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
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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:
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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
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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
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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
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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.
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CHAPTER III DISCUSSION