2. AGENDA
2
Introduction
Public Relations vs Public Affairs
Digital Media vs Social Media
Good (and Bad) Practices
Skills to Develop
Conclusion
6. 4
1
3
2
PRESS AGENTRY/ PUBLICITY
Seek attention for their
organizations in almost any possible
wayPUBLIC INFORMATION
Journalists in-residence who
disseminate accurate, but
usually only favorable,
information
TWO-WAY
ASYMMETRICAL
Conduct scientific research to
determine how to persuade
publics
TWO-WAY SYMMETRICAL
Use research and dialogue to
bring about symbiotic changes in
ideas, attitudes, and behaviors of
both parties
GRUNIG’S MODEL OF PUBLIC RELATIONS
6
7. 7
PUBLIC RELATIONS PUBLIC AFFAIRS
• The discipline which looks after reputation,
with the aim of earning understanding
and support and influencing opinion
and behavior.
• It is the planned and sustained effort to
establish and maintain goodwill and
mutual understanding between an
organization and its publics.
Chartered Institute of Public Relations UK
• The corporate function that deals with the
non-market arena.
• ‘Social license’ to operate can be
questioned and revoked.
• Requires skills in assessing issues, their
development and emergence and in
working with a building coalitions with
stakeholders.
John Mahon, Chair of International Business Policy and Strategy and Professor of
Management at the Maine Business School, University of Maine
8. PUBLIC RELATIONS
8
“Poison”Ivy Lee
“Declaration of Principles” (1906), the first press release on
Pennsylvania Railroad, 50 deaths.
“LudlowMassacre”
In Colorado (1914) . Rockefeller’s mine tragedy, 12 children
died. Blame-shifting to United Miners of America
G. Farben/Naziscandal
Ivy advised Nazi’s “minister of propaganda” to be more open
to foreign world and media (1930s)
9. PUBLIC RELATIONS
9
“Propaganda” by Edward Bernays (1928)
Public relations is not a gimmick but a necessity
Torches of Freedom/Easter Parade (1929) of
Lucky Strikes
Cigarettes are soothing to the throat and slimming to
the waistline
Nazi Propaganda (1920s-1930s)
• Joseph Goebbels, Nazi’s minister of propaganda,
admires Bernays’ ideas
• Used his book as source to create “Fuhrer cult”
around Adolf Hitler
10. PUBLIC AFFAIRS
10
1970s: CEOs dissatisfaction with PR that focuses
on media relations and publicity.
“Managing Public Relations” (1984) by James
Grunig & Todd Hunt observes Public Affairs
Stakeholders Theory by Ed Freeman (1983)
Howard Chase’s Issues Management (1977)
11. SO, WHAT IS STRATEGIC?
11
SUSTAINABLE BUSINESS
THE BIG PICTURE
REPUTATION
LONG TERM IMPACT
12. PUBLIC AFFAIRS IS STRATEGIC?
• Research-based
• Contributes to corporation’s decision-making process
• Aims to build relationships and good business
reputations
• Reputation = Achievement + Communications
12
17. DIGITAL MEDIA
▰ DIGITAL Ways
▻ Your overall business model, the way you make money,
the way you deliver a value proposition overall
▻ New way to interact with customers to take your value
proposition and bring it to market
▻ A different way of operating within a company, and
within a broader ecosystem to make those products and
services happen
David Edelman, former Marketing and Sales Practice Partner at McKinsey & Company, 2016
17
18. DIGITAL MEDIA
▰ Digital media enable companies to introduce
and market products in more targeted and
personalized ways
▰ Psychographic, demographic, and geographic
18
19. SOCIAL MEDIA
▰ SOCIAL MEDIA Channels
▻ Twitter, Instagram, Facebook, LinkedIn, etc.
▻ Social media “levels us” with Prabowo, Fadli Zon,
Susi Pudjiastuti, Go-Jek, Indosat, etc.
▻ Two-Way Symmetrical model of communications
is even more possible to be applied
19
21. 21
• 86 percent of executives in Australia,
New Zealand and Asia believe having a
social CEO is positive for a company’s
reputation
Sources: Hootsuite, Weber
Shandwick
• 76 percent believe it enhances
credibility in the market
• Three out of four consumers say a
CEO’s presence on social makes a
brand more trustworthy
• Companies with CEOs active
on social media are perceived
23 percent more positively
than companies with inactive
CEOs
Barriers:
• Lack of time
• Competing priorities
• Lack of expertise
• Uncertainty caused by past failures
• Lack of evidence of ROI
• Legal discouragement
22. DIGITAL MEDIA: GOOD & BAD PRACTICES
22
• Shares lost more than $7 billion in value
• Elon gave up his chairman position at Tesla for 3 years
• Tesla shares fell over $2 billion
• Pay SEC $20 million to resolve the case
30. 30
LOVE READING POLITICAL,BUSINESS,
AND CURRENT AFFAIRS NEWS
WRITING IN INDONESIAN AND
ENGLISH FOR BUSINESS
SMART SOCIALMEDIA UTILIZATION
SMART SEARCH ENGINE UTILIZATION
BE CREATIVE
WITH WORDS
BE PATIENT AND
PERSISTENT
31. 31
BE A
TEAM PLAYER
BE A
GOODLISTENER
LOVE HUMAN BEINGS,
PROFESSIONALLY
NOT AFRAID TO ASK QUESTIONS
KNOW YOUR LIMITATIONS AND
MAKE EFFORTS
OPEN TO
CRITICISM
33. CONCLUSION
33
Digital is more on the mindset of doing things.
Digital enables businesses to communicate more in two-way
symmetrical model with stakeholders
Digital enables business communications to be more targeted
and personalized
34. “THANK YOU
34
MEIZAR AHMAD ASSIRY
Social Media Specialist and Marketing Officer
at Kiroyan Partners
Meizar Ahmad Assiry
@meizar
Meizar Ahmad Assiry
@ijey
meizarology.blogspot.com
meizar10@gmail.com
08569191093
