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Marketing In Asia > Blog > Marketing > Trends > Jabatan Perhubungan Awam, Tunggak Kekuatan Jenama Anda
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Jabatan Perhubungan Awam, Tunggak Kekuatan Jenama Anda

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Last updated: 2019/08/17 at 12:00 AM
Kartina Rosli
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6 Min Read
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Penglibatan saya selama dua dekad di dalam industri perhubungan awam memberikan kesedaran bagaimana pentingnya fungsi unit perhubungan awam dalam sesebuah organisasi.

Pada penghujung Julai lalu, jenama telekomunikasi Huawei di Singapura, terpaksa menangani ‘krisis media’ apabila pelan promosi pemasaran telefon pintar yang bernilai $54 mereka itu jadi tidak keruan. Beberapa minggu kemudian, Huawei meletakkan iklan di LinkedIn mencari seorang Pengarah Perhubungan Awam atau PR. Ramai warga media sosial menyokong pencarian pegawai berkenan. Namun, ada juga yang memberi pandangan Huawei sebaliknya, patut mempertimbangkan untuk mendapatkan Pengarah Pemasaran yang baik sebenarnya.

Penglibatan saya selama dua dekad di dalam industri perhubungan awam memberikan kesedaran bagaimana pentingnya fungsi unit perhubungan awam dalam sesebuah organisasi. Walaupun sesetengah organisasi menggabungkan fungsi pemasaran dan perhubungan awam sebagai tugas hybrid, ia juga satu yang normal juga bagi pasukan perhubungan awam bergerak sebagai satu elemen tunggal dan berfungsi secara persendirian. Di kebanyakan organisasi, perhubungan awam dan pemasaran akan saling bantu-membantu dan bekerjasama untuk melaksanakana strategi komunikasi atau kempen dengan lebih berkesan.

Ingin tahu bagaimana pasukan perhubungan awam boleh membawa nilai khusus kepada organisasi anda?

Meningkatkan kesedaran jenama. Jabatan atau pasukan perhubungan awam pada asasnya adalah tukang cerita atau ‘storytellers’ di sesebuah organisasi. Mereka meningkatkan kesedaran dan identiti jenama dengan membawa kisah yang membawa kesan kepada kehidupan masyarakat yang tertentu. Apabila kisah jenama anda diterbitkan atau dicetak di dalam media tradisional, media sosial, laman web atau pada wardah ‘influencer’, anda berpotensi mencapai kepada pasaran dan pembaca yang anda sasarkan. Cerita yang sahih dapat menarik perhatian pembaca, membuatkan mereka tertawan dan sekaligus membina kredibiliti organisasi anda.

Mengenal pasti sasaran pasaran anda. Untuk mengenali sasaran pasaran yang sesuai, pasukan perhubungan awam akan menghabiskan masa yang banyak menganalisa keperluan komuniti yang disasarkan tadi melalui maklumat di media masa, media sosial, ‘influencer’, kumpulan pemasaran, atau kumpulan fokus yang di temuduga.  Selepas itu, mereka memilih mesej yang mempunyai hubungan dengan setiap komuniti mereka.  Mesej dalam sesebuah cerita atau maklumat di dalam siaran akhbar difikirkan dengan baik dan dapat diterima oleh kumpulan sasaran tadi. Apabila mesej dan jalan cerita sudah dikenalpasti, mereka akan memberi tumpuan kepada saluran yang sesuai dan khusus, serta menyediakan kandungan dalam bentuk penulisan usulan berita misalnya.

Mewujudkan dan menggalakkan thought-leadership. Hubungan antara pasukan perhubungan awam dan pihak pengurusan syarikat haruslah akrab. Melalui jalinan ini, pasukan perhubungan awam akan dapat memahami dan memberi ruang kepada ahli pengurusan syarikat yang sesuai untuk membina kredibiliti mereka melalui pemikiran mereka yang kritis tentant sesuatu topik tertentu.

Publisiti percuma. Walaupun mempunyai bajet untuk dibelanjakan untuk ruang advertorial adalah baik,  siapa yang tidak mahu mendapat liputan percuma kan? Sekiranya anda inginkan liputan percuma di akhbar atau majalah yang diiktiraf, ia boleh dilakukan sebenarnya.  Ia boleh dibuat melalui artikel yang ditulis oleh individu-individu tertentu di dalam syarikat di mana mereka boleh memberikan ulasan kepada topik yang relevan dalam bidang atau kepakaran mereka. Sekiranya dilakukan dengan betul, media akan melihat jurucakap anda sebagai ‘go to expert’ dan akan merujuk semula kepada individu tadi dengan lebih kerap. Ia adalah percuma dan mampu membina reputasi syarikat yang baik.

Membina perhubungan. Antara satu ciri khusus pasukan perhubungan awam atau ‘DNA’ mereka adalah membina hubungan yang erat di antara pelbagai pemegang kepentingan atau ‘stakeholders’ dan komuniti media pada setiap masa. Jalinan perhubungan antara kedua-dua ini boleh membantu meringankan imej yang lebih positif dalam situasi tegang atau ketika syarikat dilanda krisis yang teruk. Ini penting agar pasukan perhubungan awam boleh mendapatkan sokongan media ketika waktu darurat.

Mengurus dan mengendali satu suara yang konsisten: Dengan peningkatannya penggunaan media sosial yang menghubungkan antara satu sama lain secara digital, anda boleh bayangkan bagaimana sesuatu krisis boleh menjadi viral dengan cepat. Perhubungan awam boleh membantu untuk mengekalkan suara yang konsisten di semua wardah dan saluran baik pada waktu biasa ataupun ketika krisis. Apabila krisis melanda, pasukan perhubungan awam anda lah yang akan bekerja lebih kuat untuk mengendalikan dan mengurus reputasi organisasi dengan mewujudkan kepercayaan kepada pasaran melalui mesej yang tepat yang dapat diterima oleh semua pihak.

Walaupun tugas sebagai pegawai perhubungan awam di anggap penuh dengan glamor tapi ianya juga satu tugas yang mencabar. Mereka menitik-beratkan pentingnya sesi bertemu, panggilan telefon, sesi makan tengahari yang diatur dan persidangan akhbar. Ini semua untuk memupuk kesedaran dan mengekalkan reputasi organisasi yang positif. Melalui penglibatan yang aktif dan memahami apa yang dikehendaki oleh pihak pihak tertentu, kumpulan teras ini dapat membantu sesuatu organisasi itu diiktiraf sebagai yang berjaya dalam erti kata yang sebenar.

Jadi, berilah penghargaan pada pasukan perhubungan awam anda kerana mereka juga merupakan barisan pegawai tunggak yang sama-sama bekerja keras untuk meningkatkan jenama anda.

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    Kartina Rosli August 17, 2019 August 17, 2019
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    By Kartina Rosli
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    Kartina is Marketing In Asia's Editor for Singapore. She is also the Founder of Tin Communications. A media specialist with over 20 years of experience in both public and private sectors, she helps SMEs grow their business through strategic media and marketing plans.
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