Understanding Public Relations: Tasks, Challenges, Objectives and Techniques
A. Definition of Public Relations
Many understandings explain that public relations is a process of interaction between
organizations and the community in creating public opinion, providing perceptions, instilling
understanding, fostering motivation, and creating public participation. This process has the
aim of mutual benefit, instilling good wishes, so that a good image of the public appears
towards the company.
Another definition of public relations is as an effort that is carried out continuously and
deliberately to build and maintain a mutual understanding between the company and society
in general.
Coulsin – Thomas gives his opinion on public relations as a planned process or activity that
has the aim of establishing communication between the company and outside the company.
Where outsiders can be interpreted as the community or other parties who establish
relationships with related companies.
Another understanding mentions public relations as an interaction and an effort to create
public opinion as one of the inputs for both parties. Public relations is a professional
profession in the field of communication and has a duty to encourage the realization of
organizational goals appropriately and planned and continuously.
Even a public relations expert named Maria said that public relations is the survival of an
organization or company. Communication experts, especially in the field of public relations,
are quite a lot, with various opinions and thoughts about public relations. Marston also gave
an opinion on public relations as a plan that uses persuasive communication with the aim of
influencing society.
Almost the same approach was also conveyed by Alma. He said that public relations is a
communication activity aimed at building the image of both a company and an organization.
From the explanation above, you can imagine what kind of public relations work is like? Public
relations is the liaison of a company or organization with the community. So that the
profession is often referred to as public relations which stands for public relations.
B. Public Relations Duties
