Beberapa Pandangan Tentang Public Relations
Humas atau Public Relations akan sangat dipengaruhi faktor-faktor lingkungan dimana Public Relations itu dipraktekkan.
Edward L. Berneys dalam buku Public Relations menyatakan PR memiliki tiga macam arti:
2. persuasi yang dimaksudkan untuk mengubah sikap dan tingkah laku masyarakat terhadap lembaga demi kepentingan kedua belah pihak
3. usaha untuk mengintegrasikan sikap dan perbuatan antar lembaga dengan sikap perbuatan masyarakat dan sebaliknya.
Melvin Sharpe (dalam Kasali, 2005: 8-9) menyebut lima prinsip hubungan harmonis:
2. keterbukaan dan konsistensi terhadap langkah-langkah yang diambil untuk memperoleh keyakinan orang lain
3. langkah-langkah yang fair untuk mendapatkan hubungan timbal balik dan goodwill
4. komunikasi dua arah yang terus menerus untuk mencegah keterasingan dan untuk membangun hubungan
5. evaluasi dan riset terhadap lingkungan untuk menentukan langkah atau penyesuaian yang dibutuhkan masyarakat.
• PR sebagai upaya mempengaruhi kemauan individu, golongan, atau masyarakat yang menjadi sasaran dengan maksud mengubah pikiran, pendapat publik secara umum oleh pemerintah .
• PR ditujukan untuk mendorong atau memajukan usaha-usaha bidang ekonomi. Falsafah ini dipakai oleh badan usaha ekonomi yang mencari keuntungan
• PR dengan menggunakan pengetahuan yang luas dan bijaksana bisa dipergunakan dalam pencapaian tujuan
• Misi PR yang perlu disampaikan kepada masyarakat diintegrasikan dengan kebutuhan publik.
Major Responsibilities
Note: (E) denotes essential function of the job
The Public Relations Coordinator directly supervises the receptionist:
3% Scheduling, supervising and training receptionist
The Public Relations Coordinator directs supports and generates positive publicity
for the library and its programs:
1. 40% The Public Relations Coordinator coordinates the development of publicity and public relations activity by coordination with and supporting internal partners.
2. 10% Directs publicity by assuring that all events and programs are publicized to internal partners appropriate media outlets and the public. Develops regular and occasional opportunities to feature Library programs and events in the media, while maintaining a high stand of quality and consistency.
3. 4% Develops media contacts
4. 19% Creates and distributes press releases. Supervises and schedules telephone receptionist (E)
5. 2% Tracks and measures the effectiveness of publicity activities
6. 5% The Public Relations Coordinator assures that Library programs and events are professionally coordinated. (E)
7. The Public Relations Coordinator tracks, quantifies and reports Library Public Relations:
8. 3% Maintains records of publicity activities, publicity results and impact. (E)
9. 2% Quantifies positive, negative and neutral publicity and develops strategies to assure regular positive publicity. (E)
10. 1% Creates monthly reports regarding publicity efforts and impact. (E)
11. 1% Maintains annual publicity data. (E)
12. 1% Tracks publicity results with development data. (E)
13. 7% The Public Relations Coordinator creates short-mid-and long-range publicity and marketing plans for the Library and Library services which support
14. the Library’s mission and short-mid-and long range plans. (E)
Major Knowledge and Skills
_ Ability to plan, develop and evaluate public relations programs relative to library mission and short-mid-and long range plans.
_ Ability to design and deliver effective communications using a variety of media.
_ Ability to understand library environments and public service.
_ Ability to organize and stage events.
_ Ability to appropriately organize work.
_ Ability to contribute to a teamwork environment.
_ Oral and written communication skills, including the ability to understand oral and written communication, to produce effective oral and written communication for such purposes as understanding library staff requests, produce publicity and media to support library mission, goals and plans.
_ Ability to communicate professionally, courteously and effectively with staff, media, community members and the general public.
_ Ability to act as a liaison with and represent the library before various public and private organizations.
_ Ability to coach staff regarding effective presentation methods and styles.
_ Ability to operate library and standard office equipment.
_ Ability to accurately create and report from tracking software such as Access or Excel.
Decision Making and Planning
Access to a supervisor is available. Independent judgment is required to perform the job and to know when to consult with a supervisor or coworker.
Working Conditions
The physical requirements of this job include:
The ability to exert moderate, constant physical effort such as sitting, walking,
standing, bending, stooping, crawling and kneeling for 100 percent of the time;
repetitive motion for more than 75 percent of the time; lifting of objects and
materials weighing less than 50 pounds for less than 25 percent of the time; lifting
of objects and materials weighing less than 5 pounds for more than 75 percent of
the time; and pushing and/or pulling of objects and materials weighing less than
120 pounds for less than 25 percent of the time.
The ability to perceive and discriminate visual cues or signals 100 percent of the
time.
The ability to communicate verbally more than 50 percent of the time.
Exposure to environmental conditions such as heat, cold, dirt, dust and bright/dim
lighting for less than 25 percent of the time.
This position is also required to perform all other duties as assigned.
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