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"ABSTRAKHubungan antara PR (Public Relations) dengan jurnalis media secara ideal merupakan hubungan profesional yang saling membutuhkan. Hal ini disebabkan oleh PR yang membutuhkan pemberitaan klien mereka di media, dan jurnalis yang membutuhkan informasi untuk dapat diberitakan di media yang dapat menarik pembaca. Meskipun demikian, akibat keterbatasan kolom dan kriteria tersendiri yang dimiliki setiap media, maka media tidak dapat memuat seluruh informasi yang diberikan oleh PR. Atas alasan ini akhirnya PR menerapkan strategi-strategi tertentu yang melibatkan pertukaran 'gift' agar tercipta hubungan resiprositas dengan tujuan membuat jurnalis merasa memiliki kewajiban untuk menulis berita terkait klien mereka. Skripsi ini berkonsentrasi pada hubungan resiprositas yang terbentuk atas pertukaran 'gift' antara PR dan jurnalis juga pemahaman-pemahaman yang terbentuk di antara mereka. Hubungan ditelusuri melalui observasi selama empat bulan bekerja di salah satu PR consultant di Jakarta, wawancara mendalam, dan partisipasi dalam kegiatan-kegiatan yang melibatkan praktisi PR dan jurnalis. Skripsi ini menggambarkan bagaimana hubungan antara PR dan jurnalis yang berasal dari dua organisasi yang berbeda telah menghasilkan interorganizational cultures yang merupakan perpaduan nilai antara keduanya.

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ABSTRACTThe relationship between PR (Public Relations) and media journalists is supposed to be professional, where each other need for working matters. This is because PR needs media coverage for their clients, while the journalist needs publishable information to attract its readers. However, the media's column limitations and particular criteria tend to become barrier to the PR's desired coverage for the information they have provided. Thus PR applies special strategies involving gift- giving to build reciprocal relationship with media journalists. This way, PR expects that the journalists involved would assume a sense of obligation, so that they do harder work to give the PR's clients media coverage. This undergraduate thesis does not only concentrate on the reciprocal relationship formed as a consequence of the gift exchange, but also the unspoken understandings between PR and Journalists. This relationship is examined through ethnographic research methodology as platform, where the writer spent four months working in a Jakarta-based PR consultant. While working as PR, the writer was involved with various activities where PR and Journalists meet. Furthermore, this undergraduate thesis illustrates the interorganizational cultures formed as a consequence of the distinctive PR's gift-giving strategy to approach journalists."

"ABSTRAKMenjalin hubungan dengan pihak eksternal merupakan salah satu dari kegiatan hubungan masyarakat yang salah satunya pihak eksternal dalam kegiatan tersebut adalah media. Sehingga kegiatan hubungan masyarakat meliputi menjalin hubungan dengan pihak media atau media relations. Media relations perlu dilakukan oleh seluruh organisasi atau institusi karena dapat mempengaruhi publisitas, opini publik, serta citra terkait organisasi atau institusi yang diberitakannya. Rumah sakit menjadi salah satu institusi yang perlu menerapkan media relations. Kerentanan rumah sakit terhadap krisis membuatnya perlu melaksanakan media relations dengan baik. Makalah ini akan membahas mengenai salah satu kegiatan hubungan masyarakat yaitu media relations pada Rumah Sakit Omni Alam Sutera. Upaya Rumah Sakit Omni Alam Sutera dalam membangun hubungan yang baik dengan pihak media dilaksanakan dengan beberapa kegiatan media relations. Makalah ini pun menyertakan analisis mengenai prinsip umum dari media relations. Tujuan dari penulisan ini adalah untuk menganalisis prinsip umum serta kegiatan media relations yang telah dilaksanakan oleh Rumah Sakit Omni Alam Sutera. Hasil dari analisis pada makalah ini adalah Rumah Sakit Omni Alam Sutera telah menerapkan prinsip umum dan kegiatan media relations dengan cukup baik terlihat atas publisitas di media terkait rumah sakit tersebut.

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ABSTRACTBuilding relations with external parties is one of public relations activities. One of external parties in the activity is media. Therefore, public relations activity include establishing relationship with the media or media relations. Media relations need to be done by all organizations or institutions, because it can affect publicity, public opinion, and image that related to organizations or institutions that reported. Hospital become one of institutions that needs to apply media relations. The hospital 39 s vulnerability to crisis makes it necessary to implement media relations properly. This paper will discuss one of public relations activity which is media relations at Omni Hospital Alam Sutera. Omni Hospital Alam Sutera rsquo s efforts to build good relationship with the media were conducted with some media relations activities. This paper also includes an analysis of the general principles of media relations. The purpose of this paper is to analyze media relations rsquo general principles and activities which has been implemented in Omni Hospital Alam Sutera. The results from this analysis showed that Omni Hospital Alam Sutera has applied principles and activities of media relations well enough as seen on publicity of this hospital."

"ABSTRAKSeorang presiden perlu melakukan tindakan membangun dan menjaga hubungan dengan media seperti jurnalis, pemimpin redaksi, dan pemilik media. Hubungan tersebut tidak hanya dilaksanakan oleh staf kepresidenan atau staf humas Presiden, tetapi dari Presiden sendiri juga harus ikut terlibat secara personal dengan para awak media. Tujuan dari penulisan ini adalah untuk menggambarkan tindakan Presiden Jokowi menjalin hubungan dengan para awak media dari semenjak beliau menjabat sebagai Walikota Solo, Gubernur DKI Jakarta, dan menjadi Presiden RI ke-7 hingga tulisan ini dibuat. Hal yang ditemukan dalam penulisan ini, bahwa hubungan Jokowi dengan media sangat dekat dengan dibuktikan bahwa yang bersangkutan mendapat label media darling dari kalangan media sendiri yang dianugrahkan pada Hari Dewan Pers Nasional tahun 2014. Selain itu, Jokowi juga melaksanakan berbagai program media relations sesuai dengan metode media relation menurut Michael Bland, Alison Theaker, dan David Wrag.Kesimpulan yang didapatkan adalah adanya perubahan strategi media relations Presiden Jokowi dari menjadi seorang Walikota hingga menjadi Presiden RI ke-7. Hal yang perlu diingat dalam membangun hubungan dengan para media membutuhkan usaha dan proses yang cukup besar dan lama.

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ABSTRACT

A president needs to take action in order to build and maintaining relationships with the media, such as a journalist, editor, and media owners. The relationship is not only carried out by the presidential staff or public relations staff of the President, but the President himself should also be involved personally with the media crew. The purpose of this paper is to describe Jokowi?s action in maintaining a relationship with the media crew, since he served as mayor of Solo, Jakarta Governor, and ultimately, became the seventh President until now. It is found in this article, regarding the relationship between Jokowi and the media in the form of a label obtained by Jokowi as a media darling. The ?media darling? label Jokowi got from media crew in National Press Council Day in 2014. Then any changes since the Jokowi media relations strategy of becoming Mayor of Solo to become President 7th. In addition, in this article it will be discussed about how to implement various Jokowi?s media relations programs in accordance with the method according to Michael Bland, Alison Theaker, and David Wrag.

The conclusion obtained is that there are some changes in the form of President Jokowi media relations strategy from the beginning he as mayor until he became the seventh President of Indonesia. Another thing to make sure that in building relationships with the media requires great effort and a fair amount of time."

"[ABSTRAKMedia relation merupakan salah satu praktik yang terdapat dalam sistem dari Departemen Public Relations (PR) dan bertujuan supaya informasi dari suatu organisasi dapat disebarluaskan kepada publik melalui saluran suatu industri media. Ternyata terdapat departemen PR dari suatu industri media melakukan praktik media relations dengan industri media lain meskipun telah memiliki saluran media untuk menyebarkan informasi. Dalam praktik media relations yang terdapat dalam sistem Departemen PR, para anggota departemen PR sebagai para agen berhubungan dengan para agen lain dari redaksi industri media lain berdasarkan struktur yang terus-menerus diproduksi dan direproduksi. Struktur diproduksi dan direproduksi melalui interaksi dan tindakan para agen, baik dalam lingkungan internal dan lingkungan eksternal departemen. Ketika para agen berinteraksi, mereka juga melakukan tindakan komunikasi. Struktur dan sistem dalam praktik media relations yang terus diproduksi dan direproduksi dapat berlangsung secara dinamis (transformasi) dan stabil (rutinitas). Untuk mengetahui bagaimana proses produksi dan reproduksi tersebut dalam interaksi para agen, maka diperlukan analisis menggunakan teori strukturasi yang dikembangkan oleh McPhee dan Poole.Penelitian ini bertujuan untuk menggambarkan dan memberikan pemahaman mengenai strukturasi komunikasi internal dan komunikasi eksternal dalam praktik media relations yang terjadi di dalam departemen PR. Metode yang digunakan dalam penelitian ini adalah studi kasus instrumental tunggal dengan pendekatan kualitatif deskriptif. Dari penelitian ini ditemukan bahwa di dalam sistem departemen PR, staf berhubungan dengan atasannya di lingkungan internal dan berhubungan dengan jurnalis dan atasan jurnalis di lingkungan eksternal. Dalam melakukan praktik media relations, para agen menggunakan struktur aturan berupa prosedur, kebijakan, job description, dan kode etik sebagai pedoman dan sumber daya berupa pengalaman, pengetahuan, dan kemampuan/skill dalam bertindak dan berinteraksi sehingga sistem dan praktik dapat berlangsung terus-menerus baik secara dinamis maupun statis.

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ABSTRACT

Media relation is one of the practices that are found in the system of Public Relations (PR) department and it aims to spread information from an organization to its public through channel of a media industry. Apparently, a PR department of a media industry implements the media relations practice with other media industries, although it has already had its own channel to spread the information. In the practice of media relations in the PR department system, members of the PR department as agents are in contact with the other agents from the newsrooms of other media industries and it is done based on the structure that is continuously produced and reproduced. The structure is produced and reproduced through interactions and actions of the agents, both in the internal environment and external environment of the department. When the agents interact, they also do the actions of the communication. The structure and the system in the practice of media relations that are continuously produced and reproduction can happen dynamically (transformation) and stable (routines). To know how the process of production and reproduction in the interaction of the agents, then required an analysis using structuration theory developed by McPhee and Poole.

This research aims to describe and provide understanding of structuration of internal communication and external communication in the practice of media relations that occur in the department of PR. The method used in this research is instrumental case studies with single descriptive qualitative approach. From this study, it is found that in the PR department system, the staff is connected with his superiors in the internal environment and connected with the journalist and superiors journalists in the external environment. In conducting the practice of media relations, the agents utilize the structure of rules, such as procedure, policy, job description and code of ethics as the guidelines and of resources, such as experience, knowledge and skill to act and interact so that the system and practice can take place continuously, either dynamically or statically.

, Media relation is one of the practices that are found in the system of Public Relations (PR) department and it aims to spread information from an organization to its public through channel of a media industry. Apparently, a PR department of a media industry implements the media relations practice with other media industries, although it has already had its own channel to spread the information. In the practice of media relations in the PR department system, members of the PR department as agents are in contact with the other agents from the newsrooms of other media industries and it is done based on the structure that is continuously produced and reproduced. The structure is produced and reproduced through interactions and actions of the agents, both in the internal environment and external environment of the department. When the agents interact, they also do the actions of the communication. The structure and the system in the practice of media relations that are continuously produced and reproduction can happen dynamically (transformation) and stable (routines). To know how the process of production and reproduction in the interaction of the agents, then required an analysis using structuration theory developed by McPhee and Poole.

This research aims to describe and provide understanding of structuration of internal communication and external communication in the practice of media relations that occur in the department of PR. The method used in this research is instrumental case studies with single descriptive qualitative approach. From this study, it is found that in the PR department system, the staff is connected with his superiors in the internal environment and connected with the journalist and superiors journalists in the external environment. In conducting the practice of media relations, the agents utilize the structure of rules, such as procedure, policy, job description and code of ethics as the guidelines and of resources, such as experience, knowledge and skill to act and interact so that the system and practice can take place continuously, either dynamically or statically.

]"