Download - Public Relations PRSI
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR IN THE 21PR IN THE 21stst
CENTURYCENTURY
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Magdalena Wenas Secretary General of PR Society of Indonesia
Not just PR Humas:
but Public Relations Strategy withclear Information andCommunication Technologies
Not just a function but a strategy
From technical operational to strategic
conceptual
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR IS APR IS A
MANAGEMENT FUNCTIONMANAGEMENT FUNCTION The relationship between a corporation and the
publics important to its success must be a top
concern of the corporation's leadership - the PR
manager and all managers must be able tomeasure the degree of their success cause they
will help shape policy
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR INVOLVES TWO WAYPR INVOLVES TWO WAY
COMMUNICATIONSCOMMUNICATIONS Not just telling people but to listen to their
concern, to listen is an essential part of the
relationship-building process
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR IS A PLANNED ACITIVITYPR IS A PLANNED ACITIVITY
Carefully planned and consistent with the
corporations values and goals
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR IS A RESEARCHPR IS A RESEARCH--BASED SOCIALBASED SOCIAL
SCIENCESCIENCE Formal and informal research is conducted to
allow a corporation to communicate
effectively, possessing a full understanding of
the environment in which it operates and theissues it confronts
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR IS SOCIALLY RESPONSIBLEPR IS SOCIALLY RESPONSIBLE
A PR practitioners responsibilities extend
beyond corporation goals, they representation
are expected to play a constructive role in the
society
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Magdalena Wenas Secretary General of PR Society of Indonesia
PUBLIC RELATIONS DEFINITIONPUBLIC RELATIONS DEFINITION
The art and science of analyzing trends,predicting their consequences,counseling
organization leaders and implementingplanned
programs of action which will serve both theorganizations andpublic interest.
(IPRA, Mexico City 1978)
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Magdalena Wenas Secretary General of PR Society of Indonesia
KEY WORDSKEY WORDS
Art and Science
Analyzing
Predicting
Consequences
Counseling
Planned
Action Serve Both Organizations - Public
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Magdalena Wenas Secretary General of PR Society of Indonesia
Public Relations is theprofitable integration of anorganizations new and continuing relationships with
stakeholders by managing all communicationscontacts with the organization that create and
protect the reputation of the organization.
Strategic PR and Integrated Communications - Clarke L.Caywood
RELATIONSHIP INTEGRATIONRELATIONSHIP INTEGRATION
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Magdalena Wenas Secretary General of PR Society of Indonesia
KEYWORDSKEYWORDS
Profitable Integration
Managing all Communications Contacts
Create and Protect Reputation
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Magdalena Wenas Secretary General of PR Society of Indonesia
THE OBJECTIVETHE OBJECTIVE
Societal Integration
Corporate Structure Integration
Management Function Integration
Stakeholder Relationship Integration
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Magdalena Wenas Secretary General of PR Society of Indonesia
CORPORATE COMMUNICATORS =CORPORATE COMMUNICATORS =
SENSITIVE COMMUNICATORSSENSITIVE COMMUNICATORS Today the world needs not more information
but sensitive communicators and facilitators
who can explain the goals, objectives, and
methods of organizations, individuals, andgovernments to the other in a socially
responsible manner devoted to the essential
function of building and improving human
relationship.
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Magdalena Wenas Secretary General of PR Society of Indonesia
Public Relations Expanded toPublic Relations Expanded to
Corporate CommunicationsCorporate Communications Definition:
Corporate communications is a management functionthat offers aframework and vocabularyfor the
effective coordination of all means ofcommunications with the overall purpose ofestablishing and maintainingfavourablereputations with stakeholdergroups upon whichthe organization is independent
(Joep Cornelissen 2004)
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Magdalena Wenas Secretary General of PR Society of Indonesia
KeywordsKeywords
Management function
Framework and Vocabulary
Effective Coordination
Managing all communications
Reputations
Stakeholder
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Magdalena Wenas Secretary General of PR Society of Indonesia
Mapping the Field of CorporateMapping the Field of Corporate
CommunicationsCommunications
Marketing
Market assessment
Customer segmentation
Product development
Pricing
Distribution
Servicing
Sales forceSales promotion
Product advertising
Public Relations
Publications
Events
Issues Management
Community Relations
Identity/
corporate imagery
MediaLobbying/public affairs
Social investments/CSR
CorporateCommunications
Image assessment
Customer satisfaction
Corporate reputation
Media strategy
Corporate advertisingEmployee attitudes
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Magdalena Wenas Secretary General of PR Society of Indonesia
Academic and practitioner orientations toAcademic and practitioner orientations to
corporate communicationscorporate communications
Academic Orientation PractitionerOrientation
Value assumptions
(1) Objective Basic Understanding Accomplishment
(2) Criteria of
excellence
Validity Effectiveness
(3) Application Abstract/ general Concrete/ specific
(4) Relation to
subject area
Reflection
(independent and
objective)
Action and creation
(involved and
subjective)
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Magdalena Wenas Secretary General of PR Society of Indonesia
Theory and Practice Perspective ofTheory and Practice Perspective ofCorporate CommunicationsCorporate Communications
theoretical
inquiry
FIELD OF
CORPORATE COMMUNICATIONS
professional
practice
skills and tacticscommunications theory
management theory management competencies
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Magdalena Wenas Secretary General of PR Society of Indonesia
Theoretical Perspective onTheoretical Perspective onCorporate Communications (1)Corporate Communications (1)
Perspective Theoreticalframework used
Focus of inquiry
Communications
theory: rhetoricaland critical
perspectives
Critical theory,
social exchangetheory, attitudinal
change/ persuasion
theory, co-
orientation theory
Rhetorical analyses
of organizationalspeech in mass
media account
Effects (including
crisis and
disruption) of
corporate
communications on
social systems
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Magdalena Wenas Secretary General of PR Society of Indonesia
CORPORATE GOALS ANDCORPORATE GOALS AND
STRATEGIESSTRATEGIES How to plan and run corporate communications goals
and strategies that win friends and build success.
I. BASIC PRINCIPLES : Understanding public relationsbusiness.
Attitude : A vital factor in most decisions.
Goodwill can be a powerful powers.
Information alone cannot change opinion : An opinion is a
view or belief on an issue which may or may no be related tothe facts.
All senior managers should be communicators.
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Magdalena Wenas Secretary General of PR Society of Indonesia
CORPORATE GOALS ANDCORPORATE GOALS AND
STRATEGIESSTRATEGIESII. BOARD POLICY
Win a reputation through good corporate
communication action from the top.
Determining communications responsibilities.
The company reputation is everyones
responsibility.
Begin with a cooperative team spirit.
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Magdalena Wenas Secretary General of PR Society of Indonesia
EXPECTATION OF MANAGEMENTEXPECTATION OF MANAGEMENT
Information analysis: function as information analysts
and information expert communicating both outward
from management and inward to management with the
view of the public and organization
Issues management handling: monitor trends in society
and pinpoint public concern before they erupt into
controversies
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Magdalena Wenas Secretary General of PR Society of Indonesia
EXPECTATION OF MANAGEMENTEXPECTATION OF MANAGEMENT
Counseling and training: counsel and knowledge
management on how to communicate the
organizations position to public effectively (Peter
Drucker estimates that top executives now spend up to
75% of their time on public affairs)
Management expertise: master the techniques of
management and strategic planning. Must understand
MBO, allocation of resources, supervision skill, use of
cost-effective communication tools
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Magdalena Wenas Secretary General of PR Society of Indonesia
EXPECTATION OF MANAGEMENTEXPECTATION OF MANAGEMENT
the way public relations can have the most
value is to make it an integral component of
the management team that means being in
the board room when the key decisions aremade and strategies developed
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Magdalena Wenas Secretary General of PR Society of Indonesia
SOURCES OF FRICTIONSOURCES OF FRICTION
THE FOUR AREAS OF POSSIBLE FRICTIONS ARE:
MARKETING
HUMAN RESOURCES
LEGAL
FINANCE
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Magdalena Wenas Secretary General of PR Society of Indonesia
REPUTATION, PERCEPTION ANDREPUTATION, PERCEPTION AND
PERFORMANCEPERFORMANCE PR is the management of the organization
reputation
It identifies perception which support the
organization and work to inform all relevant
public about organization performance
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Magdalena Wenas Secretary General of PR Society of Indonesia
THE PR PROCESSTHE PR PROCESS
1. RESEARCH AND LISTENING
2. PLANNING AND DECISION MAKING
3. ACTION AND COMMUNICATION
4. EVALUATION AND MODIFICATION
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Magdalena Wenas Secretary General of PR Society of Indonesia
PR AUDIT
COMMUNICATION AUDIT
PERCEPTION AUDIT
GAP
ORGANIZATION
Management'sProjection
TopicChannel
Source
PUBLIC
PublicsPerception
TopicChannel
Source
COMMUNICATIONS
Public RelationsStrategy & Program
Magdalena Wenas 2006
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Magdalena Wenas Secretary General of PR Society of Indonesia
THE STRATEGIC ROLE OF PRTHE STRATEGIC ROLE OF PR
The Internal
Perspective
The External
Position
Defining and Managing
Strategic Stakeholder
Relationships
Integrating these two strategic
concepts into the development of specific
strategic and technical plan
Strategic
Role of PR
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Magdalena Wenas Secretary General of PR Society of Indonesia
STRATEGIC OPERATIONAL
PUBLIC RELATIONS PUBLIC RELATIONS
LONGER TERM IMMEDIATE TERM
CONCEPTUAL CONCRETE
REFLECTIVE / LEARNING ACTION / DOING
IDENTIFICATION OF KEY RESOLUTION OF EXISTING
ISSUES / OPPORTUNITIES PERFORMANCE PROBLEMS
BREAKING NEW GROUND ROUTINE / ON GOING
EFFECTIVENESS EFICIENCY HELICOPTER PERSPECTIVE ON - THE - GROUND
PERSPECTIVE
STRATEGIC PUBLIC RELATIONSSTRATEGIC PUBLIC RELATIONS
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Magdalena Wenas Secretary General of PR Society of Indonesia
EXCELLENT PUBLIC RELATIONSEXCELLENT PUBLIC RELATIONS
Human resources
Organic structure
Intra-entrepreneurship
Symmetrical communication system Leadership
Strong, participative culture
Strategic planning Social responsibility
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Magdalena Wenas Secretary General of PR Society of Indonesia
EXCELLENT PUBLIC RELATIONSEXCELLENT PUBLIC RELATIONS
Empathic to minorities
Quality as priority
Effective operational skills
Collaborative social attitude
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Magdalena Wenas Secretary General of PR Society of Indonesia
ENVIRONMENT FOR EXCELLENT PRENVIRONMENT FOR EXCELLENT PR
Human resources: people are empowered to makesuggestions so there is interdependence and team work
Organic structure: bureaucracy is eliminated and
decisions are made on a decentralized basis. Organicorganizations are more innovative and generate more
job satisfaction
Intra-entrepreneurship : innovation is rewarded
Symmetrical communication systems: A two-waycommunication and dialogue. Listening, negotiation
and conflict resolution are favored over orders and
persuasion
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Magdalena Wenas Secretary General of PR Society of Indonesia
ENVIRONMENT FOR EXCELLENT PRENVIRONMENT FOR EXCELLENT PR
Leadership: management by walking around.Delegation versus authoritative models
Participative culture: people are actively
involved in making suggestions Strategic planning: the bottom line is
maximized by identifying importantenvironmental opportunities through
environmental scanning and issue management Social responsibility: balances self-interest
with public interest
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Magdalena Wenas Secretary General of PR Society of Indonesia
ENVIRONMENT FOR EXCELLENT PRENVIRONMENT FOR EXCELLENT PR
Support minorities: active effort to recruitand promote representatives from these groups
Quality as a priority: internal quality control
on monitoring public satisfaction
Effective operational systems: managementdoes research on how productivity can be
increased
Collaborative societal culture: participation isa hallmark of organization
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Magdalena Wenas Secretary General of PR Society of Indonesia
Thank YouThank You