Public Relations and his staff
The main task is to convey information of public relations and image building company and its products, but actually also involves efforts to form a positive impression of the company in everyone's mind. PR is not directly related to the business and in this case, PR is not the same with other tools in the promotion mix. Although PR is responsible for the overall public relations activities, in fact, PR is also the responsibility of anyone whose job often face people from outside the organization. These people include the 'front-liners', the people who day-to-day duties require them to make contact with outsiders. For example:
The main task is to convey information of public relations and image building company and its products, but actually also involves efforts to form a positive impression of the company in everyone's mind. PR is not directly related to the business and in this case, PR is not the same with other tools in the promotion mix. Although PR is responsible for the overall public relations activities, in fact, PR is also the responsibility of anyone whose job often face people from outside the organization. These people include the 'front-liners', the people who day-to-day duties require them to make contact with outsiders. For example:
· Receptionist,
· Officer telephone receiver,
· Truck driver,
· Warehouse staff,
· Service staff in the canteen.
Apart from public relations and marketing staff, such as salespeople, who did his duty required him to establish relationships with external parties as part of marketing effort is open, everyone in the organization must bear the responsibility in public relations; every person in the organization would come home anyway after work is completed ( and talk about their company with their friends or their families).
In this context, a bad approach for PR (but rather common) is to hire someone who has a sweet smile and friendly voice to sit on the phone and handle all komplein and overcome all the problems that arise. This approach is inadequate because it is more reactive and just act like a 'fire' when there is a crisis.
Better public relations approach is to encourage all employees to assess the company positively. This can be done by ensuring that everyone knows what the company, what the policy is run and the goals, vision and mission. Almost no employee will not feel happy to know that they work in organizations concerned, responsible and successful; PR task is to ensure that the above matters have been submitted to the staff. They sometimes use the slogan or motto of the company to summarize the main objectives of the company. The table below explores a number of examples.
Tabel Slogan Korporat
Contoh | Keterangan |
We’re number two, so we try harder (Avis) – kita memang nomer dua, jadi kita berusaha dengan lebih keras | Slogan ini mengkomunikasikan pada para staf bahwa perusahaan tergolong perusahaan besar (sebenarnya saat itu Avis belum meraih posisi ke 2), namun upaya mereka untuk ‘berusaha lebih keras’ sudah diidentifikasi dan dihargai. Hal ini juga memberikan citra yang bagus pada pelanggan. |
Commited 2 U (Telkom) – apapun kami lakukan demi anda | Slogan ini menonjolkan orientasi pada pelanggan yang terus diupayakan perusahaan; bahwa Telkom tidak hanya mengeruk uang sebanyak mungkin dari pelanggannya, namun perusahaan justru memperhatikan kepentingan mereka. |
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