Syahri, MuhammadAlfu (2015) Persepsi Jurnalis Terhadap Media Relations. Magister thesis, Universitas Brawijaya.
Abstract
Hubungan antara jurnalis dan Public Relations (PR) adalah sebuah hubungan yang bersifat mutual simbiolisme (saling menguntungkan) khususnya dalam hal penyediaan informasi bagi publik. Namun berdasarkan beberapa penelitian terdahulu, ternyata harmoni kedua profesi tersebut belum tentu terjadi di lapangan, dan anggapan negatif masih berlangsung di antara kedua profesi tersebut. Kualitas praktek public relations ternyata juga berbeda antara instansi pemerintahan dan instansi swasta, seperti penelitian yang dilakukan oleh James Grunig bersama timnya terhadap 327 organisasi di tiga negara yaitu Amerika Serikat, Inggris dan Kanada. Hasil penelitian mereka menempatkan PR swasta lebih baik (lebih excellence) dibandingkan PR pemerintahan dalam melaksanakan praktek public relations, namun apakah hal tersebut juga berlaku pada kegiatan media relations?. Terdapat perbedaan orientasi antara instansi pemerintahan dengan swasta, institusi pemerintahan memiliki orientasi pada kebijakan dan pelayanan publik sedangkan instansi swasta (perusahaan) berorientasi pada bisnis atau keuntungan perusahaan. Perbedaan tersebut diprediksi berpengaruh terhadap kinerja dan pendekatan yang dipakai praktisi public relationsnya dalam melaksanakan media relations. Penelitian ini mencoba menggali informasi mengenai kualitas media relations yang dilakukan pihak PR terhadap media, membandingkan media relations yang dilakukan oleh PR pemerintahan dan PR swasta berdasarkan persepsi jurnalis. Penelitian ini diharapkan dapat bermanfaat baik secara akademis sebagai tambahan referensi dalam pengembangan ilmu komunikasi terkait media relations antara Public Relations dan Jurnalis, maupun secara praktis dengan menjadikannya bahan evaluasi untuk meningkatkan kualitas media relations. Teori Excellence dan Teori Building Information Subsidies digunakan sebagai dasar teori dalam penelitian ini. Teori Excellence berasumsi bahwa praktisi public relations harus mengedepankan keseimbangan kepentingan antara publik dan instansi yang diwakilinya, termasuk dalam hal hak publik terhadap kecukupan informasi. Di sisi lain, Teori Building Information Subsidies berasumsi bahwa public relations memiliki fungsi sebagai penyedia informasi publik memerlukan kekuatan media massa untuk menyentuh khalayak/publik yang lebih luas. Dari pandangan kedua teori tersebut, maka menciptakan dan menjaga kualitas media relations yang baik adalah hal penting bagi praktisi public relations. Penelitian ini dilakukan dengan pendekatan kuantitatif terhadap 412 jurnalis anggota PWI Kalimantan Tengah dengan metode survei melalui kuesioner. Media relations diukur berdasarkan bagaimana pemahaman public relations terhadap karakteristik media dan kebutuhan vi media. Teknik analisis data menggunakan uji T-Test untuk membandingkan dan melihat perbedaan kualitas media relations PR pemerintahan dan PR swasta. Hasil analisis data menunjukkan adanya perbedaan namun tidak signifikan antara PR pemerintahan dan PR swasta dalam hal memahami karakteristik media, tetapi terdapat perbedaan yang signifikan antara PR pemerintahan dan PR swasta dalam hal memahami kebutuhan media. Kesimpulan menunjukkan jurnalis anggota PWI Kalimantan Tengah beranggapan bahwa media relations PR pemerintahan lebih baik dibandingkan media relations PR swasta. Telah ditemukan bahwa pendekatan yang dilakukan oleh praktisi PR Pemerintahan berupa pendekatan humanis dengan melakukan hubungan komunikasi interpersonal (keakraban) yang lebih baik terhadap para jurnalis berpengaruh positif terhadap kualitas media relations yang dibangun.
English Abstract
The correlation between journalist and public relations (PR) is symbiosis mutualism, especially in line with providing information for public. However, based on previous researches, the harmony of the two professions does not always happen in reality, and negative assumption continues revealing. The quality of public relations` practice proves to be different between governmental and private institutions, for example a research conducted by James Grunig and colleagues toward 327 organizations in three countries; United States, England and Canada. The study showed that private PR was more excellent than governmental PR in implementing public relations` practice, however, did this happen in activity of public relations? There were different orientations between governmental and private institutions; governmental institution had orientation on policy and public service whereas private institution had business orientation or company profit. These differences likely gave effect on performance and approach applied by practitioners of public relations in implementing media relations. This study tried to find out information on media relations` quality conducted by PR toward media, compare media relations conducted by governmental and private PR based on journalists` perceptions. This research hopefully gave good benefit academically as additional reference in development of communication science in line with media relations between Public Relations and Journalists, and practically this research was used as evaluation material in improving quality of media relations. This study used Theory of Excellence and Theory of Building Information Subsidies as basic theory. The Theory of Excellence assumed that practitioners of public relations had to give priority on the balance of interest between public and institution where the public relations worked, including in line with public rights toward sufficiency of information. In other hands, the Theory of Building Information Subsides revealed that public relations had function as provider of public information that they needed the power of mass media to touch wider public. Based on the two theories, it was important to create and keep good quality of media relations for practitioners of public relations. This study conducted using quantitative approach toward 412 journalists as members of PWI Central Kalimantan using survey method by means of questionnaire. Media relations were calculated based on how the public relations understood the characteristics of media and media needs. The analysis technique used T-test to compare and find out the difference of media relations` quality of governmental and private PR. The analysis showed that there was insignificant difference between governmental and private public relations referred to understanding media characteristics, but the significant difference between the two related to understanding the media needs. The conclusion revealed that journalists as members of PWI Central Kalimantan assumed that media relations of governmental PR proved better than private PR. The finding showed the humanism approach that vi implemented by governmental PR in conducting better interpersonal communication toward the journalists gave positive effect to the quality of media relations being built.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/174.907/SYA/p/041501832 |
| Subjects: | 100 Philosophy, parapsychology and occultism, psychology > 174 Occupational ethics > 174.9 Other professions and occupations |
| Divisions: | S2/S3 > Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik |
| Depositing User: | Samsul Arifin |
| Date Deposited: | 21 Apr 2015 14:22 |
| Last Modified: | 21 Apr 2015 14:22 |
| URI: | http://repository.ub.ac.id/id/eprint/155472 |
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