Controlling Ethics, Reputation, and Organizational Image

Controlling Ethics, Reputation, and Organizational Image 1. Basic Concept of Public Relations Public Relations is a thought that is practiced conceptually by the Father of Public Relations, namely Ivy Lee (Inventor of Modern Public Relations) and developed into an object of scientific study by scholars. The declaration of principles of employees, the openness of a company and the establishment of two-way communication gave birth to the function of Public Relations. Public Relations or more commonly known as Public Relations, with a scope of activities that concern both individuals in and out and all activities are carried out in the context of implementing the duties and functions of each institution or organization (Widjaja, 2008, p. 53). Public Relations is a management function that builds and maintains good and beneficial relationships between organizations and the public that influence the success or failure of the organization (Keith, 2014, p. 8). According to Frazier Moore in the book Public Relations, Building Image with Communication, the definition of Public Relations is a social philosophy and management expressed in policies and their implementation through sensitive interpretation of events based on two-way communication with the public, trying to gain mutual understanding and good faith (2005, p. 6). From the three definitions above, it can be concluded that Public Relations is a management function that can build good relationships, understanding, sympathy and support between the community and an institution or organization. 2. Elements of Public Relations Frazier Moore in his book Public Relations Building Image with Communication (2005, p. 6), Public Relations or Public Relations has 4 basic elements, namely: a. Public relations is based on the social philosophy of public relations management is a social philosophy of management that puts the interests of the community first in everything related to organizational behavior. b. Public relations based on social philosophy is expressed in policy decisions every institution has policies that determine a number of actions that must be followed in its activities. The creation of policies must include a number of functions, which are the responsibility of management. Policy decisions will reflect the public interest of the organization. The decision of public relations policy of an organization is one of the most important policy decisions. c. Public relations is an action as a result of policy, an action as a result of the administration of policy that reflects the social philosophy of management. Policy must be expressed in actions that are in accordance with that policy. d. Public relations is two-way communication. Through the sameness in listening to public opinion, and sensitivity in interpreting any tendency of failure in communication and evaluating and considering the possibilities for changing the nature, approach or emphasis of each phase of its policy. Through communication to the public, management announces, explains, defends, or promotes its policies with the intention of strengthening understanding and acceptance. 3. Public Relations Process The stages or processes carried out by a Public Relations/Public Relations according to F. Rachmadi (1992, p. 111) quoted from Cultip and Center Public Relations activities are: a. Fact Finding A PR practitioner must recognize the symptoms and causes of the problem. Therefore, PR practitioners need to involve themselves in research in collecting facts. They need to monitor and read about the understanding, opinions, attitudes, and behavior of people who are interested and affected by the company's actions. "What's happening now?" are words that explain this stage. b. Planning After the research and data search stages, PR practitioners continue to the planning stage. In this stage, PR practitioners compile problems. They think about solving problems and determining the people who will work on the problem later. This planning should not be ignored, but must be thought through carefully because it also determines the success of PR work as a whole. c. Communication Communication is often carried out based on personal assumptions by a PR practitioner. As a result, the action sometimes brings bad results and is not recommended because it will risk the company's image. This stage is passed to get the answer to the question, "How do we do it and say it". d. Evaluation The way to find out whether the process is complete or not is to conduct an evaluation of the steps that have been taken. The main purpose of the evaluation is to measure the effectiveness of the process as a whole. At this stage, he is also required to be careful and thorough for the accuracy of the data and facts that already exist. 4. Public Relations Approach Some aspects of the Public Relations approach or strategy in (Ruslan, 2014, p. 142), namely: a. Operational strategy Through the implementation of Public Relations programs carried out with a community approach (sociology approach), through socio-cultural mechanisms and values that apply in society from public opinion or the will of the community recorded in every news or letter to the editor and so on that are published in various mass media. This means that public relations must have the attitude or ability to listen, and not just hear, regarding aspirations within society, whether regarding ethics, morals or the social values that are upheld. b. Persuasive and educational approach The function of Public Relations is to create two-way communication (reciprocal) by disseminating information from the organization to its public that is educational and informative, or by using a persuasive approach, in order to create mutual understanding, respect, comprehension, tolerance and so on. c. Public Relations social responsibility approach Cultivating an attitude of social responsibility that the goals and objectives to be achieved are not intended to take one-sided advantage of the target public (society), but to obtain mutual benefit. d. Cooperation approach Efforts to foster harmonious relations between the organization and various groups, both internal relations and external relations to improve cooperation. Public Relations is obliged to popularize the mission of the agency it represents so that it is accepted by or gets support from the community (its target public). This is done in order to maintain good relations with the public (community relations), and to obtain public opinion and positive changes in attitudes for both parties (mutual understanding). e. Coordinative and integrative approach To expand the role of PR in society, the function of Public Relations in the narrow sense only represents its institution/institution. But its broader role is to participate in supporting national development programs, and realizing National Resilience in the fields of politics, economics, socio-culture (Poleksosbud) and Hankamnas.