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Public Relations: Dulu, Kini, dan
Tantangan Masa Depan
Surabaya, 27 November 2012@vera_makki
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Biografi
Dulu Corporate Affairs Manager, Fonterra Brands Indonesia (2011- 2012) Internal Communications Manager, PT Unilever Indonesia, Tbk (2006-
2011) Public Affairs Manager, Indo Pacific PR (2005) Consultant, Ogilvy Public Relations (2000 – 2002) Public Relations Officer, Hotel Mulia Senayan (1999 – 2000) Broadcaster, Ardan Radio, Bandung (1995 – 1998)
Awards &
Recognition
Kini Deputy Director, Corporate Communications & Public Affairs,
Mercedes-Benz Indonesia Dosen Pengajar Kelas Komunikasi Internasional, Universitas
Indonesia Executive Committee, The Indonesian PR Practitioners Group Founder, Taman Bacaan Anak Lebah (@lebahbooks)
Accredited Business Communicator, International Association of Business Communicator, San Francisco, USA (www.iabc.com) Stevie Awards, The Best Corporate Merit Scholarship, University of Houston, Texas, USA
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CHANGE - Perubahan
PAST
PRESENT
FUTURE
ADAPT
SURVIVE + SUCCESSFUL
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Public Relations - Dahulu
PerempuanCantik, Semampai, LangsingHarus pakai rok (pendek)High heelsYang penting penampilanPublic Relations = Sales Promotion GirlPR = Media Relations only
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Reputation Management
Have a strategic thinking (planning & implementation) Good communications and presentation skill (Bahasa Indonesia & English)Have a good inter-personal skillA story-tellerBerwawasan luas, memahami bisnis dan teknik komunikasi. Pendidikan: komunikasi, humas, jurnalistikGesit, multi-tasking, tahan banting
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Reputation Management: 3P
PROMOTE PROTECT PRE-EMPT
• Internal Communications
• Brand PR
• Corporate PR
• CSR (Corporate Social Res ponsibility)
• External Networking
• Issue & Crisis Management
• Employee Engagement
• Media Relations (hak jawab, klarifikasi)
• Lobbying
• Media Monitoring
• Eyes & Ears (Associations,
etc)
• Advertising clearance
• CSR (Corporate Social Responsibility)
MISSION & VISION
CORPORATE VALUES:
Leadership, Integrity, Credibility, Trust
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KEY STAKEHOLDERS (Pemangku Kepentingan)
Internal
External
EmployeesLabor UnionBoard MembersShareholders
MediaGovernment
Non-Government Org (NGO)Academician/University
CompetitorsKey Opinion Leaders (KOL)
CustomersCommunity
AgencyVendor
DistributorsDealers
Family ofemployees
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Media Relations
Old Paradigm New Paradigm
Closed Reactive One way Money talk Off the record
No comment Single interest
Open, transparent Proactive Two-way, interactive Content talk Everything is on the
record Even silent is a
statement Mutual
understanding
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Content Creation/Story Teller
Make it comprehensive: 5W+1H (Who, What, When, Where, Why+ How)Understand the needs & interest from the target audienceListen & observeGain insight (research)Emphasize Key MessagesPrepare anticipated Q&ADon’t do hard-selling
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News Creation
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Now and in the future:
WELCOME TO THE WORLD OF SOCIAL MEDIA
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How it works
A Story
Press Kit: 1. Press/Photo Release2. Speech3. Biography4. Photo5. Fact Sheet6. White Paper
Distribution only
Press conference
Media Briefing
Exclusive Interview
WORD OF MOUTH
Real time
HUB/HQ: WEBSITE
Blog
Micro site
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Source: http://www.johnniemoore.com/blog/archives/001539.php
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The Future of PR & Social Media
It’s TransformingTechnology drivenChange the way we interactChange the way news is sourced and seekedMore tools & channelsChallenge: speed & accuracy
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Questions?
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Thank You