2. WHAT IS PUBLIC RELATIONS? Pertemuan 1 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: 00332 - PUBLIC REALTIONS ADVERTISNG Tahun: 2010

3. Bina Nusantara University 3 Learning Objectives At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving and consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.

4. Bina Nusantara University 4 WHAT IS PUBLIC RELATIONS? “Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and patience.” (The newsletter PR news). Rex Harlow, a PR educator said: eventually became the PR Society of America (PRSA), once compiled more than 500 definitions.

5. Bina Nusantara University 5 WHAT IS PUBLIC RELATIONS? Public Relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues. Public Relations is the management process whose goal is to attain and maintain accord and posi tive behaviors among social groupings on which an organization depends in order to achieve its mission.

6. Bina Nusantara University 6 WHAT IS PUBLIC RELATIONS? Public Relations is the management, through communication, of perceptions and strategic relationships between an organization and its internal and external stakeholders. Public Relations is the sustained and systematic managerial effort through which private and public organizations seek to establish understanding, sympathy, and support in those public cycles with which they have or expect to obtain contact.

7. Bina Nusantara University 7 KEY WORDS TO REMEMBER IN DEFINING PR Deliberate—PR activity is intentional. It’s designed to influence. Planned—PR activity is organized. Performance—Effective PR is based on actual policies & performance, Public interest—PR activity should be mutually beneficial to the organization is unresponsive to community concerns. Two-way communication—PR is more than one-way dissemination of informational materials. Management function—PR is most effective when it is an integral part of decision making by top management.

8. Bina Nusantara University 8 PUBLIC RELATIONS AS A PROCESS PR is a process—that is, a series of actions, changes, functions that bring about a result. One popular way to describe the process, and to remember its components, is to use the—RACE—acronym, first articulated by John Marston in his book: “The Nature of Public Relations”.

9. Bina Nusantara University 9 PUBLIC RELATIONS AS A PROCESS RACE—means that PR activity consists of four key elements: – Research. What is the problem or situation? – Action (program planning), what is going to be done about it? – Communication (execution). How will the public be told? – Evaluation—was the audience reached and what was the effect?