The Resume of Public Relations Theory ( Dea Cindy: 135120207121003)

Name: Dea Cindy Paramitha Sariputri

NIM: 135120207121003

Class: I – 5  Commnication Science, University of Brawijaya

Public Relations Theory

            In our country Indonesia, Public Relations is often referred as Humas (Hubungan Masyarakat). In my opinion, that term is wrong. Why? Because ‘masyarakat’ means society, and ‘public’ and ‘society’ have different meaning. Public is a part of society that has an interest or concern about something. So, the term ‘masyarakat’ is too wide / large for public relation’s meaning.

According to John E. Marshton, Public Relations is planned, persuasive communication designed to influence significant public (Kriyantono, 2008, p. 4).

            Nowadays,  Public Relation is also become a subject course or a science in colleges. How come? Many peoples thought public relations is only a practical work. Well, something can be called as a science if there is a theory that underlying it,  a theory exists because of the researchs or the linkages with other theories, as well as Public Relations. The theories that related to public relations are social semiotic theory, critical discourse analysis, and also signal perception theory (Watts,  2006). What we have to do towards other diciplinary are examine the relevant or suitable elements and apply it to public relations practice.  

case example:

            Kriyantono (2008, p.21) explain that there are broad outline of public relations function:

a.       Maintain good communication

b.      Serve public’s interest

c.       Maintain good morals and manners

Based on the statement above, i will show you the example of related cases: a public relations praticioner of a company convey an announcement of their company with good & clear information to the public, public relations practitioners serve the public interest such as give anything information that needed or questioned by public as long as doesn’t break the rules of the company it self, public relation practitioner should have good attitude especially when serving the public such as with good smile and the intonation of the voice when they having conversation,   thus making the clients or the public feel comfortable.

            We often found that public relations is intergrated in organiztions practices and in academic dicussions. As we knew that public relations is often called as defensive profession and biased about its clarity. The way public relations theory concern about its own public image is through the way public relations pay attention towards its persistent such as concerning its ethics in terms of appearance/ communicate. In my opinion, The role of organizational culture in public relations theory and  the  representations to enrich public relations practice should be considered (pay attention) by the openness of public relations and the public itself, thus, reduce public suspicion and also raise up valuable organization's network. Public relations can understand  its auto communicative by consumption of ‘symbols’ that its own produced. Public relations theory and practice engange pressing social issues by persuasive campaigns, analyses of pr and considering the related matters.

            Now,  public relations already achieve privilege status, but today we also live in an enhancement of knowledge-based society, so the standards of public relations rebound on all sides.  It is  necessary for public relations to mobilize elements from the body of academic work and translate that into some methodologies that suitable for practioner use. With the presence of Public Relations theory, we are expected to be able to understand how to absorb the meaning and response to that meaning.

           

            In my opinion, the understanding of the role of the Public Relations and the theory itself  are still unclear or bias. Therefore, The public relations scholars/experts have to make an explanation of public relations which is easily to understood by the public, especially for students who take the course of public relations.

References:

Cheney, G. , & Christensen, L. T. ( 2006). What Should Public Relations Theory Do, Practically Speaking?, 10 (1), 100 – 102. doi: 10.1108/13632540610646418

Kriyantono, R. (2008). Public relations writing: Teknik produksi media public relations dan publisitas korporat (2nd ed). Jakarta: Kencana Prenada Media Group.

Watts, R. (2006). What is The Role of Public Relation Theory?, 10 (1), 103 – 105. doi: 10.1108/13632540610646427