Author
Eka Nurdyansyah(1
), Artis A(2), Fahrur Rahim(3), Muhammad Syazili(4), Natasya Putri Ayu(5), Neni Agustina(6), Rayhan Yosmendika(7), Risnawati R(8),
(1) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(2) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(3) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(4) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(5) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(6) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(7) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
(8) Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia,
Corresponding Author
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Available online: 2024-11-25 | Published : 2024-11-25
Copyright (c) 2024 Eka Nurdyansyah, Artis A, Fahrur Rahim, Muhammad Syazili, Natasya Putri Ayu, Neni Agustina, Rayhan Yosmendika, Risnawati R
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Abstract
As one of the management functions of connecting various parties, public relations aims to foster internal and external relationships in shaping the common point of view and a positive attitude in the face of every condition, especially the crisis conditions, to build a positive corporate image and increase positive public support for the smooth implementation of the program and achievement of company goals. To fulfill its central role, public relation personnel must meet both tangible and intangible qualifications, especially in the form of ethical attitudes and behavior to cultivate or rehabilitate the negative public opinion that has arisen. Companies must also take proactive actions in the form of stress management, sensitivity analysis and predictive analysis to anticipate potential future crises, but still based on holistic and terintegrative strategies by maintaining and building public opinion through ethical and ethical behavior. Public relations profession generally believed to be a facilitator, motivator, and even become agents of change. One definition says PR is a method of communication to create a positive image of the partner organization on the basis of respecting mutual interests.
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References
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