Teori Excellence dalam Public Relations

Summary

In this video, a student from the Public Relations class at UIN Suska Riau presents James Grunig’s 'Exchange Theory' of Public Relations. They explain how Grunig’s models, particularly the Two-Way Symmetric model, emphasize mutual understanding and communication between organizations and their publics. The theory suggests PR should not only be a tool for persuasion but also a management function, involving research and dialogue to build long-term relationships. Key principles of excellence in PR are highlighted, focusing on strategic involvement in decision-making and integration into organizational management, with PR professionals playing essential managerial roles.

Takeaways

• 😀 The presentation discusses the 'Exchange of Public Relations' theory by James Grunig, introduced in 1984, which focuses on effective communication strategies in public relations.
• 😀 Grunig’s theory builds on four key PR models: Press Agentry, Public Information, Two-Way Asymmetric, and Two-Way Symmetric.
• 😀 The Two-Way Symmetric model is considered the most ideal, as it emphasizes mutual understanding through two-way communication between an organization and its publics.
• 😀 The example of Energen's campaign for 'Healthy Breakfast Before 9 AM' illustrates the Two-Way Symmetric model, showing how organizations can engage with publics based on research and feedback.
• 😀 The Two-Way Symmetric model not only benefits the organization but also addresses the needs and interests of the public, leading to a win-win outcome for both parties.
• 😀 Grunig’s 'Excellent Theory' views PR professionals as strategic managers, not just communicators or persuaders, who help build healthy relationships with publics.
• 😀 Three main roles of PR professionals in Grunig’s Excellent Theory are: expert advisor, communication facilitator, and problem-solving facilitator.
• 😀 As an expert advisor, PR professionals are tasked with identifying problems, providing solutions, and overseeing their resolution.
• 😀 The communication facilitator role requires PR professionals to maintain open, two-way communication between the organization and its environment.
• 😀 PR professionals also serve as problem-solving facilitators, partnering with senior management to address organizational issues and manage public relations effectively.

Q & A

What is the central theory discussed in the video?

The central theory discussed in the video is the *Exchange Theory of Public Relations* introduced by James Grunig in 1984. This theory focuses on the importance of two-way communication between organizations and their publics, promoting mutual understanding and feedback.

How does the *Exchange Theory* differ from other PR models?

Unlike one-way communication models, the *Exchange Theory* advocates for two-way communication, where both the organization and the public engage in a reciprocal relationship. This allows for mutual understanding and benefits for both parties.

What are the four models of public relations mentioned in the video?

The four models of public relations discussed are: 1) *Press Agentry*, 2) *Public Information*, 3) *Asymmetrical*, and 4) *Symmetrical* (also referred to as the *Twixt Matrix* model).

Which PR model is considered the most ideal, according to the speaker?

The *Symmetrical* model, or *Twixt Matrix*, is considered the most ideal. It emphasizes two-way communication and focuses on building mutual understanding and feedback between an organization and its publics.

How does the *Symmetrical* PR model benefit both organizations and the public?

The *Symmetrical* model benefits both parties by fostering communication that goes beyond persuasion. It creates a dialogue where the organization learns from public feedback and adjusts its strategies to better align with public needs, creating a win-win scenario for both sides.

Can you provide an example of the *Symmetrical* model in action?

An example provided in the video is Energen's 'Healthy Breakfast' campaign. The company conducted research to understand public eating habits and launched an initiative to promote healthy breakfast habits, showing how the organization responds to public needs and creates a positive societal impact.

What is the role of public relations (PR) professionals in the *Excellent PR Theory*?

In the *Excellent PR Theory*, PR professionals are seen as managers who play three key roles: 1) *Expert Prescriber* (analyzing problems and offering solutions), 2) *Communication Facilitator* (serving as a bridge between the organization and public), and 3) *Problem-Solving Facilitator* (helping management address issues and challenges).

What is the main difference between PR professionals as 'managers' versus 'technicians' in the *Excellent PR Theory*?

The *Excellent PR Theory* emphasizes that PR professionals should act as 'managers' rather than 'technicians.' This means they should use research, dialogue, and strategic thinking to manage relationships, not just execute communication tasks.

What are the five key principles for PR management according to Karyantono (2014)?

The five key principles for PR management outlined by Karyantono (2014) are: 1) PR should be part of strategic decision-making, 2) PR must have direct access to senior management, 3) PR should be integrated into a separate department, 4) PR should be distinct from other management functions, and 5) PR managers should be skilled in communication management, not just technical communication.

Why is it important for PR to be involved in strategic decision-making?

It is important because PR helps organizations manage their relationship with publics. When involved in strategic decision-making, PR can ensure that policies and actions reflect the needs and concerns of the public, improving both organizational success and public relations.