1. PUBLIC
RELATIONS
B R I E F I N T R O D U C T I O N

2.  Students understand the concept of and the work of public relations (PR).
 Students understand PR as a part of marketing communications.
 Students understand the process of PR.
 Students can identify types of publics in PR.
Objectives

3. Categories of PR Practitiones
Communication technician
Communication manager

4.  A specialist in PR & marcomm
 Typically performs PR-related tasks at
the direction of others.
 Usually these tasks are associated with
entry-level jobs.
Communication Technician

5.  Works in directing research, making
decisions, planning projects and
campaigns, and solving problems.
Communication Manager

6. Public Relations vs Marketing
PUBLIC RELATIONS MARKETING COMMUNICATIONS
 Focus on long term interactions between
an organization and its publics,
supportive or non-supportive.
 Focus more immediately on products and
services that respond to the wants and
needs of consumers.
 Seek to foster an economic exchange
between an organization and its
consumers.

7. PHASES OF STRATEGIC PR
1. Research
2. Strategy
3. Tactics
4. Evaluative
research

8. Public, Market, Audience, Stakeholder
 Public exist because of their interaction and interdependency with an organization, or
because they and the organization face a common issue.
 Market (or market segment) is a particular types of publics, and organizations develop
marketing efforts among those publics.
 Audiences are people who pay attention to a particular medium of communication and receive
messages through it.
 Stakeholder are people who are conscious of a mutual relationship with an organization.

9. Categories of Publics
Publics
Customers
Producers
Enablers
Limiters
 Customers: people who receive the
products or services of an organization.
 Producers: publics that provides input to
organization.
 Enablers: publics that set the standards
for organization; opinion leaders with
influence; and groups that help make the
organization successful.
 Limiter: publics that may reduce the
success of the organization.

10. TYPES OF MEDIA IN STRATEGIC PR & MARCOMM
Owned
media
Earned
media
Paid
media

11. Examples of PR Media
• corporate website, social media, brochures, newsletters.
Owned media
• news media, blog, news column.
Earned media
• traditional ads, digital ads, SEO, direct mail.
Paid media

12. Conclusion
 PR is a strategic function that focus on a long -term mutual relationship between an
organization an its publics. PR works closely with several types of media, especially earned
media that holds high credibility.

13. Thank you
Mohammad Shihab, M.I.Kom.