Diagnosa Diagnosa Lanskap Lanskap

PRPRIndonesiaIndonesia

Noke KiroyanNoke Kiroyan

Jakarta, Jakarta, 21 Juli 201021 Juli 2010

Konvensi Nasional Humas Indonesia 2010Konvensi Nasional Humas Indonesia 2010

Kerangka Acuan dari PERHUMASKerangka Acuan dari PERHUMAS

2

Kerjasama semua pihak terkait dengan dukungan stakeholders masing-masing dapatmempersiapkan praktisi PR yang mumpuni

Inti Excellence TheoryInti Excellence Theory

3“PR Strategy and Application: Managing Influence” – W. Timothy Coombs & Sherry J. Hollladay, 2010

Koalisi DominanKoalisi Dominan

4

Untuk dapat menjalankan fungsinya dengan efektif, eksekutif

PR harus berada dalam posisi dapat berinteraksi langsung

dengan para pengambil keputusan strategis yang membentuk Koalisi

Dominan.

“The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation ” - Elizabeth L. Toth, 2007

Seek Seek attention for attention for

their their organizations organizations in almost any in almost any possible waypossible way

Journalists-in- Journalists-in- residence residence

who who disseminate disseminate accurate, but accurate, but usually only usually only favorable, favorable,

informationinformation

Conduct scientific

research to determine

how to persuade publics

Use research and dialogue

to bring about

symbiotic changes in

ideas, attitudes and behaviors of both parties

PRESS PRESS AGENTRY/AGENTRY/PUBLICITYPUBLICITY

PUBLICPUBLIC INFORM-INFORM-

ATIONATION

TWO-WAY TWO-WAY ASYM-ASYM-

METRICALMETRICAL

TWO-WAY TWO-WAY SYM-SYM-

METRICALMETRICAL

Grunig’s 4 Models of Public RelationsGrunig’s 4 Models of Public Relations

5“Managing Public Relations” - James Grunig & Todd Hunt, 1984

1

3 3

2

Win-Win Win-Win ZoneZone

Mixed MotiveMixed Motive(Symmetric)(Symmetric)

DominantDominantCoalition’sCoalition’sPositionPosition

Public’s Public’s PositionPosition

Organization’s PositionOrganization’s PositionDominates (AsymmetricDominates (Asymmetric))

Public’s PositionPublic’s PositionDominates (Asymmetric)Dominates (Asymmetric)

6

1

2

3

Communication used to dominate public,accept dominant coalition’s positionCommunication used to convince dominantcoalition to cave in to public’s positionCommunication used to move public, dominant coa-lition’s position, or both to acceptable ‘win-win zone

New Model of Symmetry as Two-Way PracticesNew Model of Symmetry as Two-Way Practices

“Manager’s Guide to Excellence in Public Relations and Communication Management” - David M. Dozier, Larissa Grunig, James E. Grunig, 1995

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Best Practice dalam Public RelationsBest Practice dalam Public Relations

Best practice Best practice dalam Public Relations dalam Public Relations tidak mungkin dilaksanakan atas dasar tidak mungkin dilaksanakan atas dasar

pengalaman lapangan dan eksekusi pengalaman lapangan dan eksekusi semata-mata, namun harus semata-mata, namun harus

berlandaskan teori yang membentuk berlandaskan teori yang membentuk kerangka berpikir analitis dan kritis yang kerangka berpikir analitis dan kritis yang diperlukan dalam pemecahan masalah.diperlukan dalam pemecahan masalah.

“PR Strategy and Application: Managing Influence” – W. Timothy Coombs & Sherry J. Hollladay, 2010

SKKNI Bidang Kehumasan SKKNI Bidang Kehumasan

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• Peran praktisi PR dalam institusi/organisasi pada umumnya belum berada pada posisi dominan dalam pengambilan keputusan, termasuk keputusan yang berhubungan dengan peran strategis PR

• Dalam struktur organisasi, kedudukan departmen atau bagian PR belum berada pada level pimpinan/manajemen atau masih jauh dari pengambil keputusan

Bab I - Pendahuluan

Proses Komunikasi dan Struktur Organisasi Proses Komunikasi dan Struktur Organisasi

STAKEHOLDER STAKEHOLDER MANAGEMENTMANAGEMENT

STAKEHOLDER STAKEHOLDER ENGAGEMENTENGAGEMENT

STRATEGI STRATEGI KOMUNIKASIKOMUNIKASI

FUNGSI-FUNGSI FUNGSI-FUNGSI KOMUNIKASIKOMUNIKASI

KEBIJAKAN KEBIJAKAN KORPORATKORPORAT

PUBLIC PUBLIC RELATIONSRELATIONS

COMMUNITYCOMMUNITYRELATIONSRELATIONS

INVESTOR INVESTOR RELATIONSRELATIONS

EMPLOYEE EMPLOYEE RELATIONSRELATIONS

MEDIA MEDIA RELATIONSRELATIONS

PUBLIC PUBLIC AFFAIRSAFFAIRS

Manajemen Manajemen SeniorSenior

Manajemen MadyaManajemen Madya

Manajemen Manajemen PuncakPuncak

Managemen Muda dan staf Managemen Muda dan staf pelaksanapelaksana

Event Management/Konperensi Pers/Press Release /Media Monitoring/Interview/FGD, etc.ALAT-ALAT KOMUNIKASIALAT-ALAT KOMUNIKASI

STRATEGISSTRATEGIS

TAKTISTAKTIS

TEKNIS 9

SKKNI Bidang Kehumasan SKKNI Bidang Kehumasan

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Akses Menuju Koalisi DominanAkses Menuju Koalisi Dominan

11“What Public Relations Practitioners Tell Us Regarding Dominant Coalition Access and Membership” - Shannon A. Bowen, 2008

Kurikulum di Amerika SerikatKurikulum di Amerika Serikat

12“The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation ” - Elizabeth L. Toth, 2007

PR Strategy as Integrated

Communication Management

MEDIA RELATIONS

PUBLIC AFFAIRS

CRISIS MANAGE-

MENTEVENTS MANAGE-

MENT

PUBLICITY & PROMOT-

ION

REPUTAT-ION

MANAGE-MENT

SALES & MARKET-

ING

RESEARCH & ENTERPRISE

Press Briefings/WebcastsNewspapers/MagazinesFeatures/Supplements

Chat Rooms/BlogsFilm/Radio/TV Liaison

Lobbying/FundraisingGovernment RelationsActivism/Pressure GroupsGlobal SustainabilityLegal/Control FrameworksThird Party Intervention

Information ManagementMonitoring & EvaluationEnvironment ScanningOpinion Polls/Attitude SurveysRisk AssessmentWeb Analysis & Design

Customer/Client RelationsAdvertising/CompetitionsProduct/Service Branding

EntrepreneurshipDirect Marketing/E-Commerce

Surveys/Focus Groups

Continuity PlanningSocial ResponsibilityPrograms/CSRGlobal Debt/Poverty ReliefDisaster Support

Annual ReportsQuarterly ReviewsBrochures/PublicationsIllustrated GuidesPosters/FliersTechnical Writing/ ManualsCreative Ideas/CADDVD Pro-duction

Corporate GovernanceLeadership

ProfilingTrust Measurement

Corporate AffairsAGM

Image & Identity Synthesis

Communication Audits

Conference/Exhibitions

Celebrity PR Management

OccasionsHospitality/Leisure/

TravelSports Sponsorship

Macro Environ-ment global level

Micro Environ-ment global level

Integrated Commun-ication strategies

8-FACTOR PR INTEGRATION MODEL8-FACTOR PR INTEGRATION MODEL

“Public Relations Strategy” – Sandra Oliver, 2010