MAKALAH

PUBLIC RELATION

Kelompok :
1. Bhisma Erlangga Putra
2. Debi Pratama Putri
3. Dwi Ningsih
 PUBLIC RELATION

DEFINITION PUBLIC RELATIONS

Definition public relations or public relations is a process of interaction between organizations and the

community in creating public opinion, instilling understanding, providing perceptions, growing motivation

and creating public participation.

This process has the aim of mutual benefit, instilling good will, understanding and trust for each other so

that a good image emerges from the public towards the organization/company.

Another definition of public relations describes as a continuous and deliberate effort to build and maintain

mutual understanding between the organization and society.

Coulsin-Thomas gives an opinion about public relations as a planned process or activity that has the aim of

establishing communication between the organization and parties outside the organization. Outside parties

can be interpreted as the community or other parties who are in a relationship

Another understanding states that public relations is an interaction and effort to create public opinion as

input for both parties. Public relations is a professional profession in the field of communication and has a

duty to encourage the achievement of organizational goals in a planned and continuous manner

Even Maria, a public relations expert, said that public relations is the survival of an organization

There are many communication experts, especially public relations, with various opinions and thoughts on

PR. Marston gives an understanding that public relations is a plan using persuasive communication with the

aim of influencing public perception.

Alma also conveyed a similar approach, saying that PR is a communication activity aimed at building the

good image of an organization or company

PURPOSE

the purpose of public relations according to Rosady Ruslan:

1. Creating a positive image of the organization/company in the eyes of external parties or the public

2. Effective efforts to build brand recognition and brand awareness

3. Encouraging the creation of good relations, a relationship of mutual understanding between the

organization's company and the public

4. Encouraging the synergy of the marketing communication function through public relations

5. Is one of the marketing mix in the concept of marketing communication

Davis said that the main purpose of public relations is an attempt to influence the behavior of people both
individually and in groups to relate to each other. Where perceptions, attitudes and opinions related to the
company are determined through a public relations communication process

DUTY

Public Relations duties are summarized from various expert opinions including

1. Designing corporate communication programs, especially those related to perception or image

2. Carry out the company's communication function in a planned and continuous manner

3. Evaluating and monitoring ongoing communication programs or activities

4. Provide input to the company regarding the steps that must be taken by the company to solve problems or

create changes for the better

5. Get input from external parties or the community for the company

6. Manage the company's internal media

7. Respond to questions, complaints or suggestions for the company

FUNCTION

The functions of public relations are:

1. Activities aimed at gaining good faith, trust, mutual understanding and a good image from the public or

society in general.

2. Having a goal to create a public opinion that is acceptable and beneficial to all parties.

3. An important element in management in order to achieve specific goals, according to public expectations,

but is a peculiarity of the organization or company. It is very important how the organization has a color,

culture, image, atmosphere that is conducive and fun, performance increases, and productivity can be

achieved optimally.

4. Efforts to create a harmonious relationship between the organization or company and its public, as well as

create public opinion as an effect, which is very useful as input for the organization or company concerned.

EXAMPLE

Examples of Public Relations Activities

The main activities of PR are as follows:

1. Running a planned and continuous program as part of the organization's management

2. Dealing with the relationship between the organization and its publics

3. Monitor knowledge, opinions, attitudes and behavior inside and outside the organization.

4. Analyzing the effect of policies, procedures and actions on the public.

5. Adjusting policies, rules and actions that are seen as conflicting with the public interest and the existence

of the company

6. Provide advice and input to management in making policies, rules and actions that are deemed to conflict

with the public interest and the existence of the company.

7. Establish and maintain a two-way communication relationship between the organization and its publics

8. Producing specific changes in knowledge, opinions, attitudes and behavior inside and outside the

organization.

9. Create new relationships and/or maintain relationships between the organization and its publics.
Knowledge
Administration and Management

Communication and Media

Customer and Personal Service

English

Sales and Marketing

Skills and Abilities

Active Listening

Critical thinking

persuasion

Social sensitivity

Speak

Write
Negotiation

Oral Understanding

Oral Expression

Clarity of Speech

Written Comprehension

Written Expression