Concept Of Public Relations Research Articles

Shaping the Future of PR Education: Creating a Digital Public Relations Textbook for Course

Teaching Public Relations courses is essential for the Office Administration study program at the Faculty of Economics, Medan State University (FE UNIMED). Current learning materials are outdated and lack alignment with the industrial revolution 4.0, potentially resulting in suboptimal knowledge for future organizational leaders. Thus, updating teaching materials is crucial to ensure students receive contemporary and sharp knowledge in the digital context. This study aims to compile and develop textbooks for Public Relations courses within a digital context, using the ADDIE development model. The ADDIE model includes five stages: Analysis, Design, Development, Implementation, and Evaluation. This Research and Development (RnD) approach ensures a comprehensive development process, enhancing the relevance and effectiveness of the course material. In the Analysis stage, current course materials and student needs were assessed to identify gaps. The Design phase involved structuring the content to incorporate digital public relations concepts. During Development, the textbook was created, integrating modern communication strategies and digital tools. The Implementation stage involved testing the textbook in classroom settings. Evaluation included assessing the textbook's Validity, Effectiveness, and Practicality. The newly developed textbooks provided a contemporary framework for understanding public relations in the digital era. Validation results showed high relevance and accuracy, while effectiveness tests indicated improved student engagement and comprehension. Practicality assessments confirmed ease of use for both students and lecturers. These outcomes highlight the importance of regularly updating educational materials to align with technological advancements and industry needs. Updating Public Relations teaching materials to reflect digital advancements is vital for preparing students as future organizational leaders. The ADDIE model proved effective in developing relevant and practical textbooks. Future research should focus on long-term impacts of these updated materials on student performance and career readiness.

Public Relations in a Digital Era: Localising the Global Corporations’ Activities and Social Media Uses in Tanzania

Public Relations concepts and practice in different democracies vary according to the nature of their political, cultural, social, and the level of technological orientation or advancement. With the digital age and the increasing trend in globalization, Global or Multinational Corporations have both challenges and opportunities towards meeting their business goals as to win hearts and minds of customers/publics in a diverse environment. Public Relations in Digital Age: Localising Global Corporations Activities and Social Media Uses in Tanzania, using Standard Chartered Bank, Coca Cola Company, and Barrick (Acacia) Mines, as case, has investigated the activities done by the Corporations, social media engagement, Corporate Social Responsibility activities and comparing local and global activities of the Corporations. The three Corporations’ profiles were surveyed to grasp their natures - activities and new media uses while a three- year content analysis was done through Corporations’ social networking sites (SNS) – Facebook, Twitter and You Tube to understand their uses of SNS in enhancing their roles through Public Relations. The findings show that despite their differences in nature, they all use their global business experiences in dealing with local activities. They have been responding to silent calls for glocalisation by identifying the basic needs of their customers/publics, for example, localizing the brand (Coca Cola to Coca Cola Kwanza), changing the brand name altogether (Barrick to Acacia), as well as stretching their Corporate Social Responsibility activities in health, education, environment and sports and entertainment while strengthening their ties with the government by not only responding to legal obligations like paying taxes but also supporting communication and health sectors. However, more glocalisation process is still in need as compared to what has been done in other countries in responding to cultural-centric and polycentric PR approaches. Moreover, the MNCs use both asymmetric and symmetric communication through Facebook, Twitter and You Tube. Twitter has been the mostly used SN especially in a symmetrical communication followed by Facebook. It has been also observed that the sensitivity of Corporation’s activities increases the engagement in CSR activities. Since, the area has not been extensively researched, the researcher calls for more studies on glocalisation of MNCs and new media uses in developing countries and Tanzania in particular in attempt to exploit the potentials of Public Relations.

The Role of Public Relations on Reputation Management: A Case Study of Orange Mobile Company Sierra Leone Limited

A case study of Orange Mobile Company in Sierra Leone was used in the study to assess the impact of public relations on reputation management. The study's goals were to understand the roles that public relations play in managing Orange Sierra Leone's reputation, identify the problems with public relations that arise when managing Orange Sierra Leone's reputation, identify the best solutions to these problems, and look into the relationship between public relations and Orange Sierra Leone's reputation management. The study used an informal research design to reflect various aspects of study respondents' perceptions, feelings, experiences, facts, and emotional reactions to the study issue. This was a study of a problem or subject that looked at how one factor or variable affected another. This was due to the fact that the resulting research questions need explanatory, descriptive, and analytical components of the research to be observed. The study used a 60-person sample that was taken from a 600-person population. The top administrators of Orange Sierra Leone participated in key informant interviews, which the researcher coordinated and which enriched the study's findings. Data was as well gathered through self-administered questionnaires, which were given to representatives of the Public Relations department so they may respond. The majority of respondents generally felt that representing the company or individual to the media is one of the most well-known functions, which is proof that the concept of public relations is very important to the brand image of the organization. The study comes to the conclusion that creating written and oral documentation is another role of public relations. The study suggests that public relations training should be established in order to provide managers and practitioners with the necessary information and abilities. It is important to arrange seminars and conferences so that staff employees and practitioners with less experience can pick the brains of more knowledgeable individuals. This tactic should reduce dial errors brought on by limited experience.

Clarifying covenants and delineating devotion: Explicating religious public relations relationship frameworks

Research on how religious and faith-based organizations practice public relations is steadily increasing and of particular interest. Public relations scholars have examined the applicability of public relations theories with religious organizations, and sought to develop new public relations theories, concepts, and models that are appropriate for the context of faith and religion. However, one set of public relations concepts has been limitedly studied, irregularly applied, and inconsistently explained regarding their definitions, how they work together, how they are distinct, and how they can be studied within and outside the narrow context of religious public relations. This conceptual framework essay explicates four constructs found in religious public relations scholarship to provide clarification regarding the application of these murky concepts and a roadmap for how public relations scholars can apply, study, and advance these concepts and models within and outside the context of religious public relations to advance public relations theorizing.

PERAN PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE PADA BENING’S CLINIC CABANG KEMANG JAKARTA SELATAN

Improving brand image is an important aspect of business in the field of beauty clinics. Likewise for Bening's Clinic Kemang South Jakarta Branch, improving a good brand image by public relations to customers so as to increase satisfaction and have a good effect on service. This is the background so that the role of public relations can improve brand image. The purpose of this study was to analyze the role of Public Relations in enhancing the brand image of Bening Clinic, Kemang Branch, South Jakarta through Instagram as a service company providing facial skin health services in Indonesia. In addition, this study aims to analyze the obstacles and solutions implemented to overcome obstacles to the role of Public Relations in increasing the brand image of the Bening Clinic, Kemang Branch, South Jakarta. This research method uses a qualitative descriptive method. This study uses Dozier and Broom's concept regarding the role of Public Relations and Atmoko's concept regarding Instagram features and Biel's concept regarding brand image dimensions. Data collection techniques using in-depth interviews, observation, and documentation. The results of this study indicate that the role of Public Relations at Bening's Clinic, Kemang Branch, South Jakarta, uses Instagram to find out the experiences felt by customers, both positive and negative experiences. Instagram content from Bening's Clinic Public Relations, Kemang South Jakarta Branch is very interesting, informative, and has a huge impact on customers because the information conveyed is quite routine through the Brand Ambassador by utilizing the features available on Instagram as an intermediary medium in enhancing brand image.

Konsep Humas, Manajemen Humas, Fungsi Manajemen Humas, dan Kepemimpinan Humas di Lembaga Pendidikan

This article based on previous research on the concept of public relations, public relations management, public relations management functions, and public relations leadership in educational institutions which identified that educational institutions needed efforts to combine social interests with promotion and marketing approaches. Combining these two interests is what makes educational institutions their own characteristics. Because of that, techniques and ways to manage information that are professional, efficient and effective to the public are needed. The approach used is a qualitative approach and the form of research is library research. Data collection techniques using documentation that traces from various kinds of literature and data analysis using critical analysis of research documents. The results shown in this study are an increase in student learning outcomes by applying various public relations concepts, management, functions, and leadership in educational institutions

Peran Public Relations Dalam Implementasi Program CSR PT Semen Indonesia (Persero) Tbk

PT Semen Indonesia (Persero) Tbk SIG as the largest cement producing company in Indonesia which is shaded by BUMN. This study aims to determine the public relations strategy of PT Semen Indonesia (Persero) Tbk, through its corporate social responsibility (CSR) program in maintaining the company's image. In maintaining the company's image, public relations communicates CSR programs that have been implemented through internal and external media. This study uses the concept of public relations, public relations strategy, image, CSR and communication as the approach used in knowing the GIS public relations strategy in maintaining the company's image. This research use desciptive qualitative approach. The results of this study indicate that in analyzing the strategy in maintaining the company's image through CSR programs, which go through four stages of the public relations process, namely: finding the facts and defining the problem, planning and programming, action and communication, and evaluation. In this strategy stage, packaging communication through media is attractive and easy for the public to access so that it can maintain a positive image in the eyes of the public and stakeholders.
 Keywords: Public Relations, CSR, Communication, Image..

Public Relations Implemented in Islamic Philanthropic Organizations at LAZISNU

Islamic philanthropic organizations have been the people’s choice to distribute Zakat, Infaq, and Shadaqah. However, only a few realize that public relations is essential to maintaining relationships with audiences. NU Care LAZISNU East Java implements a public relations strategy to maintain public trust. This study aimed to analyze the implementation of public relations concepts in the Islamic philanthropic institution of NU Care LAZISNU, East Java. NU Care LAZISNU East Java, with various excellent programs, tries to build and maintain public trust as an institution that collects people’s funds and carries out a humanitarian mission. Thus, this research wants to examine further characteristics of public relations in Islamic philanthropic institutions to get a positive branding image. The method used qualitative research through interview techniques, observation, and documentation from NU Care LAZISNU, Scientific and Practical Basics of Islamic Communication East Java. The theory used to analyze is relationship management. The study results show that implementing public relations in the Islamic philanthropic institution at NU Care LAZISNU, East Java, is based on ethics, credibility, openness, trust, involvement, and mutual benefit principles. It is because this institution’s policies, activities, and programs are closely related to Islamic teachings in the form of the implementation of Zakat, Infaq, and Shadaqah. The public relations strategies are institutional identity, community involvement, publications, and events.

Instrumentalisation of critical discourse studies: a linguistic analysis of public relations concepts in the CDS journal article abstracts (2000–2020)

Driven by its problem-oriented nature, research of Critical Discourse Studies (CDS) employs an interdisciplinary approach to addressing social problems and concludes different levels of discourse practices. Among the disciplines that CDS scholars touch on, public relations (PR) stands out as one of the most inspiring, whose studies have implied the practicality of CDS to critique PR, explicating how institutional and media discourses shape stakeholders’ attitude toward the management process and further negotiate their identities and power relations. Nevertheless, little research has tackled the opposite, which is how the interconnected discipline of PR and its theories benefit CDS research. By adopting van Leeuwen (2005)’s integrationist model of conducting interdisciplinary research, the present case conducts an analysis of PR concepts used in the CDS journal article abstracts during 2000 and 2020, with three terms of “image”, “stakeholder”, and “strategy” as a case study. It argues that the use of PR concepts instrumentalises CDS, which offers analytic tools of communication for CDS scholars to refer to and helps to interpret the management power use and its discursive patterns in a CDS project. This ontological study not only offers insights into developing an interdisciplinary contribution during the institutionalisation of CDS but shows how both disciplines of PR and CDS have fostered a two-way development from linguistic and non-linguistic perspectives.

PR-КОМУНІКАЦІЇ ВОЄННОГО ЧАСУ: МЕТА, МОДЕЛІ, НАПРЯМИ

<p><strong><em>The purpose</em></strong><em> of the article is to study the goals, models, and directions of wartime PR communications that have been existing in the information space of Ukraine in the period since February 24, 2022, to the current time and reflecting the presence of public relations of various state and non-governmental institutions and organizations. </em></p><p><strong><em>Research methodology.</em></strong><em> To find out the main goal, models, and directions of wartime PR communications in the information space of Ukraine as a reflection of public relations of state and non-governmental institutions and organizations, the following methods were used: analysis, description, classification and generalization.</em></p><p><em> <strong>Results.</strong> The article focuses on the role of the most effective and most relevant models of PR communication with target audiences during military operations in Ukraine.</em></p><p><em>It is emphasized that all models of PR communication, which were once formed by J. Gruning and T. Hunt (press agency model, public information model, bilateral asymmetrical model, and bilateral symmetrical model) are relevant and effective during the crisis caused by the war in Ukraine. Their use is a condition for preserving the unity of the nation, a condition for transparent relations between the government and society, between business and society, between civil society institutions and all state and non-governmental structures and citizens of Ukraine. These models help to identify certain phenomena in the practice of public relations, the basis of which is communication as a dynamic process of information exchange.</em></p><p><em>It is noted that PR communications become the tool that allows the creation of a unified field of interconnected information, which is supported by feedback necessary for the survival of the country. </em></p><p><em>The concept of public relations as an effective social and communication technology, which provides dialogue forms of interaction between different social groups during such a crisis situation as military aggression, is revealed. The role of PR communication in the shaping of information and psychological security of a state's citizens in wartime is defined. The conditions for using PR models during the specified crisis are outlined.</em></p><p><strong><em>Novelty.</em></strong><em> The scientific novelty of the study consists in determining the main goal, models and directions of wartime PR communications that have been existing in the information space of Ukraine in the period since February 24, 2022, to the current time and reflecting the presence of public relations of various state and non-state institutions and organizations. </em></p><p><strong><em>Practical meaning.</em></strong><em> The practical significance of the research results lies in the possibility of their use during the preparation of public relations educational programs, the training of specialists in the field of public relations, and the development of educational and scientific courses on the specified problem.</em></p><p><strong><em>Key words:</em></strong><em> PR, information space, PR communication, models of PR communication, state institutions, non-governmental institutions, information and psychological security.</em></p>

Professional practice of public relations and its relationship to academic qualification, “A study on a sample of organizations in the Emirate of Abu Dhabi"

Abstract This study dealt with the effectiveness of academic qualification and its implications for the reality of the professional practice of public relations in public sector organizations in the Emirate of Abu Dhabi, and to identify whether that practice actually stems from the scientific foundations that constitute the centre of attention for academic qualification of public relations students, as well as identifying the professional practice of public relations. And the extent to which it is based on scientific foundations by linking it to academic qualification, and the extent to which it keeps pace with the requirements of the labour market with its overlapping and constantly renewed variables, through its application to a sample of public relations practitioners in public sector organizations in the Emirate of Abu Dhabi. The study aimed to identify the prevailing understanding of the concept and profession of public relations, its functions, and its importance for organizations. And get acquainted with the tasks and functions undertaken by public relations in public sector organizations in the Emirate of Abu Dhabi, which is clearly evident in the job description of the departments and sections of public relations and their employees. The objectives are the following: Keywords: Public relations, professional practice, academic qualification, public relations profession, professional organizations.

Upravljanje odnosima s javnošću u kriznim situacijama

The aim of the paper is to point out, based on the reviewed literature, a complex way of managing public relations when a company, that is, an organization, is in specific circumstances, i.e. when they face a crisis situation and when they commit resources to mitigate or overcome it. The paper will first define the concept of public relations, primarily as a type of company management function, and then explain the characteristics of public relations, first during the regular operation of the company, and then in extraordinary conditions - in the conditions of a crisis. Since crisis management plays a significant role in such conditions, special attention will be paid to the concept of crisis management and its connection with public relations, followed by concluding considerations.

CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES OF PT. ANGKASA PURA II HALIM PERDANA KUSUMA IN MAINTAINING THE COMPANY'S IMAGE

PT Angkasa Pura II (Persero) Halim Perdana Kusuma Airport branch as one of the SOEs within the Ministry of Transportation which is active in the field of business and service services. Various efforts made by PT Angkasa Pura II (Persero) Halim Perdana Kusuma Airport branch in improving the company's positive image in the eyes of the public. The concepts used in this study include the Concept of Marketing Communication, the Concept of Public Relations, the Concept of Corporate Social Responsibilty, and the Concept of Corporate Image. The object of this study is PT. Angkasa Pura II (Persero) branch of Halim Perdana Kusuma Airport. The results of the study found that pt. Angkasa Pura II (Persero) branch of Halim Perdana Kusuma Airport in the field of education includes providing educational scholarships, library cars, lab construction. Computers, stationery provisions, as well as marching band tools. Meanwhile, free treatment, cleft lip surgery, cataract surgery and mass circumcision, are programs in the health sector. Furthermore, in the field of partnership in the form of business capital assistance and assistance for fostered partners as well as training / education. However, in image management, it can not only be done through CSR activities. Obtained from the results of interviews, the media also plays an important role in its influence on the formation of the company's image in the minds of the public. CSR programs that have been carried out are also not always able to fulfill the wishes of CSR recipients. Every CSR activity also always starts by looking at the feasibility of the proposal submitted to the company.

PR AND PROPAGANDA IN THE POST-SOVIET SPACE: PROBLEMS OF INFORMATION POLICY DEVELOPMENT

The article discusses the main approaches to establishing the difference between the concepts of public relations and propaganda. A reconstruction of the development of the sphere of public relations in Western political culture has been made. The features of the development of the sphere of public relations in the countries of the post-Soviet space are determined. It has been established that the concept of public relations, until recently little known and unusual for the former Soviet political culture and mentality, has literally burst into our lives in recent years. This concept has become fashionable, has become a real hallmark of new times. The entire civilized world has not only become accustomed to it, but has also turned public relations into an effectively working science and art of achieving mutual understanding and agreement between various subjects of civil society life. But because of its “fashionableness”, the concept of “public relations” is often used in place and out of place, often putting a perverted meaning into it. Sometimes a superficial approach to this area of ​​activity is contrary to the principles of social responsibility of civil society institutions, in fact pushing to treat the public as an object of deception, manipulation solely in the selfish interests of subjects whose favorable (or unfavorable) image is created at any cost. The institutionalization of a civilized professional system of public relations in the post-Soviet space is making its way through many objective and subjective obstacles. The content of obstructing factors of an objective and subjective nature is always concretely historical. A weighty historical factor in this process is the legacy of the influence of the propaganda machine of the past.

Marketing public relations {MPR)

This article addresses the Marketing Public Relations (MPR) concept, whose emergencecan partly be ascribed to the continuous debate regarding the respective boundariesof both the fields of public relations and marketing. The article first explains thenature of the debate and then explores the emergence and some theory of MPR. It alsoargues the position of MPR in the organisation and finally contemplates its future.This article in particular debates the current apprehension that MPR is merely productpublicity or mostly adds credibility to an organisation's product advertising efforts. Itargues that MPR can achieve much more in the organisation than scholars and theoristscurrently address, especially with regard to the establishment of long-term customerrelationships and trust.

INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN IMAGE PADA UNIVERSITAS HINDU NEGERI I GUSTI BAGUS SUGRIWA

UHN I Gusti Bagus Sugriwa is one of the Hindu State Universities located in the urban area of Denpasar, namely North Denpasar, of course, it cannot be separated from the very fierce competition with universities in Bali, image restoration needs to be done to build an image, therefore universities must be able to market their institutions to the community so that they can arouse interest and then attract prospective students. One of them is by applying the concept of Integrated Marketing Communication (IMC). This research method uses a descriptive qualitative approach, and produce research namely UHN I Gusti Bagus Sugriwa conducting marketing communication with the concept of IMC, namely advertising, personal selling, sales promotion, public relations, interactive marketing, and direct marketing, From the implementation, there are communication barriers, namely communication process barriers, physical, frame of mind, and technical barriers. IMC activities will certainly have implications for internal, external, marketing communications and social media.

GAINING PUBLIC TRUST THROUGH DIGITAL MEDIA BY PUBLIC RELATIONS OF THE GOVERNMENT OF SLEMAN YOGYAKARTA

This study intends to describe the efforts of the District Government Public Relations. Sleman in building public trust in dealing with the COVID-19 pandemic situation. Hoax information results in a decrease in public trust in the government because there is a lot of miss information related to COVID-19 and miss information related to government policies, causing a crisis of trust. Therefore, Government Public Relations has the main task of conveying true information and must be able to build public trust and deal with crisis situations. This type of research is descriptive research with a qualitative approach. Data collection techniques were carried out by in-depth interviews with the Public Relations of the District Government. Sleman and literature study. The concept of Public Relations (Cutlip & Center) and the Dimensions of Public Trust (Rawlins) help researchers to explain public relations efforts to build public trust during the COVID-19 pandemic. The results showed that the Public Relations of the District Government. Sleman has been in building public trust and fighting hoaxes by providing fast information through online media, delivering clear, consistent messages and coordinating efforts to build trust. Nevertheless, the researcher considers the efforts to build public trust carried out by the Public Relations of the District Government. Sleman is not yet fully maximized. This is because there is no clear measurement by the Public Relations of the District Government. Sleman to evaluate performance and efforts to build trust in the community regarding the COVID-19 pandemic.

PERAN DAN POLA INTERAKSI PESAN PADA AKUN MEDIA SOSIAL PEMKAB BANGKA

The use of social media as part of e-government development for local governments is an obligation, especially related to the concept of online public relations for every institution in today's digital era. This research was aimed to describe the social media accounts owned by the Bangka Regency Government in supporting the presence of the official site bangka.go.id as well as to define what pattern of message interaction was among the social media accounts. Based on a descriptive analysis using the 7'cs Framework approach, this study found that social media accounts owned by the Bangka Regency Government were classified as non-existent. the second finding is that the message interaction can be classified as one-way patterns where one content on one platform is forwarded to another social media platform without any difference.

What does learning by listening bring to citizen engagement? Lessons from a government program

In public relations research, the concept of engagement is often theorized but seldom observed in practice. This research focuses on what public leaders learn when they undertake actions centered on learning by listening to society to implement governmental citizen engagement programs. Taking an inductive grounded approach to data analysis which draws on tools and methods of grounded theory as well as including a review of key concepts from public relations literature, a reflexive analysis of an action learning intervention involving the members of a provincial government was conducted. Results show that, when reflecting on interaction with stakeholders of the program, government members: increase their knowledge about both sides of the public organization-society relationship; become more sensitive to what listening is and implies, and, hence, more supportive of two-way communication; are challenged about the authenticity of the motivations behind their listening; become more aware of ways in which they work to build social capital; and, subsequently, increase their willingness to act together with society. This paper shows that reflection on the real implementation of engagement programs gives policy makers a better understanding of normative assumptions, and hence it instantiates public relations theories and concepts about engagement. By identifying acting-by-listening as integral to citizen engagement, it presents implications for the study and practice of public relations in public sector organizations.

Public relations and place branding: Friend, foe or just ignored? A systematic review

Communication about places is typically termed place branding and is generally situated within the marketing discipline. However, in practice, place branding shares many commonalities with public relations. It involves relationships with a wide range of stakeholders, reputation management, and communication campaigns that involve no direct sale of a product. While some have noted the parallels between place branding and public relations, the intersection of these two fields has not been reviewed empirically. This study examines the relationship between public relations and place branding by exploring how scholars in each field have conceptualised and represented the other in their research publications. A systematic review of 378 journal articles, published from 1988 to 2018 in 18 selected journals from both fields, was conducted. This research shows that while there is a significant conceptual crossover between the two fields and they work together in practice, the place branding literature largely treats public relations as a promotional tactic rather than a disciplinary body of knowledge. Conversely, outside of public diplomacy research, public relations has shown little interest in places and place communication, and there is limited research applying public relations theories and concepts to places. This paper adds to current knowledge on the interdisciplinarity of public relations theories and concepts and how public relations is perceived outside its own field and suggests new possibilities for interdisciplinary research on place communication.