This study examines public relations practice in a developing country by
looking at two Indonesian organisations - a commercial television
station (RCTI) and a state university (UGM) - using a case study approach
complemented with a qualitative analysis of the history of public
relations practice at a societal level.
Two theories about advanced public relations practice have been
borrowed for the framework of the study. They are Grunig's model of
public relations and Broom's public relations role theory. However,
given the less developed practice of public relations in Indonesia, the
present study did not intend to test these theories in a rigorous manner.
Rather, the theories have been mainly used as guidance in analysing
public relations practice in Indonesia.
Modern public relations has been practiced in Indonesia as early as the
1940s. Public relations was used as part of Indonesia's struggle for
independence, while the arrival of multinational corporations, and
recent changes in national economic policy, has since extended public
relations practice into the wider corporate world.
While it is clear that both RCTI and UGM considered public relations
important, they treated public relations in different ways. RCTI, as a
private sector company, located its public relations department in the
higher level of its organisational structure with the purpose of
promoting the interests of the organisation and defending itself in the
marketplace of ideas. UGM, as a public sector agency, located its public
relations department in the lowest level of the organisational structure.
Overall, public relations as an organisational activity was more
important in RCTI. However, both organisations practiced the first two
models of public relations, namely, the press agentry and the public
information model, and public relations practitioners in both RCTI and
UGM predominantly played the role of technicians.
| Identifer | oai:union.ndltd.org:ADTP/219272 |
| Date | January 1996 |
| Creators | Putra, I. Gusti Ngurah, n/a |
| Publisher | University of Canberra. Communication, Media & Tourism |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | ), Copyright I. Gusti Ngurah Putra |
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