Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
WHAT IS PUBLIC RELATIONS?
Pertemuan 1
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.
Bina Nusantara University
3
WHAT IS PUBLIC RELATIONS?
• “Public Relations is the management function which
evaluates public attitudes, identifies the policies and
procedures of an individual or an organization with
the public interest, and plans and executes a
program of action to earn public understanding and
patience.” (The newsletter PR news).
• Rex Harlow, a PR educator said: eventually became
the PR Society of America (PRSA), once compiled
more than 500 definitions.
Bina Nusantara University
4
WHAT IS PUBLIC RELATIONS?
• Public Relations is a distinctive management function
which helps establish and maintain mutual lines of
communication, understanding, acceptance, and
cooperation between an organization and its publics;
involves the management of problems or issues.
• Public Relations is the management process whose
goal is to attain and maintain accord and posi tive
behaviors among social groupings on which an
organization depends in order to achieve its mission.
Bina Nusantara University
5
WHAT IS PUBLIC RELATIONS?
• Public Relations is the management, through
communication,
of
perceptions
and
strategic
relationships between an organization and its internal
and external stakeholders.
• Public Relations is the sustained and systematic
managerial effort through which private and public
organizations seek to establish understanding,
sympathy, and support in those public cycles with
which they have or expect to obtain contact.
Bina Nusantara University
6
KEY WORDS TO REMEMBER IN DEFINING
PR
• Deliberate—PR activity is intentional. It’s designed to influence.
• Planned—PR activity is organized.
• Performance—Effective PR is based on actual policies &
performance,
• Public interest—PR activity should be mutually beneficial to the
organization is unresponsive to community concerns.
• Two-way
communication—PR
is
more
dissemination of informational materials.
than
one-way
• Management function—PR is most effective when it is an integral
part of decision making by top management.
Bina Nusantara University
7
PUBLIC RELATIONS AS A PROCESS
• PR is a process—that is, a series of actions, changes,
functions that bring about a result. One popular way
to describe the process, and to remember its
components, is to use the—RACE—acronym, first
articulated by John Marston in his book: “The Nature
of Public Relations”.
Bina Nusantara University
8
PUBLIC RELATIONS AS A PROCESS
• RACE—means that PR activity consists of four key
elements:
– Research. What is the problem or situation?
– Action (program planning), what is going to be
done about it?
– Communication (execution). How will the public be
told?
– Evaluation—was the audience reached and what
was the effect?
Bina Nusantara University
9