Master of Arts in Communication : Corporate Communication Studies
Course : Strategic PR Plan (1408SPRP02)
elearning.lspr.edu Session Topic : What is PR ? Course: Strategic PR Plan By Sriati Rusmin M.Si LSPR eLearning Program Sriati Rusmin M.Si Senior Lecturer, Post Graduate Program London School of Public Relations (LSPR) Career : 2005-present Senior Lecturer, Postgraduate program LSPR (Jakarta) 2006-present Founder & CEO, PR Maven International (Jakarta) 2011-12 Senior Consultant, Burson Marsteller (Jakarta) 2004-06 Senior Associate, Maverick (Jakarta) 2002-04 Media Consultant, APCO Worldwide (Jakarta) 1997-02 Communications Manager, Sedona International (Makassar, South Sulawesi ) Courses taught: Strategic PR and Issue Management, International PR, Principals of Corporate Communications, and PR Ethics Education : LSPR M.Si, Master in Corporate Communications Lecturer Profile Powered by HarukaEdu.com - 1408SPRP02- Hal 4 Part 1 What is PR Part 2 A Brief History of PR Part 3 Who Needs PR Part 4 How to do it in PR Content Part1 : What is PR Powered by HarukaEdu.com - 1408SPRP02- Hal 6 Is it, spin ? Or, blasting news release? PR is about, your story and, the chance to tell it relationship with your audience / customers Your audience will listen and accept your stories, if, they are made for them. Understand your audience..! 1. What is PR ? Powered by HarukaEdu.com - 1408SPRP02- Hal 7 and more to it, today PR also means.. Powered by HarukaEdu.com - 1408SPRP02- Hal 8 PR, Adalah apa yang dibicarakan orang mengenai anda atau perusahaan anda, atau produk anda, atau pemimpin di organisasi anda Is about making news or being the news and knowing the difference. Adalah cara mempengaruhi sikap (attitude), merubah persepsi, memulai dan memikat audience kita pada setiap conversation by WHAT, HOW, and WHERE you say it. .. tepatnya Powered by HarukaEdu.com - 1408SPRP02- Hal 9 Start the conversation.. Join the conversation.. And change the conversation.. Its Your Story Tell it. Your Story Part2 : A Brief History of PR Powered by HarukaEdu.com - 1408SPRP02- Hal 11 PR sudah dilakukan sejak jaman dahulu kala. 49 BC (Sebelum Masehi) : Julius Caesar mengirim kisah kemenangan epik-nya untuk dipublikasikan di ACTA DIURNA 1800s : Tahun kelahiran public relations 1807 : Thomas Jefferson pertama kali menggunakan istilah public relations di Kongres Amerika A Brief History of PR: 49 BC-1807 Powered by HarukaEdu.com - 1408SPRP02- Hal 12 1889 : Westinghouse pertama kali mendirikan PR Department untuk melawan Thomas Edisons General Electric in the Battle of Currents 1897 : The Yearbook of Railway Literature, untuk pertama kalinya melakukan kegiatan PR untuk menangani komunikasi antara organisasi dengan publik. 1897: The Birth of Corporate PR A Brief History of PR:1889-1897 Powered by HarukaEdu.com - 1408SPRP02- Hal 13 1900 : The Publicity Bureau (merupakan PR agency yang pertama kali didirikan) 1900s 1920s : Ivy L. Lee, membuat press release resmi untuk pertama kalinya untuk membantu Pennsylvania railroad menangani sebuah kecelakaan kereta listrik 1920 : Periode transisi kebudayaan dari NEED ke DESIRE A Brief History of PR:1900-1920 Powered by HarukaEdu.com - 1408SPRP02- Hal 14 1924 : Basil Clarke melakukan kampanye agar semua susu formula import diberi label tidak diperuntukkan bagi bayi / unfit for babies (kampanye ini ia lakukan mewakili para produsen susu segar / pasteurized milk) melakukan langkah hukum untuk melakukan tindakan atas bahan pewarna dan pengawet berbahaya yang terkandung pada produk Heinz 1929 : Terjadi kekacauan di Wall Street > Public Relations sangat dibutuhkan A Brief History of PR:1924-1929 Powered by HarukaEdu.com - 1408SPRP02- Hal 15 1929 : Edward Bernays Mengajak para wanita untuk merokok dengan melakukan aksi gerak jalan sambil menggaungkan semangat kebebasan Memperkenalkan beer sebagai lambang minuman bagi masyarakat modern 1938 : DeBeers Diamonds dikaitkan dengan hal-hal berbau Romance Result: Terjadi peningkatan sales 40% 1941 : Setelah serangan Pearl Harbor, Coca-Cola mempengaruhi US War Department, betapa pentingnya brand ini Every uniform man got a Coca-Cola bottle for 5 cents Result: 5 billion bottles consumed at end of the war A Brief History of PR:1929-1941 Powered by HarukaEdu.com - 1408SPRP02- Hal 16 1950 : The Global Aspect of PR pioneered by John Hill and Harold Burson 1953 : Burson opened his firm 2001 : Burson Marsteller had $259 million in fees, and more than 2000 employees in 34 countries. 1960 : Bermunculan berbagai lembaga2 PR 1990 : PR 2.0 A Brief History of PR:1950-1990 Powered by HarukaEdu.com - 1408SPRP02- Hal 17 Dengan dinamika yang terus terjadi baik dalam metode maupun alat berkomunikasi Maka untuk mempertahankan kredibilitas, organisasi perlu mengadopsi dan beradaptasi dengan ide-ide segar Kreatifitas menjadi sangat penting which is the real challenge ahead. Are You Ready? Part3 : Who Needs PR ? Powered by HarukaEdu.com - 1408SPRP02- Hal 19 PR is, the art or science of managing the reputation of companies, organizations, individuals and groups of people. the proactive management of relationships with various relevant 'publics. Every business, from solo entrepreneur to international corporation, relies on its reputation for, its continued survival, the ongoing patronage of its customers and, winning new customers away from its competitors. Who Needs PR: An Art Powered by HarukaEdu.com - 1408SPRP02- Hal 20 Who Needs PR: Famous brands Powered by HarukaEdu.com - 1408SPRP02- Hal 21 Hence every business really needs to manage its public relations. In truth PR has been practiced or needed for as long as one person or group has desired to influence the perception that other people or groups hold of them. Who Needs PR: Every business Powered by HarukaEdu.com - 1408SPRP02- Hal 22 Some individuals are extremely good at conducting their own public relations Example: Virgin boss Richard Branson in his early days saw that it could give him the equivalent of millions of dollars worth of advertising but with very little actual expense. Most blue chip companies and celebrities hire the services of professional public relations agencies or public relations consultants to, Run public relations campaigns Free the chief executives to concentrate on running their businesses. Who Needs PR: Individuals Powered by HarukaEdu.com - 1408SPRP02- Hal 23 Some smaller companies and individuals use public relations companies While others, particularly in their early years where available cash is limited, Learn basics of public relations themselves &, Become their own highly effective public relations officer. Examples: Maicih, Dian Pelangi Who Needs PR: Campanies & Individuals Part4 : How to do it in PR ? Powered by HarukaEdu.com - 1408SPRP02- Hal 25 Sending press releases out to the media promoting your restaurant, for instance, is smart However, if you dont have a crafted public relations plan, then youre wasting your time. Any successful marketing plan must be reinforced with a well-researched public relations plan. There are plenty of ways to create a winning public relations plan that also supports your existing marketing. How to do it in PR: Press release Powered by HarukaEdu.com - 1408SPRP02- Hal 26 The point of public relations is to, Make the public think favorably about the company and its offerings Lessen the gap between how, an organization sees itself and, others outside the organization perceive it. Some main goals of public relations are to, Create, maintain, and protect the organizations reputation; Enhance its prestige and, Present a favorable image. How to do it in PR: Points & Goals Powered by HarukaEdu.com - 1408SPRP02- Hal 27 While communication is the essence of PR, an effective public relations campaign is ultimately based on actions. Ninety percent of public relations activities are related to media How to do it in PR: Actions & Media Powered by HarukaEdu.com - 1408SPRP02- Hal 28 Media relations or visits Press events Release distribution Delivering speech Develop white paper Story pitch to media Social media campaign Sponsorship How to do it in PR: Samples of some PR activities elearning.lspr.edu Associate Partners : Powered by HarukaEdu.com Course : Strategic PR Plan (1408SPRP02)