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CHAPTER II LITERATURE REVIEW
A. Public Relations
1. Definition
According to the International Public Relations Association IPRA:
character, through which public and private organizations and institutions seek to win and retain the understanding, sympathy, and support of those with whom
they are ort may be concerned-by evaluating public opinion about themselves, in procedures, to achieve by planned and widespread information more
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identifies the policies and procedures of an individual or an organization with the public interest and plans and executes a program of action to earn public
is about reputation the result of what you do, what you say and what others say about you. Public Relations practice is the discipline
which looks after reputation- with aim of understanding and support, and influencing behavior. It is the planned and sustained effort to establish and to
maintain goodwill and mutual understanding between organization and its
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It can be concluded that Public Relations is the management function that evaluates the public opinion, attitudes and identifies the policies and procedures
to get the public understanding, sympathy and support.
2. Public Relations Activities
According to Anggraeni in her article: activity is an activity that on purpose, was formed to influence, reach
common understanding, provide the information and get a reactionfeedback, its organized at a certain time, systematically, using effective research and analysis
based on actual policies and performance on mutually beneficial goals between organizations and the public to save a two-
. In general, Public Relations activities are divided into Internal Public
Relations and External Public Relations. Effendy, 1992; 135 Internal Public Relations
Internal Public Relations activities consist of; a. Employee Relations
Employee Relations is maintaining relations between management, staff and families of employees.
b. Labor Relations Labor Relations is maintaining the relationship between institutions
directors or management with company unions. c. Stakeholder Relations
Stakeholders Relations is maintaining good relations with its stakeholders. It is the duty of Public Relations to conduct communications that are
persuasive and informative, conduct an analysis on employment policy personnel policy, including salarywages, honoraria, and other employee
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benefits; analyze what has been done on the internal Public Relations. Informative and persuasive communication can be implemented through;
a. Written channel, using letters, papers, bulletins, etc. b. Verbal interaction, such as holding briefings, meetings, discussions,
lectures, etc. c. Counseling, some staff members who have received training or education to
give advice to employees, help solve their personal problems or discuss it together.
External Public Relations One purpose of the External Public Relations is to strengthen relationships
with organizations outside the agencyagencies until it forms a favorable public opinion against the institution.
External Public Relations activities are; a. Expanding the Network
b. Introducing institutions to Public c. Improved relations with Public
d. Solving the problems Institution relations The object of external parties Public Relations activities are governmental
institution, the press or media, community, etc. 1.
Government Relations An agency or foreign embassy certainly has a close relationship with the
central government. Communication with the central government is aimed to help expedite the course of activities of that agency.
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Fostering good relations with the central government can be done in many ways, for example sending birthday greeting mail, sending merchandise as a
memento, and having dinner together to strengthen communication, etc. 2.
Press Relations Press Relations is a written or recorded communication directed at members
of the news
media for the
purpose of
announcing something
ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations,
and or television networks. 3.
Community Relations Community relations refers to the various methods companies use to
establish and maintain a mutually beneficial relationship with the communities in which they operate. The underlying principal of community relations is that
when a company accepts its civic responsibility and takes an active interest in the well-being of its community, and then it gains a number of long-term
benefits in terms of community support and loyalty.
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B. Foreign Embassy