Fungsi Humas dalam Organisasi | Dr. Amiruddin Sandy, S.STP., M.Si | Public Relations Management

Summary

In this video, the speaker, drawing from their experience as the head of public relations at the Palembang City Government, delves into the role and functions of public relations (PR) within an organization. They explain that PR is more than just communication; it’s a strategic art of shaping public perception. The five core functions of PR include anticipating and interpreting public opinion, designing editorial strategies, crisis management, building relationships, and providing public feedback. The speaker emphasizes the importance of PR professionals mastering various skills and working as a team to influence positive outcomes and ensure an organization's success.

Takeaways

• 😀 Public relations is more than just routine activities; it's an art that combines science to meet organizational goals and public expectations.
• 😀 A public relations professional must master grammar, gestures, language skills, and be aware of current situations to avoid miscommunication.
• 😀 Public relations is strategic in shaping how policies are perceived, making them acceptable to the public even if not fully aligned with their intentions.
• 😀 The first function of public relations in an organization is to anticipate, analyze, and interpret public opinion and attitudes, then formulate strategies to influence them.
• 😀 Editorial content delivered through the mass media should be valid, aligned with expectations, and summarized in a way that influences public perception.
• 😀 Public relations plays a critical role in crisis management by developing strategies to address crises and shape public perception using media.
• 😀 One of the key functions of public relations is to build and maintain good relations with investors, media, and society, even in challenging situations.
• 😀 A public relations person must maintain professionalism and handle difficult relationships even when personal dislike for a person may exist.
• 😀 Public relations must be a team effort, as it requires fast, collaborative work to gather and convey information effectively in the age of social media.
• 😀 Public relations helps in maintaining and enhancing an organization's reputation, making it an essential part of organizational growth and trust-building.

Q & A

What is public relations, according to the speaker?

Public relations (PR) is more than just typical communication activities. It is an art of combining various sciences to create a situation that aligns with the organization's expectations. PR professionals must master language, gestures, and understand the situation to communicate effectively.

What are the five functions of public relations in an organization, as described in the video?

The five functions of public relations are: 1) Anticipate, analyze, and interpret public opinion and attitudes; 2) Design editorial content strategy for the mass media; 3) Develop crisis management strategies; 4) Build and maintain good relationships with stakeholders; 5) Provide services and reviews through digital platforms.

How does the speaker define the role of a public relations professional?

A PR professional is responsible for mastering language and gestures, understanding the existing situation, and delivering information in a way that aligns with organizational goals. They must also be skilled in interpreting public opinions and using media to influence perceptions.

Why is crisis management an important function of public relations?

Crisis management is crucial because public perception during a crisis can significantly affect an organization's reputation. PR professionals need to develop strategies to communicate effectively during such events, using media to manage the crisis and control the narrative.

What is the role of editorial content in public relations?

Editorial content in PR is designed to summarize complex issues and deliver them through the mass media in a way that is valid, strategic, and aligned with the organization's objectives. This content influences public perception and helps change attitudes toward policies.

How important is teamwork in public relations?

Teamwork is essential in PR. It requires collaboration among different staff members, such as those gathering data, writing editorial content, and managing events. The faster and more coordinated the team, the better the response in conveying information to the public.

What challenges do PR professionals face when maintaining relationships with stakeholders?

PR professionals often face situations where they must interact with people they may not personally like or agree with. Despite this, they must maintain professionalism and work to ensure that the organization is viewed positively by stakeholders.

What does the speaker mean when they say PR functions like the 'five senses' of an organization?

The speaker compares public relations to the five senses because PR is responsible for receiving, processing, and conveying information—just like how the senses help a person perceive the world. PR professionals act as the organization's sensory system, maintaining its reputation and facilitating communication.

Why is it important for PR professionals to be quick in responding to information?

In the era of social media and openness, quick responses are critical. If a PR team is slow to address issues or provide updates, the public may perceive the information as outdated or unreliable, which can harm the organization's reputation.

How does the speaker suggest improving public relations strategies in the future?

The speaker encourages feedback from the audience to help improve public relations strategies. They also plan to share more posts on topics like communication building, maintaining positive relationships, and shaping public perception.