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Public Relations: Dulu, Kini, dan Tantangan Masa Depan

Public Relations: Dulu, Kini, dan Tantangan Masa Depan. Surabaya, 27 November 2012 @vera_makki. Biografi. Corporate Affairs Manager, Fonterra Brands Indonesia (2011- 2012) Internal Communications Manager, PT Unilever Indonesia, Tbk (2006- 2011)

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Public Relations: Dulu, Kini, dan Tantangan Masa Depan

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  1. Public Relations: Dulu, Kini, dan Tantangan Masa Depan Surabaya, 27 November 2012 @vera_makki

  2. Biografi • Corporate Affairs Manager, Fonterra Brands Indonesia (2011- 2012) • Internal Communications Manager, PT Unilever Indonesia, Tbk (2006- 2011) • Public Affairs Manager, Indo Pacific PR (2005) • Consultant, Ogilvy Public Relations (2000 – 2002) • Public Relations Officer, Hotel Mulia Senayan (1999 – 2000) • Broadcaster, Ardan Radio, Bandung (1995 – 1998) • Dulu • Kini • Deputy Director, Corporate Communications & Public Affairs, Mercedes-Benz Indonesia • Dosen Pengajar Kelas Komunikasi Internasional, Universitas Indonesia • Executive Committee, The Indonesian PR Practitioners Group • Founder, Taman Bacaan Anak Lebah (@lebahbooks) • Awards & Recognition • Accredited Business Communicator, International Association of Business Communicator, San Francisco, USA (www.iabc.com) • Stevie Awards, The Best Corporate • Merit Scholarship, University of Houston, Texas, USA

  3. CHANGE - Perubahan PAST FUTURE PRESENT ADAPT SURVIVE + SUCCESSFUL

  4. Public Relations - Dahulu • Perempuan • Cantik, Semampai, Langsing • Harus pakai rok (pendek) • High heels • Yang penting penampilan • Public Relations = Sales Promotion Girl • PR = Media Relations only

  5. Reputation Management • Have a strategic thinking (planning & implementation) • Good communications and presentation skill (Bahasa Indonesia & English) • Have a good inter-personal skill • A story-teller • Berwawasan luas, memahami bisnis dan teknik komunikasi. • Pendidikan: komunikasi, humas, jurnalistik • Gesit, multi-tasking, tahan banting

  6. Reputation Management: 3P PROMOTE PROTECT PRE-EMPT • Internal Communications • Brand PR • Corporate PR • CSR (Corporate Social Res ponsibility) • External Networking • Issue & Crisis Management • Employee Engagement • Media Relations (hak jawab, klarifikasi) • Lobbying • Media Monitoring • Eyes & Ears (Associations, • etc) • Advertising clearance • CSR (Corporate Social Responsibility) MISSION & VISION CORPORATE VALUES: Leadership, Integrity, Credibility, Trust

  7. KEY STAKEHOLDERS (Pemangku Kepentingan) Internal External Media Government Non-Government Org (NGO) Academician/University Competitors Key Opinion Leaders (KOL) Customers Community Agency Vendor Distributors Dealers Family of employees Employees Labor Union Board Members Shareholders

  8. Media Relations

  9. Content Creation/Story Teller • Make it comprehensive: 5W+1H (Who, What, When, Where, Why+ How) • Understand the needs & interest from the target audience • Listen & observe • Gain insight (research) • Emphasize Key Messages • Prepare anticipated Q&A • Don’t do hard-selling

  10. News Creation

  11. Now and in the future: WELCOME TO THE WORLD OF SOCIAL MEDIA

  12. How it works A Story WORD OF MOUTH Real time Press conference Media Briefing Distribution only Exclusive Interview HUB/HQ: WEBSITE • Press Kit: • Press/Photo Release • Speech • Biography • Photo • Fact Sheet • White Paper Blog Micro site

  13. Source: http://www.johnniemoore.com/blog/archives/001539.php

  14. The Future of PR & Social Media • It’s Transforming • Technology driven • Change the way we interact • Change the way news is sourced and seeked • More tools & channels • Challenge: speed & accuracy

  15. Questions?

  16. Thank You

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