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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 to increase 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 media”.
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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 8
th
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 to support strategic and tactical decisions to achieve program aims”.
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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
