PUBLIK DALAM PUBLIC RELATION [HUMAS LEMBAGA INFORMASI]

Summary

This lecture on Public Relations (PR) in institutions explains the different publics targeted by PR efforts, including internal and external stakeholders such as employees, customers, and business partners. It also outlines the classifications of publics into primary, secondary, and marginal, each with varying levels of importance to the organization. The lecture further contrasts traditional publics—those currently engaged with the institution—and future publics—those targeted for future relationships. The goal is to understand and effectively communicate with these diverse groups to ensure institutional success.

Takeaways

• 😀 Public relations (PR) activities are directed towards a specific target audience known as the public.
• 😀 Identifying the public is essential for setting priorities, selecting communication methods, and allocating resources effectively.
• 😀 Publics in PR are often referred to as stakeholders, including both internal and external parties involved with the institution.
• 😀 Internal publics are individuals within the organization, such as employees, managers, and shareholders.
• 😀 External publics include those outside the organization, such as customers, government entities, suppliers, and partners.
• 😀 Publics are categorized as primary, secondary, and marginal based on their importance to the organization's success.
• 😀 Primary publics are the most critical to the organization, as their actions directly influence its success or failure.
• 😀 Secondary publics are less important than primary publics but still play a role in the organization’s efforts.
• 😀 Marginal publics are groups that can be largely disregarded, as they have minimal impact on the organization.
• 😀 Traditional publics are groups with an established relationship with the organization, while future publics are potential groups that may become important over time.
• 😀 The lecture emphasizes the need for PR efforts to be focused not only on current relationships but also on cultivating future relationships for institutional growth.

Q & A

What is the main focus of the public relations (PR) course in this transcript?

The main focus of the course is on the concept of 'public' in public relations, which includes understanding various types of publics, such as internal and external, primary, secondary, and marginal publics, as well as traditional and future publics.

What does 'public' refer to in the context of public relations?

'Public' in public relations refers to the audience or target group that PR activities aim to influence, consisting of internal and external stakeholders of an institution.

Who are considered 'internal publics' in a company or institution?

Internal publics are individuals or groups within an institution, such as employees, managers, and shareholders. In the context of a library, this would include librarians and users.

What are 'external publics' in public relations?

External publics are individuals or groups outside the institution, such as customers, government bodies, suppliers, and partners. In a library, external publics include users and collection providers.

What is the difference between primary, secondary, and marginal publics?

Primary publics are the most important, as they significantly impact the institution's success. Secondary publics are less crucial but still relevant. Marginal publics are those who can be ignored or have minimal impact.

What are 'traditional publics'?

Traditional publics are those who are already in contact with the institution, such as current employees or customers. They maintain ongoing relationships with the institution.

What is meant by 'future publics'?

Future publics refer to potential groups or individuals who are not currently involved with the institution but are expected to become important in the future, helping to strengthen the institution's relationships.

Why is it important to identify and prioritize publics in public relations?

Identifying and prioritizing publics allows for targeted communication, effective allocation of resources, and selecting appropriate media and techniques for outreach, ensuring the success of PR programs.

What role does communication play in public relations according to the script?

Communication in public relations plays a critical role in building and maintaining relationships with various publics, ensuring that the right messages are conveyed to the right audiences through the appropriate channels.

What is the significance of understanding the different types of publics for a public relations campaign?

Understanding the different types of publics allows PR practitioners to tailor their strategies to specific groups, ensuring that the messaging resonates and maximizes the impact of the campaign.