introduction to public relations (sessi 01) faculty of letters maranatha christian university
TRANSCRIPT
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Introduction to Public Relations(sessi 01)
Faculty of LettersMaranatha Christian University
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ASSESSMENT :
30% = Mid-term examination
30 % = Assignment
40% = Final Exam
Note: Your absence matters !
(max. 3 times per semester)
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Your EXPECTATION ?
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If I tell you
“I am beautiful and exciting!”
that is :
ADVERTISING
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If somebody else tells you that I am beautiful and exciting,
that is :
SALES PROMOTION
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If you come & tell me you have heard I am beautiful and exciting,
that is :
PUBLIC RELATIONS
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PUBLIC RELATIONS :
in the literal sense:
the art of making friends
in the professional sense:
the art of creating public trust & understanding towards someone, an institution or organization
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PUBLIC RELATION = management of reputation (the result of what you do, what you say and what others say about you with the aim of earning understanding, support and influencing opinion and behavior).
Note: There are minimum 2,000 definitions of PR in 1960, according to “International Public Relations Association”
in other words:
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Reality is not reality. In marketing, perception is reality.
<Dolan Dan Smith>
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32.4% proportion of Japanese who do not want more tourists in their country, according to a government survey, due to the PERCEPTION that foreigners are mainly to blame for the rising crime rate.
1.2% proportion of crimes committed by foreigners in Japan last year
(TIME magazine, March 22 2004 edition)
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The PR Transfer Process
HOSTILITY
PREJUDICE
APATHY
IGNORANCE
SYMPATHY
ACCEPTANCE
INTEREST
KNOWLEDGE
NEGATIVE POSITIVE
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At the heart of public relations’ activities is:
COMMUNICATION
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The purpose of PR = The purpose of Communication
The purpose of communication: the change of cognition, afection & behaviour
The purpose of PR:
The change of cognition, afection & public positive behaviour
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Due to building the PUBLIC TRUST so the target of PR is:
PUBLIC
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Target TARGET AUDIENCE (PUBLIC):
message
Investor
Customer
Press
Staffs / Employees
Supplier
Financial institution
Local government
Business partners
Opinion leaders
Consumer bodies
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PUBLIC & THE NEEDS CHARACTERISTICS:
a. Internal public:
- EMPLOYEE : good salary , promotion, compliment of being good at work
- INVESTOR : safe investment, good asset
- MANAGEMENT : the improvement of the workers’ quality in working
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b. External Public:
- NEIGHBOURS : feeling safe, organized environment, job opportunities, extra money
- PRESS : “selling” events (controversial issues)
- GOVERNMENT : management of natural resources, tax income, employees arrangement
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As a profession :
PR (Humas) = profession (as a profession should have body of knowledge, professional ethics & control access):
1. Conceptor
2. Workers
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As a department:
Analogy: “CORONG” of a company
the center of the information both inward (to employees, etc) and outward (to press, etc)
deals with the structure of the organization (PR Director, PR Manager, PR Officer)
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What is the difference between Marketing and PR? (both of them do communication activities)
Marketing :
The orientation:
Getting the high number of product selling
PR :
The orientation:
The creation of good image, public trust and support towards the organization
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The relationship of Marketing and PR :
If people TRUST a company
People will TRUST & BUY the product (sample: STPDN)
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Tell us:
1.Who you are
2.Why you are unique as an individual