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Penyelenggaraan Acara Pers

(Sisilia F 20150400007)

Dalam menyelenggarakan media relations, praktisi PR pada umumnya memiliki event-event spesial untuk mengundang wartawan atau pun redaktur. Event spesial ini digunakan untuk saling beinteraksi dan saling memberikan informasi terbaru. Pertemuan ini bersifat formal maupun informal. Terkadang praktisi PR beserta pimpinan terkait mengundang wartawan atau media hanya untuk sekedar makan siang informal atau melakukan olahraga bersama.

Inti dari event-event tersebut adalah menjalin hubungan yang baik dan erat antara perusahaan dengan pihak media. Dari relasi inilah akan memberikan banyak sekali manfaat. Melalui jalinan hubungan baik dan erat itulah, wartawan akan memberikan pemberitaan yang lebih proporsional atau seimbang dengan juga mengangkat pendapat dari perusahaan. harapannya dengan pemberitaan yang seimbang akan memberikan informasi lengkap bagi khalayak sasaran untuk bisa menarik kesimpulan yang terbaiknya.

Berikut beberapa event spesial yang diselenggarakan perusahaan untuk menjalin hubungan positif antara keduanya adalah sebagai berikut :

1.Konferensi Pers

Kegiatan konferensi pers terdiri dari dua jenis yaitu :

  1. Kegiatan KP yang direncanakan. Kegiatan pertemuan dengan media massa yang direncanakan oleh organisasi untuk menyampaikan kebijakan baru, peluncuran produk atau jasa baru, pengembangan usaha atau organisasi atau pemberitahuan mengenai akan diselenggarakan spesial event tertentu (pameran, seminar nasional atau internasional, dll)
  2. Kegiatan KP yang tidak direncanakan. Kegiatan pertemuan dengan media yang tidak direncanakan terlebih dahulu untuk tujuan mengklarifikasi suatu masalah atau isu atau gosip atau menyampaikan kebijakan tertentu dengan maksud agar dipublikasikan. KP yang tidak direncanakan sering dikarenakan adanya permintaan dari pihak media massa itu sendiri.

Suatu KP perlu memperhatikan isu yang akan dibahas. Isu tersebut haruslah merupakan isu yang benar-benar menarik oerhatian. Isu bisa berkaitan dengan kebijakan pemerintah, peluncuran produk yang mampu memecahkan masalah masyarakat, kebijakan perusahaan yang memiliki dampak kepada kepentingan masyarakat banyak atau isu-isu yang berkaitan dengan dunia hiburan atau entertaiment.

Selain itu, KP juga harus memperhatikan nara sumber. Nara sumber sebaiknya adalah pakar di bidangnya yang mampu menjelaskan persoalan yang dibahas atau para selebritis. Bahkan saat ini banyak sekali para selebritis digunakan oleh lembaga-lembaga dalam berbagai kampanye. Para artis ini dijadikan nara sumber sebagai suatu strategi dari organisasi agar pesan organisasi dapat muncul di media dengan maksimal dan msyarakat banyak mengetahui isi pesan tersebut.

Untuk itu konferensi pers perlu direncanakan dengan baik. Dengan tahapan :

  1. Merancang topik atau tujuan KP
  2. Merancang strategi penyampaian dan pengendalian topik yang akan dibahas
  3. Menentukan media yang akan diundang didasarkan atas pertimbangan audiens serta menarik atau tidaknya topik yang diangkat oleh media yang bersangkutan
  4. Menentukan nara sumber yang akan berbicara dengan media
  5. Menentukan tempat acara KP (tempat yang strategis)
  6. Merancang susunan acara dan perlengkapan yang dibutuhkan
  7. Menentukan pihak-pihak ketiga yang akan diajak bekerjasama
  8. Menghubungi pihak-pihak ketiga untuk gambaran anggaran yang diperlukan
  9. Menentukan souvenir atau pers kit yang relevan dengan acara seperti ground story atau latar belakang kegiatan serta pihak-pihak yang terkait.
  10. Menyiapkan ID card, untuk wartawan akan diperlukan dalam acara tertentu seperti seminar, pertunjukan musik drama, atau lainnya yang membutuhkan lokasi yang khusus atau strategis dan memudahkan wartawan meliput keseluruh acara
  11. Membuat jadwal acara dan menentukan pihak-pihak yang bertanggungjawab

Setelah membuat perencanaan yang matang, maka perlu juga memperhatikan pelaksanaannya sebagai berikut :

  1. Satu jam sebelum acara dimulai melakukan cek akhir tentang tata letak ruang, berfungsi tidaknya seluruh peralatan elektronik seperti sound system, mike, tv monitor, film video yang akan ditayangkan, pers kit, dan perlengkapan lainnya.
  2. Menghubungi nara sumber bila belum datang ke tempat acara untuk mengingatkan yang bersangkutan tentang acara.
  3. Melakukan koordinasi dengan bagian peralatan, lampu dan sebagainya sehingga semua berada di tempat untuk mengatasi hal-hal yang tidak diinginkan
  4. Melakukan koordinasi dengan penanggungjawab hidangandan kembali mengingatkan apa saja yang harus dipersiapkan
  5. Melakukan koordinasi dengan penerima tamu
  6. Berlaku juga sebagai penerima tamu dengan memperkenalkan seluruh staff penting yang bisa dihubungi oleh wartawan bila diperlukan
  7. Memperkenalkan nara sumber kepada pihak wartawan dan beramah tamah sambil menunggu seluruh undangan hadir
  8. Melaksanakan acara KP tepat pada waktu yang tertera dalam undangan
  9. Mengendalikan topik agar tidak berpindah alur ke topik lainnya dengan strategi mengembalikan tujuan koneferensi pers
  10. Memonitor pertanyaan-pertanyaan wartawan dan membuat catatan khusus mengenai sikap, tanggapan dari wartawan sebagai bahan evaluasi
  11. Memonitor media mana saja yang mempublikasikan acara tersebut dan mencari rekaman, klipping sebagai bahan evaluasi serta dokumentasi
  12. Membuat rekaman acara sejak awal sampai akhir

 

2. Pers Tour

Pes tour adalah acara yang diselenggarakan oleh suatu organisasi untuk memberikan kesempatan wartawan mengetahui kondisi, aktivitas serta permasalahan yang mungkin dihadapi oleh organisasi. Kegiatan ini merupakan kunjungan ke perusahaan atau cabang-cabang perusahaan atau menikmati jasa perusahaan ke tempat-tempat tertentu yang dilayani oleh perusahaan atau organisasi tersebut.

Pers tour pada umumnya merupakan kegiatan yang direncanakan oleh organisasi atau perusahaan untuk meningkatkan hubungan baik dengan wartawan. Dengan adanya perjalanan itu, umumnya wartawan akan lebih memahami berbagai hal mengenai suatu organisasi dan menjadi bahan menarik untuk tulisannya.

Perencanaan acara Pers Tour :

  1. Menentukan tujuan pers tour
  2. Menentukan media mana yang akan dilibatkan disesuaikan dengan audiens dan momen pers tour itu sendiri
  3. Menentukan pihak internal yang akan terlibat dalam kegiatan tersebut dan melakukan pembagian tugas
  4. Menentukan tanggal acara, berapa lama perjalanan dan kegiatan itu berlangsung, menentukan alat transportasi, akomodasi, uang saku, obyek yang akan dikunjungi
  5. Menentukan pihak ketiga yang akan bekerjasama
  6. Menentukan biaya atau anggaran keseluruhan acara tersebut
  7. Menyediakan tiket perjalanan, susunan acara, denah tempat, route perjalanan, nama pemandu, dsb

Pelaksanaan acara pers tour :

  1. Menghubungi media mana yang akan diundang seminggu sebelum acara berlangsung
  2. Melakukan konfirmasi nama wartawan yang akan mengikuti acara tersebut 5 hari menjelang hari h
  3. Memberikan tiket perjalanan dan segala kebutuhan wartawan minimal 2 hari menjelang keberangkatan
  4. Memandu perjalanan dengan mengkaitkan selalu pada tujuan pers tour itu sendiri
  5. Melakukan perjalanan dan melayani kepentingan wartawan mulai dari akomodasi, hidangan, sarana pendukung, pengiriman berita, dsb
  6. Melayani wartawan dengan ketulusan dan kejujuran akan sangat dihargai
  7. Melakukan evaluasi dengan memperhatikan isu tulisan atau publikasi medianya.

 

3.Resepsi Pers

Resepsi pers atau pertemuan khusus dengan media dalam bentuk ceremonial sangat penting untuk lebih mendekatkan hubungan dengan mereka. Resepsi pers biasanya diselenggarakan bersamaan dengan peristiwa-peristiwa penting organisasi atau perusahaan. acara resepsi pers juga sama dengan pers tour yakni tidak ada target khusus dalam peliputan namun bentuk evaluasinya adalah dengan memantau tulisan atau publikasi wartawan yang bersangkutan setelah acara tersebut.

Perencanaan resepsi pers pada umumnya hampir sama dengan penyelenggaraan acara konferensi pers atau pers tour. Namun lokasi resepsi biasanya adalah di perusahaan atau kantor pusat. Jika di perusahaan tidak ada hal yang menarik dapat dilaksanakan si hotel atau gedung pertemuan.

Perbedaan dengan acara KP, acara resepsi pers akan memiliki tata letak yang berbeda. Bentuknya bisa dalam bentuk party dengan meja bundar sengan susunan nama tertentu yang disesuaikan dengan jabatan formalnya. Kalangan pers diberi tempat khusus dengan lokasi yang strategis dan bisa melakukan pendekatan dengan nara sumber penting, juga meliput keseluruhan acara dengan rinci dan seksama. Tidak lupa untuk memberikan kesempatan pimpinan sebagai nara sumber untuk berbincang-bincang secara informal dengan wartawan sehingga wartawan merasa dihargai dan diperhatikan.

 

Daftar Pustaka

Wardhani, Diah. 2008. Media Relations: Sarana Membangun Reputasi Organisasi.

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