Public Relations

A Day in the life of a Public Relations

A public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government. In the government PR people are called press secretaries. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices. Though the job often involves the dissemination of information, some view this cynically as "spin doctoring." There is an old saying about PR that 'Advertisers lie about the product. Public relations people lie about the company.' Regardless, the successful PR person must be a good communicator-in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their client. They must keep lines of communication open between the many groups affected by a company's product and policies: consumers, shareholders, employees, and the managing body. Public relations people also write press releases and may be involved in producing sales or marketing material. Public relations is a good career for the generalist. A PR person must keep abreast of current events and be well versed in pop culture to understand what stories will get the publics' attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day. As one public relations person explained, "In addition to the standard duties, a PR person might have to shepherd an alcoholic and half-mad (but brilliant) author through a twenty-city interview tour or try to put a warm 'n fuzzy spin on the company's latest oil-spill."

Paying Your Dues

Though some colleges offer a degree in public relations, most industry professionals agree it's unnecessary. Since public relations requires familiarity with a wide variety of topics, a broad education is the best preparation. Any major that teaches you how to read and write intelligently will lay good foundation for a career in public relations. Or, as one PR person put it "if you can write a thesis on Dante, you should be able to write a press release." Internships are a common way to get some practical experience and break into the field.

Associated Careers

Because public relations people work so closely with the media there is often a great deal of exchange between these fields. Many PR people become journalists to exercise more creativity; a number of journalists turn to public relations for better money. PR people also often go into marketing, particularly at the more senior levels.

Tugas Feature yang harus benar-benar diperbaiki

Hilangnya Keramahan Jakarta

Jakarta, kota Metropolitan yang menampung lebih dari 2 juta penduduk ini adalah kota yang memiliki daya tarik luar biasa baik dalam ataupun luar negri. Daya tarik karena keramahan dan kekejamannya.


Setiap tahunnya Jakarta mendapat ribuan penduduk baru, penduduk yang berdatangan dari berbagai daerah dan suku dengan satu tujuan yang sama “Mengubah Nasib di Ibu Kota”. Meski tanpa pendidikan, keterampilan dan skill yang memadai. Orang-orang ini rela meminjam uang bahkan menjual harta benda mereka di kampung agar bisa sampai di Jakarta.


Hal ini lah yang menyebabkan selalu bertambahnya jumlah penggangguran dan kemiskinan di Jakarta. Pertambahan penduduk yang besar tidaklah seimbang dengan lapangan pekerjaan yang ada. Hingga banyak dari para perantau yang tak mampu bertahan. Mereka tergusur oleh orang-orang yang memiliki kemampuan dan skill yang lebih baik.


Jangankan para perantau, mereka yang asli Jakarta pun banyak yang menjadi pengangguran yang akhirnya tak sedikit dari mereka menghalalkan segala cara untuk mendapatkan sesuap nasi untuk diberikan ke keluarganya. Jakarta kini tak lagi terkenal dengan keramahannya, patung Selamat Datang pun maknanya bukan lagi memanggil masyarakat dari daerah lain untuk datang berkunjung tapi mengusir mereka untuk pergi dari kota Meropolitan ini.


Kini keramahan hanya datang untuk orang-orang yang bergelimang harta dan kekuasaan.


Belum lagi permasalahan-permasalahan lain. Permasalahan yang timbul akibat ulah manusianya sendiri. Banyaknya pabrik yang didirikan tanpa pengelolaan yang tidak cermat untuk membuang limbahnya ke kali atau sungai disekitaran Jakarta. Belum lagi penduduk Jakarta itu sendiri yang tidak patuh membuang sampah pada tempatnya sehingga membuat kali dan sungai tercemar, penuh sampah dan berbau tidak sedap. Banyak dari mereka brpikiran dimana dia menginjakkan kaki di situlah tempat sampah.


Ditambah lagi berubahnya bantaran kali menjadi perkampungan, gedung-gedung perkantoran, mall bahkan apartemen yang dibangun didaerah resapan menjadi faktor utama timbulnya bencana “BANJIR”. Bencana yang setiap tahunnya menimpa Ibu Kota. Yang sampai saat ini masih digodok oleh pemerintah untuk mencari jalan keluarnya.


Selain itu, Kendaraan bermotor yang setiap harinya selalu bertambah juga menjadi permasalah yang sampai saat ini belum ada jalan keluarnya. Keadaan ini tak hanya berdampak pada lalulintas Ibu Kota yang selalu mengalami kemacetan tapi berdampak juga pada kesehatan udara yang kita hirup.


Kini mata kita tak lagi bisa melihat penghijauan dan udara sejuk yang aman untuk kita hirup, yang terlihat hanya gedung bertingkat dan mewah yang berbatasan langsung dengan perkampungan kumuh, sungai yang airnya berwarna hitam dan dipenuhi sampah. Udara yang bercampur dengan asap kendaraan bermotor, limbah asap pabrik dan zat-zat beracun lainnya.


Kota yang menyimpan berbagai harapan dari seluruh lapisan masyarakat ini tak lagi menjadi kota idaman untuk disinggahi. Tak lagi ada keramahan untuk orang yang lemah. Hukum rimbalah yang saat ini berlaku Jakarta.

Public Relations

Public relations (PR) is a field concerned with maintaining public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians.

An earlier definition of public relations, by The first World Assembly of Public Relations Associations held in Mexico City in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest." ^[1]

Others define it as the practice of managing communication between an organization and its publics.^[2] Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement^[3] and do not direct payment.^[4] Once common activities include speaking at conferences, working with the media, crisis communications and social media^[5], and employee communication. engagement

The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behaviour ^[6][2]. A much broader view of neo-ubiquitous interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations. It encompasses social media and other channels for communication and many platforms for communication such as personal computers (PCs), mobile phones and video game consoles with Internet access.

Public relations is used to build rapport with employees, customers, investors, voters, or the general public.^[7]corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of

Other public relations disciplines include:

• Financial public relations - providing information mainly to business reporters
• Consumer/lifestyle public relations - gaining publicity for a particular product or service, rather than using advertising
• Crisis public relations - responding to negative accusations or information
• Industry relations - providing information to trade bodies
• Government relations - engaging government departments to influence policymaking

Contents [hide] 1 Global Alliance for Public Relations and Communication Management 1.1 The value-creation networks 1.2 The contextual leadership 2 The industry today 3 Methods, tools and tactics 3.1 Tools 3.2 Targeting publics 3.3 Lobby groups 3.4 Spin 3.4.1 Spin doctors 3.5 Other 4 Politics and civil society 4.1 Defining the opponent 4.2 Managing language 4.3 Conveying the message 5 Front groups 6 See also 7 References 8 Further reading 9 External links

[edit] Global Alliance for Public Relations and Communication Management

Globally, the profession is represented by The Global Alliance for Public Relations and Communication Management, which is the umbrella organisation linking public relations professional associations worldwide. At its World Public Relations Forum in 2010, the Alliance accepted the Stockholm Accord for public relations. ^[8] These accords present the practice of public relations in the following terms:

[edit] The value-creation networks

The world is no longer a straight line from company to consumer. The organization holds a position in a network full of different stakeholders, and the network decides if you are valuable enough to keep your position. You can be replaced anytime. Your organization needs to find the perfect position where it is so valuable that the network cannot do without you. The key to this is to develop the organisation's communicative skills. This is where the communicator comes in to save the day.

[edit] The contextual leadership

The communicator needs to take on leadership in the communicative organization. It is his or her task to put the ideological leadership (i.e. the business idea or purpose) into the correct context. However the saying goes, perhaps selling sand in Sahara is not the best of ideas. The leadership can take different forms; as system building, mediation, coaching or influencing. The important thing is, communication is an organizational quality, rather than a function.

[edit] The industry today

The need for public relations personnel is growing at a fast pace. The types of clients for whom public relations people work include the government, educational institutions, nonprofit organizations, specific industries, corporations, athletic teams, entertainment companies, and even countries. The title public relations is a broad description of the field because careers that one can have in the public relations field include a publicist, media specialist, analyst, and communications specialist.

The practice of public relations is spread widely. On the professional level, there is an organization called Public Relations Society of America (PRSA), the world's largest public relations organization. PRSA is a community of more than 21,000 professionals that work to advance the skill set of public relations. PRSA also fosters a national student organization called Public Relations Student Society of America (PRSSA).

In the USA, public relations professionals earn an average annual salary of $49,800 which compares with £40,000 for a practitioner with a similar job in the UK [3]. Top earners bring home around $89,220 annually, while entry-level public relations specialists earn around $28,080.^[9]

In the industry today, it is very critical for public relations professionals to learn and know the importance of new media outlets. New media outlets include blogs, social networking sites, as well as Internet radio. Public relations professionals must know that using these new media outlets are ways to directly send messages to their key publicians, also known as target audiences.

[edit] Methods, tools and tactics

It has been suggested that Negative public relations be merged into this article or section. (Discuss)

Public relations and publicity are not synonymous, but many public relations campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective public relations planning. More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology. Another emerging theme is the application of psychological theories of impression management^[10].

[edit] Tools

There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely-used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as blogs, Twitter and Facebook, as tools in their public relations campaigns. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and publics.

One of the most popular and traditional tools used by public relations professionals is a press kit, also known as a media kit. A press kit is usually a folder that consists of promotional materials that give information about an event, organization, business, or even a person. What are included would be backgrounders or biographies, fact sheets, press releases (or media releases), media alerts, brochures, newsletters, photographswebsite with a link, "Press Room" which would have online versions of these pieces. with captions, copies of any media clips, and social mediums. With the way that the industry has changed, many organizations may have a

[edit] Targeting publics

A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. A good elevator pitch can help tailor messaging to each target audience. Marketersdemographics", such as "black males 18-49". However, in public relations an audience is more fluid, being whoever someone wants to reach. Or, in the new paradigm of value based networked social groups, the values based social segment could be a trending audience. For example, recent political audiences seduce such buzzword monikers as "soccer moms" and "NASCAR dads." often refer to socio-economically-driven "

An alternative and less flexible, more simplistic, approach uses stakeholders theory to identify people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money.

Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. This is not always easy to do, and sometimes, especially in politics, a spokesperson or client says something to one audience that creates dissonance with another audience or group of stakeholders.

[edit] Lobby groups

Lobby groups are established to influence government policy, corporate policy, or public opinion. An example of this is the American Israel Public Affairs Committee (AIPAC), which influences American foreign policy. Such groups claim to represent a particular interest and in fact are dedicated to doing so. When a lobby group hides its true purpose and support base, it is known as a front group. Moreover, governments may also lobby public relations firms in order to sway public opinion. A well illustrated example of this is the way civil war in Yugoslavia was portrayed. Governments of newly succeeded republics of Croatia and Bosnia^[11] invested heavily with American public relations firms, so that they would give them a positive war image in the USA.

[edit] Spin

Main article: Spin (public relations)

In public relations, spin is sometimes a pejorative term signifying a heavily biased portrayal in specific favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts, spin often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so-called "non-denial denial", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news. A famous reference to this practice occurred when British Government press officer Jo Moore used the phrase "It's now a very good day to get out anything we want to bury", (widely paraphrasedmisquoted as "It's a good day to bury bad news"), in an email sent on the day of the September 11, 2001 attacks. The furor caused when this email was reported in the press eventually caused her to resign. or

[edit] Spin doctors

Skilled practitioners of spin are sometimes called "spin doctors", despite the negative connotation associated with the term. Perhaps the best-known person in the UK often described as a "spin doctor" is Alastair Campbell, who was involved with Tony Blair's public relations between 1994 and 2003, and also played a controversial role as press relations officer to the British and Irish Lions rugby union side during their 2005 tour of New Zealand.^{[citation needed]}

State-run media in many countries also engage in spin by selectively allowing news stories that are favorable to the government while censoring anything that could be considered critical. They may also use propagandaindoctrinate or actively influence citizens' opinions. Privately run media may also use the same techniques of "issue" versus "non-issue" to spin its particular political viewpoints. to

[edit] Other

• Publicity events, pseudo-events, photo ops or publicity stunts
• Talk show circuit: a public relations spokesperson, or the client, "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach
• Books and other writings
• Blogs
• After a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations.
• Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters – in print and e-letters
• Collateral literature, traditionally in print and now predominantly as web sites
• Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances
• The slang term for a public relations practitioner or publicist is a "flack" (sometimes spelled "flak")
• A desk visit is where the public relations person literally takes their product to the desk of the journalist in order to show them emerging promotions
• Astroturfing is the act of public relations agencies placing blog and online forum messages for their clients, in the guise of a normal "grassroots" user or comment (an illegal practice across the larger practice areas such as the European Union)
• Online social media and Internet mediated public relations practices

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