Peran public relations di perguruan tinggi: teknis atau manajerial?
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Keywords:
five-factor dimension models, educational institutions, technical roles, managerial roles, public relations
Abstract
Educational institutions, especially higher education, have long been aware of the role of Public Relations practitioners to perform structured communication activities. However, there are still many university leaders, even public relations practitioners themselves who do not understand their role in helping organizations achieve their goals. In general, the role of Public Relations practitioners is divided into two, namely technical and managerial. This study aims to analyze the role of Public Relations practitioners in higher education institution, especially Universitas Indonesia, using The Five-Factor Dimension Model. This is a descriptive qualitative research and the data is obtained through in-depth interviews with six participants. The results of the study show that Public Relations practitioners at Universitas Indonesia has ideally implemented both technical and managerial roles. However, their role is still dominated by technical role rather than managerial role.
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Sonni, A. F., Riandani, R., Unde, A. A., & Gafar, A. (2021). AKTIVITAS HUMAS DPRD KOTA PALU SEBAGAI MEDIATOR ASPIRASI MASYARAKAT. KINESIK, 8(2), 146–157. https://doi.org/10.22487/ejk.v8i2.157
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Turk, E. C. (2000). PUBLIC RELATIONS PRACTITIONERS IN HIGHER EDUCATION: DOMINANT COALITION, PUBLIC RELATIONS MODELS, AND PUBLIC RELATIONS ROLES. The University of Southern Mississippi.
Vieira, E. T., & Grantham, S. (2014). Defining public relations roles in the U.S.A. using cluster analysis. Public Relations Review, 40(1), 60–68. https://doi.org/10.1016/j.pubrev.2013.11.021
Whitaker-Heck, R. (2014). An Examination of the Roles and Work Activities of the Public Relations Officer in Higher Education Using the Five-Factor Dimension Model. The George Washington University.
Wilcox, D. L., & Reber, B. H. (2015). Public Relations Wrriting and Media Techniques (8th ed.). Pearson Education, Inc.
Yin, R. K. (2014). Case Study Research: Design and Methods (5th ed.). Sage.
Anani-Bossman, A. A. (2021). An exploration of strategic public relations management in Ghana. Public Relations Inquiry, 10(1), 73–96. https://doi.org/10.1177/2046147X20979292
Asunta, L. (2016). The role, the goal and the soul of professional public relations : developing a holistic model of PR professionalism. University of Jyväskylä.
Broom, Glen M; Sha, B.-L. (2013). Cutlip and Center’s Effective Public Relations (11th ed.). Pearson Education Limited.
Campbell, K. A. (2018). Looking Inward: Higher Education Public Relations and Internal Communication [Western Michigan University]. https://scholarworks.wmich.edu/dissertations/3342
Cohen, G. (2011). The Future of Public Relations in Higher Ed. http://meetcontent.com/blog/the-future-of-public-relations-in-higher-ed/
Creswell, W. J., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. In Journal of Chemical Information and Modeling (5th ed., Vol. 53, Issue 9). Sage.
Dahlman, S., & Heide, M. (2021). Strategic Internal Communication: A Practitioner’s Guide to Implementing Cutting-Edge Methods for Improved Workplace Culture (1st ed.). Routledge.
DeSanto, B., & Moss, D. (2005). Rediscovering what PR managers do: Rethinking the measurement of managerial behaviour in the public relations context. Journal of Communication Management, 9(2), 179–196. https://doi.org/10.1108/13632540510621371
Desanto, B., Moss, D., & Newman, A. (2007). Building an Understanding of the Main Elements of Management in the Communication/Public Relations Context. A Study of U.S. Practitioners’ Practices. Journalism & Mass Communication Quarterly, 84(3), 439–454. https://doi.org/10.1177/107769900708400303
Erzani, N., & Anisa, R. (2021). Peran Konsultan Public Relations dalam Aktivitas Media Relations Perusahaan Startup. Jurnal Komunikasi Global, 10(2), 251–271. https://doi.org/10.24815/jkg.v10i2.22291
Fari, F. S. (2016). What’s the role of a Public Relations Officer (PRO) in an Educational institution? https://specialties.bayt.com/en/specialties/q/304114/what-s-the-role-of-a-public-relations-officer-pro-in-an-educational-institution/
Fletcher, K. (2019). How to Overcome the PR Challenges of Higher Education. https://www.tippingpointcomm.com/blog/how-to-overcome-the-pr-challenges-of-higher-education
HanoverResearch. (2014). Higher Education Branding and Public Relations (Issue June).
Hines, B. (2017). Public Relations Function in a Higher Education Setting: An Examination of Communication Management in Two Eastern U. S. Universities. https://silo.tips/download/running-head-public-relations-in-higher-education-institutions
Kolianan, J. B., Liliweri, A., & Tamunu, L. (2016). STRATEGI MEDIA RELATIONS HUMAS DALAM MENINGKATKAN KUALITAS PELAYANAN KELUARGA BERENCANA (KB) PADA BADAN KEPENDUDUKAN DAN KELUARGA BERENCANA NASIONAL (BKKBN) PROVINSI NTT. Jurnal Ilmiah Ilmu Administrasi Publik, 6(1), 51. https://doi.org/10.26858/jiap.v6i1.2072
Kriyantono, R. (2018). Peran Manajerial dan Teknisi Humas Lembaga Pemerintah dan Swasta. ARISTO, 6(1), 1. https://doi.org/10.24269/ars.v6i1.760
Kriyantono, R. (2019a). PERAN MANAJERIAL PRAKTISI HUMAS PEREMPUAN LEMBAGA THE MANAGERIAL ROLE OF FEMALE PUBLIC RELATIONS PRACTITIONERS. 181–194.
Kriyantono, R. (2019b). Public Relations Activities of State Universities Based on Excellence Theory. Avant Garde, 7(2), 154. https://doi.org/10.36080/ag.v7i2.901
Li, C., Cropp, F., Sims, W., & Jin, Y. (2012). Perceived professional standards and roles of public relations in China: Through the lens of Chinese public relations practitioners. Public Relations Review, 38(5), 704–710. https://doi.org/10.1016/j.pubrev.2012.05.001
Lovis, K. Z. (2020). Aktivitas Public Relations dalam Mengelola Citra di Industri Financial Technology. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 285–300. https://doi.org/10.31937/ultimacomm.v12i2.1639
Macnamara, J. (2010). Public relations and the social: how practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11.
Moss, D., Newman, A., & DeSanto, B. (2005). What do Communication Managers Do? Defining and Refining the Core Elements of Management in a Public Relations/Corporate Communication Context. Journalism & Mass Communication Quarterly, 82(4), 873–890. https://doi.org/10.1177/107769900508200408
Pradana, N. J., & Primadini, I. (2021). Peran Komunikasi Korporat dari PT Angkasa Pura I dalam mengimplementasikan Strategi Media Relations. Soetomo Communication and Humanities, 2(2), 111–122.
Raturoma, J. M. A., & Wijaya, L. S. (2019). Aktivitas Public Relations Dalam Upaya Meningkatkan Citra Taman Wisata Candi Borobudur. Ultimacomm: Jurnal Ilmu Komunikasi, 10(2), 114–125. https://doi.org/10.31937/ultimacomm.v10i2.916
Sandin, D., & Simolin, T. (2006). Public Relations As Perceived and Practiced by Commercial Banks.
Sonni, A. F., Riandani, R., Unde, A. A., & Gafar, A. (2021). AKTIVITAS HUMAS DPRD KOTA PALU SEBAGAI MEDIATOR ASPIRASI MASYARAKAT. KINESIK, 8(2), 146–157. https://doi.org/10.22487/ejk.v8i2.157
Sulistyaningtyas, I. D. (2007). Peran Strategis Public Relations di Perguruan Tinggi. Jurnal ILMU KOMUNIKASI, 4(2). https://doi.org/10.24002/jik.v4i2.223
Turk, E. C. (2000). PUBLIC RELATIONS PRACTITIONERS IN HIGHER EDUCATION: DOMINANT COALITION, PUBLIC RELATIONS MODELS, AND PUBLIC RELATIONS ROLES. The University of Southern Mississippi.
Vieira, E. T., & Grantham, S. (2014). Defining public relations roles in the U.S.A. using cluster analysis. Public Relations Review, 40(1), 60–68. https://doi.org/10.1016/j.pubrev.2013.11.021
Whitaker-Heck, R. (2014). An Examination of the Roles and Work Activities of the Public Relations Officer in Higher Education Using the Five-Factor Dimension Model. The George Washington University.
Wilcox, D. L., & Reber, B. H. (2015). Public Relations Wrriting and Media Techniques (8th ed.). Pearson Education, Inc.
Yin, R. K. (2014). Case Study Research: Design and Methods (5th ed.). Sage.
Published
2022-05-26
How to Cite
Primadini, I., Heriyanto, A., Tehillah, N., S. C. P, K. T. A., & Angelia, C. R. (2022). Peran public relations di perguruan tinggi: teknis atau manajerial?. Jurnal Komunikasi Profesional, 6(2), 139-157. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4495
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