Public Relations
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Public Relations
Public relations are a comprehensive communications effort from a company to influence the perceptions, opinions, beliefs, and attitudes of various groups about the company. What is meant by these groups is that they are involved, have an interest, and may affect the company’s ability to achieve goals. The groups can consist of employees and their families, shareholders, customers, audience / the people who live around the organization, intermediary suppliers, government, and the media. In the execution of public relations can be conducted by key individuals from a company and can also be done by a formal institution in the form of bureaus, departments, and public relations section of the organizational structure.
Many experts define the notion of public relations point of view on each. If viewed from the aspect of management, public relations is defined as the rate management function of public attitudes, policies determine a person or public interest organizations, and to plan and conduct program activities to gain public understanding and support. Based on this definition there are three characteristics of the major public relations. First, high credibility, in which the articles and news in the media more credible than advertising. Second, the public relations offguard can reach those who avoid salespeople or advertising. Lastly, the dramatization of public relations has the potential to dramatize a company or a particular product. These activities include public relations the following points:
Press Relation
Destination relationship with the press is to provide a proper / decent published in newspapers in order to attract public attention to a person, product, service, or organization.
Product Publicity
These activities include various efforts to publicize specific products.
Corporate Communication
These activities include internal and external communications, and promoting understanding of the organization.
Lobbying
Lobbying is an attempt to work with legislators and government officials that the company obtain important information valuable. Even sometimes also intended to influence a decision to be taken.
Counseling
This activity is done by giving advice and opinions to management on matters relating to the public and the position and company image.
The activities above do not entirely support the marketing objectives. Therefore, the public relations department usually formed a special section called Marketing public relations (MPR). The aim is that marketing departments and public relations departments can walk together. Through the Assembly many public relations activities that are aligned with marketing situasisituasi, such as helped launch new products, helping repositioning mature products (products that have entered the maturity stage of the PLC), to build interest in a product group, affecting the target groups given , maintain the products with problems with the community, building the company’s image so that profitable product, and others.
Public relations is often equated with propaganda. It is the goal, namely to gain public support. However, most propaganda is not dishonest and misleading. That places the assumption that public relations is only giving information well and cover things worse, including the assumption that public relations is often control the press. These assumptions arise from lack of function pahamnya society and the role of public relations. Therefore, public relations also need to develop an image through a two-way communication to achieve mutual understanding.
PR success is determined by the achievement of goodwill, understanding, acceptance, and public support.