Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
ETHICS AND PROFESSIONALISM
Pertemuan 3
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving end consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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HOW PR DIFFERS FROM ADVERTISING
• Just as many people mistakenly equate publicity with
public relations, there is also some confusing about the
distinction between publicity and advertising.
• Although publicity and advertising both utilize mass media
for dissemination of an individual or group, or a product—
appears as a news item or feature story in the mass media.
Material is prepared by public relations personnel and
submitted to the news department for the consideration.
Editors, known as gatekeepers, determine whether the
material will be used or simply thrown away.
• In contrast, advertising is paid space and broadcast time.
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HOW PR DIFFERS FROM ADVERTISING(1)
Other differences between PR activities and
Advertising include:
• advertising works almost exclusively through
mass media outlets; PR relies on a number of
communication
tools—brochures,
slide
presentations, special events, speeches, news
releases, feature stories etc.
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• advertising is addressed to external
audiences—primarily consumers of goods
and services; PR presents its message to
specialized external audiences (stockholders,
vendors, community leaders, environmental
groups, etc and internal publics (employees).
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HOW PR DIFFERS FROM ADVERTISING(2)
Other differences between PR activities and Advertising
include:
• advertising is readily identified as a specialized
communication function; PR is broader in scope, dealing
with the policies and performance of the entire
organization, from the morale of employees to the way
telephone operators respond to calls.
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• advertising is often used as a communication tool in
public relations, and PR activity often supports
advertising campaigns. Advertising’s function is to
sell goods and services; the PR function is to create
an environment in which the organization can thrive.
The later calls for dealing with economic, social, and
political factors that can affect the organization.
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HOW PR DIFFERS FROM MARKETING
• PR is the management process whose goal is to attain
and maintain accord and positive behaviors among
social groupings on which an organization depends in
order to achieve its mission. Its fundamental
responsibility is to build and maintain a hospitable
environment for an organization.
• MARKETING is the management process whose goal
is to attract and satisfy customers (or clients) on a
long-term basis in order to achieve an organization’s
economic objectives.
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HOW PR SUPPORTS MARKETING
• When PR is used to support directly an
organization’s marketing objectives, it’s called
‘mamrketing communication’.
• Thomas Harris says: ‘I make a clear distinction
between those PR functions which support
marketing, which I called Marketing Public
Relations (MPR) and the other public relations,
which I label Corporate Public Relations (CPR).’
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THE VALUES OF PUBLIC RELATIONS
• Patrick Jackson, a former president of the PR Society
of America (PRSA) and publisher of PR Reporter,
makes the case for the important role of public
relations in today’s society. He wrote: “As soon as
there was Eve with Adam, there were relationships,
and in every society, no matter how small or primitive,
public communication need and problems inevitably
emerge and must be resolved. PR is devoted to the
essential function of building and improving
relationships.
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