Publik dalam Pekerjaan Praktisi Public Relations (PR)

Summary

This video lecture discusses the vital role of publics in Public Relations (PR). It explores the definitions and importance of publics, as outlined by John Dewey, Grunig, and Han, categorizing them into nonpublic, latent, aware, and active publics. The speaker emphasizes that PR professionals must identify these publics to craft effective communication strategies. By understanding internal and external publics, PR practitioners can address their needs and resolve issues, strengthening an organization's image. The video concludes with the notion that PR should be integral to top management due to the complex nature of managing diverse publics.

Takeaways

• 😀 Public Relations (PR) involves two-way communication aimed at strengthening an organization's image with both internal and external publics.
• 😀 Public is defined as a group of people with shared interests who collaborate to solve common issues, as introduced by John Dewey in 1927.
• 😀 Grunig and Han built upon Dewey's definition, describing publics as groups that respond to issues, with varying degrees of awareness and involvement.
• 😀 There are four main types of publics: non-public, latent public, aware public, and active public, each requiring different communication strategies.
• 😀 Non-publics are groups that have no interest or issue with an organization and therefore do not require PR communication.
• 😀 Latent publics are unaware of potential issues but could be impacted by them in the future.
• 😀 Aware publics recognize potential problems but have not yet taken action to address them.
• 😀 Active publics are those who are fully aware of issues and actively work with the organization to address or solve them.
• 😀 PR professionals need to identify and understand the different types of publics to develop targeted communication strategies and avoid missteps.
• 😀 PR should not wait until an issue escalates to an active public; early intervention is crucial for successful communication.
• 😀 Internal publics include employees, management, and other stakeholders, while external publics encompass customers, investors, media, and governmental entities.
• 😀 The broader the public an organization has, the more complex the issues they may face, requiring a more sophisticated approach from PR professionals.
• 😀 The role of PR professionals is crucial in communicating effectively with diverse publics, and they should be positioned near top management due to the complexity of the issues they manage.

Q & A

What is the main topic discussed in the video?

The main topic discussed in the video is the importance of understanding public relations (PR) and the role of public in the work of a PR professional.

Who is credited with first introducing the concept of 'public' in the context of public relations?

The concept of 'public' in public relations was first introduced by philosopher John Dewey in 1927.

How did John Dewey define 'public'?

John Dewey defined 'public' as a group of people who recognize a shared issue and then collectively work towards solving it.

How does the definition of 'public' in public relations evolve according to Grunig and Han?

Grunig and Han define 'public' as a group of people who share a common interest in a specific issue, and who collectively work together to address it.

What are the different types of public in public relations according to Grunig and Han?

The four types of public are: nonpublic, latent public, aware public, and active public.

What characterizes a 'nonpublic' in the context of public relations?

A 'nonpublic' refers to a group of people who have no interest or connection to a particular organization or issue, and therefore do not need communication from the PR professional.

What is a 'latent public'?

A 'latent public' is a group that may face potential problems from the existence of an organization but is unaware of them.

What is an 'aware public' in public relations?

An 'aware public' is a group that recognizes potential issues that might arise from an organization's actions but has not yet acted on resolving them.

What is an 'active public' and why is it significant for PR professionals?

An 'active public' is a group that is aware of an issue, recognizes its potential impact, and actively works with the organization to resolve it. It is crucial for PR professionals because once a public becomes active, it becomes difficult to change their opinions.

Why is it important for PR professionals to understand and identify different publics?

It is important because understanding and identifying different publics helps PR professionals design communication strategies that are tailored to the specific needs of each group, thus avoiding failed communication campaigns.