Summary Journal: Arin Widiastuti - 135120207121016

In general, public relations is a management function to establish and build mutually beneficial relationships between an organization and its publics, which raised the recognition of the public towards the organization, where it can determine the success or failure of the organization. Therefore, public relations have an important role for the image of an organization.

From the first journal yang berjudul “What is the role of public relation theory?” explains about the truth of the role of public relations theory. Where from the journal, public relations must be smarter and have greater insight than the receipent. Public relations spans many academic disciplines. Public relations not only about the theory of public relations itself, but also public relations must be master the science of psychology, politic, and also sociology. A PR practitioner can not mention to the public by saying "in my experience" only but the knowledge of the public relations needed to be based on research. This is because we live in an intense and increasingly knowledge-based society. Standards are soaring on all sides (Watts, 2006).

In the second journal titled with “What should public relations theory do, practically speaking?” contains seven questions that are crucial to the conversation between public relations theory and practice. In this journal explain how negative reputation of public relations has to be concern to theorists as well as practitioners. Public relations tended to ignore, hold static, or even render invisible the internal affairs of organizations, including the values, opinions and preferences of employees. The idea of representation, with its epistemological, political, and linguistic senses, can help to inform PR theory through a full-blown consideration of what it means to “stand for” an organization or a cause or an industry (Cheney, 2006).

As we know, public relations already had negative reputation, so this journal explain some of clarifikasion and even insight about public relations theory where public relations theory to concerned about public image or identity that already explain that tended to be defensive. Basically, public relations theory can be used for identity/image, organizational culture, modes of representation, advocacy, audiences, dialouge in idealism and practice, and social engagement with using the appropriate theories. In here, it is clear that the public relations should have knowledge about the public relations theory used in accordance with the problems faced by public relations, so there is no misunderstanding between the organization and the public that would cause public relations theory had negative reputation dan public relations defensive something true and clear.

For example, about Prita Mulyasari case. Prita Mulyasari cast commentary on the service at the Omni International Hospital Alam Sutera, Serpong, South Tangerang, Banten. Protests were more in the form of a vent in cyberspace where Prita Mulyasari said that the Omni Hospital tricks the lives of patients.

Complaints that floated to the Omni Hospital certainly made uncomfortable by the hospital, but if the hospital responded to the approach of public relations properly and real improvement, as do the roles public relations mentioned above, the complaints that has become an issue that will be turned into a loyalty and favorable publicity for Omni Hospital. But instead of responding with Public Relation or communication approach, Omni Hospital instead respond with legal action.

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

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