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Wednesday, July 18, 2012

Chapter I

Chapter I
A. Background
Public Relations has now become a communication tool with a larger role, not only in building the corporate image but also on product and brand image. In profit-oriented organization or company, when the increasingly sharp competition in the world of business, corporate management continues to seek opportunities and methods to communicate the benefits of its brand through promotional activities are persuasive and able to increase product credibility in the eyes of its customers. At a time when the practice of marketing promotion through advertising and promotional incentives increasingly unpopular in the eyes of the audience, a realization that one of the important promotional tool is public relations. This tool is believed to be a promotional tool that cost less and are able to increase credibility. It is undeniable, even though public relations is still a much smaller share of the company's promotional budget, but his role as a tool for building brand increasingly significant.

B. Scope of problem
In this paper will discuss what your goals to become a public relations and how its implementation in real life, as well as being a public relations function.

Chapter II
A. Public Relations Objectives The main purpose of public relations is to influence the behavior of individuals and groups when linked together, through dialogue with all groups, where the perception, attitude and opinion is important to a company successful (Davis, 2003). 

The goal is to "establish goodwill, tolerance (tolerance), mutual cooperation (mutual understanding) and mutual respect (mutual appreciation) and obtain a favorable public opinion, the right image based on the principles of good haronis relationships into relationships (internal relations) and relations exit (external relations) "(Ruslan, 1999:31) 

Bonar (1987:21) defines public relations objectives are: 1. Public understanding (public understanding) 2. Public confidence (public confidence) 3. Public support (public support) 4. Public cooperation (public partnership) 

The purpose of public relations (Kusumastuti, 2004: 20) is as follows: a) Preserved and the establishment of mutual understanding (cognitive aspect). b) Maintain and establish mutual trust (affective aspect). c) Maintain and create cooperation (aspect psikomotoris). 

According to Ruslan Rosady (2001, p.246) public relations purposes are as follows: a. Foster a positive corporate image to an external public or the public and consumers. b. Encourage the achievement of mutual understanding between the public goals with the company. c. Develop synergies with the marketing function of public relations. d. Effective in building brand recognition and brand knowledge. e. Support the marketing mix. 

Jefkins (2003, p.54) defines of the many things that can be used as a corporate public relations purposes, some of which the principal is as follows: a. To change the public image in the eyes of the public in connection with the new activities undertaken by the company. b. To increase the weighting of the quality of prospective employees. c. To disseminate a success story that has been achieved by the company to the public in order to gain recognition. d. To introduce the company to the public, and open up new market share. e. For preparing and conditioning the public stock markets for the company's plans to issue new shares or additional shares. f. To improve inter-firm relations with society, with regard to the occurrence of an event that resulted in criticism, questions, or misunderstanding among the public against corporate goodwill. g. To educate consumers so that they more effectively and understand in utilizing the company's products. h. To convince the public that the company can survive or bounce back after the occurrence of a crisis. i. To enhance the capability and resilience in the face of enterprise risk takeover by the other party. j. To create a new corporate identity. k. To disseminate information about the activities and participation of corporate leaders in the organization of everyday social life. l. To support the involvement of a company as a sponsor of an event. m. To ensure that the politicians really understand the activities or the company's products are positive, so that the company concerned to avoid regulations, laws, and government policies that harm. n. To disseminate the activities of the company's research has been done, so that the public know how the company was giving priority to quality in various ways. 

On the whole purpose of public relations is to create a good image of the company so as to generate public loyalty to the products offered by the company (Mulyana, 2007). Besides public relations aimed at creating, fostering and maintaining a pleasant attitude of gratitude for the institution or organization on the one hand and with the public on the other by the harmonious communication and reciprocity (Maria, 2002).
B. Public Relations Function 

The function of Public Relations by Bettrand R. Canfield (1964: 6) is as follows: a. Serve the public interest If not for the public interest both internally and externally, then it probably will create a happy relationship. Instead an agency / company will be successful if all actions are as dedicated to the public interest. b. Maintain good communication A leader who perform public relations activities will be successful in his leadership, when he participated along with their employees. He harud communication activities not only in relationships but also outside of his official duty. For example, by holding sporting events, activities and other anjangsana - others. c. Focuses on moral and good behavior A good leader in his behavior will focus on morality, he will also have the moral authority if it is not disabled and behavior. He should be an example for subordinates 

The basic functions of public relations as expressed by Moore, include: 1. Interpret public opinion for the interests of management and collecting information on public attitudes. 2. Make management aware of trends in political, social and economic. 3. Draw the attention of upper management aspects of the stimuli that could impede the operation of the company's relationship with the public. 4. Delivering advice to management to handle the relationship. (Moore, 1987:160) 

According to Maria (2002, p.31), "public relations is one part of one same breath in the organization, and must provide their organizations with the right identity and right and able to communicate it so that public trust and have a clear and correct understanding of the organization The ". This simply gives an overview of public relations functions, namely: 1. Activities aimed at obtaining good faith, trust, mutual understanding and a good image of the public or society at large. 2. Have a goal to create public opinion is acceptable and beneficial to all parties. 3. An essential ingredient in management to achieve specific goals, according to public expectations, but it is a typical organization or company. It's important how the organization has a color, culture, imagery, atmosphere, conducive and pleasant, improved performance, and productivity can be achieved optimally. 4. Attempt to create a harmonious relationship between the organization or company and its publics, while creating public opinion in effect, which is very useful as input for the organization or company concerned. 

It can be concluded that public relations is more oriented to the company to build a positive image of the company, and better results than before because of getting the opinions and criticism from consumers. But if the public relations function is executed properly is really a powerful tool for improving, developing regulations, organizational culture, or company, and a conducive working atmosphere, and sensitive to the employees, it would require a special approach and motivation in improving its performance. Briefly it can be said that the public relations function is to preserve, mengembangtumbuhkan, maintaining a mutual communication are required in handling, fix any problems, or minimize the appearance of a problem (Black, 2002). 

Four important functions of public relations according to Harold Burson (in Wilcox, 2006: 24) namely: 1. Censorship of social change sound grasp of public relations professionals in the midst of the community that provide clues to kabaikan or bad for the organization, and helps management guard against the onslaught and the impact of the issue. 2. Corporate Conscience Henry David Thoreau wrote: "It is reasonable that a corporation has no conscience, but a legal entity that has the conscience of people is a legal entity with a conscience". The words were magical and the words that are always remembered by the public relations professional. These characteristics are the basis for the preparation of the public relations officer job description. 3. Communicators Many people assume that communication is the main role of public relations. Most likely, they argued that, because they waste time trying to master the communication skills and a bit of the University of North Sumatra at a time to hone their social skills. Communication is not the main role, communication is one of the four important role of public relations. 4. This function makes the monitor company policies and programs the company in accordance with community expectations. The spirit of the authorities must cover the job of public relations practitioners, and this is the most powerful reason for the public relations officer to report to top management level. 

Cutlip and Center (in Kusumastuti, 2004: 23), said that public relations functions include the following:
1. Supporting the activities of management and organizational goals.
2. Creating two-way communication reciprocally by spreading information from the company to the public and public opinion on the company's channel.
3. Serving the public and advise the head of the organization in the public interest.
4. Harmonious relationship between the organization and the public, both internally and externally.

Functions of Public Relations, among others
1. To ascertain and evaluate public opinion as relates to his organization (know for sure and evaluate public opinion relating to the organization).
2. To counsel executives on Airways of dealing with public opinion as it exists (to advise executives on ways to handle the general opinion that arises).
3. To use communication to influence public opinion (using communication to influence public opinion).

Chapter III
Public relations is said to function within an organization or institution if such public relations activities that have demonstrated a clear and distinguishable from its activities. Purpose and most important goal of public relations is to achieve mutual understanding as a major objective. Praise a good image and lots of support but it is not we who determine the feed back that we expect. Objective or purpose of public relations is "Understanding". The main objective is the creation of sense of negativity that is projected to change society into something positive. Usually the negative things that are emitted: hostility, prejudice, apathy, Ignorance. Meanwhile, through the understanding we seek to turn it into: Sympathy, acceptance, interest and knowledge.

Bibliography relations.html
Abdurrachman, Oemi. 1993. Basics of Public Relations. Bandung: Citra Aditya Bakti.
Jefkins, Frank and Daniel Yadin. 1996. Public Relations. Fifth Edition. New York: Erlangga Kasali, Rhenald. 2005. Public Relations Management. Jakarta: Grafiti.
Moore, Frazier. 2004. Public Relations, Image Building in Communications. New York: Rosda.
Rachmadi. F. 1994. Public Relations in Theory and Practice. New York: Scholastic.
Rumanti, Mary's Assumption. 2002. Basics of Public Relations: Theory and Practice. New York: Scholastic Widiasarana.
Soemirat. Salah and Elvinaro Ardianto. 2003. Basics of Public Relations. New York: Youth Work Rosda.
Saputra, Wahidin Rulli and Nasrullah. 2011. Public Relations 2.0: Theory and Practice of Public Relations in the Era of Cyber. New York: Gramata Publishing.

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