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CHAPTER II LITERATURE REVIEW
A. Definition of Public Relation
There are many interpretations and meanings of Public Relations according to experts. According to Cutlip, Public Relations is “the management
function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, plans and executes a
program of action to earn public understanding and acceptance” Cutlip and
Centre, 1978: 5. Further, Fraser P. Steil as The Senior Vice President and director of public Affairs the chase Manhattan Bank explains that,
Public Relation is a distinctive management function which helps estabilish and maintain mutual lines of communication, understanding, acceptance
and cooperation between organization and its public; involves the management of the problems or issues; helps management to keep informed on and responsive to
public opinion; defines emphasize reponsibility of management to serve the public interest helps management keep abreast of and effectively utilize change,
serving as an early morning system to help anticipate trends; uses research, sound and ethical communication technique as
its principal tool’s Soemerat and Ardianto, 2007:13.
For comparasion, there is another definition of public relations stated by Philip J Kitchen. He says that “Public Relations is essentially a communication
function, but with the emphasis on the two-way nature of the communication process. Public Relations is concerned with establishing and maintaining mutual
understanding and good will between organizations and particular groups of people public” 1997:8.
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From the three definition above, it can be concluded that Public Relations has a purpose to build good image and enhance an organization positive
reputation by creating two way communication, understanding, acceptance and cooperation between organization to its public.
B. The Function of Public Relations
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