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COMMUNICATION Pertemuan 6 By: Dr. Drs. Dominikus Tulasi, MM.

COMMUNICATION Pertemuan 6 By: Dr. Drs. Dominikus Tulasi, MM. Ma t a kuliah : 0 0 332 - PUBLIC REALTIONS ADVERTISNG Tahun : 20 10. Learning Objectives.

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COMMUNICATION Pertemuan 6 By: Dr. Drs. Dominikus Tulasi, MM.

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  1. COMMUNICATIONPertemuan 6By: Dr. Drs. Dominikus Tulasi, MM. Matakuliah: 00332-PUBLIC REALTIONS ADVERTISNG Tahun : 2010

  2. Learning Objectives At the end of this meeting, students expected to concludethe 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.

  3. THE INDIVIDUAL IN PUBLIC RELATIONS A few basic Personal Attributes include: Ability with words, written or spoken Analytical skill, to identify and define problems Creative ability, to develop fresh, effective solutions to problems An instinct for persuasion Ability to make compelling and polished presentation

  4. THE INDIVIDUAL IN PUBLIC RELATIONS (1) Four Essential Abilities: Writing skill. The ability to put information and ideas Research ability. Arguments for causes must have factual, Planning expertise. A PR program involves communications tools and activities that must be planned and coordinated. Problem solving ability. Innovative ideas and fresh approaches are needed to solve complex problems or to make a public relations program unique and memorable.

  5. AN UNDERSTANDING OF ECONOMICS In preparing themselves for PR careers, students should obtain a solid grounding in economics and business, through course electives, internships, and other work experience. Once they are employed as professionals, they should study the financial aspects and the business model of their employers or clients. More and more, PR involves distribution and interpretation of financial information.

  6. PROFESSIONAL SUPPORT SERVICES Organization and Societies: Public Relation (PR) groups at the Local, state, national, and international levels provide an important channel of communication for practitioners in all areas of the profession. Some of the better-known organizations include the Council for the Advancement and Support of Education (CASE), the National Investor Relations Institute (NIRI), and the International Public Relations Association (IPRA)

  7. PROFESSIONAL SUPPORT SERVICES(1) Internships Internships are extremely popular in the communications industry, and a student whose resume includes practical work experience along with an academic record has an important advantage. Obtaining an internship offered by a public relations firm, company department, or charitable agency is among the best ways to get this desired experience.

  8. ADVERTISING AND MARKETING ADVERTISING Advertising and Public Relations departments often collide because they compete for funds to communicate with external audiences. Philosophical differences also arise. Advertising’s approach to communications is, “Will it increase sales?” in contrast Public Relations asks, “Will it make friends?” These differing orientations frequently cause breakdowns in coordination of overall strategy.

  9. ADVERTISING AND MARKETING (1) MARKETING Marketing, like advertising, tends to think only of customers or potential buyers as key publics. Public Relations, on the other hand, defines “public” in a broader way—any group that can have an impact on the operations of the organization. These publics include governmental agencies, environmental groups, neighborhood groups, and a host of other “publics” that marketing would not consider “customers.”

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