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Related to the statement above, as a problem solving facilitators, they take as a part of the strategic planning team; they must be able to show their skill in
helping and solving the institutions problems. Communication ability is essential for public relations officers. By mastering communicating skill, they can make a
good strategic and tactical decision in order to achieve the goals.
D. Public Relations in Governmental Institutions
Public Relations in government institution is a sub system from ministry of information as the whole and it is part of the social activities. According to
Cutlip and Centre 1978:498,The justification for government public relations rests on two premises; that 1 a democratic government is obliged to report to its
citizens, and 2 effective administration requires citizen participation and voter support.
Based on the statement above the writer can conclude that the basic function of the government Public Relations department is to provide information,
educationinstruction to its publics. The effort should also motivate the people directly or indirectly.
Rachmadi 1992:78 states that, Public Relations officers in governmental institution have some duties, they are:
1. To give information and education to the society about government’s
policies, its programs and its activities and also give information services needed by its publics.
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2. To give assistance to news media, such as information about government’s
policies, its programs and its activities. 3.
To promote the advancement of economy and culture that has been achieve by the nation to its publics.
4. To monitor public opinion about the government’s policies, then give it to
the leaders of government institutions as an input. Related to the statement mentioned above, Public Relations Department in
governmental institutions has important duties related to their activities, programs, and policies. Public Relations also determine the success of policies and programs
aims because the success level to communicate and inform will support the public acceptance and trust as well.
E. External Communication
OemiAbdurahman 1984: 38-39 states that, “the external relation is the
relation between the company and the outside public. This relations is the same important with the internal relations, because through this relation success or not
of company is depend on how Public Relations creates goodwill and good communication with its external public”.
Based on definition above, in government institution’s case, the writer can
conclude that the organization has to make good relationship to its public and other organization in order to make publics know about the bureaucracy and new
policy created by government institution. It can increase public trust to its organization, if the external communication is going well.
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The examples of external communication include: Press release
Report to government and other agencies Letters, emails, and telephone conversation with publics and other
organizations Publishing new policy
Briefing, interviews, and other contacts with journalists. According to Effendy 1983:22, external communication is divided into
two: 1.
Communication from organization to its public It is communication that happens from organization to its public. For
example: The organization gives information to its public by sharing news from mass media and face to face
2. Communication from public to its organization
It is communication that happens from public to its organization. For example: Public gives feedback publicopinion and give their idea toits
organization. The external Public Relations should create two-way communication
because a good Public Relations practitioner is not only smart in giving information but also smart in receiving information. A huge concern and act
which are related to public importance will arise pub lic’s trust to its organization.
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F. Communication Plan
