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Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
SPOKEN TACTICS
Pertemuan 11
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected to
conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers or
market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a traditional
fame of mind and the promotional mix as its
derivation.
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PERSONAL SELLING
(DETERMINING THE ROLE OF PERSONAL
SELLING)
•
Determining the information to be exchanged—the salesperson
may have the variety of messages to communicate.
•
Examining promotional mix alternatives—depending on the
situation in the field
•
Evaluating the relative effectiveness of alternatives—the
effectiveness of each program element must be evaluated based
on the target market and the objective sought.
•
Determining cost effectiveness—one of the major disadvantages
of personal selling is the cost involved.
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PR DEPARTMENT AND ITS FUNCTIONS
•
The PR Department is a unit in the firm that manages items
such as publicity and other communications with all of the
groups that make contact with the company.
•
Moving Public Relations under the IMC umbrella begins
with a major problem: often the PR department is separate
from the marketing department. The two may cooperate
and consult each other. Yet, each has a separate role to
perform.
•
Some marketing experts ague that: PR should be part of
the marketing department, just as advertising, trade
promotion, and sales promotions are under the
jurisdiction of the marketing manager.
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PR DEPARTMENT AND ITS FUNCTIONS (1)
•
The marketing department tends to concentrate on
customers and the channels members en route to
those customers, such as wholesalers and retail
outlets.
•
The Public Relations department—focuses on a
variety of internal and external stakeholders including
employees, stockholders, public interest groups, the
government, and society a whole.
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PUBLIC RELATIONS FUNCTIONS
• Monitor internal and external publics
• Provide positive information to each public
that reinforces the IMC plan.
• Reach quickly to any shift by any of the
publics from the desired position
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TYPES OF STAKEHOLDERS
A stakeholder is a person or group that has a vested
interest in the organization’s well-being. A vested
interest can be a variety of items:
1. Profits paid as common stock dividends
2. Loan repayments that a lending institution seeks to
receive
3. Sales to the company or purchases made from the
company
4. Community well-being
5. A special-interest topic
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INTERNAL STAKEHOLDERS
The primary internal stakeholders are:
1) Employees
2) Unions
3) Shareholders/stockholders
4) Channel members
5) Customers
6) Media
7) Local community
8) Financial community
9) Government
10) Special-interest groups
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SOCIAL RESPONSIBILITY
Social responsibility is the obligation an organization
has to be ethical, accountable, and reactive to the
needs of society. This definition suggests that socially
responsible firms undertake two things:
1) Eliminating negatives—firms work strongly toward
reductions
in
unfair
practices,
pollution,
harassment, and other negative activities.
2) Doing positives—including all positive action
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