By Hj. Muhammad Pauzi bin Abd Latif, PhD

ACARA ISTIMEWA MENURUT PROF. DATO’ HAMDAN ADNAN Acara istimewa atau khas adalah suatu teknik perhubungan awam yang diadakan untuk mendapatkan promosi. Acara khas boleh juga dikendalikan untuk memenuhi tanggungjawab sosial. Jangkamasa bagi acara ini bergantung kepada matlamat organisasi atau penganjur dan boleh diadakan seberapa kerap yang diperlukan. Menurut Hamdan Adnan (1998), peranan pengamal perhubungan awam dalam merancang acara ini boleh dibahagikan kepada tiga iaitu: 1.Pegawai lain yang merancang dan melaksanakan acara, pengamal perhubungan awam yang membuat seranta. 2.Pengamal perhubungan awam yang merancang, melaksanakan serta menyeranta acara. 3.Pengamal perhubungan awam yang mewujudkan acara, merancang dan menyerantakan acara tersebut.

PERKARA YANG PERLU DIPERTIMBANGKAN APABILA BERCADANG MENGADAKAN ACARA ISTIMEWA 1.Acara istimewa tidak memerlukan idea yang asli. Sebarang idea atau acara yang baik yang difikirkan oleh pengamal perhubungan awam dapat menarik minat organisasi boleh dikendalikan. 2.Organisasi haruslah mempunyai hubungan rapat dengan pihak penaja upacara tersebut. 3.Pastikan acara istimewa yang berjaya diadakan oleh organisasi boleh dijadikan sebagai acara tetap tahunan ataupun acara untuk mendapatkan publisiti atau liputan media massa. 4.Pastikan acara istimewa tersebut mempunyai nilai berita, jika tidak, sukarlah organisasi itu mendapat publisiti atau liputan media massa.

SEMBILAN LANGKAH MENGENDALIKAN ACARA ISTIMEWA/KHAS OLEH NEWSOME & SCOTT 1. Mulakan perancangan seberapa awal yang boleh. 2. Buat perancangan yang teliti serta jadual kerja. 3. Bentuk jawatankuasa kerja yang difikirkan perlu. 4. Gunakan golongan profesional. 5. Sediakan acara menarik agar mendapat sambutan orang ramai. 6. Menyediakan cenderahati kepada hadirin (jika ada budjet). 7. Pastikan aliran lalulintas lancar sewaktu acara istimewa. 8. Dapatkan publisiti atau liputan media massa untuk acara tersebut. 9. Jangan lupa beri penghargaan kepada pihak yang turut menjayakan majlis tersebut.

THE POWER OF MEDIA PUBLICITY

Publicity Publicity is information from an outside source that is used by the media because information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media.

Definitions of publicity on the Web Promotion: a message issued in behalf of some product or cause or idea or person or institution; "the packaging of new ideas" the quality of being open to public view; "the publicity of the court room" wordnet.princeton.edu/perl/webwn wordnet.princeton.edu/perl/webwn The dissemination of promotional material to draw interest or generate sales. A marketing technique using free advertising outlets such as press releases. aalbc.com/writers/publishing_glossary.htm aalbc.com/writers/publishing_glossary.htm Instead of adverstisement A news item or story which conveys information of interest to the readers of a publication. Non-paid, non-personal communication to promote the products, services, or image of the company.

MEDIA PUBLICITY Media publicity does not just happen. It is made to happen. It is your news the media seek to report. Journalists either create the news or someone makes sure they know about an event or issue. By helping them go about their business, you can establish a mutually convenient relationship where you will get publicity. But more than achieving publicity, media relations can be used to achieve tangible results. Strategic use of the media will help create public awareness, achieve sales, embarrass people or governments into taking action, upwardly position a company or pre-condition an audience. In an adverse situation, tactical use of the media will help control damage, maintain your credibility and restore a positive profile.

BENEFITS OF PUBLICITY Raise public awareness Deny something Make a public announcement Develop, maintain and build a profile Improve or create an image Promote an event Promote products or services Launch a product or idea Enhance a marketing or advertising program Shape public opinion Control damage Gain public support or create opposition Lobby Measure public reaction Force action or change decisions Discredit or attack issues or people