Public Relations: How Public Relations Do The Role and The Practice Surrounding Us

Public Relations: How Public Relations Do The Role and The Practice Surrounding Us

Meryana Deasy Karina Sudarsono, 135120207121004

Communication Science, Faculty of Social and Political Science,

University of Brawijaya, Malang

This article is based on my review about two journals that I have received before from Mrs. Maulina Pia Wulandari. The title of both journals are “What is the role of public relation theory?” by Watts (2006) and “What should public relations theory do, practically speaking?” by Cheney, G., & Christensen, L.T  (2006). In this article also tell  about personal argument and related to the case surrounding us.

In daily life, human can not regardless communication. Communication as human needs can develop by the competence of human itself. As a human we should be a good communicator, but in Public Relations, want more than good, excellent.  According to Craig (2006),

“Becoming an excellent communicator means more than just learning how to get results. It means growing as a person, appreciating the values that underlie good communication, developing the skills and character traits that naturally emerge from serious engagement in the practice of communication, and thereby contributing to the cultivation of those communication-based values, skills, and traits in society.”

As we know that Public Relations is important to learn.  In Public Relations, communication is important to apply the activity. The ability of communication in Public Relations can increase the activity what they do. Pulic Relations is identic with a woman, beautiful, sexy, smiling, take care of customers, and the job is to influence people (Kriyantono, 2012). From the definition is true. Why? Because as far as we know about Public Relations, all of the criteria are true. A Public Relation is related to a beautiful woman with sexy body, always smile, smart, and they have ability to influence people with their communication’s skill.

            From  both journal that I’ve already read, explain about the role of Public Relations theory and the issues of Public Relations theory and practice. The first journal is explained about the importance of Public Relations theory. In this journal, Public Relations have abillity to deliver message and heard by listener, broad insight, criticism and professionalism. Here, Watts said, “Professionalism meant possession of a body of knowledge greater than that of the recipients. What is more, that knowledge needed to be based on research.” (Watts, 2006). From one of the role, we can know that professionalism and knowledge are needed by Public Relations. Broad insight must be have by Public Relations.

In daily life, the same situation when public relations make a conference. In the conference, as public relations must be uncommited or do not show partiality to anyone. When public relations convey the messages, be expected by the listener and be successful to influence people. John. E. Marston (In Kriyantono, 2012) said, “Public Relations is planned, persuasive communication designed to influence significant public”. Ya, from the definition show the other characteristic of public relations, persuasive. Besides to influence people, there is something important should be known by public relations, there is persuasive.  Not only influence people, but also have ability to persuade people who already hear the messages from public relations.

The second journal is discuss about public relations theory and practice. This journal concern on how representation public relations with espistemological, political, and linguistic senses. If public relations can combine all the idea, can help to inform public relations theory through a full-blown consideration of what it menas to “stand for” an organization or a cause or an industry (Cheney, G., & Christensen, L.T.,  2006). In this journal also show 7 questions about public relations practice. In a company or marketing or organization, public relations is must be communicative in communication. That’s why public relations must have good communication, moreover excellent communicator.

Public Relations is related with a beautiful woman with sexy body, clever, and interest. In daily life, not only the characteristics must be have, but al the important things that must be have by public relations are skill and behavior. As we know about the fashion models in the world must have brain, beauty and behavior as the criterias. In public relations too. If public relations is not interesting, not communicative, and act incompatible with, then no one noticed. Therefore, public relations should be interest, the attractive nature of public relations, the greater the level of persuasion given to the public.

Besides that, public relations have ability to writing. For example when we make social event. Here, we are as public relations role as spokesperson, why held these activities, for what, what mafaatnya, and so on, everything will be explained by us as public relations. Then public relations make press release which is the content about  the activity to the media.

Public Relations is important and needed by company. The role of public relations  theory are as writer in press release. Public Relations have ability to deliver messages to society, broad insight, and the important things is professionalism.  The role and the practice of public relations  must be in accordance with the applicable rules. So, public relations must increase the competence of communication and ability in public relations activity.

References:

Cheney, G., & Christensen, L.T. (2006). DEBATE PAPER: What Should Public Relations Theory Do, Practically Speaking?. Journal of Communication Management, 10 (1), 100-102. DOI: 10.1108/13632540610646418

Craig, R.T. (2006). Communication as practice. Retrieved from Adam W. TYMA Journal in International Journal of Communication http://ijoc.org/index.php/ijoc/article/view/191/130

Kriyantono, R. (2012). Public Relations Writing: Teknik Produksi Media Public Relations dan Publisitas Korporat. Jakarta: Kencana Prenada Media Group

Watts, R. (2006). DEBATE PAPER: What is The Role of Public Relation Theory?. Journal of Communication Management, 10 (1), 103-106. DOI: 10.1108/13632540610646427