Material

TE Theory 4 Strategic Management & PR Program Evaluation

A. PLANNING OF PUBLIC RELATIONS

1. The Importance of Facts for Public Relations

In the context of the Public Relations (PR) management process, discussing facts will point to the first stage which becomes
the basis of reference for the implementation of PR activities, namely research or fact finding. According to Cutlip & Center,
at this stage a PR practitioner defines the problem through research by analyzing situations in the form of understanding,
opinions, attitudes and public behavior towards the organization.

As a stage to find out whether the situation and opinions in society support or hinder the activities of the organization /
company, this first major stage / step in the PR management process determines the success / failure of the overall PR
activity program.

At this stage the research / fact finding is based on research on the analysis of two problems, namely: the primary and
secondary objectives of the organization and the public. While in relation to the internal public, research is directed at the
following four things:

(1) What is the spirit / attitude of the employees?

(2) What factors do employees like or dislike?
(3) What areas of improvement can be made, namely in accordance with the wishes of the employees and not
detrimental to the organization / company?
(4) Looking for a situation / waiting for the right time to make improvements so that both parties (employees /
organizations) benefit or enjoy a good working atmosphere
(Cutlip & Center, 2005).
 In this fact-finding stage, the public relations practitioner will research the various opinions that are spread about his
organization / company. The results also serve as material for evaluating the output of the organization and how these
inputs have been implemented, in the sense that:

a. PR practitioners will pay attention to social, political and economic events that are directly related to the organization
or which indirectly affect the organization, namely by influencing the public with whom the organization must
cooperate.
b. Public relations practitioners will collect data and information about these factors in order to determine the research to
be carried out through analysis carried out in accordance with the needs of the organization and its units as well as
providing input / suggestions to management.
c. If the data and information they have are still deemed insufficient, PR practitioners will try to find them by holding files
of clippings.

This understanding shows that public opinion is basically an accumulation of images created or created by the
communication and communication process. PR is a process that includes an exchange of facts, views, and ideas between
organizations / companies and the public to achieve mutual understanding.

2. Planning of Public Relations Activities

As a form of communication planning activities within and outside the organization that aims to achieve mutual
understanding between the organization and the public, the importance of planning public relations activities includes:

(1) assisting management in adapting to an ever-changing environment.

(2) increasing the effectiveness and efficiency of cooperation between organizational units / other related parties.
(3) avoid estimates without clear / concrete directions in order to avoid the risk of failure.
(4) see the overall operational capability of the organization.

According to Cutlip & Center, planning is the second stage of the public relations communication activity pattern which is
divided into four stages, namely: fact finding, planning, communication and evaluation. In this case planning is defined as
the formulation of strategies and decision-making to make work programs based on organizational policies and tailored to
the public interest and based on the formulation of problems found from the results of research / fact finding and
determining the people who will handle the solutions.

In this sense, the planning of public relations activities is the input of data / information obtained in relation to a problem at
hand in the form of a problem solving action plan. On the other hand, PR planning is an ongoing process that requires
reviewing so that actions are taken according to the rules of the game set by the organization / company.

A number of principles that must be considered in planning public relations activities include: nature, timing, and
environment. In this case, planning must also pay attention to the situation inside and outside the organization, as well as
the parties involved in planning activities.

The steps for planning public relations activities include: introduction to the situation, goal setting, definition / audience
determination, media selection and PR techniques, budget planning, and outcome measurement, which outline as follows:
a. Situation introduction
The main factor in structuring a plan in a logical manner is understanding the existing situation. According to Jefkins (2004),
one of the methods most often used by PR practitioners in understanding a situation is through observation and study of
information and statistics, especially through opinion gathering and attitude testing. In this case, PR practitioners conduct
interviews with a number of respondents / samples representing the intended audience, where the answers are usually
grouped according to several categories. For example, based on: gender, marital status, age, educational background and
socioeconomic status. In addition to opinion gathering and attitude test, other ways to understand the situation include:
1) A special survey that is held to express people's opinions, attitudes, or the image of the organization in the public eye.
2) Monitoring the news in the mass media, both print and electronic media.
3) Overview of sales figures / charts and annual reports.
4) Review of market competition conditions.
5) Review of stock price fluctuations (if they have gone public), including surveys of public opinion among stock market
players, interpretation of dividend figures, or review of financial balance data.
6) The situation of industrial relations in general, for example the frequency of strikes and protests against a policy from
management which includes various things: salary, work facilities, etc.
7) Weather conditions and influences.
8) The frequency of consumer complaints, product acceptance, and reports on the results of product trials in the market.
9) In-depth discussion with sales officers and distributors.
10) Overview of product prices and their fluctuations.
11) In-depth study of various market forces, ranging from those of an economic / social nature.
12) The attitude of public figures who are creators or leaders of public opinion.

With the aim of creating understanding, it is the duty of the public relations practitioner to encourage his or her
organizational audience to understand the product / presence of the organization as a whole. Therefore activities in PR are
not intended to fabricate or polish publicity in order to create a more beautiful image than the original or simply to collect
newspaper clippings which only contain praise for the organization.
Besides upholding truth and honesty, public relations activities basically also require openness, it is necessary to study the
internal and external situations faced by the organization. This means that PR practitioners are not burdened with the task
of making the public like their organization or company, but to make the public understand the condition of their
organization, even if they don't like it.
In classic situations, the goal to be achieved in PR activities is to change public attitudes from negative to positive ones,
namely:
1) Hostility (hostility) Sympathy
In this case, what needs to be known is whether there is an attitude of hostility from the public to the organization, to
what extent, what forms and factors contribute to it and how to reduce this hostility.
2) Prejudice (prejudice)  Acceptance
Prejudice can arise from personal, educational, religious factors, social conflicts / class clashes, environmental
influences, or simply because of misunderstanding. In this case, everyone always has a conservative attitude towards
 new ideas or things and tends to resist change.
However, once they get used to / see there are positive / interesting aspects of a new idea or thing, people will accept /
support it and reject the old ideas that were originally maintained.
3) Apathy (apathy)  Interests
Basically apathy is the main obstacle to creating understanding. The manifestations of this apathy include: this attitude
is reluctant, indifferent, ignorant, laziness, limited imagination or that is caused by inadequate / attractive presentation
methods or something new by PR practitioners, so that they are unable to provoke the interest and trust of the
intended audience. . Apathy is only fixated on one's own interests and tends to feel reluctant to pay attention to other
things.
4) Ignorance (ignorance)  Knowledge
In today's fast-paced era, indifference is everywhere and on everyone. For example: a journalist who is faced with 1001
problems on a daily basis will not be enthusiastic about listening to a speaker, if the topic is not completely new or
spectacular.

b. Goal setting

After PR practitioners understand the situation, the next step is to set goals by determining the priority scale most needed
to change the general image in the eyes of the public. In this case the objectives of PR activities include:

1) Changing the image of the organization in the eyes of the public in connection with new activities carried out by the
organization, so that it can get a positive response.
2) Increase the quality weight of prospective employees.
3) Disseminate success stories that the organization has achieved to the public in order to gain recognition.
4) Introducing the company to the wider community and opening up new markets, etc.

c. Definition / audience determination

The difference between public relations and advertising audiences, among others, is that the advertising audience is
relatively limited, for example: certain people who have the potential to buy a product. Meanwhile, the public relations
audience is relatively broad and varied, namely: school children to high-ranking officials and members of the DPR. Each
organization must determine the most appropriate / needed audience, because with a more limited number of audiences,
the organization will be more efficient in working on it. Besides that, if the potential audience is too wide, then some of
them must sacrifice. For several types of audiences, it can be reached at once through certain media, such as newspapers or
television.

d. Media selection and PR techniques

An outline of the differences between adevertising media and PR media include:

1) Advertising world is relatively more creative than PR world in using media. However, PR articles are more often found in
high-ranking newspapers in order to reach as many audiences as possible, whereas AD audiences are more limited than
 PR audiences.
2) Public relations activities relate to editors, journalists, and producers (TV / radio), while advertising practitioners are
more associated with advertising managers from various companies, and advertising officers in the mass media (radio,
newspapers, television, magazines, etc.
3) The nature of advertising is more commercial than the nature of PR. For advertising, each newspaper column or radio
broadcast time for advertisements is usually paid, while the column and broadcast time for PR articles sometimes do
not have to be paid.
4) Advertising campaigns are usually limited to media that are expected to produce maximum results, such as: sales
spikes, at the lowest possible cost. While the PR campaign is willing to use any media as long as it can reach as many
audiences as possible, including:
in general, both on a regional or national scale and even internationally.
a. Audio-visual, consisting of slides and video cassettes.
b. Radio, covering all types of radio, ranging from local, national, and international scales.
c. Television, including all types of television, ranging from local, national, and international scales.
d. Exhibition (exhibition), the use of exhibitions or exhibitions.
e. Printed materials (printed materials), namely various kinds of printed materials that are educational,
informative, and entertaining which are distributed in various forms.
f. Publishing special books (sponsored books), such as product manuals.
g. Direct mail (direct mail), also commonly used as a means of delivering messages.
h. Messages spoken (spoken word), through direct face-to-face communication.
i. Giving sponsorship (sponsorship), providing funds / support for organizing an art event, sports, expeditions,
scholarships, charitable donations, etc.
j. Organizational journals (house journals), internal journals / limited bulletin / company newspapers.
k. Other forms of PR media, such as websites, sticker distribution and so on.

e. Budget planning
In public relations budget planning, the largest allocation is usually used to pay personnel salaries. Then followed by
program expenditure posts that use sophisticated equipment such as video cameras, computers, modern printing machines
to documentation. In general, a PR budget has basic elements such as labor, fixed costs, materials / equipment, and petty
cash which can be described as follows:
1) Labor
As the largest post, this budget post for labor does not only cover rewards / salaries for PR practitioners, but also
rewards for all support staff, namely: from secretaries, accountants, receptionists, couriers, and officers in other
PR circles.
2) Fixed cost
Postal for fixed costs, among others, such as: building rent, loan interest, insurance costs, electricity, heating / air
conditioning costs, or cleaning service fees. Typically, some types of variable / non-standard expenses, such as
telephone charges or expenses for special charges for client search, are included in the fixed costs.
 3) Material / equipment
The allocation of budget items for materials / equipment is provided for various types of equipment procurement
such as: stationery, office furniture, stamps, photocopies, exhibition booths, visual aids, cameras and films, slides,
and video CDs / recorders.
4) Petty cash
Meanwhile, petty cash post is provided for various kinds of incidental needs, such as: travel expenses, hotel
rentals, or banquet fees to catering fees, procurement of microphones, rental of space / video / TV sets / screens,
chairs, tables, and decorations.

f. Measurement of Results
In terms of measuring results, the techniques used in identifying situations are often used to evaluate the various results
that have been achieved from the PR activities that have been implemented. In certain situations and conditions,
evaluation can be carried out during the implementation process of the PR activity program. While the methods commonly
used include: opinion gathering and attitude test.
Measuring the success or failure of the implementation of PR activity programs is done by comparing the targets that have
been set with the real results achieved. In addition, mass media coverage or the attitudes of the mass media towards
organizations / companies can be considered as a measure of success or failure in the implementation of PR activities
carried out.

B. THE IMPORTANCE OF COMMUNICATING PROGRAMS FOR PUBLIC RELATIONS ACTIVITIES

1) Meaning of Communication
In general, "communication" can be understood as a process of conveying messages or information from one party to
another by using channels / media and delivery methods that are understood by both parties. In this case the components
include:
a. The communicator / sender is the party that sends the message.
b. Message / information (message) is the essence / content / purpose to be conveyed.
c. Channels or media (channel) are channels / media through which messages such as: writing, pictures, posters, lights,
bells, flags, telephones, radio, television, films, or the arts.
d. Communicant / receiver (receiver) is the party who receives the message / information.
e. Feedback (feedback) is the response from the recipient of the message / communicant that the message / information
has been received, understood, and understood as intended by the sender of the message / communicator.

From this understanding the process in communication can be described as follows:

(1) the sender of the information (communicator) sends a message / information in the form of information in the form of
understandable language / symbols to the recipient of the information (communicant);
(2) the message / information is conveyed through a medium or channel, such as: letter, e-mail or direct telephone;
(3) after receiving the message / information, the recipient of the information (communicant) interprets / translates it
into the language he can understand; and
 (4) lastly, the recipient of the information (communicant) provides feedback in the form of a response to the message /
information received to the sender of the information (communicator).

In addition to these components, usually in the final stages of the communication process there are three communication
effects, the influence of the communicator's message in the communicant, namely:
a. Cognitive effects, which include increased awareness, learning, and additional knowledge (providing information,
increasing knowledge, and adding insight);
b. Effective effects, which relate to emotions, feelings, and attitudes (fostering certain feelings, conveying thoughts, ideas,
or opinions); and
c. The conative effect, which is related to behavior and the intention to do something in a certain way (changing attitudes,
behavior, and actions).

2. Basic Communication and Communication Theories

In an organizational context, communication basically connects members and organizational units at all levels in order to
produce the same understanding between the sender of information (communicator) and recipient of information
(communicant). This means that communication functions to achieve mutual understanding, to build trust, to coordinate
actions, to plan strategies or to divide work tasks between members and between organizational units.

Likewise in Public Relations (PR / PR), communication is an important tool in PR. The daily activities of PR are to organize
reciprocal communication between the company and the public which aims to create mutual understanding and support for
the creation of a specific goal.

The public recognizes and appreciates a good performance in effective communication activities and at the same time good
performance to attract public attention and other important goals of the PR function (Robert D. Ross in Ruslan, 2014: 83).
This means that PR activities are related to the formation of public opinion and changes in attitudes of the community, so
that the position of PR practitioners or PR officials requires skills and expertise in the communication aspect (Ruslan, 2014).

In the activity of delivering messages through two-way communications reciprocal (two way communications reciprocal)
between the organizations represented by the target public and aiming to create mutual understanding, respect, trust, and
tolerance, basically contain elements of a persuasive approach. as follows:
a. Coercive and punishment
Namely in the form of a leader's authority to provide instructions for carrying out tasks to other parties with the threat
of certain sanctions. This means that if the task that should be carried out is neglected, the person who performs the
task is threatened with punishment, from the lightest to the heavier form of punishment.
b. Emphasis (pressure approach)
Namely an approach that is softer than the element of coercion. In this approach the parties who receive instructions
are required or emphasized in such a way as to achieve a certain achievement target. If successful, then he will get
something rewarded. Conversely, if not, then the failure means the inability of the implementer to achieve agreed
 work standards or is considered not having optimal performance.
c. Reward (reward approach)
In this approach, it promises to provide rewards / rewards as an incentive for those who achieve achievement /
productivity at a certain level.
d. Legitimacy (legitimate approach)
In the form of orders, duties or instructions and certain decisions from parties legally in an official / legal organization.
e. Reference (referent approach)
Namely the implementation of tasks by subordinates or those led based on admiration or charisma from the
leadership (role model).
f. Expertise (expert approach)
In this case the leadership's expertise is the attraction. For example, as an instructor or communicator, he is
considered an expert in the method of delivering messages, information, lecture materials, and so on. This will have a
positive influence on his subordinates, giving rise to respect and admiration.

3. Barriers to Communication
According to R. Kreitner (in Ruslan, 2014: 8-10), there are four types of obstacles that can interfere with the
communication system, namely:
a. Process barriers
In this case the obstacles can come from:
 communicators (sender barrier) who have difficulty conveying messages, do not master message material,
and do not have the ability to be a reliable communicator;
 recipients of messages (receiver barrier), because the difficulty of communicants in understanding the
message properly THEMED by the low level of mastery of language, education, intellectuality, and so on,
contained in the communicant;
 factors such as: feed back (results not achieved), medium barrier (media / tools used inappropriately),
decoding barrier (barriers to understanding messages correctly).
b. Physical barriers
Physical means can hinder effective communication, such as poor hearing and sound system interference - which often
occurs in a lecture / seminar / meeting room. This can make the messages ineffective to the communicant.
c. Semantic barriers
Barriers in terms of semantics (language and the meaning of words), namely the difference in understanding and
understanding between the message giver and the message recipient about one language or symbol. It is possible that
the language conveyed is too technical and formal, making it difficult for communicants who have a lack of knowledge
and understanding of technical language. Or vice versa, the level of knowledge and understanding of the technical
language of the communicator is less.
d. Psychosocial barriers
The obstacle is that there are wide differences and the values adopted, so that the tendencies, needs, and
expectations of the two communicating parties are also different. For example, a communicator (speaker) conveys the
 word "scourge" which in a large Indonesian dictionary means something scary and of course semantically Indonesian is
correct. In fact, the word in Sundanese has a bad connotation. If the word is uttered in a speech / remarks at a formal
event attended by officials, figures and elders of the Sundanese community, the image of the person concerned
(communicator) may deteriorate due to language misunderstanding.

4. How to Communicate a Program

In terms of communicating a PR work program that has been designed, Cutlip, Center & Broom proposes a strategy known
as "7cs PR Communications" which outlines as follows:
a. Credibilittas (credibility)
That is, communication begins with an atmosphere of mutual trust created by the communicator seriously to serve a
public who has confidence and respect.
b. Context (contex)
Namely, the context that concerns something related to the social environment, a message must be conveyed clearly
with a participatory attitude, because effective communication can help to support the social environment through
news in various mass media.
c. Content
That is, the content of the message must concern the public interest, so that information can be accepted as
something that is beneficial to the public.
d. Clarity (clarity)
Namely, the message is structured in clear, easy to understand words, and has the same purpose, theme and purpose
between the communicator / message sender and the communicant / recipient of the message.
e. Continuity and consistency
Namely, communication is carried out repeatedly with a variety of messages and these messages must be consistent,
thus making it easier to carry out the communication process to persuade the public.
f. Channels
Namely using the right channels and different media according to the target, in this case the PR practitioner must
understand the differences and the process of disseminating information effectively.
g. Capability of the audience (capability of the audience)
Namely by taking into account the abilities possessed by the audience, considering that communication will be
effective if it is associated with factors such as habits, increased reading skills, and development of audience
knowledge.

C. EVALUATION OF PUBLIC RELATIONS ACTIVITIES PROGRAMS

1. Examining the Public Relations Program Evaluation Process
The success of the public relations (PR) program is often seen only from the number of awards, praise and the amount of
mass media coverage received by the PR work unit (from external parties) and from organizational / company leaders (from
internal parties). A significant evaluation of a public relations program should actually be based on scientific measurements
of increased awareness or changes in audience opinions, attitudes, and behavior regarding the organization or company.
 In a long-term program, evaluation of the PR program is an ongoing process, in the sense that it is carried out continuously.
This is intended to make it easier to control the activities carried out. The importance of evaluating PR programs, among
others, is in the context of:
 focus activities / business
 shows effectiveness
 ensure cost efficiency
 supports good management
 facilitate accountability.
Discussing the PR program evaluation process basically discusses matters related to the effort to find out whether a PR
program has been well managed, sustainable, and effective within the time period specified in the program planning. An
example is about data from press clippings. Press clippings can show trends in media relations.
Researching evaluations can also be done during the in-process implementation of the PR program. For example, when:
recording daily activities, staff meetings to get feedback, making observations, reporting on schedule progress or when
giving briefings.

Conceptually, the evaluation process or implementation evaluation according to Cutlip, Center & Broom is described as
follows:
a. Look at the contextual factors that influence.
b. Review and modify procedures and strategies to determine the extent to which implementation is in accordance
with the plan.
c. Assessing the extent to which the implementation / implementation of the program is in line with the plans that
have been made.
d. If there are differences, what are the reasons and consequences.
e. Report to decision makers.

2. Levels in Public Relations Program Evaluation

Furthermore, Cutlip, Center & Broom also divides program evaluation into three levels, namely: preparation evaluation,
implementation evaluation, and impact evaluation as follows:
a. Preparation Evaluation
1) Assess the adequacy of background information to be used as a basis for program planning.
2) Seeing the organization and appropriateness of strategies, program tactics, and messages (evaluating the
accuracy of messages through content analysis of messages conveyed such as: speeches, presentations,
contents in newspapers).
3) Assess the quality of messages and other program presentation elements.
4) Quality of presentation, style, layout etc.
b. Implementation Evaluation
1) Calculating what PRO has done in program implementation.
2) Counting the number of messages that have been sent and distributed, namely documenting all programs
 that have been implemented, such as: documenting how many releases, features, letters, publications,
announcements, etc. have been produced and distributed, including speeches and presentation
presentations on television.
3) Count the number of messages that appear in the media.
4) Count the number of messages containing messages.
5) Determines the number of people who actually followed the message.
6) The method used: readership, listenership, viewership, to find out who is reading a media, what it reads,
how much they read, who is reading, and who is not.

c. Impact Evaluation
1) Aims to determine the extent of the outcome stated in the program objectives for each target audience /
public.
2) Knowing what the public has learned from the programs that the organization or company has run
(counting the number of people who learn the message that has been conveyed).
3) Count the number of people who change their opinion / opinion.
4) Assess whether the program has been achieved.

3. Interpretation and Conclusion Conclusions from the Evaluation of Public Relations Programs

Procedurally, in the evaluation, analysis and interpretation of data is the final step after planning the evaluation objectives
and data collection. In the context of the evaluation of the PR program, the interpretation and conclusion of the results of
the evaluation are also intended as data analysis and interpretation, the final step in data processing in the context of the
evaluation of the PR program.

Data that has been collected during data collection, namely: from the implementation of the evaluation, checking the
results of the evaluation, and giving the code or score, a statistical / non-statistical analysis is carried out. This means that at
this stage the interpretation or interpretation of data is carried out (and drawing conclusions), namely statements about
the results of data processing based on predetermined criteria / norms or made based on the results obtained in the
implementation of the evaluation.

Several methods of assessment in the evaluation of the PR program include:

 secondary analysis / online database (using data that has been collected by others),
 content analysis (eg newspaper clippings, to see what is being reported in the media), or
 surveys (for example: by mail, telephone, internet).

D. FORM OF PUBLIC RELATIONS ACTIVITIES

As stated by Frank Jeffkins (2004), Public Relations (PR) is basically all forms of planned communication, both inside and outside,
between an organization and all its audiences in order to achieve specific goals based on mutual understanding. (mutual
understanding) ”. This means that in the context of communication, the internal communication function of PR is to make the
internal public know what management is thinking and vice versa, management knows what the internal public is thinking.

Meanwhile, the external communication function of PR basically strives to create and maintain mutual understanding between
the organization / company and the public, in the sense that the organization / company can be understood by the public and
vice versa, the organization / company can understand its public, through two-way communication which is informative,
educative. , and persuasive. In organizing external communication, the forms of PR activities include: information / information
to the external public, demonstrations, documentation, publicity, and exhibition activities.

1. Forms of Information / Information Activities

As a form of planned communication, both inside and outside, between an organization and the public in order to achieve
specific goals based on mutual understanding, one of the benefits of PR according to Frank Jefkins is providing various
information services to the public regarding company policies, products and personnel services. as complete as possible to
create a maximum knowledge and achieve public understanding (Jefkins, 2004).

This means that every function and task of PR is to organize publications or disseminate information through various media
regarding the activities and activities of organizations / companies that are worthy of being known by the public. In terms of
media, Rosady Ruslan divides PR media into four groups:

a. Public media, such as: correspondence, telephone, fax, and telegraph.

b. Print / electronic mass media, such as: newspapers, magazines, tabloids, bulletin, television, radio / film.
c. Special media, such as: advertisements, logos and company or product names which are means or media
for effective promotional and commercial purposes.
d. Internal media, namely: media that is used for the interests of limited and non-commercial circles and is
commonly used in PR activities (Ruslan, 2014).
2. Forms of demonstration activities

In public relations activities, films are widely used for demonstrations. For example, the preparation of a film scenario as the
main element of a documentary film is the first thing that is important to understand is the language of the camera.

Some of the technical aspects of using a camera to translate an idea into film include:

a. Camera movement
1) Panning
Pan shot is done horizontally, from left to right or from right to left by following the object.
2) Tilting
If panning is done horizontally, tilting is moved from top to bottom, or vice versa.
3) Tracking
Tracking or dollying is the movement of the camera forward or backward.

b. Camera position
1) Full shot
Performed when an action is desired in the entire scene.
2) Long shot
 Done from a great distance and for its dramatic aspect, especially to show contrasts.
3) Medium long shot
It is a shot that is somewhat closer to the object than the long shot.
4) Medium shot
Is a closer take, namely from the knee upwards and usually this take is done for a moving object.
5) Medium close shot
This snap shows two people from the shoulders up.
6) Close Shot
Show someone from the shoulder up.
7) Close up
Used to show a person's entire face.
8) Big close up
Or Extreme Close Up is intended especially for a small object that has an important function in a story.

c. Camera angles
1) Normal Angle
It is a camera angle that is used for ordinary shots.
2) Low Angle
With this low angle, the shot is taken from the bottom to the top.
3) High angle
It is the opposite from the low angle, the shot is taken from the top to the bottom.

In connection with "montage" or "editing", several technical matters that need to be understood include:

 Cut
Namely the transition or transition from one shot to another suddenly.
 Fade Out
Namely to get a flexible transition from one scene to another.
 Fade In
It is the opposite of Fade Out, from being imageless, vague, to being bright and clear.
 Dissolve
Dissolve or mix is a transition from one scene to the next by blending it first for a while.
 Wipe
Wipe which means sweeping has various variations, namely left, right, up or down, depending on where it starts.

3. Forms of Documentation Activities

 The forms of documentation activities in PR include: videos, pictures, organizational structure, location maps and
the history and development of the organization / company. Besides that, what is no less important is news
clippings, which is one of the activities in PR that is carried out for the purpose of serving as an important source of
information regarding events and activities of the organization / company that will be stored as documentation.
In the context of media relations, news clippings can be a reflection of how stakeholders respond to organizational
/ company operations. News related to organizations / companies are clipped and distributed according to
interests. How media relations deliver news clippings to management through meetings, using email, or holding
discussions. Thus, what is news in the media is input for the organization / company.

4. Forms of Publicity Activities

Cutlip & Center defines publicity as the dissemination of information that makes things public, seen from the point of view
of those who want to tell something to others. Publicity is carried out for the benefit of those who disseminate information,
namely PR practitioners.
In organizing publications or disseminating information through various media, the task of PR practitioners is to create news
to seek publicity through cooperation with the media (press / journalists) with the aim of benefiting the image of the
company they represent. For example: creating news through press releases, news letters or through bulletin in order to
create publicity. In relation to media, this includes responding to requests for information by the media, verifying news, and
opening access.
Thus, publicity is basically news, knowledge about processing news. Press releases sent by PR practitioners to the mass
media, for example, may be broadcast if they meet the following requirements:
a. Contains news value
Namely a story that contains news value, a story about a strange thing or event.
b. The fact is dated
Namely describing the actual facts, which are generally not more than 24 hours.
c. Arranged in "inverted pyramid"
In the best pyramid or "inverted pyramid", where the most important aspect of the arrangement of news stories in a
press release takes precedence, then other things as an explanation.
d. Inviting the "5W & 1H" formula
The 5W & 1H formulas (what, who, where, when, why, and how) are required in the press release.
e. Arranged in common words
The target of communication through the mass media is a heterogeneous crowd, so press releases must be prepared in
simple language with common words, which can be understood by everyone at a glance.

5. Forms of Exhibition Activities

In the context of communication, messages / information are more easily accepted and understood by the recipient of the
message (communicant) if they are given in the form of written messages or pictures or other forms that make use of the
eye senses. Therefore, exhibitions as advertising media or activities that show the public something about the advantages
 and disadvantages of a product / service are held by many organizations / companies to provide information to the public,
in addition to using other forms of communication.
Through exhibitions, the public can watch the demonstration of the production process of certain goods or objects, can ask
as much as they like, and it is even possible to try products from an organization / company. So it cannot be denied that in
its development up to now, many organizations / companies schedule exhibitions as a routine activity, because they are
considered more effective.
Based on the type, exhibitions can be grouped into two, namely: (1) goods exhibition, which displays objects that are
generally in original form, for example: auto, motorbike or electronic automotive exhibitions, where the final goal is that
visitors can be motivated to buy and (2) ) service / activity exhibition, which introduces or demonstrates the process of
making goods / products.

Based on their characteristics, exhibitions can be grouped into three groups, namely: (1) special exhibitions, organized
independently by certain organizations / companies, for example: stamps fan associations, painters and so on; (2) joint
exhibitions, held jointly with other organizations / companies, both similar and non-similar, for example: Jakarta Fair; and (3)
a public exhibition, similar to a joint exhibition, but with a somewhat broader theme.

Based on the frequency, exhibitions can be grouped into two, namely: (1) periodic exhibitions, held periodically; and (2)
incidental exhibitions, held if deemed necessary.
Based on geographic scope, exhibitions can be grouped into three, namely: (1) local exhibitions, held in a city to inform the
activities of local organizations / companies.; (2) national exhibition, its scope is national; and (3) international exhibitions,
participated by companies from various countries.

An outline in exhibition planning is as follows:

a. Determining the theme, must be precise, distinctive, and can attract public attention.
b. Analysis, regarding facilities, namely place, situation, and supporting funds or sponsorship.
c. Determining the contractor, especially if the exhibition is being held on a national / international level.
d. Determination of the types of goods / services to be exhibited, according to the theme, event and size of the exhibition
space.
e. The determination of personnel, the people involved in the exhibition, must be able to be professionally responsible for
exhibition activities.
f. Preparation of brochures / written materials that will help explain the products / services being offered.

E. MARKETING PUBLIC RELATIONs

If marketing is understood as a planned activity carried out to meet human needs and desires in order to gain profit, Public
Relations is a planned and continuous effort to build and maintain mutual understanding between the company and the public,
assisting management in achieving goals / changes, then Marketing Public Relations ( MPR) is a synergy between the power of
public relations and the marketing mix. Broadly speaking, MPR is basically a planned activity that can stimulate sales and
customers and can increase consumer awareness and build consumer confidence amid increasingly competitive prices. In the
context of cost effectiveness and efficiency, MPR is an efficient and effective communication program to increase market share.

1. Definition, Purpose, and Main Tools of Marketing Public Relations

a. Understanding Marketing Public Relations

According to Harris (in Ruslan, 2014), Marketing Public Relations (MPR) is a process of planning and evaluating
programs that stimulate sales and customers. This is done by communicating credible information and impressions that
can connect the company, its products, to the needs and concerns of customers.

Meanwhile, another definition of MPR is a process of planning, implementing and evaluating programs that can
stimulate consumer purchases and satisfaction through communicating reliable information and through positive
impressions that are generated and related to the identity of the company or its products according to needs, desires,
attention and interests for consumers (Ruslan: 2014).

According to Kotller (2008), publicity is the old name of the MPR, which has the task of securing editorial space - as
opposed to paid space - in print or broadcast media to promote or "praise" products, services, ideas, places, people, or
organizations. . The MPR itself is not just simple publicity and plays an important role in tasks such as launching new
products, repositioning mature or mature products, building interest in product categories, influencing certain target
groups, maintaining products that face public problems, building corporate image in a way that reflects preferences in
the product.

b. Purpose of Marketing Public Relations

In its implementation, according to Kotler and Keller (2008) the MPR has the following objectives:

1) Identify a specific target market or lifestyle. Customers can be targeted geographically, demographically,
psychographically, or in an event-appropriate manner.
2) Increase company or product name awareness. MPR activities often offer a good quality of a product, a necessary
condition to build brand recognition and increase brand memory to society.
3) Create or reinforce perceptions about brand image associations. In an event held in the context of the MPR, there
are associations that help create or strengthen brand associations.
4) Strengthen corporate image. MPR activities can increase the perception that a company is favored and prestigious.
5) Creating experiences and evoking feelings. The feeling that an interesting or valuable event evokes can indirectly
link the event to the brand.
6) Expressing a commitment to a community or social issue. Marketing related charities sponsoring non-profit
organizations and organizations.
7) Entertain key clients or reward key employees. Many companies provide guests with luxurious hospitality and
other special services or activities. This generates goodwill and builds valuable business contacts. From an
employee perspective, events can also build participation and morale or be used as incentives.
8) Creating merchandise sales or promotional opportunities. Many marketers associate contests or sweepstakes, in-
store items, direct response, or other marketing activities with an event.
c. Main Tools of Marketing Public Relations
 In its implementation, a MPR practitioner has the main tools (Kotller: 2008), namely as follows:

1) Publication
Companies rely heavily on published material to reach and influence the targeted target market. Materials to
be published include annual reports, brochures, articles, company newsletters and magazines, as well as
audiovisual materials.
2) Event
Companies can attract attention to new products or other company activities by organizing special events such
as news conferences, seminars, trade show events, exhibitions, contests and competitions, as well as birthday
events that will reach target audiences.
3) Sponsorship
Companies can promote their brand and company name by sponsoring sporting and cultural events and
charity events that are highly valued by society.
4) News
One of the main tasks of a professional MPR practitioner is to find or create pleasant news about the company,
its products, and its people and to get the media to accept press releases and attend press conferences.
5) Speech
More and more company executives have to respond to inquiries from the media or speak at trade or sales
association meetings, and these appearances can build a company's image.
6) Community Service Activities
Companies can build goodwill by donating money and time to charities.
7) Media Identity
Companies need a visual identity that is immediately recognized by the public. Visual identity is conveyed by
the company's logo, stationery, brochures, signs, business forms, buildings, uniforms and dress code.

2. Public Relations Marketing Strategy

a. MPR Strategy
Philip Kottler (in Ruslan, 2008: 245) was the first to bring up the concept of Mega Marketing which is a combination of
the strengths of Public Relations and Marketing Mix. This mega marketing was then developed by Thomas L. Harris
through his book entitled The Marketer's Guide to Public Relations which gave birth to marketing public relations. In
relation to the aspects of expanding influence, informative, persuasive, and educative, in marketing public relations
there is a Three Ways Strategy for implementing the program in achieving goals, namely: pull strategy, push strategy,
and pass strategy which outline is described as follows:
1) Push Strategy
The strategy to "promote marketing" is persuasive, the expansion of a certain influence (makes an influence) on
the strength of the company in terms of corporate image and identity (corporate image and identity). This strategy
is basically carried out to build as well as increase public awareness of the company's products. Marketing /
publication of company products is carried out through various conventional media and social media such as
Instagram, Facebook or Twitter, including cooperation in e-commerce.
 2) Pull Strategy
The strategy undertaken to "attract public attention" is basically to maximize customer relations activities, namely
building positive relationships with customers, approaching customers. The goal is to instill loyalty in the minds of
customers, so as to increase trust in the company's brand / product. Activities carried out through events such as
exhibitions, bazaars or press releases are very important in the context of company promotion.
3) Pass Strategy
The pass strategy is an effort to influence or create favorable public opinion, an effort to create a public image
generated through various activities (breakthrough the gate-keepers) and participation in community activities
(community relations) or social responsibility (social responsibility) and concern for problems. -problems relating to
social and environmental conditions. The formation of a positive image with the power of public relations is very
important, because in the long run, a positive image of the public is more important in selling a product than the
product's features.

b. THEMING Factors Needed for an MPR Strategy

There are several factors that contribute to the need for marketing public relations tactics and strategies. According to
Kottler (in Ruslan, 2014), these factors are as follows:
1) The increasing cost of advertising promotion is not balanced with the results obtained and limited space.
2) Tight competition in promotion and publication, both through electronic and print media and so on.
3) Fast consumer tastes change in a relatively short time, because of the many choices or substitutions for the
products offered on the market.
4) The decreasing of consumer's attention or interest in ad impressions, because the messages in advertisements
now tend to be excessive and boring to consumers' attention.

3. Role of Marketing Public Relations

According to Kottler (in Ruslan, 2014) the role of the MPR in achieving the goals of an organization or company in facing
today's competition, in outline is as follows:
a. Grow consumer awareness of the product being launched.
b. Build consumer confidence in the company's image or the benefits of the products offered or used.
c. Encourage enthusiasm (sales force) through a sponsored article (advetorial) about the uses and benefits of a product.
d. Reducing the cost of promoting commercial advertising, both in electronic and print media and so on in order to
achieve cost efficiency.
e. Commitment to improve service to consumers, including efforts to resolve complaints (complaint handling) and so on
in order to achieve customer satisfaction.
f. Help campaign for the launch of new products and at the same time plan for changes to the position of old products.
g. Continuously communicate through PR media about activities and work programs related to social and environmental
concerns, in order to achieve positive publicity in the eyes of the public or the public.
h. Fostering and maintaining the company's image or products of goods and services, both in terms of quantity and
quality of services provided to consumers.
 i. Trying to be proactive in dealing with a negative event that might arise in the future, such as a crisis of confidence, a
decline in the company's image, and the risk of management crises, monetary crises, multidimensional crises and so
on.

MARKETING PUBLIC RELATIONs MARKETING PUBLIC RELATIONs

DEFINITION Planned activities carried out to
meet human needs and desires
in order to gain profit
A planned & sustainable business
to build & maintain mutual
understanding between the
company and the public, assist
management in achieving goals /
changes
Planned activities that stimulate
sales and customers, raise
awareness as well as build trust
consumers' trust in the midst of
increasingly competitive prices
(synergy between the power of PR
and the marketing mix)

GOALS Attracting & satisfying clients / Enforce & develop a favorable  Positioning the company
customers in the long term to image of the company / its as a leader & expert in its
achieve the company's products to the internal and field (advertorial)
economic goals external public  build consumer trust
 introduction of new
products
 Reviving & repositioning
of products that have
been finished
 communicate benefits /
promote new uses for old
products
 involve people / build
interest in the product
category
 opening / reaching
secondary markets
 strengthening the weak
market
 drive ad achievement
 Counteract to consumer
rejection & break through
the clutter of many ads
 make advertising as news
  reinforce the ad with a
more convincing message

STRATEGIES  maximize med potential. Creating public opinion  pull strategy

social. develop the power to

 defining the problem/research
 using influencers (key attract public attention
 planning and programming
opinion leaders)  push strategy
 take action and
 try out affiliate programs encourage marketing /
communicating
 make video tutorials promotion
 evaluating the program
 blogs and SEO  pass strategy
influence / create
favorable public opinion

ROLES 1. Determine the target 1. Determine the target market 1. Help launch new products

market 2. Create a product concept 2. Helps reposition mature

2. Create a product concept 3. Manage selling prices products

3. Manage selling prices 4. Develop a distribution chain 3. Build interest in the

4. Develop a distribution product category +

chain influence the target group

4. Defending products that
have faced public
problems
5. Build a corporate image
that is well reflected in
products

KEGIATAN 1. Do some research 1. Press relations 1. Publications

2. Designing the product 2. Product publicity annual reports, brochures,

3. Packing the product 3. Corporate communication articles, company newspapers,

(packaging) 4. Lobbying magazines / audiovisuals

4. Determining the price 5. Counseling

(pricing) 2. Identity media

5. Doing promotions create identifiable identities:

6. Product distribution company logos, stationery,

brochures, signs, company forms,
business cards, buildings /
uniforms

3. Events
special events: interviews,
seminars, exhibitions,
competitions, contests, birthdays
/ new products

4. News
make the media interested in
publishing press releases /
attending the press conference

5. Speeches
answering community needs via
media inquiries / providing
guidance at sales associations /
meetings

6. Public-service activities
contribute money / time in
positive ways

7. Sponsorship
sponsoring sporting / cultural
events
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