Problem Struktural dalam Praktek Peran Manajerial Public Relations: Kasus Indonesia
Article Sidebar
Main Article Content
Abstract
Praktek ideal Public Relations (PR) adalah ketika PR dapat melakukan peran-peran manajerial. PR baru disebut profesional ketika mereka telah melakukan peran-peran manajerial PR. Di Indonesia, praktek ideal ini masih sulit untuk dicapai. Minimnya pemahaman organisasi mengenai peran PR, kurangnya pengetahuan praktisi PR mengenai peran manajerial, dan materi pendidikan PR di Indonesia yang terlalu didominasi materi teknis PR merupakan penyebabnya. Apabila dirangkum, praktek peran manajerial PR di Indonesia terkendala problem struktural. Guna mengatasi persoalan tersebut memerlukan infrastruktur yang baik, dalam konteks ini adalah materi pendidikan PR di Indonesia. Untuk itu, peran praktisi PR, organisasi, dan pemerintah diperlukan guna mendukung terwujudnya peran manajerial bagi PR di Indonesia.
The ideal role for Public Relations is managerial role. The indicator for professional Public Relations is when they do the managerial role. In Indonesia, Public Relations find difficulties to do public relations managerial role. The lack of knowledge about public relations role --both in organization and public relations practitioner itself-- is the main factor. In addition, the public relations education in Indonesia is dominated by technical skill. In the other word, public relations practice in Indonesia faces the structural problems. To solve this problem, Indonesia needs a good infrastructure related to the public relations -- in this context is the body of knowledge for PR education. To build a good infrastructure, it requires the support from Public Relations Practitioners, organization or corporation, and government.
Article Details
References
Alwajih, Ahmad. (2014). Dilema E-Democracy di Indonesia: Menganalisis Relasi Internet, Negara, dan Masyarakat. Jurnal Komunikasi, Volume 8, Nomor 2, April, hal 139-152.
Apsari, Adisty Ayu., & Rohman, Abdul. (2012). Perspektif Pelaku Bisnis Perhotelan di D.I. Yogyakarta terhadap CSR. Jurnal Komunikasi, Volume 7, Nomor 1, Oktober, hal. 43-54.
Bharata, Bonaventura Satya., Herawati, F.Anita., & Listiyorini, Dina. (2012). Sumber Daya Manusia Industri Bidang Komunikasi di Indonesia (Deskripsi di PT Televisi Transformasi Indonesia, PT HM.Sampoerna, PT International Matari Advertising, dan PT Radio Fiskaria Jaya Suara Surabaya. Communication Review (Catatan tentang Pendidikan Komnikasi di Indonesia, Jerman, dan Australia). Setio Budi HH (Ed). Yogyakarta: ASPIKOM, Buku Litera, dan Program Studi Ilmu Komunikasi Universitas Atma Jaya Yogyakarta
DeSanto, Barbara. (2012). Public Relations Journey into Management. Juni 8, 2013. Data Retrieved from http://www.sagepub.com/upm- data/45033_Moss_and_DeSanto.pdf
Grunig, James. (2001). The Role of Public Relations in Management and Its Contribution to Organizational and Societal Effectiveness. Juni 8, 2013. Data Retrieved from http://www.instituteforpr.org/iprwp/wpcontent/uploads/2001_PRManagement.pdf
Grunig, James. (2006). Furnishing the Edifice: Ongoing Research on Public Relations As a Strategic Management Function. Journal of Public Relations Research 18(2), hal. 151-176. Juni 8, 2013. Data Retrieved fromhttp://www2.comm.niu.edu/faculty/rholt/eoc/461Bread04Grunig.pdf
Grunig, James. (2009). Paradigms of Global Public Relations in an Age of Digitalisation. PRism 6(2), hal 1-19. November 15, 2012. Data Retrieved from http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/GRUNIG.pdf
Holthauzen, Derina R. (2006). Improved Internal Communications in a Large South African Financial Services Organizaton. International and Intercultural Public Relatons: A Campaign Case Approach. Michael G. Parkinson & Daradirek Ekachai (Eds). Boston: Pearson Education.
Macnamara, Jim., & Wasesa, Silih Agung. (2010). Strategi Public Relations: Membangun Pencitraan Berbiaya Minimal dengan Hasil Maksimal. Jakarta: PT Gramedia.
McDonald, Lynette., & Hebbani, Aparna. (2011). Back to the future: Is strategic management (re)emerging as public relations dominant paradigm?. PRism 8(1), hal 1-16. Januari 27, 2013. Data Retrieved from http://www.prismjournal.org/fileadmin/8_1/mcdonald_hebbani.pdf
Moss, Danny., & DeSanto, Barbara. (2003). Valuing managerial competence: Examining how public relations practitioners add value to organisations. 10th International Public Relations Research Symposium. “Communication Management, Public Affairs and Public Relations: Building Trust and Equity”. Juni 9, 2013. Data Retrieved from www.bledcom.com/_files/299/Moss_Desanto_Valuing_managerial_competence_Examining_how_public_relations_practitioners_add_value_to_organisatio ns.pdf
Moss, Danny., Newman, Andrew., & DeSanto, Barbara. (2004). Defining and Refining the Core Elements of Management in Public Relations/Corporate Communications Context: What do Communication Manangers Do?. 11th BledCom: New concepts and technologies for public relations, public affairs and corporate communication. Juni 9, 2013. Data Retrieved from http://www.bledcom.com/_files/314/MossNewmanDesanto_Defining_and_Re fining_the_Core_Elements_of_Management_in_Public_Relations_Corporate_ Communications_Context_What_do_Communication_Managers_Do.pdf
Ngurah Putra, I Gusti. (1999). Manajemen Hubungan Masyarakat. Yogyakarta: Universitas Atma Jaya Yogyakarta.
Ngurah Putra, I Gusti. (2008). Konteks Historis Praktek PR di Indonesia. Jurnal Ilmu Komunikasi, Volume 6, Nomor 3, September - Desember, hal 178-190 http://jurnal.upnyk.ac.id/index.php/komunikasi/article/download/58/61
diakses 17 Agustus 2015
Prastya, Narayana Mahendra. (2013). Media Sosial dan Peran Manajerial Public Relations PT PLN Persero. Jurnal Ilmu Komunikasi, Volume 10, Nomor 2, Desember, hal.159-177.
Prastowo, Andi (2012) Metode Penelitian Kualitatif dalam Perspektif Rancangan Penelitian. Yogyakarta: Ar-Ruzz Media
Rohman, Abdul. (2009). Public Relations (PR) dan Corporate Social Responsibility: Memperkuat Fungsi dan Posisi dalam Manajemen Strategis. Jurnal Komunikasi, Volume 3, Nomor 2, April, hal. 135-150.
Wasesa, Silih Agung. (2011). Industri Public Relations dalam Sebuah Generasi. Public Relations & Corporate Social Responsibility. Aswad Ishak & Setio Budi HH (Eds). Yogyakarta: ASPIKOM, Buku Litera, dan BPC PerPR Yogyakarta.