KUALIFIKASI PROFESI PUBLIC RELATIONS ADHI GURMILANG

PERSYARATAN DASAR Ability to communicate (kemampuan berkomunikasi) Ability to organize (kemampuan mengorganisasikan) Ability to get on with people (kemampuan bergaul) Personal integrity (utuh dan jujur) Imagination (imajinasi yang kuat)

KEMAMPUAN BERKOMUNIKASI Mau dan berusaha memahami, toleran, tanpa harus menjadi penakut.

retorika sebagai sebuah kemampuan untuk mencapai tujuan yaitu persuasi.

Retorika menggunakan tindakan pengunaan kata- kata sehingga memiliki akibat.

PUBLIC SPEAKING FUNCTION Public speaking is a form of empowerment. Make a difference in things people care about very much.

To persuade: persuade people to do something you feel is right.

To inform: informing people things they don’t know.

To entertaining: making people happy and good about themselves

John F. Kennedy: Don’t ask what your country can do for you but ask what you can do for your country

I HAVE A DREAM Dr. Martin Luther King, Jr.

Presiden RI I, Ir. Soekarno

STUDI KASUS: PIDATO BUNG TOMO Timeline: Proklamasi Kemerdekaan 1945 Insiden Hotel Yamato Terbunuhnya Brigadir Jenderal Mallaby Ultimatum 10 November 1945 Pertempuran 6 minggu di Surabaya

CUPLIKAN PIDATO BUNG TOMO selama banteng-banteng Indonesia masih mempunyai darah merah yang dapat membikin secarik kain putih merah dan putih maka selama itu tidak akan kita akan mau menyerah kepada siapapun juga Dan untuk kita saudara-saudara lebih baik kita hancur lebur daripada tidak merdeka semboyan kita tetap: merdeka atau mati! Dan kita yakin saudara-saudara pada akhirnya pastilah kemenangan akan jatuh ke tangan kita sebab Allah selalu berada di pihak yang benar percayalah saudara-saudara Tuhan akan melindungi kita sekalian Allahu Akbar! Allahu Akbar! Allahu Akbar! MERDEKA!!!

A simple document whose purpose is the dissemination of information in ready to publish form. NEWS RELEASE

Tidak ada pembayaran apabila materi muncul.

obvious news: langsung digunakan

maybe: butuh pengembangan;

discard: tidak menarik dan sulit dikembangkan.

Newsletter Informal publication to deliver information to a target audience at regular intervals.

Other publication

Brochures and handbooks.

Annual reports.

CORPORATE ADVERTISING

KEMAMPUAN MENGORGANISASIKAN PUBLIC RELATIONS CAMPAIGN PLANNING. Communication tools dan activities yg direncanakan dan dikoordinasikan. Good planner: material distribution, event lancar tanpa gangguan, budget tidak berlebih. Highly organized, detail oriented, mampu melihat secara keseluruhan.

COMMUNICATION PLANNING

PLANNING It focuses effort: work on the right things. It improves effectiveness: prioritised. Encourages the long term view: future. Helps demonstrate value for money: comparison for achievement. Minimises mishap: attention for detail. Reconciles conflict: anticipation Facilitates proactivity: deciding by yourself.

FACT FINDING Analysis: identify issues on which to base your pr programme. Ex: old fashioned and losing market share vs demo that product is modern and leading edge. Research: political, economic, social, technological.

VARIABLE ANALYSIS Environmental legislation Employment legislation POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL Environmental legislation Employment legislation Trade legislation Change of government Interest rates Inflation Money supply Level of employment Disposable income Economic cycles World economic conditions Population growth Lifestyles Level of education Income distribution Consumer patterns Social attitudes and concerns New discoveries Rate of change Investment in technology Spending on research and development

SETTING OBJECTIVES Mengetahui tujuan akhir. Tujuan pr mempengaruhi sikap dan perilaku. Tujuan: understanding, awareness, inform, knowledge, displace prejudice, belief, confirm perception, act in a particular way.

SETTING OBJECTIVES Set PR objectives: not marketing objectives. Ally to organization objectives. Be precise and specific: 5 w and 1 h. Do what is achieveable. Quantify as much as possible. Work within budget. Work to a priority list.

PUBLIC AND MESSAGES Public: financial, internal, commercial, government, overseas. Media: influence in public opinion. Avoid negative media. Media effective for public who seek for information.

Message: articulated, shifts perceptions, persuade, credible and deliverable. Message: format, tone, context, timing, repetition

STRATEGY AND TACTICS Strategy is the overall approach that is taken to a programme or campaign. Theme, the big idea, the rationale behind tactic.

Strategy is dictated for issues rising from analysis. Approach where are you now to where you want to be.

Objective: mengusir tentara Irak dari Kuwait. Strategi: mengepung dan membunuh tentara Irak. Taktik: bom, tembak, meledakkan jembatan.

CONTOH STRATEGI DAN TAKTIK TUJUAN PUBLIKASI PRODUK ATAU JASA MEMBANGUN PERSEPSI SBG MARKET LEADER STRATEGI MELAKUKAN KAMPANYE MEDIA MASSA POSITIONING SBG MARKET LEADER TAKTIK KONFERENSI PERS NEWS RELEASE WAWANCARA KOMPETISI IKLAN DLL. MENGGUNAKAN LAPORAN RISET MEDIA RELATIONS KONFERENSI INDUSTRY FORUM PEMBERIAN AWARD.

EVALUATION Perubahan perilaku: mengukur perilaku pembelian. Respon: pengembalian struk, response slips. Perubahan sikap, opini, awareness.

Pencapaian: 80% pengecer datang ke konferensi. Media coverage, content distribution, readership Budget control and value for money.

KEMAMPUAN BERGAUL Menciptakan networking dgn berbagai pihak.

KUALIFIKASI PR LAINNYA

Kemampuan bergaul Hubungan lebih dalam dan akrab shg stakeholder mendukung program PR. Take and give.

PR mengenal jurnalis, pemred, tokoh pemerintah, swasta.

KEPRIBADIAN UTUH DAN JUJUR Karakter citra pembicara sebagai seseorang yang baik dan jujur.

IMAJINASI YANG KUAT Penuh gagasan & ide, problem solving, original plan, kreativitas kerja. Events PR (pameran, workshop, seminar, press conference). Pengamatan tajam, persepsi baik, pemikiran orisinal, perhatian penuh.

NEED: PEMAHAMAN EKONOMI Memahami ekonomi dan bisnis. Tugas PR: menolong perusahaan mendapatkan keuntungan.

ADHI GURMILANG@OKTOBER 2010 THE END ADHI GURMILANG@OKTOBER 2010