Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
INTERNAL AUDIENCE
Pertemuan 23 & 24
Internal PR
• Humas Internal, adalah salah satu bentuk kegiatan dari
humas yang menitik beratkan kegiatannya kedalam,
istilah ke “dalam” maksudnya kegiatan itu hanya berlaku
kepada bentuk hubungan dengan publik yang ada dalam
instansi atau perusahaan tersebut.
• Pengertian publik dalam hal ini dibatasi kepada
pengertian sekelompok individu yang terlibat pada satu
kegiatan, dan diikat oleh satu perhatian dan kepentingan
perusahaan guna mencapai satu tujuan.
Bina Nusantara University
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Hubungan dengan karyawan (employee relations),
merupakan salah satu bentuk dari kegiatan humas
internal yang menitikberatkan kepada hubungan antara
pimpinan perusahaan dengan karyawan, yang dalam hal
ini mencakup kepada bentuk kegiatan:
1. Penempatan dan pemindahan karyawan,
2. Penerimaan pegawai baru,
3. Kenaikan pangkat,
4. Pemutusan hubungan kerja,
5. Pensiun dan jaminan sosial.
Bina Nusantara University
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Bentuk Media Internal
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House of Journals
Printed Materials
Events
Broadcasting
Sarana Media PR Internal
Bina Nusantara University
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House of Journals
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newsletter
majalah
tabloid
bulletin
company profile
annual report
prospectus
media online
majalah dinding
Bina Nusantara University
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Printed Materials
Barang cetakan untuk tujuan publiksi PR dalam upaya
penyampaian pesan
• brosur
• leaflet
• booklet
• kop surat
• kartu nama
• suplemen
• kalender
Bina Nusantara University
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Events
Media pertemuan secara langsung dengan para
khalayaknya melalui tatap muka
• presentasi
• diskusi panel
• seminar
• pameran
Bina Nusantara University
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Broadcasting
• Televisi
• Radio
• Internet
– Web site
– Blog
– Forums
– Social sites (facebook, twitter)
Bina Nusantara University
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Sarana Media PR
Media humas yang berkaitan dengan penampilan identitas
perusahaan yang merupakan:
• simbol atau nama perusahaan
• logo
• warna standar perusahan
• pakaian seragam
Bina Nusantara University
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Why Internal Public Relations?
• An organization’s internal audience can be its most
powerful asset.
• Communicating messages honestly, accurately and in a
timely manner helps eliminate mixed-messages, rumors
and even inaccurate or negative external communications.
Bina Nusantara University
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Why Internal PR? cont.
• Effective internal communications = better-informed and
more positive employees.
• Employees work more effectively if they are fully informed.
Bina Nusantara University
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Internal PR Uses
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Inform
Motivate
Change
Give a sense of security
Divvy responsibilities
Clarify organization identification
Bina Nusantara University
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Who Are My Internal Audiences?
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Employees
Partner Groups
Board of Directors
Stakeholders
– Consumers
– Families of Consumers
– Vendors
Bina Nusantara University
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Who Are My External Audiences?
• Lawmakers/Local Officials
• Media
• Public
Bina Nusantara University
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What You Need
• Know your audiences.
• Align organizational objectives with communications
channels.
• Establish procedures.
• Identify resources and bring everybody on the same
page.
Bina Nusantara University
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Know Your Audiences
• Local or far-away?
• Young or old?
• Full-time or part-time
• Working from home?
• Liberal or conservative?
Bina Nusantara University
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Communications Audit
How do we communicate?
• Print
• Technology
• Face-to-Face
Bina Nusantara University
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How Are We Doing?
• Have we identified all of our internal audiences?
• Are our channels working?
• Are the audiences getting accurate information?
– Consistent Information?
– Timely Information?
Bina Nusantara University
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Feedback
Gauge your audiences through:
• Surveys
• Response Cards
• Face-to-Face
Bina Nusantara University
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Gossip and Grapevines
• We’ve all played telephone:
– Emily has red hair becomes
Emily’s aunt was attacked by a
bear in just a few steps.
• Controlling messages helps
eliminate false information and
gossip through your organization’s
grapevine.
Bina Nusantara University
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Face-to-Face Communication
When there’s:
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No time to sift through messages.
No time to write concise summaries.
A situation that requires personal sincerity.
An urgent situation.
Bina Nusantara University
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Print Communication
Use Print communication to:
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Explain the ‘how’ and ‘why’ of your message.
Drive people to a Web site or Intranet.
Give Proactive News – announcements.
Give Reactive News – what happened and what’s being
done.
Bina Nusantara University
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E-mail Communication
Use E-mail communication to:
• Alert people to timely info.
• Pull them to a Web site.
• Deliver short summaries of news/announcements.
Bina Nusantara University
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Case Study - Sears
• Sears keeps in touch with all employees:
– Monthly Online Survey
– Online Newsletter
Bina Nusantara University
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