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CHAPTER II LITERATURE REVIEW
A. Definitions of Public Relations
There are many definitions of public relations. Organizations, various experts, even several writers of public relations books suggest many opinions
about the definitions of public relations. Nevertheless, the circulated definitions do not have same contents of the sounds.
In 1960 The International Public Relations Association IPRA formulated a definition with a hope that it could be accepted and practiced together. The
definition is as follows: …“Public Relations is a management function, of a continuing and
planned 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 or may be concerned –by
evaluating public opinion about themselves, in order to correlate, as far as possible, their own policies and procedures, to achieve by planned
and widespread information more productive co-operation and more efficient fulfillment of their common
interest.”…Effendy, 1986 : 116 In different organization, at a meeting in Mexico City in 1978, there were
representatives of over thirty national and regional public relations association that had agreed one definition which emphasizes the strong managerial dimension
of public relations practice. The definition goes as follow:
…“Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization’s
leadership, and implementing planned programs of action which will serve both the organization’s and the public interest.”…
Kitchen, 1997 : 7 For comparison, the followings are some definitions stated by Public
Relations experts. According to Scott M. Cutlip and Allen H. Center 1978 : 16, “Public
Relations is the planned effort to influence opinion through good character and responsible
performance, based
upon mutually
satisfactory two-way
communications.”
On the other hand, in his book, Modern Public Relations, John E. Marston wrote cited by Kr
iyantono, 2007 : 3 that “Public Relations is planned, persuasive communication designed to influence significant public.”
The cores of all various definitions above are about management and communication. The contribution of Public Relations is absolutely important to
promote an organization or company and gain reputation from the interested public. A Public Relations Practitioner has to make the company that he or she
represents to be correctly understood and appreciated.
B. Functions of Public Relations
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