Pribadi, Yulius (2024) OPINI PUBLIK DALAM PERSPEKTIF PUBLIC RELATIONS DAN KOMUNIKASI PEMASARAN. Caritas pro Serviam, 48 (1). pp. 47-57. ISSN 1410 4547

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Abstract

Public opinion is a commodity that continues to grow. All organizations need positive public opinion. Public relations requires developing public opinion used as a reference for determining company policies and programs communicated to public. Public relations is interested in gaining sympathy, understanding, and support from public to create a company’s positive image. Public relations division achieves the process by utilizing public relations management processes covering defining the problem, planning and programming, taking action and communicating, evaluating the program. Marketing communications is also concerned with public opinion. Marketing communications utilizes SOSTAC (situation – objectives – strategy – tactics – actions – control) model in evaluating public opinion ultimately intended to influence more positive public opinion.

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