Prisca Saranita C9308055

(1)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

A COMMUNICATION PLAN FOR THE SUCCESS OF THE

PUBLIC RELATIONS OF SUKOHARJO LOCAL GOVERNMENT

IN RUNNING THEIR PROGRAMS

FINAL PROJECT REPORT

Submitted as a Partial Requirement in Obtaining Degree in the English Diploma Program, Faculty of Letter and Fine Arts, Sebelas Maret University

By: Prisca Saranita

C9308055

ENGLISH DIPLOMA

FACULTY of LETTERS and FINE ARTS

SEBELAS MARET UNIVERSITY of SURAKARTA

2012

(2)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

(3)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

(4)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

iv MOTTO

”...In life, when one thing ends, something else begins-Love

Happens (2009)”

“Remember, you’re braver than you believe, stronger than

(5)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

DEDICATION

This final project report is dedicated to:

Allah SWT

My beloved papa and mama My sister

My sweetheart My big family All my friends

(6)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

vi PREFACE

The writer made a report about communication plan of Public Relations Division of Sukoharjo Local Goverment in order to fulfill requirement in obtaining Degree of English Diploma.

The writer did job training in Sukoharjo Local Government about one month. This job training was done in purpose to get information and data about public relations in an institution. The writer also got a lot of experiences and she learn directly how to do the job descriptions of Public Relations Officer.

In this final project report, the writer explains about a communication plan for the success of the Public Relations of Sukoharjo Local Government in running their programs.

The writer realizes that this final project is far from being perfect, but the writer hopes this final project will be useful for the readers. It is also opened for criticisms and suggestions.

Surakarta, December 15, 2011

(7)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

vii

ACKNOWLEDGEMENT

First of all I want to give thanks to Allah SWT for blessing and guiding me in finishing this final project report. It is impossible to finish this final project without assistance and encouragement from individual and institution. I also would like to give deepest thanks to:

1. The Dean of Faculty of Letters and Fine Arts, Sebelas Maret University, Drs. Riyadi Santosa, M.Ed., Ph.D for his support and motivation.

2. The Head of English Diploma Program, Yusuf Kurniawan, SS, M.A for his guidance, support and motivation. Thank you so much sir!

3. My Beautiful and Adorable Supervisor, Dyah Ayu Nila Khrisna, S.S, M. Hum

for her guidance, support, suggestion, advice, correction and motivation. Thank you for being patient in correcting my final project report, you are such a great

inspiration for me ma’am!

4. My Academic Supervisor, Dra. Nani Sukarni, M.S for her support and guidance

during my study.

5. Head of Public Relation Division of Sukoharjo Local Goverment, Uyun

Hermawati, SH, M.Hum for the opportunity of having job training in Public Relation Division of Sukoharjo Local Goverment. Thank you so much for giving me opportunity to get a lot of information and experience there.

6. Mrs. Dani, Mr. Harno, Mr. Wanto and all of the people in Public Relations Division of Sukoharjo Local Goverment for helping me during my job training. Thank you for being my great teacher during job training.

7. All the lecturers of English Diploma Program and staff, Mrs. Heni, for sharing their knowledge and helping me during my study.

8. My Beloved Parents, Papa and Mama for their love, support, prayer, and care in

my life. I am nothing without them. They are my everything. I promise, I will make them both happy and proud of me!

9. All of my extended family who cannot be mentioned one by one, my

grandparents, my sister Pingkan Pashanita for doing funny things together, entertaining me when I am feeling down.

(8)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

viii

10. All of my friends in Faculty of Letters and Fine Arts and English Diploma, especially class B year 2008, Dinar, Haifa, Tata, Sesanti, Silvy, Tini and others, for their support and kindness. Love you all, guys!

11. My Aditya Cahya Nugraha, thank you so much for your wonderful spirit, always give me attention. You have been the best for me. I LOVE YOU!

12. My beloved best friends ever, Yoan and Monica, for the beautiful friendship ever. You girls make my world so beautiful. Thanks for wonderful moment with all of you girls. Hugs and kisses.

13. My beloved Senior High School friends “F4”, Wiwid, Nezar, Bulan for their support, togetherness and spirit. You guys are so special for me.

At last but not least, I would like to give thanks to everyone whom cannot be mentioned for helping and supporting me to finish this final project.

(9)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ix ABSTRACT

Prisca Saranita, 2012. A Communication Plan For The Success of The Public Relations of Sukoharjo Local Government in Running Their Programs. English Diploma Program, Faculty of Letters and Fine Arts, UNS.

This final project report is written based on job training done in Sukoharjo Local Government in a month, starting on March 14th, 2011 until April 9th, 2011.

The objectives of this final project report are to describe the activities of Public Relations of Sukoharjo Local Government, to identify obstacles faced by Public Relations of Sukoharjo Local Government and to create communication plan for the success of Public Relations of Sukoharjo Local Government in running their programs.

The writer found that there are activities of Public Relations of Sukoharjo Local Government, i.e. handling and making call, making press release, holding meeting, making news paper clipping, and sharingtheir programs by making official website, publishing tabloid, siaran keliling, counseling and etc.The writer also found the obstacles faced by Public Relations of Sukoharjo Local Government in socializing their programs, i.e lack of qualified human resouces in Public Relations field , lack of facilities and anot harmonious relationship between Public Relations journalists.

To solve the problems, the writer offered some strategies to socialize their programs composed in a communication plan. The communication plan covers some strategies such as holding Public Relations Training Program, completing the facilities, renewing their official website, making Journalism Communication Forum Sukoharjo and arranging their scedule of counseling and siaran keliling. The writer suggested thePublic Relations division of Sukoharjo to apply it someday.

Hopefully, this final project report can be beneficial to the readers, especially those who are interested in Public Relations.

(10)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

TABLE OF CONTENTS

APPROVAL OF CONSULTANT ... i

APPROVAL OF BOARD OF EXAMINERS ... ii

MOTTO ... iii

DEDICATION ... iv

PREFACE ... v

ACKNOWLEDGEMENT ... vi

ABSTRACT ... viii

TABLE OF CONTENTS ... ix

CHAPTER IINTRODUCTION ... 1

A. Background ... 1

B. Research Objectives ... 2

C. Research Benefits ... 2

CHAPTER IILITERATURE REVIEW ... 4

A.Public Relations ... 4

B.Functions of PR ... 5

C.Roles of PR ... 6

D.PR of Government ... 8

E. External PR ... 9

F. Communication Plan ... 11

CHAPTER IIIDISCUSSION ... 12

A.Job Training Activity ... 12

B.Job Training Result ... 13

C.Public Relations Problems in Running Their Program ... 14

D.The Strategies to Succed the Programs of the Public Relations of Sukoharjo Local Government ... 20

E. The Response of Public Relations of Sukoharjo Local Government about the CommunicationPlan ... 26

(11)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

CHAPTER IVCONCLUSION AND SUGGESTION ... 28 A.Conclusion ... 28 B.Suggestion ... 29 BIBLIOGRAPHY

(12)

A COMMUNICATION PLAN FOR THE SUCCESS OF THE PUBLIC RELATIONS OF SUKOHARJO LOCAL GOVERNMENT IN RUNNING THEIR PROGRAMS

Prisca Saranita1

Dyah Ayu Nila Khrisna, S.S, M. Hum2

ABSTRACT

2012. A Communication Plan For The Success of The Public Relations of Sukoharjo Local Government in Running Their Programs. English Diploma Program, Faculty of Letters and Fine Arts, UNS.

This final project report is written based on job training done in Sukoharjo Local Government in a month, starting on March 14th, 2011 until April 9th, 2011.

To solve the problems, the writer offered some strategies to socialize their programs composed in a communication plan. The

Mahasiswa jurusan D III bahasa inggris dengan NIM C9308055

2_{Dosen Pembimbing}

communication plan covers some strategies such as holding Public Relations Training Program, completing the facilities, renewing their official website, making Journalism Communication Forum Sukoharjo and arranging their scedule of counseling and siaran keliling. The writer suggested thePublic Relations division of Sukoharjo to apply it someday.

Hopefully, this final project report can be beneficial to the readers, especially those who are interested in Public Relations.

(13)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

CHAPTER I INTRODUCTION

A. Background

Communication is very important part in Public Relations Division. It is not possible to have human relations without communication. It can be a tool to send information from an organization to the public. In this case, Public Relations Division is needed to process and socialize the information to the public.

Nowadays Public Relations Division in a company or organization is growing rapidly. It becomes an important part and gives big contribution to build a good image in company or organization. This division is also needed in governmental institutions because they help the government in internal and external communication. Sukoharjo Local Government is one of a government institutions in Sukoharjo. Sukoharjo Local Government has a division to be a bridge of communication between government and its public. Using communication tools and two-way-communication are very important to create a good relationship between them.

In this modern era, there are many communication tools which provide information from Sukoharjo Local Government such as news letter, siaran keliling, television, radio, meeting, and special events. They are also using internet media to access the information. Public can access this website on http://www.sukoharjokab.go.id/.The government hopes that the public can access the internet to get information about the recent news about Sukoharjo, work programs, government policy,special events, daily news, tourism destinations, and

(14)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

etc. The government hopes the public to give their responsibility to each program created by Sukoharjo Local Government.

However, Public Relation Division in Sukoharjo Local Government as the biggest governmental institution in Sukoharjo has goodandbad side in giving information to its public. Based on the premises, the writer is interested in disscussing the external communication of Public Relation Division in Sukoharjo Local Government as the topic for this final project report.

B. Research Objectives

Considering the activities done during the job training for a month, the objectives are presented as follows:

1. To describe the activities of Public Relation division in Sukoharjo Local Government in socializing information to the public.

2. To identify obstacles faced by the Public Relation division in Sukoharjo Local Government in socializing the information.

3. To proposea communication plan containing strategies for the success of the Public Relations in Sukoharjo Local Government program socialization.

C. Research Benefits

This Research is expected to beneficial for:

(15)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

This final project report is expected to give contribution to the Public Relations division in developing the way to socialize Government policy to public.

2. For the Reader:

a. This final project can give more information about Sukoharjo Local Governmentespecially in Public Relations division.

b. This final project report is also used as a reference for the reader to understand more about public relations division in Sukoharjo Local Government.

3. For the writer:

This final project is the result of job training done by the writer. The writer got so many experiences and knowledge about external communication in Sukoharjo Local Government.

(16)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

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).

(17)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

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

Frank Jefkins (1995: 28) states that Public Relations has many following duties:

1. Creating good and positive image of an organization, including its policies, products, services, and employees.

2. Monitoring public opinion about everything that has a relationship with the image, activity, reputation, or organization interest and distribute important information to management or director.

3. Giving advice or suggestion to management about a lot of important communication problems and strategies to handle them

4. Providing information to the society about the company’s policies, activities, products, services, and employees, as complete as possible to create maximum knowledge in order to get the society’s attention.

However, according to the Cutlip, Centreand Broomthe function of Public Relations are:

1. To assist the management activities to reach the organization aims.

2. To maintain good relationship between the organization with the internal and external public.

(18)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

3. To create two-way communication by sharing information from

organization to its public and distributing public’s opinion to organization.

4. To serve the public and give suggestion to the organization head officer to public importance.

Thefunctions of Public Relationsare toincrease people’s awareness, distribute information, give knowledge, educate people and build a positive image. Those activities must be approached by Public Relation officers to prevent the institution from negative image. The main function of Public Relations is to organize internal and external information by giving information widely to the public about policy, programs, and actions of the organization in order to get trust from its public (Ruslan, 1998:46).

Based on the statement above, the writer can conclude that Public Relations institution have authorities and responsibilities to handle public service that includes the information distribution related to their programs and policies and to accommodate public aspirations.

C. Roles of Public Relations

There are four types of Public relation Officer’s roles. They are as:

1. Communication Technician

Ruslan (2005:20) states that “As a communication technician, a Public Relations expert can give communication service to publics, such as writing press releases and features for media, making newsletter and handling contact with

(19)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

In this case, the communication technicians are the only one who haveduty to explain a new policy to the press and employees eventhough they are not involved in taking decisions. It means that communicationtechnician as Public Relations officers work especially in journalistic aspects such as writing, graphics, photography, computer skills and others.

2. Expert Prescriber

It is considered as authority on Public Relations problems and solutions. The role of expert prescriber is viewed as authority on what needs to be and how it should be done. This role is called to solve the crisis situations throughout any program.

3. Communication Facilitator

Public Relations officersas a communication facilitator has function to create good relationship between institution and its publics. They must explain the institution policy, want, and hope to its publics and also they have to assist the management to understand what public want. Providing both management and public information they need in making decision of mutual interest is the goal of its public relation officers.

4. Problem Solving Facilities

In Effective Public Relation 8th Edition, Cutlip, Center and Broom stated

that“Problem solving facilitators as a part of the strategic planning team. Theybecame of strategic planning process to understand program motivators and

(20)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

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, education/instruction 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.

(21)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

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.

(22)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

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 public’s trust to its organization.

(23)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

F. Communication Plan

Seitel(inSoemirat and Ardianto, 2008:95) states that a communication plan is an essential thing in a Public Relations Division. The purpose of a communication plan is not only to create a special campaign, but also to get a support from top management. The success of a communication plan depends on how Public Relations creates a strategic of a communication plan properly.

Based on the definition above, the writer can conclude that the Public Relations of an institution or company hasto make a communication plan well. It means that the Public Relations needs to evaluate the strategy before conducting a communication plan. They also need to make a research, budgeting plan, and observe the target.

A Communication Plan needs, as follows:

1. A searching look backwardis an investigation of past period to apply some factors that relates to the situation.

2. A deep look inside is a researching to the fact and argument that is seen from organization objective side.

3. A wide look around is looking from many aspects such as politic, social and economic around us.

4. A long, long look ahead, to conduct a particular organization program. APublic Relations should create a communication plan in order to develop the quality of an organization or institution. The purpose of a communication plan can be formed by the Public Relations as long as it is managed with professional and precise with the target.

(24)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

CHAPTER III

DISCUSSION

A. Description of writer’s activities

The aim of the writer’s activities is to increase the writer’s knowledge

about Public Relations. The job training was started on March 14th, 2011 until April 9th, 2011. During the job training in Public Relations Division of Sukoharjo Local Government, the writer did the activities that had connection to Public Relations field. The writers working hours in Public Relations division were every Monday to Thursday at 7.00 am – 02.00 pm, Friday at 07.00 am -11.00 am, Saturday at 07.00- 1.00 pm. All the writer’s activities in Public Relations were conducted to develop and practice her ability in Public Relations field obtained from her subject in university. In implementing the job training the writer was helped by all of the officers of Public Relations Division.

Everyday Public Relations Division has routine works. The writer helped the Public Relations officers to implement their activities and duties. The writer helped PR officers to make press release, to make news clipping about Sukoharjo recent issues, to make documentation, and to attend telephones from other division or external calls. Sometimes, the writer helped the officers to type a task report and make a speech for Sukoharjo’sRegent.The writer also looked for information that will be made to become news through radio and news paper. Sometimes, the writer searched some information by attending regular meeting or a particular meeting in Sukoharjo Local Government.

(25)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

B. Job Training Result

During the job training in Public Relations Division of Sukoharjo Local Government, the writer could improve her ability and knowledge of Public Relations. During the job training, the writer has successfully finished some duties, such as:

1. Making newspaper clipping

2. Carrying out the news coverage about

National Scientific Activities in STAIN Plenary Conference of DPRD Sukoharjo Judiciary Office Inauguration Plan Formal Ceremony of BAKOHUMAS Grand Opening KiosPujasera

Work Visiting of Bangka Selatan Regent

Delegation Decree of Gumpang’s Village Head

3. Making some Press Release about:

“PelatihanKompetensiKlinisPemasangan IUD dan Implant

bagiDokterdanBidanKabupatenSukoharjo 2011”

“PenyerahanSK

BupatiSukoharjotentangPemberhentianKepalaDesaGumpangdanSu

ratPenyerahanPiagamPenghargaanAlm. Drs. H. Budi Susanto” “PenandatangananPerjanjianKreditKUR”

“SosialisasiPenyelenggaraanAdministrasiKependudukanDinasKep

(26)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

4. Making the task report of the Head of Public Relations Division, Mrs.UyunHermawati, SH, M.Hum about “ PembukaanKiosPujaseradi

Sukoharjo”

5. Making agenda of Public Relations Division of Sukoharjo Local

Government’s activities on March and April.

From all the activities the writer did during the job training in Public Relations Division of Sukoharjo Local Government, the writer gained new experience and got some lessons in doing PR officers duties.

C. Public Relations Problems in RunningTheir Programs

As one of the information sources, Public Relations Division has some activities to organize information and communication in order to create good image, sympathy and opinion of public through mass media. Moreover, Public Relations Division found many obstacles in doing their activities, the activities of Public Relations Division are as follow:

1. Reporting the events

To report the events, Public Relations Division is using steps, such as preparing the equipment, contacting the journalist, and making documentation of the events. The first thing to do in reporting events is preparing the equipments. It is needed to support the duty of Public Relation officers in achieving the goal. Contacting the journalist is also important because it means to create harmonious relationship between Government and its public. It also helps the government to

(27)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

share the information easily to publics. Journalists are one of the important things, because they can be a bridge between government and its publics.

The Public Relations officers usually contact journalist from local and national such as SuaraMerdeka, Solo Pos, Radar Solo, Kompas, RRI, TA TV, JogloSemar, JawaPos, Metro TV, Radio El-Shinta, RSPD, Meteor Wawasan, Kedaulatan Rakyat and Seputar Indonesia. The events are held in Sukoharjo are always documented by Public Relations through photography or video. The documentation is kept in Public Relation’s division room.

In this case, the writer found that there are some problems in sharing information to public through the journalist, because of only a few journalists who are still active in Sukoharjo Local Government. The Public Relations of Sukoharjo Local Government found it difficult to share the information. Some ofjournalists prefer to look for the information and issue in Surakarta rather than Sukoharjo. Furthermore, there is a weakness in Sukoharjo Local Government journalism room. They do not have appropriate facilities for the journalist. For

example the journalist„s room is not comfortable and not completed with fan and

computer.

The writer also found the lack facilities, such as camera digital and video shooting that should be added.

2. Sharing information about the program of Sukoharjo Local Government

a. Making Billboard, Banner and Poster

Public Relations officers make billboard, banner and poster to give information about the government activities and socialize new

(28)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

policy/ program to its public. These billboard, banner and poster are put on strategic place in Sukoharjo.

b. Publishing Tabloid “SuaraMakmur”

Public Relations officers help the government to pass on information about the development of Sukoharjo Local Government program by making tabloid. The tabloid is

SuaraMakmur. The tabloid is published every six times in a year.

The contains are about government„s activities, programs, and

events. The writer found that Public Relations officers are exceedingly long in publishing their tabloid to public. It takes six times in a year.

c. Making Calendar

Every year, Sukoharjo Local Government always concerns on budgetingSukoharjo Local Government calendar. The yearly calendar provides pictures aboutgovernment activities, programs, and events. Public Relations officers shareSukoharjo Local Governmentcalendar to institutions in Sukoharjo every year.

d. Making Press Release

Public Relations officers prepare news material that will be in printed for media through a press release, so that the journalists can get accurate news materials about government activities, programs, policies and events in Sukoharjo. It is expected that the media will publish the press release widely to public.

(29)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

e. Photo Exhibition&SiaranKeliling

Photo Exhibition will be held every four times in a year.

This exhibition shows photo ofSukoharjo Local

Government activities. The photo is created by Public Relations sub-division of collecting, processing, and empowerment information. Photo exhibition can be

enjoyed by Sukoharjo’s public.

SiaranKeliling is one of routine activities. It is managed by

Sub-division of Collecting, Processing and Empowerment Information. The objective of SiaranKeliling is to share information about government activities, programs and events directly to public by car equipped with a microphone. Likewise, this activity also has purpose to create good relationship between government and public. The writer found weaknesses of SiaranKeliling, because the way of doing SiaranKeliling is too traditional in this globalization era. However, this program still exists until now. This program is not effective, because of the limited route of SiaranKeliling. They only concern on particular route, so that the information is not sharing maximally. As a result, only a few public who know the information from this program.

(30)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

f. Website

Sukoharjo Local Government has an official website that is operated by PDE (Electronic Data and Processing Division) since 2010. This website also helps public to access information and

news update of Sukoharjo Local Government quickly.

Unfortunately, this website is not well-operated. The appearance of the website is not attractive. It is caused the lack of human resource, especially in IT (Information Technology). This website should be operated by Public Relations Division as a center of information source in Sukoharjo.

g. Counseling

Sharing information by counseling is one of Public Relations

Sub-division of Collecting, Processing, and Empowerment

Information„s main task. This activity is usually to be held by Sukoharjo Local Government every 5 times in a year. This activity has purpose to disseminate information about policies, programs and activities of Sukoharjo Local Government. This activity has the aim to discuss problems or phenomena that happened in Sukoharjo. This activity is expected to create good cooperation between Sukoharjo Local Government and public.

During the job training the writer found some strengths and weaknesses in Public Relations Division of Sukoharjo Local Government. The strengths and

(31)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

weaknesses in Public Relations Division are influenced by two factors,that are internal and external factor. The strengths and weaknesses are as follows:

Strengths Weaknesses

Internal

Some of PR officers have high responsibility to do their job. They always do Public Relations duties the best as they can. They always have extra working hours to cover and report all of

government’s activities or

events in Sukoharjo.

They also have willingness to work in weekend, if they are needed.

Some of PR officers have low discipline; they are alwaysback home before working hours end.

Many officers do not have appropriate standard of their

education background, for

example some of the officers cannot operate computer and they cannot access the internet facilities.

External

Public Relations Division of Sukoharjo Local Government is the center of information source in Sukoharjo. Public Relations Division knows exactly what public wants. Because, they communicate directly to public

The equipment of PR Division are incomplete, a fan and air conditioner for instant. The

Public Relation’s room is not

completed with those

facilities. It makes Public

(32)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

by their particular programs. uncomfortable to do their

duties in room.

Public Relations Division lacks of facilities. Actually they have some computer, but most of them can not be operated.

D. The Strategies to Succed the Programs of the Public Relations of Sukoharjo Local Government

Based of the observation, the writer found that Sukoharjo Local Government faced many obstacles in running their programs. It is caused not only from its external side but also from internal. Therefore,the writer has proposes communication plan to enhance quality of PR division in Sukoharjo Local Government, as follows:

1. Public Relations Training Program

The writer found that many problems faced by Public Relations Division in Sukoharjo Local Government is from their Public Relations officers. Some of them do not have appropriate standard of their education background. Some of them cannot operate computer (high technology communication: camera, video shooting), make press release, make speech text, manage website and many more.

(33)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

The participants of this program come from PR officers in Sukoharjo Local Government and also for new employees.

Public Relations Training Program will be held in PendopoSukoharjo Local Government every Monday to Saturday after working hours along January-April 2012.

Description of Public Relations Training hours:

No. DAY TIME

1. Monday-Thursday 02.00 pm - 03.00 pm

2. Friday 01.00 pm - 02.00 pm

3. Saturday 01.00 pm –02.00 pm

The goal of Public Relations Training Program is to create thenew generation with high quality standard of PR officers in Sukoharjo Local Government. It means that the PR officers who have high discipline, high responsibility in doing their duties, and high capability in operating high communication technology.

2. Completing the equipments of Public Relations Division

Communication is growing rapidly. Therefore, the writer suggests the Public Relations Division of Sukoharjo Local Government to facilitate PR officers in doing their duties by completing the equipment, such as: computer, laptop, printer, camera digital and fan. The writer found that PR Division in Sukoharjolack of facilities such as: computer, laptop, printer, camera digital and fan. However, those facilities cannot be used well, it should be renewed. The goal

(34)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

of this program is to make the PR officers more comfortable in doing their duties

in PR Division’s room. The guest will also feel more comfortable. It will create

positive image of PR Division of Sukoharjo Local Government.

1. Sukoharjo Local Government Website Competition

Sukoharjo Local Government has many communication tools to share information to public. They also have website of Sukoharjo Local Government. The website is operated by PDE (Electronic Data and Processing Division) since 2010. The website is not operated well because lack of human resources especially in IT (Information Technology). The writer suggests to rearrange the website and it should be operated by Public Relations Division as a center of information source in Sukoharjo.

Therefore, the writer proposes a website competition created by Public Relations Division in Sukoharjo Local Government. The details of Website Competition Program are as follows:

Theme : “SUKOHARJO MAKMUR” as slogan of Sukoharjo Regency

Grand Prize : 1. 1 Unit Honda Scoopy and Holiday Trip to Bali (First Winner)

2. Holiday Trip to Bali (Second and Third Winner)

Participants : Students, All publics around Sukoharjo and Professionals IT

Requirement : The candidate encloses the address of their website including the

Identity Card in soft file in a CD

(35)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

Final : August 10th, 2012

Venue : GEDUNG SUWARSO, JalanJenderalSudirman No. 199

Sukoharjo

The Sukoharjo Local Government Website Competition Program is beneficial both for Public Relations Division and Sukoharjo Regency. The

Website Competition with the theme “SUKOHARJO MAKMUR” as a slogan of

Sukoharjo Regency has a goal to remind the society about Sukoharjo Regency’s vision. The Government wants to create the informative, communicative and

innovative society to support the Sukoharjo Regency as a “MAKMUR” regency.

It is also expected to build image of Sukoharjo Local Government to be more modern in expanding the information by high technology to the public’s eyes. The Public Relations Division will easily extend the information to the public by website.

2. Sharing information to the public

Public Relations Division in Sukoharjo has many ways to share the information to public. They use media to share their information such as making

billboard, banner, poster, publishing tabloid “SuaraMakmur”, making calendar, photo exhibition, counselingand SiaranKelilling. Those programs are expected to be a bridge between Government and public. However, some of those programs are not routine, Public Relations Division made a rare schedule of it. The writer suggests making more schedules for those programs, especially in publishing

(36)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

tabloid and counseling. Theseprograms should be rearrangedto be more routine, sothat public can get the information as soon as they can.

No. Program Schedule

Publishing Tabloid

“SuaraMakmur”

12 times in a year (once times in a month(monthly)

2. Counseling 8 times in a year

The writer also found a weakness in SiaranKeliling. This program is not effective and wasting time. The way of SiaranKeliling is too traditional in this modern era. The route of SiaranKeliling is not wide enough. The information cannot be received by public all over Sukoharjo Regency. The writer suggests making a new route of SiaranKeliling, the vehicle should be added too.

3. Journalist Communication Forum Sukoharjo

Because of only afew journalist who are still active in Sukoharjo especially Sukoharjo Local Government, Sukoharjo Local Government needs journalist to share their information. The writer suggests Public Relations Division to create Journalist Communication Forum Sukoharjo. The forum will build good relationship between the journalists and Sukoharjo Local Government. The participants of Journalist Communication Forum Sukoharjo are journalists from Wawasan, Kedaulatan Rakyat, Meteor, Solopos, JawaPos, SuaraMerdeka, RRI, TATV, Antara, Inspirasi, JogloSemar, Metro TV, Radio El-Shinta, RSPD and Seputar Indonesia.

(37)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

The Structure Organization of Journalist Communication Forum Sukoharjo:

The goal of this program is to make harmonious relationship between journalists and Sukoharjo Local Government. The participation of journalist is a must in sharingthe information widely to the public. In this program, Sukoharjo Local Government will help the journalists by providing some facilities, such as: press room, computer, internet facilities and others.

E. The Response of Public Relations of Sukoharjo Local Government about theCommunication Plan

In this case the writer hands the communication plan to the Head of Public Relation Division, Mrs. UyunHermawati, SH, M.Hum. From the discussion between the writer and Head of Public Relation Division the writer can conclude

Leader

Secretary

Member

Financial Manager

(38)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

that there are some obstacles to conduct some of the communication plan because of some reasons. For example, the lack of funds and the government policy.In this case, they cannot hold a job training for Public Relations officers because they have five years-work programs. It means that this program cannot run because of the government policy. However, some of Public Relations officers are already taking a part on private course outside the office.

Mrs. Uyun added that there is an annual fund for Public Relations equipment facilities, yet they cannot add the equipment. They only change a broken equipments. For Sukoharjo Local Government Website Competition, they already have a website but it is not filled up with content yet. They just need a Public Relations officer who has IT (Information Technology) education background to manage the website well.

The writer also proposes the Public Relations division to rearrange the schedule of counseling and SiaranKeliling, The writer got feedback that Public Relations division cannot reschedule the counseling because they have a contract with TentaraMasukDesa. While for SiaranKeliling program, they has reviewed about it and they try to make a more route all over Sukoharjo and make a new timing schedule. The head of Public Relations states that SiaranKeliling is a trademark for Sukoharjo Local Government. Therefore, the program has to be exist.

Besides, Public Relation Division has a plan to create communication forum for journalist. The writer proposes her communication plan about journalism communication forum. Mrs. Uyun said that she is agreed about this

(39)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

forum because of there are only a few journalists who are still active in Sukoharjo, especially Sukoharjo Local Government. Sukoharjo Local Government needs journalists to share their information and program. Mrs.Uyun hopes that there is a good relationship between the journalists and Sukoharjo Local Government. Then, there is a budget to develop this program, including facilities budget for the journalists and press tour.

(40)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

CHAPTER IV

CONCLUSION AND SUGGESTION

A. Conclusion

From explanation in the previous chapter, the writer can conclude that the Public Relations Division in Sukoharjo Local Government has some programs to socialize the government programs, the government policies, or special events to public by making billboard, banner, poster, publishing tabloid, making calendar, making press release, making photo exhibition, making website, and counseling. However, Public Relations Division has some obstacles in running the programs, which are from internal and external factors. The internal factor is that some of Public Relations officers do not have high quality standard of their educational background, so that they cannot do their duties well. The external factors is that of their programs which were not done in effective and routine way, such as website, SiaranKeliling and counseling. Public Relations Division in Sukoharjo Local Government does not have good relationship and cooperation with journalists. The writer also found lack of facilities such as, computer, digital camera, and other communication tools.

Thecommunication plan that the writer makes is only a description about things that Public Relations Division better do in the future. Public Relations Division will be better rearranging some of their schedule programs, completing their equipments and improving their officers’ ability. Public Relations Division should add the Public Relations budget to prepare some Public Relations

(41)

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

Programs, such as Public Relations Training Program, Sukoharjo Local Government Website Competition, and Journalist Communication Forum. This plan can help Public Relations Division to be better in sharing information and building good image to the publics. Unfortunately, The Public Relations of Sukoharjo Local Government cannot apply some parts of the communication plan because of some reasons, such as the government policy and financial issues.

B. Suggestion

1. To Public Relations Division of Sukoharjo Local Government

a. The writer suggests that Public Relations Division have to concern on the programs.

b. The writer suggests to Public Relations Division to improve and provide facilities for Public Relation officers.

c. The writer suggests to Public Relations Division to improve the quality of their Public Relations officers.

2. To Sukoharjo Local Government

Sukoharjo Local Government has to be more concern about theimportance of Public Relations Division in an institution. Thus Public Relations Division will be able to create good image of an institution in publics and extend information such as Government programs, government policies, or special events widely to public.

(1)

commit to user

tabloid and counseling. Theseprograms should be rearrangedto be more routine, sothat public can get the information as soon as they can.

No. Program Schedule

Publishing Tabloid “SuaraMakmur”

12 times in a year (once times in a month(monthly)

2. Counseling 8 times in a year

3. Journalist Communication Forum Sukoharjo

(2)

commit to user

The Structure Organization of Journalist Communication Forum Sukoharjo:

E. The Response of Public Relations of Sukoharjo Local Government about

theCommunication Plan

Leader

Secretary

Member

Financial Manager

(3)

commit to user

(4)

commit to user

(5)

commit to user CHAPTER IV

CONCLUSION AND SUGGESTION

A. Conclusion

(6)

commit to user

B. Suggestion

1. To Public Relations Division of Sukoharjo Local Government

a. The writer suggests that Public Relations Division have to concern on the programs.

b. The writer suggests to Public Relations Division to improve and provide facilities for Public Relation officers.

c. The writer suggests to Public Relations Division to improve the quality of their Public Relations officers.

2. To Sukoharjo Local Government

Prisca Saranita C9308055

A COMMUNICATION PLAN FOR THE SUCCESS OF THE

PUBLIC RELATIONS OF SUKOHARJO LOCAL GOVERNMENT

IN RUNNING THEIR PROGRAMS

ENGLISH DIPLOMA

FACULTY of LETTERS and FINE ARTS

SEBELAS MARET UNIVERSITY of SURAKARTA

2012

Parts

Dokumen yang terkait

ANALISIS TINGKAT LIKUIDITAS PADA PT. BANK PEMBANGUNAN DAERAH JAWA TIMUR, Tbk. CABANG MALANG Prisca Liliana 201110190511012

Microsoft Word ta prisca

EFFECT OFLIQUIDITY, ASSET QUALITY, SENSITIVITY, EFFICIENCY AND CAPITALIZATION OF THE ROA NATIONAL PRIVATE BANKS FOREIGN EXCHANGE Sabrina Ika Damayanti STIE Perbanas Surabaya Email : prisca.sari65yahoo.com

BAB III METODOLOGI PENELITIAN III.1 Objek dan Lokasi Penelitian - 13.60.0094 Ovina Prisca Santoso BAB III

Dukungan

Links

Prisca Saranita C9308055

A COMMUNICATION PLAN FOR THE SUCCESS OF THE

PUBLIC RELATIONS OF SUKOHARJO LOCAL GOVERNMENT

IN RUNNING THEIR PROGRAMS

ENGLISH DIPLOMA

FACULTY of LETTERS and FINE ARTS

SEBELAS MARET UNIVERSITY of SURAKARTA

2012

Parts

Dokumen yang terkait

ANALISIS TINGKAT LIKUIDITAS PADA PT. BANK PEMBANGUNAN DAERAH JAWA TIMUR, Tbk. CABANG MALANG Prisca Liliana 201110190511012

Microsoft Word ta prisca

EFFECT OFLIQUIDITY, ASSET QUALITY, SENSITIVITY, EFFICIENCY AND CAPITALIZATION OF THE ROA NATIONAL PRIVATE BANKS FOREIGN EXCHANGE Sabrina Ika Damayanti STIE Perbanas Surabaya Email : prisca.sari65yahoo.com

BAB III METODOLOGI PENELITIAN III.1 Objek dan Lokasi Penelitian - 13.60.0094 Ovina Prisca Santoso BAB III

Dokumen yang Anda mencari sudah siap untuk unduhkan