Public relations is not only be considered as a science, but
it can also be considered as a creation that basically everyone can do it. One
can make itself as a Public Relation in various ways with differing viewpoints and
in accordance with one's own experience. In my opinion, experience just is not enough
to make a person become a public relations professional. There should be a
balance of knowledge about theories of Public Relations and experience in
applying existing theories.
Assignment of a Public
Relations is very closely related
to the complex problems that exist within the surrounding
community. For example, a company
that is experiencing a financial
crisis, then a lot of issues and gossip are
scattered throughout the company's workers that caused many employees to do a demo so there PHK
(layoffs) evenly. In this case study, a
Public Relations should be able to calm employees and doing a press conference
to the media about the issue circulating gossip
or, mediates and
keep the image of the company as well as possible. By doing so, one has
committed a function of a Public Relations.
The task of a Public Relations from
the beginning and even now these still
need to be
clarified and should be returned reputation of
being a truly Public Relation
according to academicians and
practitioners. The task of a Public
Relation is supposed have basic principles
that "stands for"
looks static and ignored.
The debate about the existence of
what should be public relations use in the application of theory in practice has
made some circles who want to take the science of Public Relations disturbed.
With the development and awareness of the
importance of public relations in social life. A Public
Relation is not the same as
what was debated at
the time of history and not the same as marketing or other disciplines. PR
professional is to have a balance between theoretical
knowledge to be applied in practice, so that ethics
in the relationship between the public. Public Relations
represents what they bring. A Public Relations has a principle stand for whom to make a good image in the community. A Public Relations is
also brave in the debate to find the
truth in his opinion. Public Relations has
the ability to auto communicative,
meaning that Public Relation can deliver the message to the public good, can accept and
analyze opinions with theory and experience
that is already held, and the third
is being able to design a good strategy in any
situation. Because the image of
a company and organization
is stronger in Public
Relations.
A Public Relations can be said to have performed a study excellence as a communicator if the unit led by the
Public Relations manager, not by technicians, have
knowledge in managing and have equal opportunities in the Public Relations department occupying the best. (Cutlip,
Center & Broom, 2009, p.77).
A contractor
has a basic
background Public Relations with marketing. The
company considers that the marketing and
Public Relations is the same thing, because both relate to the community. This is what should be changed by the mindset of the
company with the job description of Public Relations. Marketing and Public Relations is not the same. According to
Cutlip,
Center and Broom (2006, p.6) Public Relations is a management function that
can build and maintain the image of the organization in giving effect to the public.
The both paper of this,
it is known that both explained that the misunderstanding
of what exactly the functions and
scope of work of Public Relations.
Bibliography
Cutlip, M.Scott, Allen H. Center and Glen M. Broom. (2006). Effective Public Relation (3rbd ed). Alih bhasa Tri Wibowo, Jakarta: Prenada Media
Cheney, G. & Christensen, L. T. (2006). What Should Public Relation Do, Practicall Speaking? Journal of Communication Management, Vol 10, 100-102.
Watts, R. (2006). What
is The Role of Public Relation Theory? Journal of Communicatio Management,
Vol 10, 103-105.
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