Mata kuliah
Tahun
: 00324 - CRISIS COMMUNICATION AND PUBLIC
RELATION
: 2010
COMMUNITY RELATIONS
Pertemuan 23 - 24
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
 Understanding the Community Relations
 List the key components of Community Relations
 Understand the diversity and elements of
community Relations
 Start to build public meetings
 Understand Future Trend of Community
Relations
Bina Nusantara University
3
COMMUNITY RELATIONS
 A business slogan says, “Think globally, act locally.”
community relations, particularly in some towns and
cities where the company maintains an office, retail
outlets, or a manufacturing facility, carries out that
advice.
 Because a corporation relies on local governments
for construction permits, changes in zoning laws,
even tax concessions, a good working relationship
with city hall and community groups is important.
Bina Nusantara University
4
WHAT IS COMMUNITY RELATIONS?
 Community relations describe the interaction between
an organization and the community.
 Community relations refers to an organization’s
planned, active and continuing participation within a
community to maintain and enhance its environment
to the benefit of both the organization and the
community.
 Community relation is the state of relations between
the company and the community in which it has a
presence or an impact.
Bina Nusantara University
5
WHAT IS COMMUNITY RELATIONS? (1)
 Communities can be defined as any group of people
with a common interests (A ‘public’ or ‘stakeholder
group’). In PR practice, the term applies most often to
location—people grouped according to geography. Of
course these will be many different publics or
stakeholder groups within any geographic community,
and these will be quite fluid—changing as the issues
change.
 The nature of community relations activity, including
the approach and the communication tools employed.
Bina Nusantara University
6
WHATEVER THE NATURE OF THE
ACTIVITY?
 The process must be transparent, inclusive,
accountable and ethically based.
 The goals, parameters and methodology must be clear
from the beginning and must be understood by all
participants.
 Sufficient time must be allowed in accordance with the
degree of community involvement being sought, and
the program should be conducted.
 Information provided must be sufficiently
comprehensive, accurate, accessible and consistent.
Bina Nusantara University
7
BENEFIT OF SOUND COMMUNITY
RELATIONS
 An enhanced understanding and awareness of
the business of the organization in the public
arena;
 Improved credibility and enhanced decision
making;
 Improved morale among employees;
 Establishment of mutually beneficial
corporate/community partnerships.
Bina Nusantara University
8
FUTURE TRENDS
 The worldwide trend in community relations practice is
towards an increasing level of community consultation,
which seeks to establish a strong collaboration between
organizations and their community constituents.
 Communities want to know about projects or initiatives
that may affect them, how the organization intends to
address the anticipated impacts.
 Community relations activity is increasingly two-way
symmetric, based on ongoing dialogue and active
partnering.
 Contemporary community relations programs are
strategically aligned with organizational objectives and
represent a long-term organizational commitment.
Bina Nusantara University
9
ELEMENTS OF A COMMUNITY RELATIONS
PLAN
 A research-based situation analysis;
 Program or project objectives and a statement of
intent, linked with strategic organizational goals;
 Definition of stakeholders and determination of their
communication needs, preferences and concern in
relation to the project or the organization;
 A communication strategy and methodology
designed to support the program objectives;
 Measurement and evaluation mechanisms;
Bina Nusantara University
10
HOW TO HANDLE DIFFICULT PUBLIC
MEETINGS
 Preparation—select an independent chairperson set
ground rules.
 A rule of thumb, at the meeting-have one person in a
support capacity for attendees—take careful notes of
the questions being asked and if possible, the name
of the questioner, so that further responses may be
provided to that person after the meeting.
 After the meeting—debrief as soon as possible,
immediately if it is convenient.
Bina Nusantara University
11
PUBLIC MEDIA CENTER PRINCIPLES
Public media center grew out of volunteer efforts by
progressive media professionals to speed an end to a
fierce war, challenge the growth of nuclear power, and
help poor communities fight off their exploiters. Our
basic idea is that democracy should include everybody,
not just those with enough money to buy access to the
mass media and government. Learn more about our
social action and public education strategies, and
current program of organizing and media campaigns.
Bina Nusantara University
12
FIGHT TO WIN! THE PUBLIC MEDIA
CENTER’S 10-POINT GUIDE TO SOCIAL
CHANGE:
 Communicate values
 Be oppositional
 Target the undecided
 Act like a winner
 Make enemies, not friends…
 Empower your audience
 Target opinion leaders
Bina Nusantara University
13
 Be a responsible extremist—not as responsible
moderates.
 Assert ongoing pressure
 Be diverse
Bina Nusantara University
14
WOMAN IN PR: PROBLEMS &
OPPORTUNITIES
 Both educators and practitioners have
recognized that PR has experienced an influx of
woman. Feminization has been at the fore of
discussions about the future of the field with
regard to professionalism, prestige, and salaries.
 The most common theme of these discussion
has been the future of the field given the
“problem” feminization seems to bring (Bates,
1983; Bernstein, 1986).
Bina Nusantara University
15
INEQUITIES IN SALARY AND STATUS
 A flurry of recent scholarship has focused on
describing the inequities in salary and
organizational status that female practitioners
confront. The most important strain probably is
Broom’s investigation of organizational roles.
Bina Nusantara University
16