Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
THE EVOLUTIONS OF PUBLIC
RELATIONS
Pertemuan 2
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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THE COMPONENTS OF PUBLIC RELATIONS
• The basic components of Public relations include:
– Counseling—providing
concerning
policies,
communications.
advice to management
relationships
and
– Research—determining attitudes and behaviors of
publics in order to public relations strategies—
generate mutual understanding—influence publics.
– Media relations—working with mass media in
seeking publicity.
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– Publicity—disseminating
planned
messages
through
selected
media
to
further
the
organization’s interests.
– Member relations—responding
informing and motivating.
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to
concerns,
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THE COMPONENTS OF PUBLIC
RELATIONS (1)
• The basic components of Public relations include:
– Community
community
relations—planned
activity
with
a
– Public affairs—developing effective involvement in
publics
– Government
legislatures
affairs—relating
directly
with
– Issues management—identifying and addressing
issues
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– Financial relations—creating
confidence.
&
maintaining
investor
–
Industry relations—relating with other firms in the
industry
–
development—demonstrating
organization.
the
need,
support
an
–
Multicultural relations/workplace diversity—relating with
–
individuals, and groups in various cultural groups.
–
Special events—stimulating an interest n a person,
product
–
Marketing Communications—combination of activities
designed.
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HOW PUBLIC RELATIONS DIFFERS FROM
JOURNALISM
• Writing is a common activity of both public relations
professionals and journalists. Both also do their jobs
in many in many of the same ways: They interview
people, gather and synthesize large amounts of
information, write in a journalistic style, and are
trained to produce good copy on deadline. In fact,
many reporters eventually change careers and
become public relations practitioners.
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HOW PUBLIC RELATIONS DIFFERS FROM
JOURNALISM (1)
• Scope—public relations, as stated earlier, has many
components, ranging from counseling to issues
management and special events. Journalistic writing
and media relations, although important, are only two
of these elements. In addition, effective practice of
public relations require strategic thinking, problem
solving capability, and other management skills.
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HOW PUBLIC RELATIONS DIFFERS FROM
JOURNALISM (2)
• Objectives—Journalists gather and select information
for the primary purpose of providing the public with
news and information. Communication activities are
an end in themselves. Public relations personnel also
gather facts and information for the purpose of
informing the public, the objective is different. That is
‘not only to inform but to change people’s attitudes
and behaviors, in order to further an organization’s
goals and objectives.’
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HOW PUBLIC RELATIONS DIFFERS FROM
JOURNALISM (2)
• Objectives—Harold Burson ever makes the point: To
be effective and credible, public relations messages
must be based on facts. Nevertheless, we are
advocates, and we need to remember that. We are
advocates of a particular point of view—our clients or
our employer’s point of view. And while we recognize
that serving the public interest best serves our client’s
interest, we are not journalists.
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HOW PUBLIC RELATIONS DIFFERS FROM
JOURNALISM (3)
• Audiences—Journalists write primarily for a mass
audience—readers/viewers of the medium for which
they work. They write for the general public. In
contrast…Public Relations is addressed to segments
audiences
into
various
demographic
and
psychological characteristics. Such research allows
messages to be tailored to audience needs, concerns,
and interests for maximum effect.
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