Download - Topic 1 - New Syllabus by Ama 2015
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The Nature of Public Relations
TOPIC 1
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The Nature of Public Relations
Understanding Public Relations
◦ Definition of Public Relations, Propaganda, and the differences between Public Relations and Marketing
The Uses of Public Relations
◦ Public Relations function in the Work
The Structure of Public Relations
◦ Public Relations structure in the organization, in house Public Relations, external Public Relations
Alexander Mamby Aruan, SE, M.Si, AMIPR
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Understanding Public Relations Definition of Public Relations
The British Institute of Public Relations ( IPRA ) define Public Relations as two stages :
◦ Public Relations : (Stage 1 )
Is about reputations of what you do, what you say and what others say about you
◦ Public Relations Practice : ( Stage 2 )
It is planned and sustained effort to establish and maintain goodwill and mutual understanding between the organization and its publics
Alexander Mamby Aruan, SE, M.Si, AMIPR
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The Public Relations Transfer Process
HOSTILITY UNDERSTANDING SYMPATHY
PREJUDICE ACCEPTANCE
APATHY INTEREST
IGNORANCE KNOWLEDGE
UNDERSTANDING
UNDERSTANDING
UNDERSTANDING
N E
G A
T I
V E
P O S
I
T
V E
Alexander Mamby Aruan, SE, M.Si, AMIPR
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Tony Fernandes- CEO of Airasia, has changed the
Hostile situation to become Sympathy
EXAMPLE
Alexander Mamby Aruan, SE, M.Si, AMIPR
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Propaganda defined as :
◦ The communicating of a particular belief or philosophy that appeals to the emotion of the listener.
◦ It is a forceful persuasive message aimed at converting the recipient to the communicator point of view
Public Relations and Propaganda
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White propaganda Source of communications : identified The information : accurate Grey propaganda Source Of communication : may or may not be correctly identified The information : uncertain Black propaganda Source of communication : false The information : lies, fabrications and deceptions
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MARKETING
Definition of Marketing : ◦ The Management process
responsible for identifying, anticipating and satisfying customer requirements profitably ◦ ( British Chartered Institute of
Marketing – CIM )
The most important : Customer and Profit
Alexander Mamby Aruan, SE, M.Si, AMIPR
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ADVERTISING
Present the most persuasive possible selling message to the right prospects for the product or service at the
lowest possible cost.(Kotler)
Alexander Mamby Aruan, SE, M.Si, AMIPR
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The differences between Public Relations – Marketing – Advertising
Public Relations – Marketing : Public Relations concern with building relationship and generating goodwill for the organization Marketing is concern with customer and selling products and services Public Relations – Advertising : Public Relations is to create understanding about organization or product Advertising is persuasion methods to sell about the product
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The Ingredient of PROMOTIONAL
MIX
PROMOTIONAL MIX / INTEGRATED CAMPAIGN
PUBLIC RELATIONS
ADVERTISING
SALES PROMOTIONS
SELLING
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Promotional Mix / Integrated Campaign (PR ,Advertising, Sales promotion, Selling
1. Public Relations :
◦ To support marketing objective
2. Advertising
◦ Present the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.
◦ The different with PR is used to create understanding
Alexander Mamby Aruan, SE, M.Si, AMIPR
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4. Selling A verbal presentation in conversation with one or more prospective purchasers for the purpose of making sales ( Kotler )
3. Sales promotion Any Short –term incentives to encourage purchase at point of sale
Alexander Mamby Aruan, SE, M.Si, AMIPR
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PROMOTIONAL MIX/ Integrated Campaign
Is the use of all promotional tools (PR, Advertising, Selling and Sales Promotion ) to achieve the 3 As which is :
Awareness :
To ensure the product offer's existence is known
◦ Attitude :
To create and reinforce as positive attitude towards the product
◦ Action :
To secure the sale
Alexander Mamby Aruan, SE, M.Si, AMIPR
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THE USES OF PUBLIC RELATIONS
Financial Public Relations or investor relations :
PR activity that focuses to communicating with the financial organization/ individuals
Example: maintain the shareholder relations, manage the information flow
Government and public affairs
PR activity that focuses to communicating with the government, local authorities, public bodies and its public
Example : Explaining the activities of government, communicating information about new law or policies, etc.
Commercial market
Public Relations activities that focuses on communicating with commercial market
Example: Launching the product, market education, etc
Non Profit organizations
PR activity that focuses on communicating the organization’s relationship with its public, and the donator
Example: Maintaining the relationship with the donor, informing the organization activity to its public, etc
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THE ROLE OF PR IN THE CRISIS SITUATION
Crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. “
Alexander Mamby Aruan, SE, M.Si, AMIPR
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Advising The management on the strategic approach to take
Identifying the key audiences to be communicated with
Drafting support materials – statements, questions and answers, and briefing documents.
Alexander Mamby Aruan, SE, M.Si, AMIPR
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THE DO’S AND DON’TS DURING THE CRISIS
▪ THE DOs :
1. Keep your emotions in check.
2. Gather facts first.
3. Corporate with the media.
4. Stories must be real and based on facts
▪ The Don’ts
1. Bluffing
2. Speculating
3. Lie
Alexander Mamby Aruan, SE, M.Si, AMIPR
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Learn is Knowledge Knowledge is Inspiration
Be Inspire until You’ll become an Inspiration
By: Mr. Alexander Mamby Aruan, SE, M.Si, AMIPR Material Reference by: Ms. Sylvia Roennfeld, M.Si (Subject Coordinator) & Yunita Permatasari, M.Si
Alexander Mamby Aruan, SE, M.Si, AMIPR