Perencanaan Program Public Relations

Dian Anggraeni , M.S.i

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

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

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)

9 Steps of Strategic Planning For Public Relations

Phase One: Formative Research

Step 1: Analyzing the SituationStep 2: Analyzing the organizationStep 3: Analyzing the publicPhase two: Strategy

Step 4: Establishing goals and objectivesStep 5: Formulating actions and response strategiesStep 6: Using effective communicationPhase three: Tactics

Step 7: Choosing communication tacticsStep 8: Implementing strategic planPhase Four: Evaluating research

Step 9: Evaluating strategic plan(Ronald D. Smith)

Proses Transfer PR

Communication

Knowledge

Interest

Sympathy

AcceptanceIgnorance

Hostility

Apathy

Prejudice

Ignorance

•Permusuhan

•Prasangka

•Apati

•Acuh tak acuh

•Simpati

•Penerimaan

•Minat

•Pengetahuan

Situasi Negatif Situasi Positif

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?

Step 2: Analyzing The Organization

Structure

Performance

Internal Impediment

Niche Visibility

ReputationExternal Environment

Supporter

Competitor Opponents

External Impediments

Internal Environment

Public Perception

Public Relations Audit

Basic planning questions:1. What is the quality of your organizations performance?2. What communication resources, buget, etc3. How supportive is the organization of public relations

activity?

Analyzing Internal Environment

Analyzing the Public Perception

Basic planning questions:1. How well known is your organization?2. What is the reputation of your organization?3. How do you want to affect this reputation?

Analyzing external environment

Basic planning questions:1. What is the major competition for your organization?2. What significant opposition exists?3. Is anything happening in the environment that can limit

the effectiveness of the public relations program

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?

Stage of public and their relationships

ActivePublic

AwarePublic

Apathetic public

Latentpublic

Nonpublic

Analyzing the Key Public

Basic planning questions:1. What is the nature and type of each key public?2. What are the major wants, interest, needs, and

expectations of each public?3. What benefit can you offer to this public?

Step4: Establishing Goals and Objectives

Goals:• 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

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

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

Step 5: Using Effective Communication

• Identifying message sources• Determining message appeals

Communication Process

SenderMessage source

ReceiverMessage

destination

Feedback

Message

Noise

1. Information model

ExpertiseHonesty

Competence

Status

Familiarity

Likability

Similarity

Attractiveness

Authority

Security

Power

Credibility

Charisma

Control

The three’s of effectivecommunication

Step 7: Choosing Communication Tactic

For communication tactics:

1. Interpersonal communication offers face to face opportunities for personal involvement and interaction

2. Organizational media are published or produced by the organization, which control the message content as well as its timing, packaging and distribution

3. News media provide opportunities for the credible presentation of organizational messages to large audiences

4. Advertising and promotional media are controlled media, generally external to the organization, that also offer access to large audiences

Audience Reach

Persuasive Impact

Advertising &Promotional media

News media

Organizational media

Interpersonalcommunication

The Relationship Between Audience Reach dan Persuasive Impact

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

Organizational Media Tactics

General publications• Serial publications• Stand alone publication (brochure, flyer, booklet, etc.)• Progress reportDirect mail• Memo• Letter• Post card• Invitation• CatalogAudiovisual Media: audio media, video media, digital media

News Media Tactic1. Direct News Material:• News fact sheet• Event listing• Interview notes• News release• Feature release• Media Kits• Audio news release• Video news release• Photos and captions2. Indirect news material3. Opinion Material4. Interactive news opportunities

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

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