Bermitra dengan Media Pengantar Diskusi pada Pertemuan Bakohumas di BPKP
Teguh Poeradisastra 21 November 2012
Bad News
Is Good News
Good News
is No News
Mass Media • • • • •
Newspapers Magazines Television Radio Internet
What do you think about media: is it a friend, or a foe?
No matter what you think about media, you need it to disseminate your message(s) to your target audiences.
Hati vs Hati-hati “Wartawan berbicara dengan hati. Kita harus menjawab dengan hatihati.” (Journalist speaks with heart, we answer with carefully.)
Eva Riyanti Hutapea, CEO PT UKM Indonesia. Former CEO of Indofood Sukses Makmur.
Media: The Gate Keeper
Mass Media •
Corporations
• • • •
Newspaper Magazine Radio Television On-line (news portal, blogs, social media, etc.)
Stake Holders • Primary Stakeholders
• Secondary Stakeholders
Newsworthiness & Publicity Ivy Lee, one of the pioneers of public relations, once describe how corporation executives called on him to get their ideas printed in the newspaper. “They say you can get anything on the front page of the newspaper,” an executive told Lee. He replied: “I cannot do anything of the kind. If you want a subject to get on the first page of the newspapers, you must have the news in your statement sufficient to warrant it getting the first page. What good would it do if the paper did print something just because you wanted it to? If a piece has no news value, people probably won’t read it. And if people are likely to read it, it does have news value. If readers will be interested, an editor will be happy to use it without coercion or tricks.” (Ivy Lee, one of the pioneers of public relations)
The Important of Media Relations • Earned Credibility vs. Paid Placement • Making your company an information resource for the press – and your customers/clients! • A significant tool in creating a strong brand • A far-reaching method to educate your target audience on your product/service • Best way to reach mass audiences with a single, consistent message • Careful! You can damage your business reputation if you don’t handle media relations effectively!
Media Relations Key Success: 5Fs • Fast : actuality and deadline • Factual : based on facts and logics, statistics, benchmark • Frank : no cheating, transparent • Fair : Treat journalist as you would want them to treat you! • Friendly : remember their name and media, pick their phone call up Moncef Bouhafa, CDC (2005)
Media, the Pet Peeves
It’s All About Relationships • Media relation is a combination of love and hate. Media are pet peeves. • It takes time. • Build your credibility. Be strategic. • Win-win relationship. Minimal “gimmicks” • Know your media targets well. One bad pitch that doesn’t pertain to their target audience can ruin your credibility. • Make your institution be an information resource for the press – A critical step to establish a real relationship with them.
Treat Journalist as You Would Want Them to Treat You! • Never (well, almost never) play favorites with reporters. • Get to know them on a first name basis (relationships). • Make every effort to be fair. • Treat them with trust and consideration.
What Journalists Expect of PR Practitioners • • • • • • •
Relationship(s) Know what news is Know the deadlines Accuracy Timeliness A climate of trust/honesty Accessibility (especially when bad news hits)
Dos & Don’ts • • • •
• • • •
Never call on deadline. Know communications preferences and use them. Keep your pitch brief and to the point. Keep your press release short (1-2 pages), simple, and clear. Customized. There is no one size fit all. Know the reporter’s beat, the media’s target audience, the blogger’s quirks. Blanket pitches doesn’t work. Respond promply to inbound media request. Be transparent. No ‘no comment’. No comment means “I’m guilty”
Different Media, Different Rules Newspapers: know the deadlines, e-mail words attachments only, follow recent stories/trends covered by beat (desk) reporters and leverage them. Weeklies/Monthlies/Magazines: deadlines are farther out, publications may be themed for the month, unique angle/perspective, know word count limits for guest article/column submissions. TV News: 48 hours prior typical for consideration, submit through the assignment desk, follow-up calls is OK but be quick/brief, have a REAL visual opportunity (B-Roll) Radio News: All submissions to the News Director.
Integrating Different Interests
Company Interest
Media Interest
Public Interest
Journalism, News Value & Interest Public
Mass Media
Company
1. Actual information 2. Insight 3. What is important to me 4. What is interesting for me
1. What makes our reader buy and read our media: i.e. What is important to our reader, or interesting for our reader 2. What makes our prospect reader buy our media 3. What makes our prospect advertiser put their ad on our media 4. What is important for our mission
1. What is important to our customer: to educate our customer, image building, customer loyalty building 2. What is important to company target market 3. What is interesting for company target market
Journalism, News Value & Interest Public
Mass Media
Company
1. Actual information 2. Insight 3. What is important to me 4. What is interesting for me
1. What makes our reader buy and read our media: i.e. What is important to our reader, or interesting for our reader 2. What makes our prospect reader buy our media 3. What makes our prospect advertiser put their ad on our media 4. What is important for our mission
1. What is important to our customer: to educate our customer, image building, customer loyalty building 2. What is important to company target market 3. What is interesting for company target market
January 28, 2008
News Angle
Factual & Honest: 5 W+1 H I have six honest serving men. They taught me all I knew. Their name is a Who, a What, a Why, a Where, a When and a How. Rudyard Kipling, Just So Stories
News Value 1. 2. 3. 4. 5. 6. 7. 8. 9.
Actual (Timeliness)/Currency Impact Proximity Prominence Controversy Human interest Drama (thrilled, romantic, etc.) Oddity The Most (World Record)
Hard vs. Soft News Hard News
Soft News
• News of the day (actuality) • Breaking News/ Immediate • Important • Relevant • Local hook (proximity) • Factual
• • • • • • • •
Feature story Human Interest Interesting Side bar of the story Evergreen Local hook Timely (news peg) Factual
Recognizing News • Is the item relevant to a reasonable number of readers, listeners, or viewers? • Will the readers be interested in reading it? • Is it timely? • Does story have local hook? (relevance/proximity)
Management Issues & Agenda Setting • Every organization has its own interest and agenda setting. • Understanding the news value. • Win-win solutions. WEddIng principle: WE stand before I
Handling the Negatives Issue • • • • • • •
Stay calm. Do not panic. Be assertive and friendly. Win-win solution. Seek for the good side of the worse (minus malum). Use the right to answer. Transforming the terrorist to be evangelist. Factual. Logical. Transparant. Credible.
Clarity
KISS
KISS
KISS
KISS KISS
KISS
Keep it short & simple – easy to understand and follow.
Impact of Unclear Communications Millions die from ineffective communications:
A mistake in translation may have triggered the atom bombing of Hiroshima. There is evidence that the word ‘mokusatsu’ used by the Japanese Government in response to the US surrender ultimatum was translated as ‘ignore’ instead of its correct meaning ‘withhold comment until a decision has been made’. Broom, Center, and Cutlip (2010), Effective Public Relations, 9th ed.. Engelwood, N.J.: Prentice Hall.
People need to listen the same message 3-5 times to trust the message.
*Well-informed publics ages 25-64 in 20 countries
Edelman Trust Barometer 2009 Laura Lee S. Dooley, On-line Engagement Strategist, World Resources Institute, 2009
Repeat It 4 Times To make sure that your message is clear, you should repeat your message four times: 1. On title 2. On lead 3. On body copy (content) 4. On closing (ending)
Social Network dan Convergence
Mutual Understanding
Wisdom of the Crowd 31
Memanfaatkan Media Sosial untuk Mengoptimimalkan
Strategi PR Pengantar Diskusi pada Pertemuan Bakohumas di BPKP
Teguh Poeradisastra November 21, 2012
PR 2.0
• Dialogue (two-ways communication, interactive) • Sharing your views, though and opinions with the worlds through Social Media Network • Mass Collaboration • User Generated Content
The World is Flat “The world is becoming flat. Several technological and political forces have converged, and that has produced a global, web-enabled playing field that allows for multiple forms of collaboration without regard to geography or distance - or soon, even language.” Thomas L. Friedman, NYT columnist
http://www.Wired.Com/wired/archive/13.05/friedman_pr.html
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Why Go Social Media?
Market are conversation Talk is cheap Silence is fatal The Clue Train Manifesto: The End of Business as Usual (1999)
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Social Network Media
Social Network Mapping
Overlapping
source: David Armano
People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world.
Connected!
Six Degrees Separation
Advantages of Social Media (1) • Stickier than traditional media. Social media has the potential to attract and hold the attention of a vast demographic of people who have grown numb to more traditional forms of marketing and advertising. • Harris Interactive poll (2008) discovered, looking at the press in general, over half (54%) people say they tend not to trust the media. In contrary, Nielsen’s study found 78% respondents said they trusted – either completely or somewhat – the recommendation of other consumers. • Meanwhile, social media engages consumers in a way that encourages trust and profoundly increases message retention. According to the Word of Mouth Marketing Association (WOMMA), 92% of consumers cite word of mouth as the best source of information on new product ideas.
Source & Credibility
Channels & PR Instruments
Advantages of Social Media (2) • Viral Nature. Social media has a tremendous viral capacity to reach wide audiences in just a short amount of time, a substantial opportunity and threat for communications professionals. • While a well-placed outreach effort can reap tremendous rewards if executed properly, it can just as easily result in a negative viral outcome for organizations that were not properly prepared to deal with the ensuing firestorm. • For example, Warner Brothers has attributed almost $100 million in revenue for March of the Penguins, to positive buzz generated from the independent podcast ‘Mommycast’ (Gillin, 2006). Whereas, Dan Rather can attribute his demise to Rathergate, when rumblings of unauthenticated documents spread throughout social media and ended up in the celebrated news mans early retirement.
Advantages of Social Media (3) • Interactive. Traditionally, media organizations would make investments in research in order to assess the efficacy of their media efforts. Through social media, organizations can now communicate and get immediate feedback from users, encouraging dialogue between user and organization. Enabling comments on a corporate blog, for example, has resulted in a positive impact for many organizations that have been able to gain valuable customer feedback from the practice. • Major and Deputy Major of Yogyakarta City, using their blogs in Yogyakarta City website to engage their public. Their blogs convey Yogyakarta City vision and mission, programs, and asking for inputs in an informal and conversational way.
Advantages of Social Media (4) • High visibility on the ‘Net. Social media has grown up on the net. As a result, social media holds a favorable position for visibility. Wikipedia is perhaps the most notable example of this phenomenon. Social media platform Wikipedia appears in the top 5 Google search results for 88% of searches for the top 100 global brands.
5 Cs of New Media 1. Capacity: bandwidth makes possible services never imagined 2. Convergence: of technology and service 3. Control (user in): me-media, on demand it’s all about the I in iPod and the My in MySpace
4. Connections (the power of the network) • • •
Sarnoff’s Law: value of a network is proportional to the number of the users, i.e. n broadcasting linear Metcalf’s Law: the value of interactive network is proportional to the square of the number of users, i.e. n2. internet bandwagon effect Reed’s Laws: the value of social network grows exponentially, in the mathematical sense, in network size two to the nth power, i.e. 2n. web 2.0 and social software
5. Collective intelligence (swam smarts, wisdom of the crowds): facebook, twitter, YouTube, blog, wiki, flickr, etc.
Sarnoff’s Law The value of a broadcast network is direct proportional to the number (n) of viewers/listener. Example: A radio network station broadcast a single message to the millions of listeners. Effect: A network with 100 people is only 10 times as valuable in terms of reach as a network with only 10, all other things being roughly equal.
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Metcalfe’s Law In a general communication network with n members, there are n(n-1)/2 connections that can be made between pairs of participants. If all those connections are equally valuable, the total value of the network is proportional to n(n-1)/2, which, since we are dealing with rough approximations, grows like n2. Example: You sent an email to your targeted recipients. Effect: A network of 100 people is roughly 100 times as valuable as a network of only 10 people. 55
Reed’s Law The formation of large networks, particularly social networks, can scale exponentially with the size of an network (2n). This value of network grows more powerfully than either Sarnoff or Metcalfe. Example: You post a message in a group, community or social networking platform like twitter. Effect: A network of 100 people is many times (basically an exceeding large number)) as valuable as compared with a network of 10 people. 56
The Power of the Network • Sarnoff’s Law: value of a network is proportional to the number of the users telephone, radio broadcast – 4 – 10
• Metcalf’s Law: value of interactive network is proportional to the square of the number of users, i.e. n2. telephone network, internet – 42= 16 – 102 = 100
• Reed’s Laws: value of social network is two to the nth power, i.e. 2n. web 2.0 and social media – 24 = 256 – 210 = 1.024 57
Limitation of the Laws • The fundamental fallacy underlying Metcalfe's and Reed's laws is in the assumption that all connections or all groups are equally valuable. The defect in this assumption was pointed out a century and a half ago by Henry David Thoreau. In Walden, he wrote, “We are in great haste to construct a magnetic telegraph from Maine to Texas; but Maine and Texas, it may be, have nothing important to communicate.” • In general, connections are not used with the same intensity (and most are not used at all in large networks, such as the Internet), so assigning equal value to them is not justified.
The Long Tail
Sales
Product
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Long Tail: The New Marketplace
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The Long Tail of PR
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The Quick & The Dead
Each individual has a different speed and ability in absorbing information. Only a very small part of the audience are become the first in adopting the message (or innovation), the rest are wait and see. Everett M. Rogers, Diffusions of Innovations,5th ed. New York: The Free Press, 2003
Social Technographics Segmentations Social Technographics classifies people according to how they use social technologies. Taken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
Social Technographics Segmentations Taken together, these groups make up the ecosystem that forms the groundswell.
By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
Creators 13%
Critics 19%
Collectors 15%
Joiners 19%
Groups include people participating in at least one of the activities monthly. Based US adult on-line consumer Forrester Research Inc., 2008
Spectators 33%
Inactives 52%
Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
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The Social Technographics Ladder Social Technographics classifies people according to how they use social technologies. Forrester can quantify the number of online consumers within these groups using our global Technographics® consumer surveys.
www.forrester.com/Groundswell/ profile_tool.html. ©2011
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder Creators make the social content consumed by others. They write blogs or upload video, music, or text.
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder Conversationalists voice their opinions to other consumers and businesses using vehicles like SNS and Twitter.
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder
Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder
Joiners connect in social networks like MySpace and Facebook
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder
Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
The Social Technographics Ladder Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
Inactives neither create nor consumer social content of any kind
The Social Technographics Ladder Taken together, these groups make up the ecosystem that forms the groundswell. By understanding where your customers fall within the ladder you can determine which sorts of strategies make sense to reach those customers.
Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.
Focus your attention here!
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Social Technographic Profile
Objectives & Media
Embrace
Support Energize Talk Listen
Googlereader, RSS
Blog, UGC (Wiki, YouTube, Flickr, Slideshare, etc.)
Social Media (Facebook, Twitter, MySpace, GoodReads, LinkedIn, etc.)
Group Account (Facebook group, Yahoogroup, Google group)
Crowdsourcing (wisdom of the crowd collecting) from all media
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Social Media RoI Jangkauan Seberapa jauh jangkauan pesan •Jumlah tautan yang merujuk ke pesan yang disampaikan •Jumlah tweet dan retweet tentang pesan yang dimuat •Jumlah orang yang membicarakan pesan •Jumlah hubungan baru yang terbentuk
Frekuensi & Lalu-lintas Faktor kuantitas •Jumlah kunjungan •Jumlah pengunjung •Jumlah pengunjung yang kembali
Pengaruh Jangkauan percakapan •Pembahasan mengenai pesan/isi •Komentar tentang pesan/isi •Retweet •Jumlah sharing dan pesan yang dikirimkan
Percakapan & Keberhasilan Tindakan yang diharapkan dan tingkat keberhasilannya •Jumlah pesan yang diklik khalayak •Jumlah pesan yang diunduh khalayak •Jumlah pesan yang diadopsi
Keberlanjutan Keberlanjutan Tindakan •Hanya sekali tindakan atau berlanjut (khalayak menjadi client dan ambassador) •Keberlanjutan anggota komunitas •Loyalitas •Khalayak yang sering berkunjung kembali
Analytical Tools for Social Media (1) Google Analytics. Tool gratis yang bisa diunduh dari http://www.google.com/analytics/ ini dapat melacak link yang masuk dan apa saja yang dikirimkan penggunanya. Omniture. Tool ini menyediakan layanan pelacakan apa saja yang terjadi di Facebook dan Twitter. Dengan mengimpor data Twitter ke SiteCatalyst Anda dapat mengidentifikasi siapa saja yang mendukung dan mengkritik Anda. TweetMeme Analytics. Tool yang sangat berguna untuk mengetahui berapa banyak orang yang me-retweet pesan Anda. TweetMeme mirip Google Analytics, namun lebih fokus untuk Twitter Hootsuite. Aplikasi untuk melihat apakah data klik diterjemahkan ke dalam transaksi atau tayangan di situs Anda yang lain. Bit.ly. Aplikasi ini dapat melacak berbagai informasi. Misalnya jumlah klik, sumber lalu lintas, bahkan juga kapan klik dilakukan.
Analytical Tools for Social Media (2) PostRank. Pada awalnya aplikasi ini dikenal dengan nama AideRSS. PostRank memberikan informasi rinci keterlibatan sosial pada platform dan layanan lainnya. Dengan aplikasi ini Anda dapat melihat pesan dan komentar dari situs lain tentang Anda.
SocialToo. Aplikasi ini merupakan tool yang komprehensif untuk melakukan survei sosial dan pelacakan statistik sosial. Perangkat ini juga mengirinmkan e-mail harian tentang follow dan unfollow di Twitter Anda. Social Mention. Cara kerja aplikasi ini sama dengan Google Alert, yakni mencari dan menganalisis pesan tertentu dari seluruh platform di seluruh dunia dan menyatukannya menjadi informasi terpadu. Berkat aplikasi ini Anda dapat dengan mudah melacak dan mengukur apa yang dikatakan publik tentang Anda, institusi Anda, produk Anda, atau topik tertentu yang Anda perlukan dari seluruh media sosial. Social Mention memantau lebih dari 100 media sosial, termasuk Twitter, Facebook, FriendFeed, YouTube, Digg, Google, dan sebagainya.
Analytical Tools for SM Monitoring Website & Blog Refferers. Dengan menggunakan alat analisis web ini Anda dapat memelajari bagaimana tamu mengunjungi website Anda. Twitter Mentions. Beragam aplikasi dan fungsi pencarian lanjutan (advance search function) dari Twitter ini dapat membantu Anda menganalisis siapa yang melakukan atau mengatakan sesuatu tentang kita melalui Twitter. Website & Blog Mentions. Dengan menggunakan alat seperti Google Alert Anda dapat melacak percakapan yang menyinggung institusi Anda di web atau blog. Social Networking Conversations. Bermanfaat pencarian untuk percakapan yang menyinggung institusi Anda pada situs media jejaring sosial seperti Facebook dan LinkedIn.
Know Your True NORTH
Anugerah Media Humas
Media Internal • Substansi – Perspektif Kehumasan – Keterbukaan Informasi – Komposisi – Rubrikasi – Copywriting – Kreativitas
• Teknis/Tampilan – Cover – Teknik Foto – Penyuntingan
Laporan Kerja Humas (1) Laporan Kerja Humas adalah dokumen yang melaporkan progres kegiatan selama setahun di Unit Humas. Karena itu perlu disampaikan: • Apa rencana kegiatannya? • Apa sasarannya (lengkap dengan target dan indikator pencapaiannya)? • Bagaimana strateginya? • Bagaimana taktiknya? • Apa saja programnya?
Laporan Kerja Humas (2) • Apa indikator keberhasilan kegiatan ini? • Bagaimana jalan dan pencapaian kegiatan ini (evaluasi input, output, outcome)? • Karena lembaga kita merupakan instansi publik, maka sesuai dengan UU nomor 14 tahun 2008 tentang Keterbukaan Informasi Publik dalam evaluasi ini termasuk pula masalah rencana anggaran dan realisasinya • (Rekomendasi)
Website & KIP (1) • Pada kategori website, perlu diperhatikan kemudahan akses, desain (tampilan), struktur dan alur yang memudahkan publik menjelajah informasi di dalamnya. • Tak kalah pentingnya masalah keterbukaan informasi publik sebagaimana dipersyaratkan UU nomor 14 tahun 2008 tentang Keterbukaan Informasi Publik. • Dalam kerangka transparansi, UU ini mengatur bahwa setiap badan publik WAJIB menyediakan dan mengumumkan secara berkala informasi yang berkaitan dengan kepentingan publik.
Website & KIP (2) • Informasi ini meliputi menjadi empat kelompok. 1. informasi terkait badan publik, antara lain: visi dan misi lembaga, serta struktur organisasi dan pemimpinnya. 2. informasi kegiatan dan kinerja lembaga, yang berupa informasi kegiatan yang telah dan akan dilakukan. 3. laporan keuangan – baik anggaran maupun realisasinya. 4. informasi lainnya, yakni laporan pengadaan barang dan jasa, serta alur layanan informasi.
Cendera Mata Utama • Hingga penyelenggaraan kali ini kami masih menerima cendera mata berupa payung, kaos, atau ball point, yang diikutkan lomba untuk dinilai. Ini bukan cendera mata utama. • Cendera mata utama melambangkan identitas lembaga dan diberikan sebagai cendera mata utama kepada tamu penting dari lembaga tersebut. • Cendera mata yang telah memenangi anugerah di tahun-tahun sebelumnya, tidak diikutsertakan ke dalam penilaian.
