Yunita

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Public Relation
• PR as a management function that evaluates public
attitudes, identifies policies and procedures of an
individual or an organization based on public
interest, and runs a program to gain public
understanding and acceptance (Public Relations
News).
• “Public relations is the management function that
establihes and maintains mutually beneficial
relationships between an organization and the
publics on whom its success ot failure depens.”
(Scott M. Cutlip, et.al)
• PR is a form of communication to create and
maintain Goodwill, understanding and trust as well
as support from the public in a particular institution
and community to create two-way communication
that is responsible and can be beneficial for public
and organization.
Public Relation Purposes
(Jefkins, 1995)

 Change the general image for public in connection with

the new activities followed by the company
 Improve the quality of employees
 Distributing a successful image that has been achieved
by the company to the community in order to get
recognition
 Introducing company recognition to the wider
community and opening new markets
 Preparing the relationship between the company and
the audience in connection with the occurrence of
events that resulted in strangulation, doubt or
misunderstanding of the company's intentions
• Educate users or consumers to be more effective and
understandable in utilizing company products
• Convincing the public, the ability and resilience of the
company to face the risk
• To create a new corporate identity
• Disseminate information about the activities of leaders
of companies or organizations in daily life
• Ensure the company's product research activities are
protected from harmful regulations, laws and
government policies
• Disseminating research activities have been carried out
by the company so the public knows how the company
prioritizes quality in various ways.
Public Relations Purposes (Ruslan)
• Disseminate information and policies issued by companies or
organizations to the public openly and honestly
• To create and maintain a harmonious cooperative relationship
between the company and internal and external publicso it can
maintain mutual understanding and mutual trust between the
company or organization and the public
• Helping companies to find a good solution if the company or
organization experiences a crisis that occurs inside or crisis that
occurs outside the company or organization.
• To influence the public, among other things is the extent to which
they know and know the activities of the institution or
organization that is represented remains in the first position,
known and liked.
• In the second public position, knowing and disliking the public
relations party strives through the process of certain public
relations techniques to be able to change public opinion into
liking.
• In the third public position, it requires a hard struggle to change
public opinion that has not known and disliked it through a PR
campaign (PR Campaign) through a strategy of attracting
attention that can change it, from the position of "nothing" to
"something".
Public Relation Functions Effendy (2002:94)

• Support management activities in achieving

organizational goals.
• Fostering a harmonious relationship between the
organization and the internal and external public.
• Creating two-way reciprocal communication by
disseminating information from the organization to
the public and channeling public opinion to the
organization.
• Serving the public and advising the leadership of
the organization in the public interest.
Public Relation Roles and Functions
(Scott M. Cutlip et al:2006)

• Image maker
• Communicator
• Back-up Management
• Conceptor
• Mediator
Public Relation Process

Sumber: Cutlip (2000:341)

Defining PR Problems

Problem
finding
Information
and data
Fact finding
analysis
 Planning and Programming

Compile The Create Problem Make Planning

Problems Solving Concept Steps
Taking Action and Communicating
• Credibility
• Content linkage
• Clarity
• Sustainability and consistency
• Channels or media
• Audience ability
Evaluating The Program
• Public opinion research , behavior research,
motivation research, content analysis and others