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 knowled
ge 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.
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 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
