STRATEGI DAN PERENCANAAN PUBLIC RELATIONS 1

Summary

This script delves into the concept and planning of public relations strategies, emphasizing the importance of achieving organizational goals through well-defined steps and methods. It outlines the process of fact-finding, situation analysis, planning, communication, and evaluation within PR. The speaker also discusses various PR strategies, including publicity, events, news messaging, corporate identity, community involvement, lobbying, negotiation, and social responsibility, highlighting the significance of building a positive corporate image and maintaining credibility with stakeholders.

Takeaways

• 😀 Public Relations (PR) strategies focus on achieving organizational goals and targets through specific steps and actions.
• 📈 The ultimate goal of PR strategies is to increase awareness of a company's products and boost sales, as exemplified by a food company aiming to raise awareness and sales of its snacks or cakes.
• 🏆 Strategies can be broad for the entire organization or competitive for specific activities, with the latter focusing on divisional goals like increasing website visitors.
• 🔍 Fact-finding in PR involves research and monitoring to gather data and facts before taking action, especially crucial during a crisis like a false news scandal affecting a company's image.
• 📊 Situation analysis is a detailed examination of internal and external factors, often using SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
• 📝 The planning phase of PR strategy involves making decisions on the actions to be taken to address and anticipate issues, such as formulating responses to a company crisis.
• 🗣️ Communication in PR requires credibility, clarity of context, and consistent content to ensure the message reaches the audience effectively and accurately.
• 🔄 Evaluation in PR is a continuous and important process to monitor and improve the effectiveness of PR activities, ensuring public trust and confidence.
• 🌐 Corporate identity is about shaping the public's perception of a company, influencing brand image and, consequently, sales and marketing efforts.
• 🤝 Community involvement and relationships with stakeholders are vital for building a positive corporate image and trust through sponsorships and social activities.
• 💰 Lobbying and negotiation are strategic activities for both short and long-term planning, especially in budgeting and resource allocation for successful outcomes.

Q & A

What is the main focus of the first session on public relations strategy and planning?

The main focus is to understand the concept of public relations strategy, which is centered on how to achieve an end result through various steps, methods, and actions.

What are the two main outcomes a public relations strategy aims to achieve for an organization?

The two main outcomes are to raise awareness about the organization's products among the audience and to increase the sales of the products offered by the organization.

Can you explain the difference between an organization-wide strategy and a competitive strategy for specific activities?

An organization-wide strategy is the overarching goal of the company, encompassing various fields beyond just public relations. In contrast, a competitive strategy focuses on specific divisions or activities, such as how to attract visitors to a company's website.

What is the significance of functional strategy in relation to competitive strategy?

Functional strategy directly supports competitive strategy, demanding everyone in the organization to be competitive in a positive manner to achieve the company's or division's goals.

What are the four main components of the public relations strategic planning process?

The four main components are fact-finding, planning, communication, and evaluation.

Can you describe the fact-finding process in public relations?

Fact-finding is the research and monitoring process to gather data and facts before taking action, such as understanding the nature of a crisis or the impact of false news on a company's image.

What is the purpose of situation analysis in public relations?

Situation analysis is a detailed examination of internal and external factors within a problem situation, often using tools like SWOT analysis to identify strengths, weaknesses, opportunities, and threats.

What are the key elements of effective communication in public relations?

The key elements include credibility, context, content, continuity, consistency, and the appropriate communication channels and audience capacity.

Why is evaluation important in the public relations strategic planning process?

Evaluation is important as it is a continuous process that helps to identify and correct errors in work performance, ensuring that activities are improved and public trust is regained.

What are some of the various strategies in public relations mentioned in the script?

Some strategies mentioned include publicity, events, direct messaging, corporate identity building, community involvement, lobbying and negotiation, and corporate social responsibility (CSR).

How does a company build a positive corporate identity through public relations activities?

A company builds a positive corporate identity by engaging in activities that shape public perception positively, influencing brand image and potentially increasing sales and consumer interest.

What is the role of community involvement in public relations?

Community involvement involves building relationships with stakeholders and participating in community events or sponsorships, which can enhance the company's image and demonstrate social responsibility.

What is the significance of corporate social responsibility (CSR) in public relations?

CSR is significant as it demonstrates a company's commitment to social causes, which can improve public trust and showcase the company's responsibility towards society.

What are the different strategies for designing public relations messages to avoid misperception?

The strategies include publicity campaigns, engineered news stories, persuasion through emotional storytelling, argumentation to counter negative news, and image-building to maintain a positive public perception.