Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
COMMUNICATION
Pertemuan 6
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 and 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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3
THE INDIVIDUAL IN PUBLIC RELATIONS
A few basic Personal Attributes include:
1. Ability with words, written or spoken
2. Analytical skill, to identify and define problems
3. Creative ability, to develop fresh, effective
solutions to problems
4. An instinct for persuasion
5. Ability to make
presentation
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compelling
and
polished
4
THE INDIVIDUAL IN PUBLIC RELATIONS (1)
Four Essential Abilities:
1. Writing skill. The ability to put information and ideas
2. Research ability. Arguments for causes must have
factual,
3. Planning
expertise.
A
PR
program
involves
communications tools and activities that must be
planned and coordinated.
4. Problem solving ability. Innovative ideas and fresh
approaches are needed to solve complex problems or to
make a public relations program unique and memorable.
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5
AN UNDERSTANDING OF ECONOMICS
In preparing themselves for PR careers, students
should obtain a solid grounding in economics and
business, through course electives, internships, and
other work experience. Once they are employed as
professionals, they should study the financial aspects
and the business model of their employers or clients.
More and more, PR involves distribution and
interpretation of financial information.
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6
PROFESSIONAL SUPPORT SERVICES
Organization and Societies:
Public Relation (PR) groups at the Local, state,
national, and international levels provide an important
channel of communication for practitioners in all areas
of the profession. Some of the better-known
organizations include the Council for the Advancement
and Support of Education (CASE), the National
Investor Relations Institute (NIRI), and the
International Public Relations Association (IPRA)
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7
PROFESSIONAL SUPPORT SERVICES(1)
Internships
Internships
are
extremely
popular
in
the
communications industry, and a student whose
resume includes practical work experience along with
an academic record has an important advantage.
Obtaining an internship offered by a public relations
firm, company department, or charitable agency is
among the best ways to get this desired experience.
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8
ADVERTISING AND MARKETING
ADVERTISING
Advertising and Public Relations departments often
collide because they compete for funds to
communicate with external audiences. Philosophical
differences also arise. Advertising’s approach to
communications is, “Will it increase sales?” in contrast
Public Relations asks, “Will it make friends?” These
differing orientations frequently cause breakdowns in
coordination of overall strategy.
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9
ADVERTISING AND MARKETING (1)
MARKETING
Marketing, like advertising, tends to think only of
customers or potential buyers as key publics. Public
Relations, on the other hand, defines “public” in a
broader way—any group that can have an impact on
the operations of the organization. These publics
include governmental agencies, environmental groups,
neighborhood groups, and a host of other “publics”
that marketing would not consider “customers.”
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10