TOPIC 1

The Nature of Public Relations

The Nature of Public Relations

Understanding Public Relations

Definition of Public Relations, Propaganda, and the differences between Public
Relations and Marketing

The Uses of Public Relations

Public Relations function in the Work

The Structure of Public Relations

Public Relations structure in the organization, in house Public Relations,
external Public Relations

Alexander Mamby Aruan, SE, M.Si, AMIPR

Understanding Public Relations

Definition of Public Relations
The British Institute of Public Relations ( IPRA ) define
Public Relations as two stages :

Public Relations : (Stage 1 )

Is about reputations of what you do, what you say and
what others say about you
Public Relations Practice : ( Stage 2 )
It is planned and sustained effort to establish and
maintain goodwill and mutual understanding between
the organization and its publics

Alexander Mamby Aruan, SE, M.Si, AMIPR

The Public Relations Transfer Process

HOSTILITY

UNDERSTANDING

SYMPATHY

N
E

PREJUDICE

UNDERSTANDING

ACCEPTANCE

T
I

APATHY

UNDERSTANDING

INTEREST

E
IGNORANCE

Alexander Mamby Aruan, SE, M.Si, AMIPR

UNDERSTANDING

KNOWLEDGE

O
S
I

T
V
E

EXAMPLE

Tony Fernandes- CEO of

Airasia, has changed the
Hostile situation to
become Sympathy
Alexander Mamby Aruan, SE, M.Si, AMIPR

Public Relations and Propaganda

Propaganda

defined as :
The communicating of a
particular belief or philosophy
that appeals to the emotion of
the listener.
It is a forceful persuasive
message aimed at converting
the recipient to the
communicator point of view

White propaganda
Source of communications
The information

: identified
: accurate

Grey propaganda
Source Of communication
The information

: may or may not be correctly identified

: uncertain

Black propaganda
Source of communication
The information

: false
: lies, fabrications and deceptions

MARKETING

Definition of Marketing :
The Management process
responsible for identifying,
anticipating and satisfying
customer requirements
profitably
( British Chartered Institute of
Marketing CIM )

The most important : Customer

and Profit

Alexander Mamby Aruan, SE, M.Si, AMIPR

ADVERTISING
Present the most persuasive
possible selling message to
the right prospects for the
product or service at the
lowest possible cost.(Kotler)

Alexander Mamby Aruan, SE, M.Si, AMIPR

The differences between Public Relations

Marketing Advertising
Public Relations Marketing :
Public Relations concern with building relationship and
generating goodwill for the organization
Marketing is concern with customer and selling products and
services
Public Relations Advertising :
Public Relations is to create understanding about organization or
product
Advertising is persuasion methods to sell about the product

PROMOTIONAL MIX / INTEGRATED CAMPAIGN

PUBLIC RELATIONS

ADVERTISING
The Ingredient of
PROMOTIONAL
MIX
SALES PROMOTIONS

SELLING

Promotional Mix / Integrated Campaign

(PR ,Advertising, Sales promotion, Selling

1. Public Relations :
To support marketing objective
2. Advertising
Present the most persuasive possible selling message to the right prospects for
the product or service at the lowest possible cost.
The different with PR is used to create understanding

Alexander Mamby Aruan, SE, M.Si, AMIPR

3. Sales promotion
Any Short term incentives
to encourage purchase at
point of sale

4. Selling
A verbal presentation in conversation
with one or more prospective purchasers
for the purpose of making sales
( Kotler )

Alexander Mamby Aruan, SE, M.Si, AMIPR

PROMOTIONAL MIX/ Integrated Campaign

Is the use of all promotional tools (PR, Advertising, Selling and Sales Promotion
) to achieve the 3 As which is :
Awareness :
To ensure the product offer's existence is known

Attitude :
To create and reinforce as positive attitude towards the product
Action :
To secure the sale

Alexander Mamby Aruan, SE, M.Si, AMIPR

THE USES OF PUBLIC RELATIONS

Financial Public Relations or investor relations :
PR activity that focuses to communicating with the financial organization/ individuals
Example: maintain the shareholder relations, manage the information flow
Government and public affairs
PR activity that focuses to communicating with the government, local authorities, public
bodies and its public
Example : Explaining the activities of government, communicating information about new law
or policies, etc.
Commercial market
Public Relations activities that focuses on communicating with commercial market
Example: Launching the product, market education, etc
Non Profit organizations
PR activity that focuses on communicating the organizations relationship with its public, and
the donator
Example: Maintaining the relationship with the donor, informing the organization activity to its
public, etc

THE ROLE OF PR IN THE CRISIS SITUATION

Crisis is any situation that

threatens the integrity or
reputation of your
company, usually
brought on by adverse or
negative media
attention.

Alexander Mamby Aruan, SE, M.Si, AMIPR

 Advising The management on

the strategic approach to take
Identifying the key audiences to
be communicated with

Drafting support materials

statements, questions and
answers, and briefing
documents.

Alexander Mamby Aruan, SE, M.Si, AMIPR

THE DOS AND DONTS DURING THE CRISIS

THE DOs :

1. Keep your emotions in

check.
2. Gather facts first.
3. Corporate with the
media.
4. Stories must be real
and based on facts

Alexander Mamby Aruan, SE, M.Si, AMIPR

The Donts
1. Bluffing
2. Speculating
3. Lie

Learn is Knowledge
Knowledge is Inspiration
Be Inspire until Youll become an Inspiration

By: Mr. Alexander Mamby Aruan, SE, M.Si, AMIPR

Material Reference by: Ms. Sylvia Roennfeld, M.Si (Subject Coordinator) & Yunita Permatasari, M.Si

Alexander Mamby Aruan, SE, M.Si, AMIPR