Copyright Allyn and Bacon 2009

Public Relations
Strategies and Tactics
Ninth Edition
Dennis L. Wilcox, Glen T. Cameron,
Philip H. Ault, and Warren K. Agee
This multimedia product and its contents are protected under copyright law. The
following are prohibited by law: any public performance or display, including
transmission of any image over a network; preparation of any derivative work,
including the extraction, in whole or in part, of any images; any rental, lease, or
lending of the program.
Dian Noeh Abubakar
Senior Vice President , Weber Shandwick / Indonesia
Starting her professional career as a news contributor for SBS Radio in
Melbourne, Australia, Dian started her PR career at Ogilvy PR / Indonesia.
In January 2005, Dian joined the leading Swiss based financial firm, UBS AG,
holding an in-house role.
In late 2007, she returned to Ogilvy and led the firm to become the winning
Agency of the Year Award in two consecutive years, honored by a reputable local media
group based on clients and journalists nomination.
Dian joined Weber Shandwick in June 2009 as a Vice President and brought
her experiences in many growing sectors in Indonesia such as but not limited to
banking, finance, brand PR / consumer, corporate communication and Islamic Finance.
She was promoted into Senior Vice President in January 2011.
Dian lectures Public Relations courses at leading communications and
business universities and contributes articles to major publications on communication
industry. She is the finalist of Australian Alumni Award 2011 presented by the Australian
Embassy under the category of Journalism and Media.
Dian is co-founder of Indonesia PR Practitioner Group, a community PR group
that focuses on education.
Dian is also active at Global Entrepreneurship Program Indonesia and
Perhumas [Perhimpunan Hubungan Masyarakat Indoenesia / Indonesia
_ _ _
Dian Noeh Abubakar
Senior Vice President, Weber Shandwick / Indonesia
M +62 855 100 2796
dabubakar@webershandwick.com dian_noeh@hotmail.com
Twitter: dian_noeh
Facebook & LinkedIn: Dian Noeh Abubakar
Blog: http://diannoeh.wordpress.com
Weber Shandwick
Advocacy starts here.
PRWeek International Consultancy of the Year 2009
PRWeek Global Agency Report Card 2009 Gold Medal Winner
The Holmes Report Global Agency of the Year 2008
Copyright Allyn and Bacon 2009
This multimedia product and its contents are protected under copyright law. The
following are prohibited by law: any public performance or display, including
transmission of any image over a network; preparation of any derivative work,
including the extraction, in whole or in part, of any images; any rental, lease, or
lending of the program.
C
H
A
P
T
E
R
Female, July 2004 edition
Defining a great PR Campaign
It creates dialogue between corporate and
product brand with stake holders / target market
It is original, clean and unique concept and
execution
Positioning matters, not only awareness
Popularity is an effect and not objective
Stage one May: Introducing GEPI the
people behind it and the thoughts that
drive
http://www.youtube.com/watch?v=9iN8blSCHf0&feat
ure=related
http://www.youtube.com/watch?v=skPwIGtQviY
Stage two June: Start talking about EDEL
and RES along with the role of GEPI
Startup community was invited to share
their experience and inspire potential
entrepreneurs
Stage two June: Start talking about
EDEL and RES along with the role of
GEPI
Chief Editors and bloggers
dinner with Ibu Mari
Pangestu
Pre departure press
conference at Ibu Maris
office
Stage three July: showcasing Indonesia
potentials - EDEL - and the role of GEPI
Stage four July: showcasing Indonesia
potentials RES - and the role of GEPI
Stage four July: showcasing
Indonesia potentials RES - and the
role of GEPI
Copyright Allyn and Bacon 2009
Topics Covered in Chapter 1
Challenges
Public relations as
Process: RACE
Other terms for public
relations
The components of
public relations
Public relations and
journalism
Public relations and
advertising
Public relations supports
marketing
An integrated
perspective
Careers in public
relations
The value of public
relations
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Challenges
Challenges
PR is multifaceted
A Public Relations Professionals must have the
following skills
Written and Interpersonal communication
Research
Negotiation
Creativity
Logistics
Facilitation
Problem Solving
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Global Scope
An estimated 3 million people practice public
relations world wide.
An estimated 200 national and regional public
relations organizations exist in the world.
Public Relations is most developed in the United
States.
Major growth is occurring in the European Union,
Russia, other independent nations of Soviet
Union and Asia, especially China.
Integrated Drivers Today, new forms
of influence
Traditional
Do-ers
1980s
Announcements
Presentations
Collateral
1990s
Opinion
Strategy
Awareness
2000s
Engagement
Experience
Participation
Indonesia: Constant Changes and Effect on PR
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Indonesia
Presence of global PR firms and local firms
Global associations and local associations
In house role against agency
http://www.youtube.com/watch?v=_KQIWVw2RPA
Building global brands
Barack Obama: relevance, genuine appeal, uplifting local
habits.
Copyright Allyn and Bacon 2009
Definitions of Public Relations
A variety of definitions exists for public relations.
It is not necessary to memorize any particular
definition.
The following key words frame most definitions:
Deliberate
Planned
Performance
Public interest
Two-way communication
Management function
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Public Relations as Process: R.A.C.E.
Race
Action
Communication
Evaluation
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The Components of Public Relations
Counseling
Research
Media relations
Publicity
Employee/Member relations
Community relations
Public affairs
Government affairs
Issues management
Financial relations
Industry relations
Development/Fundraising
Multicultural
relations/Workplace Diversity
Special events
Marketing communications
Copyright Allyn and Bacon 2009
Other Terms for Public Relations
Public Relations is an umbrella term
Other common positive terms for public relations:
Corporate Affairs
Corporate Relations
External Communications
Public Affairs
Communication
Some common negative terms for public relations:
Spin/Framing
Flack
Copyright Allyn and Bacon 2009
How Public Relations and Journalism
Differ
Scope
Public relations has many components; journalism has only
two: journalistic writing and media relations.
Objectives
Journalists are objective observers; public relations
personnel are advocates.
Audiences
Journalists focus on a mass audience; public relations
professionals focus on defined publics.
Channels
Journalists use only one channel; public relations uses a
variety of channels.
Copyright Allyn and Bacon 2009
How Public Relations and Advertising
Differs
Tools
Advertising works through mass media; public relations
relies on a variety of tools.
Audience
Advertising addresses external audiences; public relations
targets specialized audiences.
Scope
Advertising is a communications function; public relations
is broader in scope.
Function
Advertising is a tool; public relations often supports
advertising campaigns.
Copyright Allyn and Bacon 2009
How Public Relations and Marketing
Differs
Focus
Public relations is concerned with relationships; marketing
is concerned with customers and selling products or
services.
Language
Different words are used by each profession to express
similar meanings.
Method
Public relations relies on two-way dialogue; marketing
relies on persuasion.
Copyright Allyn and Bacon 2009
How Public Relations Supports
Marketing
Develops new prospects
Third party endorsements
Generates sales leads
Paves the way for sales calls
Stretches dollars
Provides inexpensive literature
Establishes credibility
Helps sell minor products
Public Relations is the fifth P in marketing
strategies, which are product, price, place and
promotion
Wilcox asserts there are Eight ways PR supports
marketing:
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Toward an Integrated Perspective
An organizations goals and objectives are best
accomplished through and integrated approach.
Integration is the use a variety of strategies and tactics
to convey a consistent message in a variety of forms.
Terms used to explain integration:
Integrated marketing communications
Convergent communications
Integrated communications
Copyright Allyn and Bacon 2009
Toward an Integrated Perspective cont.
Copyright Allyn and Bacon 2009
Careers in Public Relations
Those planning to enter into Public Relations should
possess the following five essential abilities:
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem-solving ability
5. Business/economics competence
Copyright Allyn and Bacon 2009
Careers in Public Relations cont.
Ten qualities employees seek in a public relations
professional:
1. Good Writing
2. Intelligence
3. Cultural Literacy
4. Know a good story when you see one
5. Media savvy
6. Contacts
7. Good business sense
8. Broad communications experience
9. Specialized experience
10. Avoid career clichs
Copyright Allyn and Bacon 2009
Careers in Public Relations cont.
The Value of Internships
Win-win situation for student and organization
Student gets academic credit and firsthand experience
Salaries
Salaries depend on factors such as location, job title, the
industry, and the type of public relations specialty
Entry Level
Experienced professionals
Women
Copyright Allyn and Bacon 2009
The Value of Public Relations
The world doesnt need more information, but
sensitive communicators to interpret its relevancy
for people.
Public relations practitioners explain the goals and
objectives of clients and employees to the public
and provide them with guidance.
We provide a voice in the Marketplace of ideas, facts and
viewpoints to aid informed public debate.
-Public Relations Society of America, defining the role of public relations in todays society
Thank you!