Pengenalan kepada Kajian Kes Perhubungan Awam & Periklanaan

(AK30903) KAJIAN KES PERHUBUNGAN AWAM (PR) & PERIKLANAN

NOTA KULIAH 2

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Pengenalan Kursus kajian kes perhubungan awam & periklanan adalah subjek yg.

boleh membantu pelajar memahami masalah/isu/cabaran yg. berlaku (timbul) dlm. kedua2 bidang

Kajian dilakukan ke atas setiap insiden yg dianggap “kes”(kejadian) (perkara yg. boleh memberi implikasi negatif/positif kpd. amalan) dlm. kedua2 bidang

Pemahaman terhdp. dapatan kajian kes membantu pelajar memahami punca & cara isu/masalah/cabaran ditangani

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Takrif “kajian kes” “Kajian kes” adalah pendekatan menganalisa isu/masalah dgn. cara,

◦ membuat kajian (mencari jawapan) menggunakan satu atau/dgn. lebih dari satu metod kajian bagi setiap kes

◦ membuat perbandingan hasil kajian (jawapan) dpd. metod2 yg. berbeza atau hanya menggunakan satu kesimpulan dpd. satu metod sahaja

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Sumber (PUNCA) berlakunya Kes Perhubungan Awam & Periklanan

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Tujuan “kajian kes” dilakukan “Kajian kes” dijalankan bertujuan untuk mendapatkan maklumat tentang satu2

isu/masalah/cabaran yg berlaku dalam satu2 persekitaran/bidang i.e. masyarakat hari ini mudah mempercayai maklumat yang disebarkan menerusi laman sosial berbanding sumber yg mempunyai kredibiliti

“Kajian kes” dapat membimbing penyelidik untuk mengenalpasti pola ‘sebab’ dan ‘kesan’ satu2 isu/masalah i.e persepsi lebih mudah disuburkan menerusi diskusi (discourse) di laman sosial

“Kajian kes” memberikan petunjuk tentang trend satu2 perkara dalam satu2 bidang cth. Penggunaan facebook untuk memberikan pendapat umum

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Contoh Punca & Penyelesaian Kes PR di Malaysia: “Insiden Kasut & Ayam oleh pekerja KFC di Youtube”

“…KFC Malaysia reported the incident to the police and at the same time did an internal investigation. But unfortunately for the company, the video was uploaded to YouTube on June 25th. The video disgusted many viewers, and they voiced their concerns across the web…”

KFC Malaysia acted swiftly. The team launched a Facebook tab which contains two new YouTube videos addressing the problem, and set up a Frequently Asked Questions (FAQ) section to anticipate questions that anyone might have. In one video, En. Mohammad Alwi, KFC Malaysia’s Director of Restaurant Operations, made a personal address to the public in two languages – Malay and English. In the video, he apologizes and ensures customers that KFC Malaysia has taken action to prevent the same incident from happening. Here’s how: Cameras in kitchens: KFC Malaysia has installed cameras to make sure that the kitchen team can be held accountable for their actions. Appoint supervisors: One lead cook will be appointed at every kitchen to supervise the food preparation process. Improve the training program: The training program will be made more rigorous to ensure employees understand the value of KFC and food hygiene…”

Baca untuk penerangan lebih lanjut: How KFC Malaysia Handled a Social Media Disaster http://www.techinasia.com/kfc-malaysia/

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Contoh kajian kes PR Isu: “persepsi masyarakat terhadap integriti sektor awam”

Metod: ◦ kumpulan fokus (mendptkan pandangan berpandukan pengalaman

khalayak terhdp organisasi awam); ◦ tinjauan soalselidik (meninjau pendapat umum terhdp kes2 integriti &

usaha2 kerajaan dlm menangani isu2 berkenaan)

Tujuan: ◦ mengetahui pandangan masyarakat menerusi pengalaman sendiri; ◦ memahami harapan masyarakat terhadap aspek integriti di sektor

kerajaan (penjawat awam di semua peringkat)

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Contoh Kes PR di Malaysia: MH370

“…there are several different tasks that Malaysia Airlines public relations is doing to communicate to the public and families about the lost aircraft. Some of these tactics have not been well received by the public. Let’s look at the different outlets that Malaysia Airlines public relations is using to communicate…”

http://ohiomarketingstudents.com/malaysia-airlines-public-relations-response-to-missing-mh370/

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Contoh Kes PR di Malaysia: Isu lokaliti pengamal perhubungan awam di Malaysia

(1970an, 1980an & 1990an)

“…it is also not possible to have a complete list because no one knows who is (and who is not) practising public relations. Thus, there hardly exists a well-defined population on public relations practitioners to make possible a sample to be made of a target population…”

http://www.ukm.my/jkom/journal/pdf_files/1992/8%2810%29.pdf

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Contoh kajian kes Periklanan Isu: “iklan pasca-pengumuman pengesahan halal Cadbury – Hari Raya 2014”

Metod: ◦ kumpulan fokus (mengumpulkan pandangan berpandukan pengalaman pengguna produk “Cadbury”); ◦ tinjauan soalselidik (menghimpunkan pendapat umum terhdp kes2 berkaitan halal di Malaysia dan

harapan masyarakat terhdp syarikat Cadbury dlm isu halal)

Tujuan: ◦ mengetahui pandangan masyarakat menerusi pengalaman sendiri; ◦ mengenalpasti aspirasi masyarakat terhadap produk halal◦ Menilai (berpandukan dapatan kajian) tahap kepercayaan masyarakat terhdp produk “Cadbury”

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Contoh Kes Periklanan: “Ribena”

“…GlaxoSmithKline, the maker of Ribena, has been fined $217,500 after admitting it mislead customers about the vitamin C content of the blackcurrant drink.The company appeared in Auckland District Court to face charges alleging 15 breaches of the Fair Trading Act…”

“…It admitted that its cartoned Ready To Drink Ribena, which it claimed had 7mg of Vitamin C per 100ml, in fact had no detectable Vitamin C content…”

“…The company also admitted it may have misled customers in advertisements saying the blackcurrants in Ribena syrup had four times the Vitamin C of oranges...”

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Skop Kajian Kes PR Praktis PR menghendaki pengamal utk. menjalankan tugas menurut peraturan & teknik tertentu cth.

◦ membina hbg. baik ant. organisasi dgn. khalayak (publik) menerusi perkhidmatan kaunter yg. mesra & bermaklumat

◦ mengekalkan hbg. baik ant. organisasi dgn. Khalayak melalui aktiviti “tanggungjawab sosial korporat” (CSR)

◦ meningkatkan kualiti hbg. ant. organisasi dgn. khalayak menggunakan teknik advokasi (memberikan perhatian terhdp keperluan & kehendak khalayak pd. tahap optimum)

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Skop Kajian Kes PR…samb.

Sungguhpun teknik (cara bertugas) & alat (media) PR dituntut dlm. semua amalan PR, terdpt. kelemahan (loopholes) yg. berpunca dpd. perkara2 berikut,

◦ Faktor manusia = kecuaian dlm. tugas, emosi tdk. stabil, kejujuran dlm. tugas, kurang cekap mengendalikan “prosedur operasi standard” (SOP), rantaian maklumat tdk. baik (gangguan dlm. komunikasi manusia atas sebab hierarki kuasa dlm. organisasi, sikap prejudis & sikap pelupa) & tiada semangat kerja berpasukan.

◦ Faktor perkakas & perisian = kegagalan fungsi alat (sistem elektronik/elektrik/digital/Wifi di organisasi menyebabkan prosedur tugas pincang, perkakas & perisian yg. lapuk tdk. up-to-date kpd. keperluan masa kini, staf (petugas) tdk. Terlatih/kurang cekap mengendalikan perkakas & perisian.

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Skop Kajian Kes Periklanan

Amalan periklanan menuntut pengiklan utk. akur kpd. Keperluan tiga pihak iaitu, a. pengeluar produk/penyedia perkhidmatan yg. Ingin mengiklan; b. kerajaan yg. menggariskan peraturan mengiklan, dan; c. khalayak sasar yg. difokuskan sbg. pembeli/pengguna produk/perkhid. yg. diiklankan

Pengiklan yg. ideal dpt. mengimbangi keperluan semua tiga pihak di atas.

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Perundangan berkaitan Periklanan di Malaysia

“…individuals found to have put out misleading or false ads in terms of quantity, quality, price, effectiveness and availability of products would be fined up to RM5,000 or jailed up to three years, if found guilty.…organisation would be fined up to RM100,000 for the first offence and up to RM200,000 for a second and subsequent offence, if found guilty…”

http://www.themalaysianinsider.com/malaysia/article/tougher-laws-against-false-advertising-come-jan-1#sthash.HTTKtDkY.dpuf

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Perundangan berkaitan Periklanan di Malaysia…samb.

“…bait advertising is more often used during a cheap sale to lure customers into the shop. The Cheap Sale Regulations 1987 were enacted to protect consumers so that shops advertising a cheap sale are required to offer 70% of the goods in their shop at cheap sale and not as previously where the items at cheap sale were those put in a large box while all other items in the shop were sold at normal prices...”http://www.eraconsumer.org/eraconsumer/index.php?option=com_content&view=article&id=234:misleading-advertising&catid=80:consumer-law&Itemid=106

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Skop Kajian Kes Periklanan…samb.

Walau bagaimanapun, pengiklan ‘terhimpit’ oleh beberapa perkara semasa membuat keputusan utk. mengiklan, ant. Perkara2 tersebut termasuklah,◦ Faktor kreativiti = pengiklan mengutamakan usaha menonjolkan kelebihan

produk/perkhid. berbanding aspek etika (fakta, kesesuaian budaya & agama & sensitiviti (kanak2 & wanita)

◦ Faktor keuntungan = perbincangan ‘selling point’ ant. pengeluar produk/penyedia perkhid. menyebabkan pengiklan akur kpd. kehendak pengeluar produk/penyedia perkhid.

◦ Faktor trend mengiklan = dimensi cara mengiklan boleh ditinjau dari sudut kreativiti menonjolkan produk/perkhid. & cara mengetengahkan kandungan. Kedua2 elemen ini timbul akibat persaingan ant. firma2 periklanan yg. mengakibatkan timbulnya isu2 akhlak (etika) & penipuan

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Kesimpulan “…case studies are a great way to learn new

things…”(http://www.brandthinkasia.com/our-work/case-studies/) Semakin banyak kes yang dikaji maka semakin tinggi pemahaman

seseorang terhadap satu2 isu/masalah Pendekatan kualitatif & kuantitatif penting dlm mendepani

isu/masalah Jawapanyg diperolehi dpd kajian kes memberi input berguna utk

merancang pelan pembangunan praktis PR dan amalan periklanan yg baik

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Perbincangan Tutorial 1: Kajian Kes Periklanan

Iklan dlm. komentar/ruangan komen di laman sosial (Facebook)◦Sesuai/tdk. sesuai meletakkan iklan dlm. ruangan komentar terhdp. satu2 status facebook?berikan pandangan anda dgn. mengambilkira aspek etika, audien sasar iklan, saluran, mesej & peluang.

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Perbincangan Tutorial 2: Kajian Kes PR

Pendapat/pandangan terhdp. pihak berkuasa (kerajaan) di laman sosial (Facebook)◦Sesuai/tdk. sesuai memberikan pandangan terhdp. pihak berkuasa (kerajaan) di laman sosial, walhal, ada saluran rasmi yang boleh digunakan (dibenarkan) untuk menyampaikan aduan/teguran/nasihat kepada pihak yang berkenaan?berikan pandangan anda dgn. mengambilkira aspek etika, khalayak sasar organisasi kerajaan yg. berkenaan, saluran, mesej & peluang.

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