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
7
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
8
• 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
10
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
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