tag:blogger.com,1999:blog-2464191935583514582024-03-13T11:59:42.572-07:00Public Relation Dalam Teori dan PraktikTeori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-246419193558351458.post-4709865340720712812014-11-14T05:20:00.001-08:002014-11-14T05:20:37.085-08:00Ruang Lingkup Public Relations<div style="text-align: justify;">
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<i><span style="font-size: small;">Dalam setiap bidang pekerjaan, sudah secara otomoatis terdapat ruang lingkup bidang pekerjaan. Ruang lingkup ini merupakan hal - hal apa saja yang akan dikerjakan atau menjadi sasaran kegiatan Public Relations. </span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: KO; mso-fareast-theme-font: minor-fareast;">Ruang lingkup Public
Relations terbagi dua, yaitu eksternal public relations dan internal public
relations.</span></i></div>
<div style="text-align: justify;">
<i><span style="font-size: small;">Berikut penjelasan Ruang Lingkup Public Relations yang dikutip dari beberapa buku :</span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;"> </span></i></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;">Ruslan (2010:22-23) menjabarkan adapun Ruang lingkup tugas Public Relations
dalam sebuah ornganisasi/lembaga antara lain meliputi aktivitas sebagai berikut
:</span><span style="font-size: small;"></span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;"> </span></span></div>
<div style="text-align: justify;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;">a. Membina
hubungan ke dalam (publik internal)</span><span style="font-size: small;"></span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;"> </span></div>
<div style="text-align: justify;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;">Yang dimaksud dengan publik internal adalah publik yang
menjadi bagian dari unit/badan/perusahaan atau organisasi itu sendiri. Seorang
PR harus mampu mengidentifikasi atau mengenali hal-hal yang menimbulkan
gambaran negatif di dalam masyarakat, sebelum kebijakan itu dijalankan oleh
organisasi.</span><span style="font-size: small;"></span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;"> </span></div>
<div style="text-align: justify;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-ansi-language: IN;">b. Membina
hubungan ke luar (publik eksternal)</span><span style="font-size: small;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"> </span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">Yang dimaksud publik eksternal adalah publik umum
(masyarakat). Mengusahakan tumbuhnya sikap dan gambaran publik yang positif
terhadap lembaga yang diwakilnya.</span></span><!--[if gte mso 9]><xml>
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<br />
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi;">Menurut Effendy (2006:107)
publik sasaran dari kegiatan humas terbagi menjadi dua jenis kelompok besar,
yakni publik intern dan publik ekstern. Penjelasannya adalah sebagai berikut :</span>
</div>
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<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">1)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi;">Hubungan
dengan publik intern</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 200%; margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 35.45pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; text-align: justify;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi;">Publik intern sebagai sasaran
humas terdiri atas orang-orang yang bergiat di dalam organisasi (perusahaan,
instansi, lembaga, badan, dan sebagainya) dan yang secara fungsional mempunyai
tugas dan pekerjaan serta hak dan kewajiban tertentu.</span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 200%; margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 35.45pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 200%; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">2)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-size: small;">Hubungan
dengan publik ekstern</span><br />
<span style="font-size: small;">Publik ekstern sebagai sasaran kegiatan humas terdiri atas orang-orang
atau anggota-anggota masyarakat di luar organisasi, baik yang ada kaitannya
dengan organisasi maupun yang diharapkan atau diduga ada kaitannya dengan
organisasi.</span><i> </i><br />
<br />
<i>Demikian materi Ruang Lingkup Public Relations yang dikutip dari beberapa buku. Semoga bermanfaat dan sampai bertemu di tulisan yang selanjutnya.</i><br />
<br />
Daftar Pustaka :<br />
<br />
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Rosady. 2010. Manajemen <i style="mso-bidi-font-style: normal;">Public Relations</i>
dan Media Komunikasi<i style="mso-bidi-font-style: normal;">.</i> Jakarta :
Rajagrafindo Persada</span><br />
<span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">2. </span><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">Effendy,
Onong Uchjana. 2006. Hubungan Masyarakat : Suatu Studi Komunikasi.<span style="mso-spacerun: yes;"> </span>Bandung : Remaja Rosdakarya</span><br />
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Teori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.com4tag:blogger.com,1999:blog-246419193558351458.post-82119449176196638622014-11-11T01:25:00.002-08:002014-11-11T01:25:35.085-08:00Definisi HUMAS (Hubungan Masyarakat)<div style="text-align: justify;">
<i><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;">Sebelumnya terima kasih banyak kepada para "peselancar google" karna dari komentar - komentar mereka yang berkunjung ke blog saya yangn beralamatkan pr-teoridanpraktik.blogspot.com , membuat saya bersemangat lagi untuk melengkapi isi dari blog ini.</span></span></span></i></div>
<div style="text-align: justify;">
<i><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;"><br /></span></span></span></i></div>
<div style="text-align: justify;">
<i><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;">Pada tulisan ini, materi yang akan dipublikasikan merupakan pengertian Humas (Hubungan Masyarakat) dari beberapa ahli. Tulisan ini memang tidak banyak, karena tujuan dari tulisan ini adalah sebagai pembanding dari tulisan sebelumnya yang berjudul "Definisi Public Relations Menurut Para Ahli". Tujuan lain dari diterbitkannya tulisan yang berjudul "Definisi HUMAS" ini yaitu ingin memberikan wawasan pembanding kepada para pencari materi tentang Public Relations, mengenai perbedaan Public Relation dengan HUMAS (Hubungan Masyarakat) dari segi definisinya.</span></span></span></i></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;"><br /></span></span></span></div>
<div style="text-align: justify;">
<i><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;">Berikut beberapa definisi HUMAS menurut beberapa ahli :</span></span></span></i></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;"><br /></span></span></span></div>
<div style="text-align: justify;">
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<![endif]--><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;">Menurut Effendy (2006:23) “Hubungan masyarakat
adalah komunikasi dua arah antara organisasi dengan publik secara timbal balik
dalam rangka mendukung fungsi dan tujuan manajemen dengan meningkatkan
pembinaan kerja sama dan pemenuhan kepentingan bersama.”</span></span></span></span></div>
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<br /></div>
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<![endif]--><span lang="IN" style="line-height: 115%;">Menurut Frida Kusumastuti (2004:10) “Humas
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yang bertujuan untuk menumbuhkan saling pengertian, saling percaya, dan saling
membantu / kerja sama.</span></span></span></span></span></div>
<div style="text-align: justify;">
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<![endif]--><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: blue;"><span style="line-height: 115%;">Ruslan (2010:341) menjelaskan mengenai Humas Pemerintah<span> </span>sebagai berikut Perbedaan pokok antara fungsi
dan tugas Hubungan Masyarakat (humas) yang terdapat di instansi pemerintah
dengan non pemerintah (lembaga komersial) adalah tidak adanya unsur komersial
walaupun Humas Pemerintah juga melakukan hal yang sama dalam kegiatan
publikasi, promosi dan periklanan. Humas Pemerintahan lebih menekankan pada <i>public services </i>atau demi meningkatkan
pelayanan umum.</span></span></span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
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<![endif]--><span lang="IN" style="line-height: 115%;">Menurut
Jefkins dalam Sitepu (2011:3) “Humas adalah sesuatu yang merangkum keseluruhan komunikasi
yang terecana, baik itu ke dalam maupun ke luar, antara suatu organisasi dengan
segenap khalayaknya dalam rangka mencapai tujuan-tujuan spesifik yang
berlandaskan pada saling pengertian.”</span></span></span></span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;">Dari pengertian - pengertian yang telah diungkapkan oleh beberapa penulis diatas, dapat disimpulkan bahwa <span lang="IN" style="line-height: 115%;">HUMAS baik di pemerintahan/ lembaga/ organisasi itu
tidak jauh beda dengan Public Relations suatu perusahaan. Hal itu dibuktikan karena keduanya tetap melaksanakan beberapa
kegiatan kehumasan atau program Public Relations yang bertujuan pembentukan <i>image</i><i> </i>positif,
menjalin hubungan baik dan pembentukan pencintraan lembaga/ organisasi/ perusahaan. Hal yang terlihat berbeda hanya pada HUMAS pemerintah lebih cenderung
melaksanakan kegiatan yang berhubungan dengan pelayanan prima baik secara informasi maupun solusi demi kepentingan
masyarakat luas. sedangkan pada Public Relations, lebih kepada pelayanan komersil yang dilakukan hanya pada pelanggan (</span></span></span></span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><i>customer)</i></span></span></span></span></span></span> perusahaannya saja, baik berupa jasa maupun barang sebagai produk dari perusahaan tersebut.</span></span></span></span></span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;">Sekian tulisan ini mengenai Definisi HUMAS pada kesempatan kali ini, semoga dapat bermanfaat bagi para pemula di bidang Public Relations dan mudah - mudahan dapat membantu tugas - tugas mahasiswa Fakultas Ilmu Komunikasi, khusunya konsentrasi Public Relations (Kehumasan). Berikut saya lampirkan daftar pustaka sebagai bahan referensi :</span></span></span></span></span></span></i></div>
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<![endif]--><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">1. Effendy,
Onong Uchjana. 2006. Hubungan Masyarakat : Suatu Studi Komunikasi.<span style="mso-spacerun: yes;"> </span>Bandung : Remaja Rosdakarya</span></span></span></span></span></span></span></div>
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<br /></div>
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<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">2. Kusumastuti,
Frida. 2002. Dasar-dasar Humas. Jakarta : Ghalia Indonesia</span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">3. Ruslan,
Rosady. 2011. Etika Kehumasan Konsepsi & Aplikasi. Jakarta : Raja Grafindo
Persada</span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">4. </span></span></span></span></span></span></span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">Jefkins,
Frank. 2003. Public Relations. Jakarta : Erlangga</span></span></span></span><i><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"> </span></span></span></i></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><i><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"> </span> </span></span></i></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-size: 11.0pt; mso-bidi-language: EN-US; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span lang="IN" style="line-height: 115%;"><span style="color: blue;"><span lang="IN" style="line-height: 115%;"><i><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"> </span></span></i></span></span></span></span></span> </span></div>
Teori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.com2tag:blogger.com,1999:blog-246419193558351458.post-92184724745710873832013-06-04T05:09:00.001-07:002014-11-11T00:31:06.662-08:00Definisi Public Relations Menurut Para Ahli<div style="text-align: justify;">
<span style="color: blue;">Terbitan kali ini akan membahas mengenai pengertian-pengertian atau beberapa definisi mengenai Public Relations (PR) dari beberapa para pakar di dunia maupun Indonesia. Definisi-definisi itu dikutip dari beberapa buku yang berkaitan dengan Public Relations.</span></div>
<div style="text-align: justify;">
<span style="color: blue;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Pertama-tama yaitu ulasan definisi Public Relations (PR) dari beberapa pakar di dunia, antara lain :</span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Menurut Dr. Rex Harlow dalam Ruslan (2010:16)
Public Relations (PR) adalah fungsi manajemen yang khas dan mendukung pembinaan,
pemeliharaan jalur bersama antara organisasi dengan publiknya, menyangkut aktivitas
komunikasi, pengertian, penerimaan dan kerja sama; melibatkan manajemen dalam
menghadapi persoalan/permasalahan, membantu manajemen dalam mengikuti dan
memenfaatkan perubahan secara efektif; bertindak sebagai sistem peringatan dini
dalam mengantisipasi kecenderungan penggunaan penelitian serta teknik
komunikasi yang sehat dan etis sebagai sarana utama.</span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Menurut Cutlip dan Center dalam Effendy
(2009:116) PR adalah fungsi manajemen yang menilai sikap publik,
mengidentifikasi kebijaksanaan dan tata cara seseorang atau organisasi demi
kepentingan publik, serta merencanakan dan melakukan suatu program kegiatan
untuk meraih pengertian dan dukungan publik.</span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Definisi Public Relations menurut <i>International Public Relations Association </i>(IPRA)
dalam Rumanti (2005:11), PR merupakan fungsi manajemen dari sikap
budi yang direncanakan dan dijalankan secara berkesinambungan oleh
organisasi-organisasi, lembaga-lembaga umum dan pribadi dipergunakan untuk
memperoleh dan membina saling pengertian, simpati dan dukungan dari mereka yang
ada hubungan dan diduga akan ada kaitannya, dengan cara menilai opini publik
mereka, dengan tujuan sedapat mungkin menghubungkan kebijaksanaan dan
ketatalaksanaan, guna mencapai kerja sama yang lebih produktif, dan untuk
memenuhi kepentingan bersama yang lebih efisien, dengan kegiatan penerangan
yang terencana dan tersebar luas.</span></span><br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span>
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Definisi Menurut (<i>British</i>) <i>Institute of Public Relations </i>(IPR) dalam Frank Jefkins (2003:9) PR adalah keseluruhan upaya yang dilakukan secara terencana dan berkesinambungan dalam rangka menciptakan dan memelihara niat baik (<i>good-will</i>) dan saling pengertian antara suatu organisasi dengan segenap khalayak.</span></span><br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span>
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Definisi Menurut Frank Jefkins (2003:9) PR adalah semua bentuk komunikasi yang terencana, baik itu ke dalam maupun ke luar, antara suatu organisasi dengan semua khalayaknya dalam rangka mencapai tujuan-tujuan spesifik yang berlandaskan pada saling pengertian. </span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Selanjutnya, beberapa pengertian Public Relations atau Humas dari beberapa pakar komunikasi di Indonesia, antara lain :</span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Menurut Edy Sahputra Sitepu (2011:2) menjelaskan Public
Relations (PR) dalam makna yang sederhana adalah tatap muka (hubungan) antara
kelompok-kelompok dalam suatu tatanan masyarakat.</span></span><br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span>
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;">Menurut Maria Assumpta Rumanti (2005:7-8) PR adalah kegiatan atau aktivitas yang proses kegiatannya melalui empat tahap, yaitu penelitian yang didahului penemuan, analisis, pengolahan data dan sebagainya; perencanaan yang direncanakan; pelaksanaan yang tepat; evaluasi, penilaian setiap tahap dan evaluasi keseluruhan.</span></span><br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: blue;"><br /></span></span>
<span style="color: blue;">Menurut Onong Uchjana Effendy (2006:23) Hubungan Masyarakat (Humas) adalah komunikasi dua arah antara organisasi dengan publik secara timbal balik dalam rangka mendukung fungsi dan tujuan manajemen dengan meningkatkan pembinaan kerjasama dan pemenuhan kepentingan bersama.</span><br />
<br />
<span style="color: blue;">So, demikian penulisan dalam sesi definisi PR Menurut Para Ahli. Kurang lebihnya mohon komentar, kritik dan sarannya guna menunjang lebih baiknya tulisan yang saya buat. Semoga bermanfaat juga untuk kawan-kawan yang mendalami ilmu tentang Public Relations (PR).</span><br />
<span style="color: blue;"><br /></span>
<span style="color: blue;">See you next session.</span><br />
<br />
<span style="color: blue;">Daftar Pustaka :</span><br />
<span style="color: blue;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">1. Ruslan,
Rosady. 2010. Manajemen <i style="mso-bidi-font-style: normal;">Public Relations</i>
dan Media Komunikasi<i style="mso-bidi-font-style: normal;">.</i> Jakarta :
Rajawali Pers</span></span><br />
<span style="color: blue;"><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><!--[if gte mso 9]><xml>
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<![endif]--><span lang="IN" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: IN; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">6. Effendy,
Onong Uchjana. 2006. Hubungan Masyarakat : Suatu Studi Komunikasi.<span style="mso-spacerun: yes;"> </span>Bandung : Remaja Rosdakarya</span></span></span></span></span></span> </span></div>
Teori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.com22tag:blogger.com,1999:blog-246419193558351458.post-42280259133245665012013-04-08T23:50:00.002-07:002013-04-08T23:50:42.152-07:00Mengenal "Bapak Public Relations"<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEie1RMDBUngSnpmXyGln7P5mLy8-_mD_AL6Mg8N8bJR9Ekkq1CiBEEuhO3zT-z-tr9aFODGBUESVaBGBuDO_8j3ou7ptzZoV3ShCnE0SBi1hRkm7J-B0RerFSkOiUJicDMeCD26vw6a59uj/s1600/ivy+2.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEie1RMDBUngSnpmXyGln7P5mLy8-_mD_AL6Mg8N8bJR9Ekkq1CiBEEuhO3zT-z-tr9aFODGBUESVaBGBuDO_8j3ou7ptzZoV3ShCnE0SBi1hRkm7J-B0RerFSkOiUJicDMeCD26vw6a59uj/s200/ivy+2.jpg" width="152" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Ivy Ledbetter Lee</td></tr>
</tbody></table>
<div style="text-align: justify;">
<span style="background-color: #b6d7a8; color: blue;"><span style="font-family: Arial, sans-serif; line-height: 115%;">Ivy Ledbetter Lee adalah putra seorang negarawan di Georgia,
Amerika Serikat. </span><span style="font-family: Arial, sans-serif; line-height: 115%;">Ivy Ledbetter Lee lulusan Princeton dan seorang reporter bisnis
dikoran New York.</span></span></div>
<div style="text-align: justify;">
<span style="background-color: #b6d7a8; font-family: Arial, sans-serif; line-height: 115%;"><span style="color: blue;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><span style="line-height: 115%;">Perusahaan-perusahaan besar kebanyakan menyewa mantan reporter untuk
menghadapi para</span><i><span style="line-height: 115%;">muckraker. </span></i><span style="line-height: 115%;">Tetapi kebanyakan reporter itu tidak punya pemahaman yang cukup dalam
menghadapi problem dasar dari konflik ini. Tetapi ada pengecualian, yaitu Lee. Lee m</span>elihat kemungkinan
untuk mendapatkan lebih banyak uang dengan bekerja untuk organisasi
swasta yang mencari dukungan. Setelah lima tahun bekerja sebagai reporter, pada
1903 Lee berhenti dari pekerjaannya yang bergaji rendah di <i>World.</i> Kemudian bekerja dalam kampanye Seth Low untuk menjadi wali kota New
York. Pekerjaan ini kemudian membuatnya bekerja sama dengan F. Parker
dalam biro pers untuk <i>Democratic National Committee</i> selama kampanye presiden
1904. Parker telah memimpin
publisitas untuk tiga kampanye Grover Cleveland untuk pemilihan presiden, namun
dia tidak diangkat sebagai sekretaris pers nasional. Parker kembali ke
pertarungan politik pada 1904 untuk memimpin publisitas bagi <i>Democratic
National Committee</i> dalam kampanye untuk mendongkel Presiden Theodore Roosevelt.
Tetapi upaya ini gagal. Dia kemudian menyewa ivy Lee sebagai asistennya.</span></div>
<div style="text-align: justify;">
<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Dari sini muncul
keputusan untuk membentuk kemitraan Parker dan Lee, yang kemudian bubar pada
1908 ketika Lee bekerja penuh untuk salah satu perusahaan klien, Pennsylvania
Raiload. Dia menjadi direktur biro publisitas perusahaan tersebut. <span style="line-height: 115%;">Ketika operator tambangbatu
bara menyewa Parker & Lee untuk menyampaikan pandang perusahaan kepada
publik mengenai pemogokan 1906, Lee mengeluarkan “<i>Declaration of Principles</i>.”
Pernyataan filosofis Lee ini sangat memengaruhi evolusi</span><span style="line-height: 115%;"> <i>press
agentry </i></span><span style="line-height: 115%;">dan publisitas dalam bidang PR.</span></span></div>
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<span style="color: blue; font-family: Verdana, sans-serif;"><span style="background-color: #b6d7a8; line-height: 115%;"><br /></span></span></div>
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<span style="background-color: #b6d7a8;"><span style="color: blue; font-family: Verdana, sans-serif;"><span style="line-height: 115%;">Kegiatannya di bidang Public Relations dimulai pada tahun 1906, pada waktu
industry batu bara di Negara “Paman Sam” mengalami kesulitan disebabkan pemogokan
kaum buruhnya. </span><span style="line-height: 115%;">Timbulnya pemogokan para pekerja yang mengancam
kelumpuhan industry batubara menyebabkan munculnya gagasan atau ide pada benak Lee untuk menenganahi dengan bagi keuntungan antara kedua belah pihak yakni
para industriawan dan para pekerja. </span></span><span style="color: blue; font-family: Verdana, sans-serif;">Lee mengajukan gagasan kepada pimpinan industry batu
bara dengan persyaratan sebagai berikut :</span></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">(1) Ia diberi kedudukan dalam manajemen
puncak (top management)</span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">(2) Ia diberi wewenang penuh untuk menyebarkan semua
informasi factual yang patut diketahui rakyat.</span></div>
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<span style="background-color: #b6d7a8;"><span style="color: blue; font-family: Verdana, sans-serif;">Persyaratan yang diajukannya pada waktu itu
cenderung revolusioner karena pada saat itu orang yang bergerak dalam bidang
komunikasi informasi tidak berada pada struktur pimpinan puncak (top
management). </span><span style="color: blue; font-family: Verdana, sans-serif; line-height: 115%;">Pemikiran Lee dalam melakukan pekerjaannya sebagai seorang PR dinamakan <i>declarations of principle</i> (deklarasi asas-asas) yang pada hakikatnya keberadaan
<i>public</i> tidak bisa dianggap enteng oleh manajemen industri dan dianggap tidak bisa
apa-apa oleh pers. </span><span style="color: blue; font-family: Verdana, sans-serif; line-height: 115%;">Proses inilah yang menyebabkan banyak orang
mengakui Ivy Ledbetter Lee sebagai “Bapak Hubungan Masyarakat (Public Relations)“ yang merupakan seorang perintis, pelaksana dan pembina humas. Ia pula yang dikenal sebagai
orang yang pertama menggunakan istilah <i>publicity</i> (publisitas) dan <i>advertising</i>
(periklanan) sebagai kegiatan dalam ruang lingkup humas dan pencetus sekaligus
yang membangun keberadaan atau “citra PR/humas yang diakui oleh masyarakat”.</span></span></div>
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<span style="background-color: #b6d7a8; font-family: Arial, sans-serif; line-height: 115%;"><span style="color: blue;"><br /></span></span></div>
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</div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Lee menentang
pandangan di Wall Street yang “mengabaikan publik.” Deklarasi Lee ini
menjelaskan bahwa publik tidak boleh diabaikan atau ditipu seperti pada masa lalu
dengan menggunakan cara-cara yang dipakai agen pers. Lee mengirimkan deklarasi
ini kepada semua editor dikota:<o:p></o:p></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">"Ini bukan biro pers
rahasia. Semua pekerjaan kami dilakukan secara terbuka. Kami bertujuan
menyampaikan berita. Ini bukan agen advertising, jika Anda berpendapat materi kami direkayasa untuk dimuat, jangan gunakan materi kami. Materi kami isinya
akurat. Detail lebih lanjut tentang subjek ini akan segera diberikan, dan
setiap editor akan dibantu dengan senang hati untuk memverifikasi setiap pernyataan. Ringkasnya, rencana kami adalah secara terus terang dan terbuka, atas nama
kepedulian bisnis dan institusi publik, memberikan kepada pers dan publik Amerika Serikat informasi yang segera dan akurat berkenaan dengan subjek-subjek yang berharga
dan menarik perhatian publik untuk diketahui."<o:p></o:p></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="background-color: #b6d7a8;"><span style="color: blue; font-family: Verdana, sans-serif;">Pendekatan Lee
yang baru ini memudahkan pekerjaan reporter yang ditugaskan untuk meliput
pemogokan. Kendati para reporter tidak diizinkan untuk menghadiri konferensi
pemogokan, Lee menyediakan laporan setiap pertemuan dalam bentuk “<i>handout</i>”
(yang kini dikenal sebagai <i>press release </i>atau <i>news release). </i>Kesuksesannya dalam melakukan peliputan
yang menguntungkan untuk operator pertambangan membuat Pennsylvania Railroad
menyewa Parker dan Lee pada musim panas 1906. Lee menangani pekerjaan ini. </span><span style="color: blue; font-family: Verdana, sans-serif;">Selama periode ini Lee
menggunakan istilah “publisitas”</span><span style="color: blue; font-family: Verdana, sans-serif;"> </span><i style="color: blue; font-family: Verdana, sans-serif;">(publicity) </i><span style="color: blue; font-family: Verdana, sans-serif;">untuk mendeskripsikan
apa itu PR.</span></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Konsep dan kesuksesan Lee terus bertambah. Pada Desember 1914, Lee
diangkat menjadi penasihat pribadi untuk John D. Rockefeller Jr. Keluarga Rockefeller
sedang diserang hebat karena tindakan mereka dalam membubarkan pemogokan di
perusahaan mereka, Colorado Fuel and Iron Company. Koran-koran dan para
kritikus menyebut peristiwa ini sebagai “Bloody Ludlow” (Ludlow Berdarah) dan
“Ludlow Massacre” (Pembantaian Ludlow). Para kartunis dan penulis tajuk rencana
menyebut Rockefeller sebagai penjahat terbesar pada masanya. Lee bekerja untuk
Rockefellers sampai John D. meninggal pada 1934, yang saat itu dipuji oleh pers
sebagai dermawan masyarakat yang besar.</span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Ivy Lee melakukan
banyak upaya yang kini menjadi dasar bagi praktek kontenporer. Meskipun dia
tidak menggunakan istilah <i>public relations </i>sampai 1919, Lee
menyumbangkan banyak teknik dan prinsip yang sekarang diikuti oleh para
praktisi PR. Dia adalah salah seorang yang menyadari kesalahan publisitas yang
tidak didukung oleh kerja yang baik dan salah satu dari sedikit orang yang
mengatakan bahwa kinerja akan menentukan publisitas yang akan didapatkan klien.<o:p></o:p></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Sepanjang 31 tahun di
bidang PR, Lee mengubah cakupan dari apa yang dia lakukan publisitas ke
konseling klien. Misalnya, dia mengatakan, “Jika Anda mengeluarkan pernyataan
publik yang isinya tidak benar, maka pernyataan itu akan langsung ditentang.
Nasihatnya melampaui publisitas. Dalam <i>Annual Convention of the American
Electric Railway Association</i> 1916 dia mengatakan, “hubungan aktual dari
perusahaan dengan rakyat harus menggunakan lebih dari sekadar <i>perkataan </i>— tetapi juga harus dengan <i>perbuatan.”</i><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="color: blue; font-family: Verdana, sans-serif;"><i style="background-color: #b6d7a8;"><br /></i></span></div>
<div class="MsoNormal">
<span style="color: blue; font-family: Verdana, sans-serif;"><i style="background-color: #b6d7a8;"><br /></i></span></div>
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<span style="color: blue; font-family: Verdana, sans-serif;"><i style="background-color: #b6d7a8;"><br /></i></span></div>
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<span style="background-color: #b6d7a8; color: blue; font-family: Verdana, sans-serif;">Tetapi Lee tidak bebas
dari kecaman. Ketika dia meninggal, dia sedang dikritik keras karena dia
menjadi salah satu wakil untuk German Dye Trust, yang dikuasai oieh I. G.
Farben, Lee menjadi penasihat untuk kartel ini seteiah Hitler naik ke tampuk
kekuasaan di Jerman dan Nazi berkuasa Headline di media saat itu membuat
pekerjaannya menjadi sensasional — LEE GIVES ADVICECE THE NAZIS dan LEE EXPOSED
AS HITLER PRESS AGENT Kendati dia tak pernah menerima bayaran langsung dari
pemerintah Nazi, Lee dibayar $25,000 per tahun (yang saat itu sangat besar)
plus imbalan lain oleh perusahaan Farben sejak dia disewa pada 1933 sampai dia
mengundurkan diri tak lama sebelum dia meninggal pada 1934.</span></div>
Teori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.com2tag:blogger.com,1999:blog-246419193558351458.post-86977549460614335582013-03-30T00:41:00.000-07:002013-03-30T00:41:14.185-07:00Sesi Perkenalan<div style="text-align: justify;">
Salam kenal,</div>
<div style="text-align: justify;">
Nama saya adalah Rizky Putri Pradiyan. Saya adalah mahasiswi konversi di Universitas Bhayangkara Bekasi yang sedang menjalani pendidikan di Fakultas Ilmu Komunikasi, Jurusan Public Relations. Mengapa disebut "konversi"? Sekedar bercerita, awalnya saya melakukan pendidikan di Akademi Komunikasi, Bina Sarana Informatika. Dan Alhamdulillah berhasil dengan lumayan memuaskan serta tepat waktu dalam menyelesaikan pendidikan Diploma Tiga (D3). Karna saya juga merupakan manusia biasa yang belum puas dengan apa yang saya capai, maka saya melanjutkan pendidikan Strata Satu (S1) di Universitas Bhayangkara Bekasi.<br />
<br /></div>
<div style="text-align: justify;">
Ketertarikan saya dalam dunia profesi Kehumasan atau <i>Public Relations</i>, berawal dari kegemaran saya dalam menulis cerita pendek, novel berseri dan memprogram suatu event kecil-kecilan. Sayangnya, ketertarikan itu baru muncul saat saya sudah merasakan keterpaksaan dan ketidak-ikhlasan memasuki pendidikan di Akademi Komunikasi, Jurusan <i>Public Relations.</i> Tapi seiring berjalannya waktu, semakin saya memperdalam ilmu komunikasi, saya justru semakin tertarik dan menyukainya.<br />
<i><br /></i>
Hal ini terbukti saat saya memutuskan untuk melanjutkan pedidikan Strata 1 Jurusan Public Relations, Fakultas Ilmu Komunikasi, Universitas Bhayangkara. Masing-masing orang pasti memiliki sebuah rencana dalam karir setelah menyelesaikan pendidikan. Saya pun juga memiliki rencana setelah menyelesaikan pendidikan. Saya selalu ingin menjadi novelis, konsultan public relations dan dosen. Sebelum mencapai semua itu, tentu saja masih banyak hal yang harus dilakukan, misalnya untuk menjadi novelis, saya harus melatih kemampuan menulis, memperbanyak perbendaharaan kata, keterampilan mengolah kalimat dan mengolah kalimat menjadi lebih indah serta menarik. Untuk menjadi seorang Konsultan Public Relations, yang harus dilakukan adalah mencari pengalaman kerja minimal 3 tahun di bidang kehumasan dan mencari jabatan di bidang itu, melanjutkan pendidikan sampai ke Strata 2 untuk mendapat perijinan membuka praktik konsultan public relations, serta mulai berlatih sebagai motivator atau pembicara di seminar. Sedangkan untuk menjadi seorang dosen, sebenarnya langkah yang harus di ambil hampir sama seperti menjadi seorang konsultan public relations.<br />
<br />
Akan tetapi, tidak semua bisa berjalan dengan mudah, maka dari itu mulai dari sekarang saya sudah mulai menyiapkan sebagian kecil dari usaha di atas, misal mulai melatih menulis lagi baik cerita maupun informasi mengenai teori tentang public relations di blog ini. Mulai memperdalam mengenai program dan tugas-tugas seorang punlic relations baik di belakang meja maupun tampil di hadapan khalayak luas.<br />
<br />
Demikian sesi perkenalan dari saya, semoga bisa dapat menjadi inspirasi kecil bagi para pembaca. Intinya bila anda ingin menyukai sesuatu, maka cari tahu dan kenalilah hal itu terlebih dahulu, lakukan dengan perasaan senang dan tanpa beban, maka insya allah semua akan mudah dan berlanjar dengan baik. Terima kasih atas perhatiannya.<br />
<br />
Wassalammualaikum wr.wb<br />
<i><br /></i></div>
Teori dan Praktik Public Relationhttp://www.blogger.com/profile/04742232603510581639noreply@blogger.com0