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KUALIFIKASI PROFESI
PUBLIC RELATIONS
ADHI GURMILANG
 PERSYARATAN DASAR
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 Ability to communicate (kemampuan

berkomunikasi)
 Ability to organize (kemampuan
mengorganisasikan)
 Ability to get on with people (kemampuan bergaul)
 Personal integrity (utuh dan jujur)
 Imagination (imajinasi yang kuat)
 KEMAMPUAN
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BERKOMUNIKASI
Mau dan berusaha memahami,
toleran, tanpa harus menjadi penakut.
retorika sebagai
sebuah kemampuan untuk
mencapai tujuan yaitu persuasi.

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Retorika menggunakan
tindakan pengunaan kata-
kata sehingga memiliki
akibat.

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 PUBLIC SPEAKING FUNCTION
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Public speaking is a form of empowerment.

Make a difference in things people care
about very much.
 To persuade:
7 persuade people to do something
you feel is right.
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To inform:
informing people
things they don’t know.
9 To entertaining:
making people happy and good
about themselves
 John F. Kennedy:
Don’t ask what your country can do for you
10 but ask what you can do for your country
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I HAVE A DREAM

Dr. Martin Luther King, Jr.

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Presiden RI I,
Ir. Soekarno
STUDI KASUS:
PIDATO BUNG TOMO
Timeline:
 Proklamasi

Kemerdekaan 1945
 Insiden Hotel Yamato

 Terbunuhnya Brigadir

Jenderal Mallaby
 Ultimatum 10

November 1945
 Pertempuran 6 minggu

di Surabaya
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 CUPLIKAN PIDATO BUNG
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TOMO
 selama banteng-banteng Indonesia
masih mempunyai darah merah
yang dapat membikin secarik kain
putih merah dan putih
maka selama itu tidak akan kita
akan mau menyerah kepada
siapapun juga
 Dan untuk kita saudara-saudara
lebih baik kita hancur lebur daripada
tidak merdeka
semboyan kita tetap: merdeka atau
mati!
 Dan kita yakin saudara-saudara
pada akhirnya pastilah kemenangan
akan jatuh ke tangan kita
sebab Allah selalu berada di pihak
yang benar
percayalah saudara-saudara
Tuhan akan melindungi kita sekalian
 Allahu Akbar! Allahu Akbar!
 Allahu Akbar! MERDEKA!!!
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NEWS RELEASE
 A simple document
whose purpose is
the dissemination
of information in
ready to publish
form.
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 Tidak ada
pembayaran
apabila materi
muncul.
 obvious news:
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langsung digunakan
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maybe:
butuh
pengembangan;
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discard:
tidak menarik dan sulit
dikembangkan.
 Newsletter
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Informal
publication to
deliver information
to a target
audience at regular
intervals.
 Other publication
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 Brochures and
handbooks.
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 Annual reports.
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CORPORATE
ADVERTISING
 KEMAMPUAN MENGORGANISASIKAN
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 PUBLIC RELATIONS CAMPAIGN PLANNING.

 Communication tools dan activities yg
direncanakan dan dikoordinasikan.
 Good planner: material distribution, event lancar
tanpa gangguan, budget tidak berlebih.
 Highly organized, detail oriented, mampu melihat
secara keseluruhan.
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COMMUNICATION
PLANNING
 PLANNING
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 It focuses effort: work on the right things.

 It improves effectiveness: prioritised.
 Encourages the long term view: future.
 Helps demonstrate value for money: comparison
for achievement.
 Minimises mishap: attention for detail.
 Reconciles conflict: anticipation
 Facilitates proactivity: deciding by yourself.
 FACT FINDING
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 Analysis: identify issues

on which to base your pr
programme.
 Ex: old fashioned and
losing market share vs
demo that product is
modern and leading edge.
 Research: political,
economic, social,
technological.
 VARIABLE ANALYSIS
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POLITICAL ECONOMIC SOCIAL TECHNOLOGIC

AL
1. Environmenta 1. Interest rates 1. Population 1. New
l legislation 2. Inflation growth discoveries
2. Employment 3. Money supply 2. Lifestyles 2. Rate of
legislation 4. Level of 3. Level of change
3. Trade employment education 3. Investment in
legislation 5. Disposable 4. Income technology
4. Change of income distribution 4. Spending on
government 6. Economic 5. Consumer research and
cycles patterns development
7. World 6. Social
economic attitudes and
conditions concerns
 SETTING OBJECTIVES
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 Mengetahui tujuan
akhir.
 Tujuan pr
mempengaruhi sikap
dan perilaku.
 Tujuan: understanding,
awareness, inform,
knowledge, displace
prejudice, belief,
confirm perception, act
in a particular way.
 SETTING OBJECTIVES
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 Set PR objectives: not

marketing objectives.
 Ally to organization
objectives.
 Be precise and specific: 5

w and 1 h.
 Do what is achieveable.

 Quantify as much as
possible.
 Work within budget.
 Work to a priority list.
 PUBLIC AND MESSAGES
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 Public: financial,
internal, commercial,
government, overseas.
 Media: influence in
public opinion.
 Avoid negative media.
Media effective for
public who seek for
information.
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 Message: articulated,
shifts perceptions,
persuade, credible and
deliverable.
 Message: format, tone,
context, timing,
repetition
 STRATEGY AND TACTICS
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 Strategy is the overall

approach that is taken
to a programme or
campaign.
 Theme, the big idea,
the rationale behind
tactic.
  Strategy is dictated for
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issues rising from
analysis.

Approach where are

you now to
where you want to be.
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 Objective: mengusir tentara Irak dari Kuwait.
 Strategi: mengepung dan membunuh tentara Irak.
 Taktik: bom, tembak, meledakkan jembatan.
 CONTOH STRATEGI DAN
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TAKTIK
CONTOH 1 CONTOH 2
TUJUAN PUBLIKASI PRODUK MEMBANGUN
ATAU JASA PERSEPSI SBG
MARKET LEADER
STRATE MELAKUKAN POSITIONING SBG
GI KAMPANYE MEDIA MARKET LEADER
MASSA
TAKTIK KONFERENSI PERS MENGGUNAKAN
NEWS RELEASE LAPORAN RISET
WAWANCARA MEDIA RELATIONS
KOMPETISI KONFERENSI
IKLAN INDUSTRY FORUM
DLL. PEMBERIAN AWARD.
 EVALUATION
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• Perubahan perilaku:
mengukur perilaku
pembelian.

• Respon: pengembalian
struk, response slips.

• Perubahan sikap, opini, awareness.

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1. Pencapaian: 80%
pengecer datang ke
konferensi.
2. Media coverage,
content distribution,
readership
3. Budget control and
value for money.
 KEMAMPUAN BERGAUL
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Menciptakan networking
dgn berbagai pihak.
41 KUALIFIKASI PR LAINNYA
 Kemampuan bergaul
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Hubungan lebih dalam dan akrab

shg stakeholder
mendukung program PR.
Take and give.
 PR mengenal jurnalis,
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pemred,
tokoh pemerintah, swasta.
 KEPRIBADIAN UTUH DAN
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JUJUR

Karakter citra pembicara sebagai

seseorang yang baik dan jujur.
 IMAJINASI YANG KUAT
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 Penuh gagasan & ide,

problem solving, original
plan, kreativitas kerja.
 Events PR (pameran,
workshop, seminar, press
conference).
 Pengamatan tajam,
persepsi baik, pemikiran
orisinal, perhatian penuh.
 NEED: PEMAHAMAN
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EKONOMI
 Memahami
ekonomi dan bisnis.
 Tugas PR: menolong

perusahaan mendapatkan
keuntungan.
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THE END
ADHI GURMILANG@OKTOBER 2010