Material

TE Theory 1 Public Relations Concepts

Principles in Public Relations

A. Principles in PUBLIC RELATIONS

1. Background of Public Relations

Along with the swift flow of globalization in the last decade, it has become impossible for an organization to stand alone without
the support and image of the public. Especially for organizations / companies that are profit oriented, business competition
between companies is getting tougher and tougher. Likewise, the demands, desires and expectations of the public for services
to fulfill information needs are also getting higher.

With the support of information and communication technology and the growing role of mass media (conventional / online),
the public is also encouraged to become increasingly critical and do not want their interests to be disturbed. The influence of
public opinion, attitude, behavior, image and reputation on the social, economic condition as well as the existence and stability
of a company is also getting bigger. It takes the presence of Public Relations Practitioners in almost all organizations / companies
as a bridge between the organization / company and the public.

As a bridge, public relations or public relations (PR or HUMAS) is intended as an effort to create, develop and maintain
mutual understanding between the organization and its public / society, in the sense of disseminating information, creating,
and maintaining good relations in order to obtain positive image of society.

2. Public Relations Definition

Literally, the meaning of the term "public relations" is "relations between the publics". However, in general the Indonesian
people are accustomed to referring to the term “Hubungan Masyarakat” or HUMAS. Below are some definitions of public
relations.
 Cutlip & Center

Public Relations is a management function that assesses public attitudes, identifies policies and procedures for a person or
organization in the public interest, and plans and carries out a program of activities to gain public understanding and support
(in Effendy, 2009: 116).

Frank Jefkins

Public Relations are all forms of planned communication, both inside and outside, between an organization and all its audiences
in order to achieve specific goals based on mutual understanding.

Onong Uchjana Effendy

Public Relations or Public Relations is a two-way communication between the organization and the public reciprocally in order
to support the functions and objectives of management by increasing fostering cooperation and fulfilling common interests.

From some of the above definitions it can be concluded that Public Relations (PR) is basically an ongoing effort that is
deliberately planned to build and maintain mutual understanding between the organization and the public and is a
management function that helps achieve organizational goals and mediates organizational change.

3. Nature and Characteristics of Public Relations Work

Based the above understanding and in developments to date, the characteristics or nature and characteristics of Public Relations
(PR) work can be broadly described as follows:

a. The concept of PR leads to activities that are external in nature

Currently the orientation of PR activities is only for the public / public outside the organization / company. Public relations
or PR work requires a high understanding of the vision, mission, goals, objectives, programs, policies, and the culture of the
organization / company in which it is located as the main material, so that it can support other management functions.

b. There are efforts to make two-way communication

In essence, PR is communication, although not all communication is PR. The communication that characterizes PR is two-
way communication that allows for the mutual flow of information between the organization and its people.

c. Is a program of activities that are planned and sustainable

The planned nature of public relations means that all public relations activities are continuous work and through methods that
are integrated with all organizational units.
4. The Role of Public Relations in Organizational Management

With the main role of forming and creating goodwill and mutual understanding between organizations and the public, PR can
basically be divided into four parts as follows:

a. Expert advisor (expert presciber communication)

In this role, PR practitioners help to find solutions to solve problems currently being faced by organizations / companies in
dealing with the community. Professionally, the relationship between the PR expert advisor and the organization / company
management can be likened to that of a doctor and his patient. As a patient, the management acts passively, accepting and
trusting the suggestions / suggestions put forward by the doctor (PR expert advisor).

b. Communicator facilitator

In this role, PR practitioners carry out reciprocal communication between the organization / company and the community. As a
communication facilitator, PR practitioners help management listen to what the community wants and expects and explain
what programs / policies and organizational expectations are to the community. From this reciprocal communication, it is hoped
that good understanding, support and tolerance can be built between the organization and the community.

c. Problem solving process facilitator

In this role, PR practitioners help management by coordinating in overcoming problems or crises that are being faced by the
organization / company. Rationally and professionally, public relations practitioners usually act as the coordinator of a special
team (formed by management) in the problem-solving process when the organization is hit by a crisis. As team coordinators, PR
practitioners involve a variety of organizational units and expertise.

d. Communication technician (technician communication)

In this role, PR practitioners help management as technical communication service providers or as journalists in residence,
namely acting as journalists in disseminating information to the public and controlling news / information to the mass media
through: periodic reports (newsletter), brochures or direct mail (direct mail).

(Dozier & Broom in Rosady Ruslan)

5. Purpose of Public Relations Activities

In his book, 'Public Relations', Jefkins explains that the goals of public relations are:

a. To change the general image in the eyes of the public in connection with new activities carried out by the
company.
b. To disseminate success stories that have been achieved by the company to the community in order to gain
recognition.
c. To increase the quality of prospective employees.
d. To improve the relationship between the company and its audiences, in connection with an event that has resulted
in public criticism, doubt or misunderstanding of the company's good intentions.
e. To educate users or consumers so that they are more effective and understandable in utilizing the company's
products.
 f. To support company involvement as a sponsor of an event.
g. To introduce the company to the wider community, as well as open new export markets.
h. To prepare for the issuance of additional shares or because of a company that has gone public.
i. To convince the public that the company is able to survive or rise after a crisis.
j. To increase the capability and resilience of the company in facing the risk of expropriation.
k. To create a new corporate identity.
l. To disseminate information about the activities and participation of the leaders of the organization's company in
everyday social life.
m. To ensure that politicians truly understand the positive activities or products of the company, so that the company
concerned is protected from adverse regulations, laws and government policies.
n. To disseminate research activities that have been carried out by the company.

Meanwhile, according to Rosady, there are five goals in PR activities, namely:

(1) fostering a positive corporate image for the public (society and consumers)

(2) encouraging mutual understanding between the target public and the company

(3) developing synergy between marketing and public relations functions

(4) effective in building brand recognition and brand knowledge

(5) supporting the marketing mix.

Based on the definitions and objectives as described above, in general it can be concluded that basically the purpose of Public
Relations (PR) activities is intended to create and maintain mutual understanding and ensure the organization / company can
be understood by the community and vice versa, the organization / company can also understand the community.

B. PUBLIC CLASSIFICATION

1. Main characteristics of communication in public relations

In simple terms, communication is a process of delivering messages / information from one party to another by using
channels / media and the delivery method understood by both parties, namely the sending of the message and the
receiving of the message. In this case, communication is called effective if it shows a feedback mechanism, which is able to
produce a (positive) change in attitude to the message recipient who is involved in the communication carried out.

In the context of public relations (PR), the activities that exist are basically conducting reciprocal communication between
the organization / company and the public in order to generate understanding and acceptance from the public. This means
that the principle of two-way communication held in public relations activities is closely related to the formation of public
opinion and changes in attitudes of the public, the result of which is the creation of a positive image and public support for
the existence of the organization / company.

By limiting the main characteristics of these communications, PR is a management function that evaluates public opinion,
attitudes and behavior, identifies individual / organizational policies and procedures with the public interest and plans and
implements programs of action to gain public understanding and support (Cutlip, Center, and Broom, 2005).
2. Understanding Public In Public Relations

Universally, the term public can be understood as a group of people who have the same interest and concern for something
and can be classified in terms of:

a. Quantification and geographic

Namely, marked by the presence of a number of people in a certain group and / or a number of people who
gather in a certain place / area.
b. Psychological
Namely, which is marked by the existence of a number of people who share the same attention to something
without having anything to do with where they are.
c. Sociological
Namely, marked by the presence of a number of people who have the same desire, the same basis, and desire to
solve social problems together.

3. Internal Public in Public Relations

Internal public is the public within an organization / company, namely: employees (staff, supervisors / managers) and
shareholders. If it is related to communication, the function of internal communication is to strive for the internal public to
know what management is thinking and vice versa, management knows what the internal public is thinking.

With this function, a public relations practitioner must be able to create a communication climate that is persuasive and
informative, to analyze problems, responses or behavior of employees and shareholders to policies and activities carried
out by the company.

In terms of communication with employees, including among others: wages, fairness in treatment, calm at work, feelings of
recognition or appreciation for the work of employees. Meanwhile, communication with shareholders, among others,
includes: congratulating new shareholders, providing reports, sending company magazines or holding face-to-face
meetings in order to foster harmonious relationships, maintain mutual understanding, and increase trust.

4. External Public in Public Relations

External public are parties that are outside the organization / company, but have an interest in the organization / company,
for example: customers, distributors, suppliers, banks, government or local communities / audiences. According to Oemi
Abdurrachman, one of the objectives of external public relations is to strengthen relationships with people outside the
agency / agency to form favorable public opinion against the agency. " (Abdurrachman, 2003).

As a target in PR strategy planning, PR practitioners must always communicate in order to foster harmonious relations with
the external public. In this regard, the job duties of a PR practitioner include:

a. Assessing attitudes and public opinion towards leadership, towards employees, and the methods used,
b. Providing advice & counsel to leaders on everything that has to do with public relations regarding improvements,
activities, etc.
c. Provide objective information, so that the public remains informed about all company activities and developments, or
 d. Establish an effective staff for that section / department.

In connection with:

a. Customers, PR activities include keeping customers from turning their attention to become customers of other
companies.
b. Community, the surrounding community (community relations), PR activities are part of a form of social
responsibility whose activities include providing educational assistance such as scholarships for those in need,
establishing or repairing places of worship, building or repairing environmental roads, providing trash can facilities,
etc.
d. The government, PR activities include always communicating in order to foster harmonious good relations to
support the smooth running of company activities.
e. Press (all mass media), PR activities include always communicating in order to foster harmonious good relations to
support the smooth running of publications.

C. PUBLIC RELATIONS TOOLS IN MANAGEMENT DECISION MAKING

1. Process Management
Basically, management can be understood as a series of activities in managing or mobilizing human resources
(organizational members / employees) and directing other resources, such as: money, materials, tools, buildings, or
machines. owned by an organization to achieve predetermined goals effectively and efficiently and consists of: planning,
organizing, mobilizing, and monitoring.
Thus, in the context of a process, management is a series of activities required in order to achieve predetermined goals
and consists of specific types of activities or functions:
a. Planning (planning)
Namely activities that involve setting goals / targets, formulating strategies in order to achieve goals / targets,
determining the necessary resources, or setting standards / indicators of success in achieving predetermined goals /
targets.
b. Organizing (organizing)
Namely activities related to the allocation of resources, formulation and assignment of tasks and necessary
procedures, establishment of an organizational structure that shows the hierarchical structure (lines of authority and
responsibility of organizational members), including recruitment, placement / development of existing human
resources.
c. Movement (actuating)
Namely activities that involve giving direction from the leader to subordinates such as providing information or giving
orders to subordinates.
d. Supervision (controlling)
Namely, activities that involve evaluating the level of success in achieving goals / targets, clarifying / correcting
irregularities or making various alternative solutions related to the level of achievement of the objectives / targets that
are already owned.
 To carry out the management process, the necessary facilities / tools include:
1) Power, namely to influence others.
2) Purpose, namely as the target mission the organization wants to achieve in the future.
3). Orientation, namely familiarity and adjustment to the situation / environment (roles, organizations, policies of
other organizations / employees).
4). Resources, namely the elements: human (men), money (money), materials (materials), machines (machines),
methods (method), and the market (market).
2. Public Relations in the Management Process

In the context of strategy, management has a role to help change adapt to changes in the business environment. This role
is carried out in three areas of activity which include: the organization / company layer as a whole; business / special layer
(related to policies in selecting specific market / service segments); and the functional layer (related to operational
functions such as: finance, accounting, HR, and marketing, including public relations or PR).

At present, almost all activities in the business, industrial and economic spheres are inseparable from PR activities, namely
activities that emphasize the image building of a positive product / service in order to facilitate public marketing efforts to
become customers (customers). .

In the management process, PR contributions are:

a. Performing duties as part of the strategic management of the entire organization

(by surveying the environment and helping to define the organization's mission, tools and goals).
b. Manage PR activities programs strategically
(using management concepts such as: making plans, making preparations, taking action / communication, and
evaluating for control measures).

3. Importance of Data and Information

The term "data" comes from Latin, is the plural form of "datum". In general, data is understood as a record of a tangible
collection of facts: a state, image, sound, letter, number, language, or other symbols that are used as material to view the
environment, object, event or concept.

With the existence of facts as the main characteristic, data is a statement that is accepted as it is, has no meaning for the
recipient. This means that data still requires processing in order to have meaning for the recipient, which is referred to as
"information".

Data that has been processed into information is used in making decisions. For example: from student attendance data in a
semester and the limit of tolerance for absences / absences for a maximum of 3 times (~ academic guidelines), the campus
management makes decisions against students who violate the tolerance limit for absence.

For organizations / companies, especially those that are profit oriented, data has a very important meaning and has a
direct effect on its existence. Because with data that is well organized in a database, companies can collect, organize, and
analyze data in order to determine and carry out their business strategies, especially those related to consumers,
competitors, companies, and the market (customers, competitors, companies). , and change).
 The database functions include: as a major component in an information system or as a basis for providing information,
determining the quality of information (fast, accurate and relevant), overcoming data redundancy and difficulties in
accessing it, or to avoid data inconsistencies.

From the explanation about the meaning and importance of data and information, it shows that companies that want to
progress and continue to exist need a quality information system, namely a good combination of human resources,
facilities, media technology, procedures, and controls that aim to process data into useful information to support
routine work, evaluation of performance or as a basis for making appropriate decisions.

4. Data Processing and Information in Public Relations

With the scope of the task of fostering internal (public internal) and external (public external) relations, PR is a form of
communication activity that focuses more on fostering an atmosphere of cooperation, creating mutual understanding
between stakeholders and the company in an atmosphere of mutual benefit. In order for these objectives to be achieved
effectively, PR activities / work programs according to Cutlip & Center can be carried out by dividing them into four stages
as a pattern of public relations activities / processes as follows:

a. Research / fact finding

Namely, defining the problems carried out through research by analyzing situations in the form of: understanding,
opinions, attitudes, and public behavior towards the organization / company. In this case the public relations
practitioner must be familiar with the symptoms and THEMES of the problem and need to be involved in research /
fact finding. All information must be obtained in full and in the defining stage, PR practitioners must process existing
factual data, make comparisons, make considerations, and produce judgments in order to obtain conclusions and
accuracy from the factual data that has been obtained. In addition, in the PR process, data collection must prioritize
processing, research, classification, and data preparation that lead to ease in solving problems in a timely manner. The
data search stage can be carried out by: surveys, polls, interviews, focus group discussions (FGD), in-depth interviews,
and walking around research, namely taking a walk or going down to the problem location to understand the problem
directly in order to see the problem in its context.

b. Planning (planning)

Namely making planning strategies and making decisions to create work programs based on organizational / company
policies tailored to the public interest and based on problem formulations. At this stage the public relations
practitioner undertakes problem-setting, in the sense of doing the thinking to solve the problem and determining the
people who will work on the problem. Planning is prepared based on data that has been obtained from research
results (fact finding). Furthermore, based on the formulation of the problem that has been prepared, a planning
strategy and decision making are made to create a work program with reference to company policy and adjusted to
the public interest.

c. Communication (communicating)

Namely, communicating the implementation of the program so that it can influence public attitudes that encourage
 support for the implementation of the program. Communication carried out is the delivery of information actively to
the public (internal / external) about what has been compiled and programmed using various forms, types, and
communication techniques in order to achieve the desired effect. Based on the data collected (fact finding), the steps
taken include: formulating targets / goals that must be achieved when sending certain messages, processing data on
various social / political factors needed, formulating how messages should be disseminated, determining
communication techniques , examining the completeness of information obtained at the initial stage, fact finding,
comparing the experiences of other parties and the company itself as thought material to obtain the best steps for the
company, or conducting data analysis on the information obtained and formulating a work program (according to the
situation and place).

d. Evaluation (evaluating)

Namely conducting an assessment of the results of program implementation from planning, implementation,
communication, to success / failure that occurs in work programs, where the main objective is to measure the
effectiveness of the overall process. At this stage, the public relations practitioner must be careful, thorough, and
careful regarding the accuracy of the existing data. Then after finishing one problem, it is possible to get another
problem. Therefore, this evaluation stage is also a reference for planning in the future.

Furthermore, Cutlip & Center describes in detail the four stages of the PR work program / activity as follows:

(1) analyzing general behavior and the organization's relationship to the environment
(2) correctly determine and understand the behavior of each group towards the organization
(3) analyzing the level of public opinion, both internal (internal public) and external (external public)
(4) anticipating trends, potential problems, needs, and opportunities
(5) determine the formulation and formulate policies
(6) planning the appropriate means / methods to improve / change the behavior of the target community,
including making a budget for operational costs
(7) carry out and carry out activities in accordance with the planned program
(8) receive feedback to evaluate and to make necessary adjustments

Bibliography
Abdurrachman, Oemi. 2003. Dasar-Dasar Public Relations. Bandung: PT. Citra Aditya Bakti.
Alison, T. 2012. The Public Relations Handbook. 4th Edition. New York: Routledge
Arifin, Anwar. 1994. Strategi Komunikasi: Sebuah Pengantar Ringkas. Bandung: Armico.
Catenaccio, P. Pragmatics 18:1.9-31 (2008) International Pragmatics Association
Cornelissen, J. 2017. Corporate Communication. London: Sage Publication Ltd
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated
Communication, 13, 210-230.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational
stakeholders. Business Horizons, 34(4), 39–48.
Carroll, A.B. (2016). Carroll’s pyramid of CSR: taking another Look. International Journal of Corporate Social Responsibility,
1(3). DOI 10.1186/s40991-016-0004-6
Cutlip, Scott M., Allen H. Center & Glen M. Broom. 2005. Effective Public Relations. Jakarta: PT Indeks Kelompok Gramedia.
Effendy, Onong Uchjana. 2003. Ilmu Komunikasi Teori dan Praktik. Bandung: PT. Remaja Rosdakarya.
Fajar, Marhaeni. 2009. Ilmu Komunikasi Teori dan Praktik. Yogyakarta: Graha Ilmu.
Greener, Tony. 2009. Kiat Sukses Public Relations dan Pembentukan Citranya. Jakarta: Bumi Aksara.
Grunig, J. E., & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships,
public relations strategies, and relationship outcomes. In J. A. Ledingham, & S. D. Bruning (Eds.), Public relations as
relationship management: A relational approach to the study and practice of public relations (pp. 23-54). Mahwah,
NJ: Erlbaum.
Hardjana, Agus M. 2003. Komunikasi Intrapersonal dan Interpersonal. Yogyakarta: Kanisius.
Henslow, P. 1999. A Public Relations Practical Guide. London: Kogan Page Limited.
Jefkins, Frank. Public Relations. Terjemahan Haris Munandar. Erlangga, Jakarta. 2004
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business
Horizons, 53, 59-68.
Kent, M. L., & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24, 321-
334.
Kotler, Philip. 2008. Manajemen Pemasaran: Analisis Perencanaan dan Pengendalian. Prentice Hall, Edisi Bahasa Indonesia.
Jakarta: Salemba Empat.
Kriyantono, R. 2014. Public Relations Writing. Jakarta: Kencana Prenada Media Group.
Lupiyodi, Rambat. 2001. Manajemen Pemasaran Jasa Teori dan Praktik. Jakarta: Salemba Empat.
McElreath, M.P. (1996) Managing systematic and ethical public relations campaigns, Brown
& Benchmark.
Moore, Frazier. 2005. Humas: Membangun Citra dengan Komunikasi. Bandung: PT. Raja Grafindo
Mulyana, Dedy. 2002. Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya
Ruslan, Rosady. 2003. Metode Penelitian Public Relations dan Komunikasi. Jakarta: Rajagrafindo Persada.
Ruslan, Rosady. 2014. Manajemen Public Relations & Media Komunikasi: Konsepsi dan Aplikasi. PT. RajaGrafindo Persada,
Jakarta.
Seitel, P. Fraser, The Practice of Public Relations, Prentice Hall Inc. New Jersey. 2004.
Skinner, Chris, Gary Mersham & Rene Benecke. 2013. Handbook of Public Relations. 10th Edition. Southern Africa: Oxford
University Press Southern Africa (Pty) Ltd.
Smith, Ronald. Becoming a Public Relation Writer. Lawrence Erlbaum Associates Publisher: London. 2003
Soemirat, Soleh dan Ardianto Elvinaro. Dasar-Dasar Public Relations. PT Remaja Rosdakarya, Bandung. 2004.
Wang, Y. 2015. Public Relations Journal, Vol. 9, No. 3 (Fall 2015) 10
Wasesa, Silih Agung. 2005. Strategi Public Relations. Jakarta: PT Gramedia Pustaka Utama.
Wilcox, D., Cameron, G., & Reber, B. 2015. Public Relations Strategies & Tactics. 11th Edition. Harlow: Pearson Education
Limited