Meanings Change: Public Relation

Summary by Dianira Pradnya Murti (135120207121017)

In the journal, "What is the role of public relations theory?" Watts explains the meaning of the changes in PR. His friend said that PR practice is not about the application of theory, but about following intuition or follow his heart. He did not agree with his opinion because he thought it to be unprofessional. At the end people who do not apply the theory as if it will make the PR look ugly or be biased.

In my opinion, the first journal and the journal entitled "What should public relations theory do, practically speaking" is sustainable. In this paper explains that World War 1 & 2 that makes PR biased. At that time the PR does not act properly. Hence came the 7 questions on what has happened in the era of the world wars and in the question-the question is to explain how PR should be.

Ruslan (2010: 22-23) outlines the scope of the Public Relations in a organization / institution among others, include the following activities:

a. Relationship to the (internal public)

What is meant by the internal public is the public who are part of the unit / agency / corporation or organization itself. A PR should be able to identify or recognize the things that cause a negative image in society, before the policy is implemented by the organization.

b. Relationship to the outside (external public)

The definition of external public is the general public (community). Ensuring the growth of public attitudes and positive picture of the institution diwakilnya.

According to Effendy (2006: 107) public goals of public relations activities are divided into two types of major groups, namely public internal and external public.

1) The relationship with the public internal

Target public as a public relations intern consists of people working in the organization (company, institution, organization, agency, etc.) and which are functionally has the duty and work as well as certain rights and obligations.

2) Relationship with the external public

External public as a target of public relations activities consisted of persons or members of the public outside the organization, both in connection with the organization as well as expected or suspected to have anything to do with the organization.

Bibliography :

1.Cheney, G., Christensen, L. T. (2006). What should public relations theory do, practically speaking ?. Journal of Communication Management, 10 (1), 100-102. Doi: 10.1108 / 13632540610646418

2.Watts, R. (2006). What is the role of public relations theory ?. Journal of Communication Management, 10 (1), 103-105. Doi: 10.1108 / 13632540610646427

3.Ruslan, Rosady. 2010. Management of Public Relations and Media Communications. Jakarta: RajaGrafindo Persada

4.Effendy, Onong Uchjana. 2006 Public Relations: A Study of Communication. Bandung: Teens Rosdakarya