PENGGUNAAN RISET OLEH PRAKTISI PUBLIC RELATIONS DALAM MENENTUKAN PROGRAM

Abstract

The need to be positively imaged by the public is a necessity for all institutions. These needs make public relations practitioners required to actively create programs. The expected program is certainly a program that can meet the needs or solve public problems. The results of Lumoindong and Wullur (2016) research show that if the objectives are not achieved in the implementation of the program, the program will not succeed. While the achievement of the objectives of the public relations program is based on the findings at the defining stage of the problem. The process of defining the problem in cutlip, center & broom (2007, p. 321) is called research. This study aims to find how use research on public relations practitioners in 3 different types of institutions. This study uses a qualitative approach with descriptive types. The collection data techniques were interview and documentation. The data analysis technique used is the filling system technique as stated by Wimmer and Dominick (2011) in the form of data collection, data categorization and analysis with theories and concepts. The informant selection technique used was purposive sampling. The informants in this research were 1) Executive Chairman of Shebs PR Empire Malaysia), Public relations Atria Malang Hotel and Public Relations Faculty of Social and Political Sciences Universitas Brawijaya Malang. The results of this study indicate that the internal characteristics and policies of the institution determine the type and purpose of research conducted by public relations practitioners.

Keywords

• Research
• Public Relations Practitioners
• Programs