BAB II TINJAUAN PUSTAKA A. Public Relations 1. Pengertian dan Konsep Dasar Public Relations Istilah public relations sering diartikan menjadi ”hubungan masyarakat (humas)”. Sebenarnya pengguna istilah hubungan masyarakat tidak tepat. Arti kata ”public” dalam public relations berbeda dengan kata “masyarakat” dalam hubungan masyarakat. Isitilah masyarakat terlalu luas, sedangkan public (publik) hanyalah bagian dari masyarakat yang luas itu. Publik merupakan sekumpulan orang atau kelompok dalam masyarakat yang memiliki kepentingan atau perhatian yang sama terhadap sesuatu hal. Jadi publik bercirikan: a. Mempunyai kepentingan atau perhatian yang sama terhadap suatu isu atau objek tertentu. Kepentingan dan atau …show more content…
Menciptakan komunikasi dua arah secara timbale balik dengan menyebarkan informasi dari perusahaan kepada publik dan menayalurkan opini publik kepada perusahaan. 3. Melayani publik dan memberikan informasi kepada pimpinan perusahaan mengenai kepentingan umum. 4. Membina hubungan secara harmonis antara perusahaan dan publik, baik internal maupun eksternal. 3. Tujuan Public Relations Tujuan merupakan sesuatu yang ingin dicapai, dituju, atau diraih. Tujuan merupakan sesuatu yang mengarahkan kegiatan PR, sehingga tidak melenceng atau salah sasaran. Karena PR adalah fungsi manajemen dalam melaksanakan kegiatan komunikasi, maka pada dasarnya tujuan PR adalah tujuan-tujuan komunikasi. Seperti yang diungkapkan Rachmat Kriyantono dalam bukunya “Public Relations Writing”, maka tujuan-tujuan PR adalah sebagai berikut : 1) Menciptakan pemahaman antara perusahaan dengan publiknya Tujuan PR adalah berupaya menciptakan saling pengertian antara perusahaan dengan publiknya. Melalui kegiatan komunikasi diharapkan terjadi kondisi kecukupan informasi (well informed) antara perusahaan dengan publiknya. Kecukupan informasi ini merupakan dasar untuk mencegah kesalahan persepsi. 2) Membangun Citra Korporat (Corporate Image) Citra adalah gambaran persepsi publik tentang perusahaan menyangkut pelayanannya, kualitas produk, budaya perusahaan, perilaku
Public relations share qualities with advertising, marketing, journalism, and more. There are also a lot of skills needed in this field. The article mentioned that skills like problem solving, writing, negotiating, creativity, and much more are all important in public relations. The work process followed by public relations is similar to the steps in building a successful and effective health promotion campaigns as well. The processes of promoting and forming health campaigns involve four stages, which were given by the article “Planning Health Promotion Campaigns”. The four stages are depended on how accurate and informative the researches have been done in the first stage. Both, public relations and health campaigns have various similarities and differences when campaigns are planned and executed.
Public relations can be seen as a deliberate and planned effort to establish and maintain understanding between an organisation and an audience. Public relations is the key to effective communication between two parties. In addition to this, communication is the biggest part of how meanings circulate within our society. Its strategy is determined by values that organize and frame public ideas. Public relations may also look after the emotions and behaviours of a group of audience and to support their influence of their attitudes and behaviours. It may use propaganda to attempt to affect a certain audience and for example, citizens of a given society. Propaganda is manipulative and persuasive when it gives misleading information as it attempts to cause an affect on the emotions of the given audience. In many cases, it is hard to break propaganda and public relation apart as the two have a huge similarity. It has been noted by many critics that because the two are so similar, public relations should not be practiced. They add that public relation is an oxymoron and is an unreal possibility.
For some people public relations is a very important, strategic element in the smooth and effective function of the company. The concept of public relations is to organize different kinds of activities ,which will cause in the communication between the company and its environment both internal and external. As Jefkins, 2004 stated: The purpose of professional public relations is to create understanding. It is unlike advertising, whose main aim is to generate awareness and sales, or propaganda, whose aim is to suggest what individuals should believe. (str.6) The main aim of this report is to assess what kind of PR techniques do organisations use nowadays in the management of corporate image and reputation. This issue will be
public relations in an effective organization. The article begins with an elaboration of a theory of
Everybody has a different explanation about Public Relations because the practice is constantly changing and adapting to the new ways of the world. PRINZ (Public Relations Institute of New Zealand) defines Public Relations as: “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its target audiences”. Through out this essay I will be deconstructing and critically assessing this definition through clearly defining and explaining the key concepts of public relations, and will be using real life contemporary New Zealand examples where and when applicable to explain relevant concepts, models and theories.
The Public Relations Institute of New Zealand (PRINZ) defines public relations (PR) as the mutual understanding between organisations and their target audiences. (PRINZ, 2014). The definition will be broken down and explained by using systems, relationships and management, and the excellence theories. These theories will be accompanied by an example of PR in a New Zealand organisation, to explain the relevant models involved with PR in the real world.
Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015).
Public Relations is a pivotal part of any business because it is the direct line of communication between the business and the public. It is not just the voice of the business, but also the ears of the business. A business has to know and understand the general publics’ needs and concerns; it also has to build and maintain a reputation of being open and honest with the public. For a business to enjoy long term success it has to have the ability to evolve and adapt with the ever changing trends of the public; therefore, public relations is a key
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