topic 1 - 2 weeks by ama 2015.doc
TRANSCRIPT
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
1/25
The Nature ofPublic Relations
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
2/25
Types of Public Relations
Public RelationsDepartment Public Relations
Consultant
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
3/25
Public Relations Organizations
TheRole
To provide management with communicationsexpertise in the form of counseling and activecommunications sills
TheFunction
To advise management of the most cost ! e"ectiveand e#cient means of achieving
identi$ed communicationsstrategies and tactics
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
4/25
TheResponsibilities
To mae sure that strategic and tacticalPublic Relations ob%ectives are achieved
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
5/25
PR &turucture
To operate e"ectively' a Public Relationsdepartment must meet the needs of the tas
&ome organization they have the needs tohave Public Relations department ()n housePublic Relations*
+owever' for others organization it is not cost
e"ective to have )n house department of PublicRelations' and prefer to outsourcing the expertise,(-xternal Public
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
6/25
Relations.Consultancy*
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
7/25
Public Relations Department activities
/iaison with the PR consultancy if one is employed
0riting news release' commissioning photograph and
feature articles' etc Distributing information to identi$ed
publics
1aintaining an accurate media information service
Training and rehearsal of organization sta" who will meet the media
Organizing events such as media visits' receptions and conferences
2rranging media interviews with top management
-diting 3 production of %ournal' annual reports' external %ournal 3 otherprinted publications
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
8/25
To provide a full service from concept' through planning' creation'management' until evaluation for corporate identity programs'presentations' exhibitions' sponsorship and sales .dealer conferences
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
9/25
Public Relations &ta#ng&mall
setting
/arger setting 4eneralstructure
Divisional
structure
Public Relations 1anager .Public Relations O#cer Public Relations manager are responsible for the
Public Relations
function' and report to the management, Public Relations o#cer are the woring PublicRelations people, They are the ones that have on !going external contact' and provide the liaisonbetween the Public Relations function and its range ofcontacts and publics,
Press O#cer
The main responsibilities are 5 To maintain contact with individuals in the media
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
10/25
To supply information to the media
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
11/25
General Structure
Managing Director
Public Relations
FinanceDirector
MarketingDirector
ProductionDirector
PersonnelDirector
Divisional Structure
Managing Director
Public Relations Press officer Event
management
FinanceDirector MarketingDirector ProductionDirector PersonnelDirector
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
12/25
-xternal Public Relations . Consultant
Types of Public Relations Consultancy 6ull &ervice
The consultant give any ind of service in Public
Relations &pecialist
The Consultant specialized in one area only
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
13/25
-xternal Public Relations . Consultant
RoleTo provide client management with communication expertise
in the form of counseling and active communication sills inorder to further interest of the client organization
6unctionTo advise the management of client organization of the most
cost7e"ective and e#cient means of achieving identi$edcommunication strategies and tactics' and to implement
strategies and tactical plans in order to achieve those ob%ectives
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
14/25
Charging
1. 6)8-D 6--1onthly installment
2dditional fee to cover any unexpected needs
2. R-T2)N-R 2ND +O9R/:.D2)/: C+2R4-&The Client is charged on agreed amount for eachservice provided be based on hourly or daily chargethat comes from timesheet
3. 1)N)191 6-- 2ND +O9R/: C+2R4-&
2 minimum is agreed for the length of the contract,2fter minimum fee has been used it is supplementedwith hourly ( or Daily * charges
4. OT+-R C+2R4-&
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
15/25
The 6ees are strictly for Public Relations People;s time and
expertise
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
16/25
FUNCTIN!" #TRUCTURE
Managing
Director!ccount
Manager
Press Publications Events
ffice
Evaluation $
Researc%!dminFinanceffice
C"IENT #TRUCTURE Managing Director
Client ! Client & Client C Evaluation$ !dminPress Film
Press Film Event
Press FilmEvent
ffice
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
17/25
2dvantage of )n house
Public Relations sta" are employed by the organization' they 5 )dentify closely with the aims and ob%ectives of the organization +ave personal stae in the organization;s success Do not need to refer ! or if they do' it is relatively easy becausethey have access 2re close to the decision maers Can o"er
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
18/25
tend to be more stable in employment than consultancy sta",
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
19/25
Disadvantage of)n +ouse Public Relations
&ta" can be5
Too close identify with their product o"erings
>ecome biased in favor of their organization
+ave only a narrow range of experience Training maybe on the %ob rather than specialist'particularly if a person is seconded to Public Relations fromanother department >e limited in their aspirations' they may see their long !term careers elsewhere in the organization
)f there is not a full Public Relations department' thefunction may be allocated to another manager )t is far easier to change consultancies than to change full
time sta"
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
20/25
)t is di#cult to set up a department of the right size,
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
21/25
2dvantage of-xternal Public Relations. Consultant
There is no long ! term commitment to employed
sta",
Cost are directly related to the wor done,
The budget can be agreed in advance, Cash ?ow iscontrolled
>udgets can @uicly be changed as necessary The public Relations people have currentexperience in the marets Their range of e@uipment and support services isliely to be better since it has greater use made ofit
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
22/25
They can provide one or more limited services'such as a central information service or serviceto do with a speci$c overseas maret
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
23/25
Disadvantage of-xternal Public Relations. Consultant
Consultants will have limited nowledge of theorganization and its products' etc
2ccess is di#cult' especially to secure areas
)denti$cation is with the consultancy' before theclient
&ta" turnover may be higher than in house
Complex or di#cult @ueries will have to be
referred to an organization;s manager before themedia can be briefed,
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
24/25
Learn is KnowledgeKnowledge is Inspiration Be
Inspire until Youll become anInspiration
By !r" #le$ander !amby #ruan% &'% !"&i% #!IPR
-
7/24/2019 TOPIC 1 - 2 WEEKS by AMA 2015.doc
25/25
!aterial Reference by Ms.Yunita Permatasari% !si ( !s" &yl)ia
Roennfeld%!"&i