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THE NATURE OF PUBLIC RELATIONS Oleh: Rachmat K, Ph.D

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Page 1: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

THE NATURE OF

PUBLIC RELATIONS

Oleh: Rachmat K, Ph.D

Page 2: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

“ Dicari purel part-time cantik max 25 th Gaji

kurs Dollar kerja santai HP. 081332476008” Jawa Pos, Sabtu 8 Agustus 2006

Page 3: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

ETIMOLOGIS

PUBLIC RELATIONS vs HUBUNGAN MASYARAKAT

?????

Page 4: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

PUBLIC RELATIONS “Public relations is planned, persuasive communication

designed to influence significant public” (John Marston)

“Public relations is a system of communication to create a goodwill” (Frank Jefkins)

“Public relations is positive-presentation of the organization to its overall publics” (Tony Greener)

Onong Uchjana Effendy

“Humas adalah komunikasi dua arah antara organisasi dengan public secara timbale balik dalam rangka mendukung fungsi dan tujuan manajemen dengan meningkatkan pembinaan kerja sama dan pemenuhan kepentingan bersama”

Page 5: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Cutlip, Center & Broom

“Public relations adalah fungsi manajemen yang

membangun dan mempertahankan hubungan yang baik dan

bermanfaat antara organisasi dengan public yang

memengaruhi kesuksesan atau kegagalan organisasi

tersebut”

Grunig & Hunt

“Public relations adalah manajemen komunikasi

antara organisasi dengan publiknya”

Public Relations

building “relations” or integrating relationship

between an organization and its publics

both inside and outside

Page 6: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

PUBLIC RELATIONS ROLE IS GUARDIANS OF PUBLIC TRUST

Page 7: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

What Is PR ?

• Public relations is the

management of

communication between

an organization and its publics.

• We are all involved in and

connected to public relations. Even

the aliens among us!

Page 8: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Public Relations IS NOT ONLY

• Advertising

• Press Relations & PUBLICITY

• Social activites

such as cocktail reception

and entertaining clients with beautiful girls

• Propaganda

• Guest-service

Page 9: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

PR ? Cost or Investment ?

e = k m c 2

Knowledge

marketing

Computer / IT

Communication

D:/flashdisk/New Folder/printscreen.ppt
Page 10: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Goals of PR

Creating mutual understanding

Corporate Image Building

Favourable Opinion

Goodwill & Cooperation

Page 11: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

PR Functions

Maintain good

communication

Serve public’s

interest

Maintain good

morals & manners

Page 12: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Jobs of PR

Publicity

Events

News

Community Involvement

Identity Media

Lobbying

Social Investement

Page 13: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

PR Tools Publicity & media relations: press release,press

conference, press party, press tour, media gathering

Special events: fundrising,openhouse/company visit,award ceremonies, trade shows, seminars

Corporate advertising

Newsletter

Speaker bureau

Charitable contribution

Thank you note & letters

Sponsorships

Audio visual instrument

Letters of denial

Lobbying

Page 14: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Advertising

Direct marketing

Website

Research

Newsletters, internal media

Special Events

Sponsorship

Annual Report

Audio-visual instruments

Press release, press tour

PR

Communication

Tools

Page 15: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Saya Profesional PR ?

Page 16: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Brain, Beauty, Behavior

3B

Page 17: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Basic Criterias

•Be Able to

interact/communicate with

various characters of

people

•Good communication

•Be Able to organizing

•Personal Integrity

•High & creative

imagination

•Good knowledge (Serba

tahu)

Page 18: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

America

Public Relations

Page 19: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Please Reading: • Rachmat Kriyantono, Public Relations Writing: Media Public Relations

Membangun Citra Korporat, Prenada Media Jakarta, Edisi 2, 2012

• Rachmat Kriyantono, Publec Relations & Crisis Management, Prenada Media Jakarta, 2012

• Otis Baskin, dkk, Public Relations: The Profession and the Practice, McGraw Hill, 1997

• Doug Newson, dkk, This is PR: The Realities of Public Relations, Wadsworth publishing, 1993

• Cuttlip, Center & Broom, Effective Public Relations, Pearson Education, 2006

Page 20: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

• After reading all the book that I mentioned above, please

write 200 words about:

• Why the world needs PR?

Write your answer in [email protected] so you will able to sign off for the next week meeting.

mailto:[email protected]
Page 21: THE NATURE OF PUBLIC RELATIONS RELATIONS “Public relations is planned, persuasive communication designed to influence significant public” (John Marston) “Public relations is

Thank You

Rachmat K, Ph.D Dosen Ilmu Komunikasi


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