WHY PUBLIC RELATIONS?

DEVIE RAHMAWATI

WHAT IS PUBLIC RELATIONS? An advertising professor posed students in his classroom these questions:

What is the world’s OLDEST profession?

PROSTITUTION

What is the SECOND OLDEST profession?

ADVERTISING – “the prostitute, in order to mark him/herself, had to advertise”

What is the THIRD OLDEST profession?

PUBLIC RELATIONS – “Once the prostitutes had ‘made it’ they no longer wanted the ‘prostitute’ label and hired a PR practitioner to change their image.

Ustad somad

youtubers

“PUBLICITY IS ABSOLUTELY CRITICAL. A GOOD PR STORY IS INFINITELY MORE EFFECTIVE THAN A FRONT PAGE AD”

RICHARD BRANSON

PUBLIC RELATIONS FRONT STAGE

POLISI KPK ISTANA

PUBLIC RELATIONS IN AN INVISIBLE ARTS.

PR BEKERJA DALAM SENYAP. SEPERTI HALNYA BEBEK YANG SEDANG BERENANG DI SUNGAI, KITA LIHAT DARI ATAS TERLIHAT TENANG, NAMUN DIBAWAH KAKI MEREKA BEKERJA KERAS MENDAYUNG.

ADVERTISING VS

PUBLIC RELATIONS

VS PUBLIC RELATIONS is BATTLE PERCEPTION REALITY

Public Relations Marketing Relationship building with all stakeholders (Ledingham 2003)

Emphasis on the behaviour and decision-making of management in order to gain trust from publics (Grunig & Grunig, 2000)

Reputation: Social responsibility, caring, environment (Grunig et al., 2002)

Strategic role is that of boundary spanner and facilitator to build relationships (Grunig et al., 2002)

Save money for the organisation (Grunig et al., 2002)

Research focus: Enviromental scanning, trends, issues (Grunig et al., 2002)

Communal relationship (Grunig et al, 2002)

Building relationship with clients, customers, suppliers (lacobucci & Ostrom, 1996; Smith, 1998, Sudharshan, 1995)

Emphasis on customers (Duncan & Moriarty, 1997)

Image: Branding, packaging, advertising, corporate identity (Van Riel, 1995)

Strategic role lies in research and development, and profit (Iacobucci & Hibbard, 1999)

Makes money for the organisation (Iacobucci & Hibbard, 1999)

Research focus: Data base - socio/ psycho/ demographics (Cova, 1996)

Exchange relationship (Iacobucci & Hibaard, 1999, Sudharsan, 1995)

Public Relations Marketing Ethics and social responsibility (Grunig et al., 2002)

Two-way symmetrical (Grunig, 1992)

Behavioural relationship (Grunig & Huang, 2000)

Measurement: SUccess of communal relationship (Grunig et al., 2002)

Approach is conciliator and peacemaking (Hutton, 2001)

Economy-driven- focus on the customer (Sudharsan, 1995)

Two-way asymmetrical (Iacobucci & Hibbard, 1999)

Symbolic relationships (Grunig & Huang, 2000)

Measurement: Sales, purchasing and customer/ client satisfaction (Sheth & Parvatiyar, 1995)

Approach is aggresive, competive, with a purpose of selling (Hutton, 2001)