Practice of public relations have recently led to negative concepts and tended
to blur the original concept launched by PR founders. But actually the case is PR is
about reputation, taking form of a number of images given to organizations by its
public. Image itself has a definition as a reflection of organization?s reality, a reality
that is seen from organizational public standpoint. Therefore, it can be stated that PR
is impossible to be a profession that only sells appearance, smiles and accompanies
guests, due those are just a few of activities that should be done by PR. If it is only a
part of the activities, it is not PR.
Essentially the article wanted to discuss about, whether PR would die and
new terms spring up that most of them were related to marketing activities? The
Writer resolutely say: no! PR would remain to be primary approach to see how to
manage relationship between a company and all of interest holders, relation
management with various publics that had pertinence to the organization. Meanwhile
terms that have sprung up recently, most of have only prioritized on activities in one
or several PR publics only. Or emergence of term corporate communication, approach
of the new term remain based on PR concept, due to corporate corporation that was
carried out by organization kept on being focused on relation management with
stakeholders through communication activities.