Definisi dan Fungsi Public Relations: Nadia Wasta Utami, S.I.Kom., M.A (Komunikita Eps. 65)
Summary
The video outlines the evolution of Public Relations (PR) over time, transitioning from one-way communication to emphasizing stakeholder satisfaction and mutual understanding. Initially seen as a defense mechanism against negative issues, PR has evolved into a strategic communication process aimed at fostering mutually beneficial relationships between organizations and the public. PR professionals play key roles such as communication technicians, expert advisors, facilitators, and problem solvers within organizations to ensure effective PR practices.
Evolution of PR Definition
PR definition has evolved over time and is impacted by the way PR is practiced. Initially seen as a corporate bulletproof jacket against negative issues like journalist attacks, PR functioned to defend and maintain corporate interests. It transitioned from being one-way communication to two-way communication post-World War II, emphasizing stakeholder satisfaction and mutual understanding.
PR as Persuasion and Propaganda
In the 1950s, PR was perceived as persuasion to guide public understanding. Post-World War II, it was often viewed as propaganda due to one-way communication practices. The British Institute of Public Relations defined PR as building and maintaining mutual understanding between organizations and the public, shaping the modern PR perspective.
PR as Management Function
PR is described as a planned effort to influence perceptions through ethical and responsible actions, based on two-way communication for mutual benefit. PR involves managing internal and external public relations, emphasizing mutual understanding and cooperation for organizational success.
Strategic Communication in PR
PR is recognized as a strategic communication process that fosters mutually beneficial relationships between organizations and the public. It aims to build reciprocal relationships that are advantageous to both parties, highlighting the importance of strategic communication in PR practices.
Roles of PR Professionals
PR professionals play four key roles within organizations including communication technician, expert subscriber, communication facilitator, and problem solver. These roles involve technical communication tasks, advising top management, facilitating communication, and solving problems to ensure effective PR practices.
FAQ
Q: How has the definition of PR evolved over time?
A: The definition of PR has evolved from initially being seen as a corporate defense mechanism to being a strategic communication process focused on building mutually beneficial relationships.
Q: What was the initial purpose of PR?
A: Initially, PR functioned as a corporate bulletproof jacket to defend and maintain corporate interests against negative issues like journalist attacks.
Q: How did PR transition from one-way communication to two-way communication post-World War II?
A: Post-World War II, PR shifted from one-way communication to two-way communication, emphasizing stakeholder satisfaction and mutual understanding.
Q: What was the perception of PR in the 1950s?
A: In the 1950s, PR was perceived as persuasion to guide public understanding.
Q: How was PR viewed post-World War II due to its communication practices?
A: Post-World War II, PR was often viewed as propaganda due to its one-way communication practices.
Q: How did the British Institute of Public Relations define PR?
A: The British Institute of Public Relations defined PR as building and maintaining mutual understanding between organizations and the public, shaping the modern PR perspective.
Q: What is the role of PR in organizational success?
A: PR involves managing internal and external public relations, emphasizing mutual understanding and cooperation for organizational success.
Q: What are the key roles of PR professionals within organizations?
A: PR professionals play key roles such as communication technician, expert subscriber, communication facilitator, and problem solver, involving technical communication tasks, advising top management, facilitating communication, and solving problems.
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