Mata Kuliah Tahun : O0354 - Public Relations Writing : 2010 INTERNAL AUDIENCE Pertemuan 23 & 24 Internal PR • Humas Internal, adalah salah satu bentuk kegiatan dari humas yang menitik beratkan kegiatannya kedalam, istilah ke “dalam” maksudnya kegiatan itu hanya berlaku kepada bentuk hubungan dengan publik yang ada dalam instansi atau perusahaan tersebut. • Pengertian publik dalam hal ini dibatasi kepada pengertian sekelompok individu yang terlibat pada satu kegiatan, dan diikat oleh satu perhatian dan kepentingan perusahaan guna mencapai satu tujuan. Bina Nusantara University 3 Hubungan dengan karyawan (employee relations), merupakan salah satu bentuk dari kegiatan humas internal yang menitikberatkan kepada hubungan antara pimpinan perusahaan dengan karyawan, yang dalam hal ini mencakup kepada bentuk kegiatan: 1. Penempatan dan pemindahan karyawan, 2. Penerimaan pegawai baru, 3. Kenaikan pangkat, 4. Pemutusan hubungan kerja, 5. Pensiun dan jaminan sosial. Bina Nusantara University 4 Bentuk Media Internal • • • • • House of Journals Printed Materials Events Broadcasting Sarana Media PR Internal Bina Nusantara University 5 House of Journals • • • • • • • • • newsletter majalah tabloid bulletin company profile annual report prospectus media online majalah dinding Bina Nusantara University 6 Printed Materials Barang cetakan untuk tujuan publiksi PR dalam upaya penyampaian pesan • brosur • leaflet • booklet • kop surat • kartu nama • suplemen • kalender Bina Nusantara University 7 Events Media pertemuan secara langsung dengan para khalayaknya melalui tatap muka • presentasi • diskusi panel • seminar • pameran Bina Nusantara University 8 Broadcasting • Televisi • Radio • Internet – Web site – Blog – Forums – Social sites (facebook, twitter) Bina Nusantara University 9 Sarana Media PR Media humas yang berkaitan dengan penampilan identitas perusahaan yang merupakan: • simbol atau nama perusahaan • logo • warna standar perusahan • pakaian seragam Bina Nusantara University 10 Why Internal Public Relations? • An organization’s internal audience can be its most powerful asset. • Communicating messages honestly, accurately and in a timely manner helps eliminate mixed-messages, rumors and even inaccurate or negative external communications. Bina Nusantara University 11 Why Internal PR? cont. • Effective internal communications = better-informed and more positive employees. • Employees work more effectively if they are fully informed. Bina Nusantara University 12 Internal PR Uses • • • • • • Inform Motivate Change Give a sense of security Divvy responsibilities Clarify organization identification Bina Nusantara University 13 Who Are My Internal Audiences? • • • • Employees Partner Groups Board of Directors Stakeholders – Consumers – Families of Consumers – Vendors Bina Nusantara University 14 Who Are My External Audiences? • Lawmakers/Local Officials • Media • Public Bina Nusantara University 15 What You Need • Know your audiences. • Align organizational objectives with communications channels. • Establish procedures. • Identify resources and bring everybody on the same page. Bina Nusantara University 16 Know Your Audiences • Local or far-away? • Young or old? • Full-time or part-time • Working from home? • Liberal or conservative? Bina Nusantara University 17 Communications Audit How do we communicate? • Print • Technology • Face-to-Face Bina Nusantara University 18 How Are We Doing? • Have we identified all of our internal audiences? • Are our channels working? • Are the audiences getting accurate information? – Consistent Information? – Timely Information? Bina Nusantara University 19 Feedback Gauge your audiences through: • Surveys • Response Cards • Face-to-Face Bina Nusantara University 20 Gossip and Grapevines • We’ve all played telephone: – Emily has red hair becomes Emily’s aunt was attacked by a bear in just a few steps. • Controlling messages helps eliminate false information and gossip through your organization’s grapevine. Bina Nusantara University 21 Face-to-Face Communication When there’s: • • • • No time to sift through messages. No time to write concise summaries. A situation that requires personal sincerity. An urgent situation. Bina Nusantara University 22 Print Communication Use Print communication to: • • • • Explain the ‘how’ and ‘why’ of your message. Drive people to a Web site or Intranet. Give Proactive News – announcements. Give Reactive News – what happened and what’s being done. Bina Nusantara University 23 E-mail Communication Use E-mail communication to: • Alert people to timely info. • Pull them to a Web site. • Deliver short summaries of news/announcements. Bina Nusantara University 24 Case Study - Sears • Sears keeps in touch with all employees: – Monthly Online Survey – Online Newsletter Bina Nusantara University 25
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