Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISNG
Tahun : 2010
Pertemuan 11
By: Dr. Drs. Dominikus Tulasi, MM.

• 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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• Determining the information to be exchanged —the salesperson may have the variety of messages to communicate.
• Examining promotional mix alternatives —depending on the situation in the field
• Evaluating the relative effectiveness of alternatives —the effectiveness of each program element must be evaluated based on the target market and the objective sought.
• Determining cost effectiveness —one of the major disadvantages of personal selling is the cost involved.
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• The PR Department is a unit in the firm that manages items such as publicity and other communications with all of the groups that make contact with the company.
• Moving Public Relations under the IMC umbrella begins with a major problem: often the PR department is separate from the marketing department. The two may cooperate and consult each other. Yet, each has a separate role to perform.
• Some marketing experts ague that: PR should be part of the marketing department, just as advertising, trade promotion, and sales promotions are under the jurisdiction of the marketing manager.
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• The marketing department tends to concentrate on customers and the channels members en route to those customers, such as wholesalers and retail outlets .
• The Public Relations department —focuses on a variety of internal and external stakeholders including employees, stockholders, public interest groups, the government, and society a whole.
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• Monitor internal and external publics
• Provide positive information to each public that reinforces the IMC plan.
• Reach quickly to any shift by any of the publics from the desired position
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A stakeholder is a person or group that has a vested interest in the organization’s well-being.
A vested interest can be a variety of items :
1. Profits paid as common stock dividends
2. Loan repayments that a lending institution seeks to receive
3. Sales to the company or purchases made from the company
4. Community well-being
5. A special-interest topic
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The primary internal stakeholders are:
1) Employees
2) Unions
3) Shareholders/stockholders
4) Channel members
5) Customers
6) Media
7) Local community
8) Financial community
9) Government
10) Special-interest groups
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Social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society. This definition suggests that socially responsible firms undertake two things:
1) Eliminating negatives —firms work strongly toward reductions in unfair practices, pollution, harassment, and other negative activities.
2) Doing positives —including all positive action
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