzing the Public Perception
Basic planning questions:
How well known is your organization?
What is the reputation of your organization?
How do you want to affect this reputation?

12. Analyzing external environment
Basic planning questions:
What is the major competition for your organization?
What significant opposition exists?
Is anything happening in the environment that can limit the effectiveness of the public relations program

13. Step 3: Analyzing the public
Basic planning questions:
Who are the major publics for your organization?
Who are the key publics for the situation?
Who are the intercessory public or major opinion leader?

14. Stage of public and their relationships
Active
Public
Aware
Public
Apathetic public
Latent
public
Non
public

15. Analyzing the Key Public
Basic planning questions:
What is the nature and type of each key public?
What are the major wants, interest, needs, and expectations of each public?
What benefit can you offer to this public?

16. Step4: Establishing Goals and Objectives
Reputation management deals with the identity and perception of the organization
Relationship management focus on how organization connects with its public
Task management are concerned with getting certain done

17. Three level of objectives:
Awareness, deals with information and knowledge:
Attention
Comprehension
Retention
Acceptance, focus on how people react to information
Interest
Attitude
Action, address a hoped for response to information and feelings
Opinion
Behavior

18. Step 5: Formulating Action and Response Strategies
Proactive strategies are those that approaches that enable an organization to launch a communication program under the condition and according to the timeline that seems to best fit the organization’s interest
Reactive strategies, conversely are measures that respond to influence and opportunities from an organization’s environment

19. Step 5: Using Effective Communication
Identifying message sources
Determining message appeals

20. Communication Process
1. Information model
Message
Receiver
Message destination
Sender
Message source
Feedback
Noise

21. The three’s of effective communication Charisma
Honesty
Expertise
Competence
Status
Credibility
Familiarity
The three’s of effective
communication
Likability
Charisma
Control
Attractiveness
Power
Similarity
Authority
Security

22. Step 7: Choosing Communication Tactic
For communication tactics:
Interpersonal communication offers face to face opportunities for personal involvement and interaction
Organizational media are published or produced by the organization, which control the message content as well as its timing, packaging and distribution
News media provide opportunities for the credible presentation of organizational messages to large audiences
Advertising and promotional media are controlled media, generally external to the organization, that also offer access to large audiences

23. The Relationship Between Audience Reach dan Persuasive Impact
Advertising &
Promotional
media
News media
Organizational media
Interpersonal
communication
Persuasive Impact

24. Interpersonal Communication Tactics
Personal Information
Organizational –site involvement: plant tour, open house, test drive, trial membership, free class, premiere performance.
Audience – Site Involvement: door to door canvassing, in home demonstration
Information exchange
Educational gathering
Product exhibition
Meeting
Special events:
Festival, Carnival, etc

25. Organizational Media Tactics
General publications
Serial publications
Stand alone publication (brochure, flyer, booklet, etc.)
Progress report
Direct mail
Memo
Letter
Post card
Invitation
Catalog
Audiovisual Media: audio media, video media, digital media

26. News Media Tactic 1. Direct News Material: News fact sheet
Event listing
Interview notes
News release
Feature release
Media Kits
Audio news release
Video news release
Photos and captions
2. Indirect news material
3. Opinion Material
4. Interactive news opportunities

27. Step 9: Evaluating the Strategic Plan
Research design: what to evaluate
Evaluation criteria:
Useful to the organization by being clearly linked with the established objectives.
Realistic, feasible, and appropriate
Ethical and socially responsible
Credible, with accurate data
Presented in a timely manner

28. Timing: When to evaluate
Implementation report
Progress report
Final evaluation
Methodology : how to evaluate
Judgemental assessments
Evaluation of communication outputs
Evaluation of awareness,
Acceptance and action
Respectively