Definisi dan Fungsi Public Relations: Nadia Wasta Utami, S.I.Kom., M.A (Komunikita Eps. 65)

Summary

This video delves into the evolution and functions of Public Relations (PR), highlighting how its definition has transformed from a one-way defensive tool to a strategic, two-way communication process. Initially seen as a 'bulletproof jacket' for corporations, PR now focuses on building mutually beneficial relationships between organizations and their publics. Key roles in PR include communication technician, expert advisor, communication facilitator, and problem solver. Ultimately, PR has become a vital, strategic function that fosters understanding, cooperation, and positive stakeholder engagement.

Takeaways

• 😀 PR has no single, fixed definition and continues to evolve over time to adapt to changing needs and contexts.
• 😀 In the early 1990s, PR was primarily viewed as a tool for businesses to defend against negative media, often likened to a 'bulletproof jacket'.
• 😀 PR in its early years was largely one-way communication, often equated with propaganda used to influence public opinion.
• 😀 Post-World War II, the concept of PR evolved to emphasize two-way communication, focusing on mutual understanding between organizations and their audiences.
• 😀 Definitions from sources like Webster's Dictionary and the British Institute of Public Relations highlight PR as an effort to build mutual understanding between organizations and the public.
• 😀 PR is now understood as a strategic communication process aimed at building mutually beneficial relationships between organizations and their stakeholders.
• 😀 PR serves several roles within an organization, including communication technician, expert advisor, communication facilitator, and problem solver.
• 😀 As a communication technician, PR involves tasks like writing press releases, creating content, and managing social media posts.
• 😀 As an expert advisor, PR professionals offer strategic advice to top management, particularly during crises or issues affecting the company’s reputation.
• 😀 PR functions as a communication facilitator, acting as the bridge between organizations and their audiences, providing accurate information and resolving misunderstandings.
• 😀 PR also plays a key role as a problem solver, helping to identify, define, and resolve both internal and external issues facing an organization.

Q & A

What was the initial definition of PR in the early 20th century?

In the early 20th century, PR was seen primarily as a defensive tool for businesses, used to protect them from negative press. It was often likened to a 'bulletproof jacket' for corporations, shielding them from attacks, especially from journalists.

How did PR evolve after World War II?

After World War II, the role of PR shifted towards a more sophisticated form of communication. It moved from one-way communication (propaganda) to a two-way communication model, emphasizing mutual understanding between organizations and their publics.

What does the term 'two-way communication' in PR mean?

'Two-way communication' in PR refers to an interactive dialogue between an organization and its publics, where both parties exchange information, feedback, and perspectives. This contrasts with the earlier one-way communication model, which was more about disseminating information without feedback.

What is the modern definition of PR according to the transcript?

The modern definition of PR is a strategic communication process aimed at building mutually beneficial relationships between organizations and their publics. It focuses on fostering understanding, trust, and cooperation.

What role does PR play in managing crises?

PR plays a crucial role in managing crises by advising top management on how to respond to public issues and helping to shape the organization's communication strategy during times of crisis. PR professionals provide expert advice on managing public perception and protecting the organization’s reputation.

What is the significance of 'mutually beneficial relationships' in PR?

'Mutually beneficial relationships' in PR refer to the idea that both the organization and its publics should benefit from their interactions. PR aims to create win-win situations where both parties understand each other and work together for their common good.

What are the four main roles of PR in an organization?

The four main roles of PR in an organization are: 1) Technician, responsible for technical communication tasks such as writing press releases and managing social media; 2) Expert Advisor, providing advice to top management, especially during crises; 3) Facilitator, acting as a mediator between the organization and its publics; and 4) Problem Solver, involved in resolving issues both internally and externally.

How does PR contribute to internal communication within an organization?

PR contributes to internal communication by ensuring that employees and other internal stakeholders are informed and engaged. It helps to maintain a positive internal environment by managing communication between management and staff, and also resolving internal issues when necessary.

What is the role of a PR technician?

A PR technician is responsible for the technical aspects of communication, such as writing and editing press releases, newsletters, and social media content. They handle the creation and distribution of information to both internal and external audiences.

What is the primary difference between the PR technician role and the expert advisor role?

The primary difference is that the PR technician focuses on the practical aspects of communication, like content creation, while the expert advisor provides strategic guidance to top management on how to handle public perception and communication, especially during a crisis.