Copyright © 2001, Prentice Hall, Inc. CHAPTER 8

2Copyright ©2001 Prentice Hall, Inc. must report to

3Copyright ©2001 Prentice Hall, Inc. CEO Warren Buffet: Kami mampu untuk k ehilangan uang- bahkan banyak uang. Tapikami tidak mampu kehilan gan reputasi- bahkan rusak reputasi.

4Copyright ©2001 Prentice Hall, Inc. The Management Theory Relationship of organization to its environment Strategic thinking The confines of the organization (org management) Measuring results tingkat kenyamanan praktisi dengan organisasi itu sendiri QUICK QUIZ Give examples of each factor a public relations manager must consider:

5Copyright ©2001 Prentice Hall, Inc. Management by Objectives Let’s Discuss Business School Technologies Management by Objectives & Results Program Evaluation & Research Technique

6Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Planning for Public Relations Environment Business objectives Public relations objectives/strategies Public relations programs

7Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Define the problem or opportunity Programming Action Evaluation Public Relations Management Process

8Copyright ©2001 Prentice Hall, Inc. I.Environment – to increase sales II.Business objectives – to increase market share III.Public relations objectives Solid commitment to customerSolid commitment to customer Competition to market leadersCompetition to market leaders SAMPLE PLAN FOR

9Copyright ©2001 Prentice Hall, Inc. IV.Public relations strategies V.Public relations tactics Media coverageMedia coverage Press action with executivesPress action with executives Conduct surveys of local companiesConduct surveys of local companies Sponsor seminarsSponsor seminars Asosiasi perusahaan sejenisAsosiasi perusahaan sejenis SAMPLE PLAN FOR

10Copyright ©2001 Prentice Hall, Inc. Good Objectives stand up to the following questions: Apakah tujuan jelas menggambarkan hasil akhir yang diharapkan? Apakah tujuan dimengerti kepada semua orang dalam organisasi? Apakah rencana mengeluarkan tanggal penyelesaian perusahaan? Apakah tujuan realistis, dapat dicapai, dan terukur? Apakah tujuan konsisten dengan tujuan manajemen?

11Copyright ©2001 Prentice Hall, Inc. MBO & Public Relations Program Tentukan tujuan organisasi dan mengukur kinerja organisasi Mendorong komunikasi antara atasan danbawa han Upayakan untuk kesepa katan antara supervisor dan bawahan pada tujuan Melakukan tinjauan berkala oleh atasandan bawahan

12Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Public Relations Budgeting Memperkirakan sumber daya yang dibutuhkan untuk menyelesaikansetiap aktivitas Memperkirakan biaya dan ketersediaan s umber daya

13Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan 1 Backgrounding the problem n Specify major campaign aims n State in general terms

14Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan Preparing a proposal n Outline strategies n Include elements of situational analysis, etc. n Target audiences n Key messages n Establish timing and fees 1 2 Backgrounding the problem

15Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan Preparing a proposal 1 2 Activating the plan n Operating tactics, time charts, specifics n Keberanian untuk memulai campaign 3 Backgrounding the problem

16Copyright ©2001 Prentice Hall, Inc. Evaluating the campaign n Pre- and post-testing essential n All elements should be written out n Results analyzed 4 Activating the plan 3 Preparing a Campaign Plan Preparing a proposal 1 2 Backgrounding the problem

17Copyright ©2001 Prentice Hall, Inc. Implementing Public Relations Campaign Plan Advice Public issues research and analysis Communications service Public relations action programs

18Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Researching employees Researching employees Coordinating relationships with online, print, and electronic media Coordinating activities with legislators Orchestrating public interaction with community

19Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing investor relations Supporting activities with current and potential customers Reprinting speeches, annual reports, etc. for the public Coordinating relationships with outside specialty groups Coordinating relationships with outside specialty groups

20Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing institutional and nonprofit organization image Coordinating graphic and photographic services Coordinating the organizational online “face” Conducting opinion research

21Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing gift-giving Managing gift-giving Coordinating special events Coordinating special events Advising management Advising management

22Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 12 PR Competencies: 1.Communication, persuasion concepts, & strategies 2.Communication & public relations theory 3.Relationship building 4.Social trends 5.Ethical issues 6.Legal requirements & issues 7.Marketing & finance 8.Public relations history 9.Using research & forecasting 10.Multicultural & global issues 11.Organizational change & development 12.Management concepts & theories

23Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 7 Technical Skills of PR People: Knowledge of the Field Knowledge of the Field Communications Knowledge Technical Knowledge Technical Knowledge Knowledge of Current Events & Societal Influences Business Knowledge Business Knowledge Knowledge of Bureaucracy Management Knowledge Management Knowledge

24Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 4 Attitudes and Characteristics of Effective Public Relations Managers: Communications Orientation Percaya bahwa masyarakat m emiliki hak untuk tahu Communications Orientation Percaya bahwa masyarakat m emiliki hak untuk tahu Advocacy Standing up for what employers represent Advocacy Standing up for what employers represent Counseling Orientation Advising senior managers; memahami sesuatu yang tak berwujud Counseling Orientation Advising senior managers; memahami sesuatu yang tak berwujud Personal Confidence Menjunjung tinggi etika, kejujuran, kemampuan untuk mengambil risiko;keberanian keyakinan; rasa humor Personal Confidence Menjunjung tinggi etika, kejujuran, kemampuan untuk mengambil risiko;keberanian keyakinan; rasa humor