Public Relations Summary Debbie Permata Sari

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Topic 1 The Nature of PR

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.

The Public Relations Transfer Process

 Hostility – Sympathy
 Prejudice – Acceptance
 Apathy – Interest
 Ignorance – Knowledge

Public Relations and Propaganda

Propaganda - It is a forceful persuasive message aimed at converting the recipient to the

communicator point of view.

3 Types Propaganda

 White propaganda
 Grey propaganda
 Black propaganda

Promotional Mix / Integrated Marketing Campaign\

 PR – to support marketing objective by create understanding about organization or

product and building relationship and generating goodwill for the organization
 Advertising - Present the most persuasive possible selling message to the right
prospects for the product or service at the lowest possible cost
 Sales promotion - Any Short –term incentives to encourage purchase at point of sale.
 Selling - A verbal presentation in conversation with one or more prospective
purchasers for the purpose of making sale
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to achieve the 3 As

 Awareness
 Attitude
 Action

The uses of Public Relations

 Financial Public Relations or investor relations :

 Government and public affairs
 Commercial market
 Non Profit organizations

PR Role during the crisis

 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

There are 2 Types Of Public Relations

Public Relations Organizations – Internal PR

 The Role : To provide management with communications expertise in the form of

counseling and active communications skills
 The Function : To advise management of the most cost – effective and efficient means of
achieving identified communications strategies and tactics
 The Responsibilities : To make sure that strategic and tactical Public Relations objectives
are achieved.
( in PR consultant management being called Client Management/Organizations)

Public Relations Department Activities

 Writing news release, commissioning photograph and feature articles, etc

 Distributing information to identified publics
 Maintaining an accurate media information service
 Training and rehearsal of organization staff who will meet the media
 Organizing events such as media visits, receptions and conferences
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 Arranging media interviews with top management
 Editing and production of journal, annual reports, external journal and Other printed
publications
 To provide a full service from concept, through planning, creation,management, until
evaluation for corporate identity programs,
 presentations, exhibitions, sponsorship and sales /dealer conferences

Advantage of Internal PR

 Identify closely with the aims and objectives of the organization

 Have personal stake in the organization’s success
 Do not need to refer – or if they do, it is relatively easy because they have access
 Are close to the decision makers
 Can offer 24 hours service
 Can move freely around the organization
 Can inform internal networks with employees from across the organization
 Continuity may be improved because internal staff probably tend to be more stable in
employment than consultancy staff.

Disadvantage of Internal PR

 Too close identify with their product offerings

 Become biased in favor of their organization
 Have only a narrow range of experience
 Training maybe on the job rather than specialist, particularly if a person Is seconded
to Public Relations from another department
 If there is not a full Public Relations department, the function may be allocated to
another manager
 It is far easier to change consultancies than to change full time staff
 It is difficult to set up a department of the right size.

External Public Relations / Consultant

2 types of Public Relations Consultancy

 Full Service
 Specialist
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Client can be charge :

 fixed fee
 retainer and hourly/daily charges
 minimum fee and hourly charges

Advantage of External PR /Consultant

 There is no long – term commitment to employed staff.

 Cost are directly related to the work done.
 The budget can be agreed in advance. Cash flow is controlled Budgets can quickly be
changed as necessary
 The public Relations people have current experience in the markets
 They can provide one or more limited services, such as a central information service
or service to do with a specific overseas market

Disadvantage of External PR /Consultant

 Consultants will have limited knowledge of The organization and its products, etc
 Access is difficult, especially to secure areas
 Identification is with the consultancy, before the client
 Staff turnover may be higher than in house

Topic 2 Operating Environment of Public Relations

Public / Target audience are the receiver of our communication activities

8 Public

 Community
 Potential Employee
 Employee
 Suppliers
 Money Market
 Distributor
 Consumer
 Opinion Leader
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Main Types of Reference Groups

 Primary Groups
Small and very powerfull, there are a lot of interaction
 Aspirational Groups
Where members behave to show that they are certain kinds of people
 Dissociative Groups
Those that an individual does not want to join with, does not want to be
confused with. Wants to do the opposites

Segmentation, Targeting, Positioning

Segmentations

 Social Grade ( A, B, C1, C2, D, E )

 Geographic - Which area or region is occupied
 Demographic - Variables like age, gender, family size, income, occupation,
educations, religion, race, and nationality
 Geo- demographic - Based on probability that people tend to live close to each other
are similar
 Psychographic – By personality, risk aversion, values, or lifestyle.
 Behavioral – By how people use the product, how loyal they are, or the benefits that
they are looking for.

Targeting

 PR - Target Public (Publics that chosen as the target of communicate strategy and
activities)
 Advertising - Target Audience (group of people targeted to be pursued through
various communication activities)
 Marketing - Target Market (customer that targeted to buy the product or services)
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Positioning

Creating an image in the minds of the

targets based on the other competitors.

Example : Lifebuoy say itself as a

hygiene/health soap with a low price.

The Operating Environment For Public Relations

Situation Analysis

Before creating the planning Public Relations need to analyze the situation, meaning we have
to find out “ Where we are and where we want to be “

The useful tools to analyze the situation is:

 SWOT ( Strength, Weaknesses, Opportunity, Threats )

 STEEPLE ( Social and Cultural, Technology and product innovation, E1conomic and
market competition, E2ducation, training and employment, Political, Legal,
Environment protection
 PESTLE ( Political, Economy, Social, Technology, Legal and Environmental )

Topic 3 Statutory Law

Statute law

written law passed by ruling bodies of a country and are binding on everyone.

The Public Relations professional must be aware of the key laws that concern Public
Relations.

Key Law affecting Public Relations

 Copyright
 Patent
 Trademark
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 Brand
 Logo
 Plagiarism

Libel, Slander and Defamation

 Libel - A printed falsehood

 Slander - An oral statement that was false
 Defamation - Any false statement about a person ( or organization ) that creates public
hatred, contempt, ridicule, or inflict injury on reputation . A person filing a libel suit
usually must prove that
1. The statement was communicated to others through print, broadcast, or
electronic means
2. the person was identified or is.

Code Of Conduct

These are the set of rules and guidelines prepared by the governing members of a
professional body aim to control and regulate the behavior of the member. The breach of a
professional code by a member could have serious repercussions for their continued
membership.

The code emphasize “ Honest and proper regard for the public interest, reliable and accurate
information”

Ethical Consideration

 The word of ethics refers to a person’s value system and how he or she determines
right or wrong.
 Ethics are the rules of conduct covering the whole field of moral science.
 Ethical concern is to be morally correct and honorable in one’s behavior.
 Morals are concerned with the goodness or badness of character or disposition or with
the distinction between the right and wrong.
 Ethical behavior is knowing the difference between right and wrong and behaving in a
good way.
 These codes cover such areas as competition, confidentiality, conflicts or interest, and
the like