Public Relations LITERATURE REVIEW

CHAPTER II LITERATURE REVIEW

A. Public Relations

1. Definitions of Public Relations “Public Relations is the management functions that establishes and maintains mutually beneficial relationship between an organization and the publics on whom its success of failure depends” Cutlip, 2007: 6. Frank Jefkins 1995: 9 has analyzed Public Relations as something that summarizes the whole communication that is planned, both inside and outside, between organizations with all of their audiences to achieve specific objectives based on mutual understanding. John E. Marlstone defines Public Relations as “a planned, persuasive communication designed to influence si gnificant public” Modern Public Relations, 1979. Bromley 2001: 8 defined a firm‟s image as „the internal collective state of mind that underlies its corporate communications efforts successful or not to present itself to others‟. Whetten and Mackey 2002: 401 defined image as ‘what organizational agents want their external stakeholders to understand is most central, enduring and distinctive about their organization‟. When scholars do not use these terms interchangeably, they may instead argue for a particular hierarchy. For example, Wei 2002: 270 argued that reputation should not subsume image, but rather image should subsume reputation: If „reputation‟ stems partly 4 perpustakaan.uns.ac.id commit to user from persuasion, as suggested by Fombrun, then it ought to be subsumed under „image,‟ not the other way around. Of course, reputation also contributes to the making of a corporate image, but still it should be considered a variable within the parameters of „ image, ‟ like other variables, such as marketing strategies, product qualities, and customer services, all of which can shape the outcome of image making. In summary, some experts define image as a part of reputation. In other words, image helps shaping up the reputation of a corporate or firm. However, there are also experts who argued otherwise; that reputation is the part of image. In other words, both image and reputation are parts of Public Relations and basically they are influential to each other. From the explanation above, it is clear that there is a relation between Public Relations, image and reputation. Public Relations exists to create image and reputation of a firm or company, and as a result, image and reputation become the primary tasks of Public Relations practitioners. In other words, Public Relations is greatly influenced by image and reputation. The greater the acceptance towards a firm or organizations image and reputation, the more it brings good influence to the Public Relations itself. 2. Functions of Public Relations In his book “Effective Public Relations”, Scott Cutlip 1994: 389 mentions five functions of Public Relations in organizations. They are: commit to user a. Developing awareness and public perception of the organizations mission. b. Creating the right communication channel with the public. c. Creating and developing a climate and culture for fundraising. d. Formulating public policy related to the organizations mission. e. Motivating the work ethic of internal public, such as management, employees, volunteers, and partners, to achieve the organizational mission. 3. Roles of Public Relation Dozier and Broom 2000: 20 defines the roles of Public Relations as: a. Expert prescriber The Public Relations helps organizations find solutions in solving problems with public. b. Communication facilitator The Public Relations is a mediator to assist the management in terms of hearing what is desired and expected by the public. c. Problem solving process facilitator The Public Relations helps the leaders of the organization as an adviser to the decision to take action to tackle the problem with the public. perpustakaan.uns.ac.id commit to user 4. Public Relations Activities The four-step process for a Public Relations campaign is a good start to determine what tactics actually belong in communication with stakeholders. Scott Cutlip has analyzed the Public Relations process that is worked through 4 steps. They are: 1. Defining Public Relations Program Public Relations makes situational analysis or Public Relations professionals often call it as SWOT analysis. Public relations must analyze strength, weakness, opportunities and threats of the company. 2. Planning and Programming This is the stage where many people start their work in Public Relations. In this step the Public Relations division plans strategies and produces some programs to anticipate the problems faced by the company. 3. Taking Action and Communicating Taking action and communicating are known as “implementation” of the Public Relations. The Public Relations holds the program to solve company‟s problem. It concludes what the program will be, when it will be held and who will do the program. This should be the easiest part of the plan since most of the work should have been completed in the planning stage. Here the Public Relations will assign responsibilities, set timelines, and adjust as the public Relations go to meet the objectives. 4. Evaluating Program commit to user The final assessments produce a final analysis of the success of their campaign or communication. The Public Relations identifies research methods to be used to evaluate the success of the program or campaign during and after. Based on evaluation feedback on how it is or is not working. Programs are continued or stopped after learning, “How are we doing or how did we do?” Cutlip, 1998: 340. 5. Internal and External Communication A Public Relations Manager, Sri Desti P.,2000: 19 defines internal and external communication as follows: a Internal Communication It is the communication that happens between the head of an organization and the target public namely the employees which involves vertical, horizontal and diagonal communication. b External Communication It is the communication between the heads of organizations and the parties outside the organization such as governmental institutions, departments, offices, firms, etc. 6. Internal and External Public Diah Wardhani 2001: 10 defines internal and external public as follow: a Internal public Internal public are people active inside the organization firms, bodies, institutions, organizations, etc and those functionally perpustakaan.uns.ac.id commit to user have specific tasks and jobs as well as certain rights and responsibilities. Those that belong to the internal public are: the employee, the family of the employees, the stakeholders and the top management. b External Public External Public consists of people outside the organization, those that are related to the organization or at least are assumed to be. Each one of the external public has different interest with the organization, so the approach needs to be different one after another. Those that belong to the external public are: the consumers, the community, the government, the mass media, the stockiest, the distributors, the competitors, and the others-based on the business type. 7. Definitions of Mall “Mall is defined as a large, often enclosed shopping complex containing various stores, businesses, and restaurants usually accessible by common passageways” Kraya 2011: 9 . Another definition states that mall is a large retail complex containing a variety of stores and often restaurants and other business establishments housed in a series of connected or adjacent buildings or in a single large building. commit to user

CHAPTER III DISCUSSION