Based onmy experience during my internship at Summarecon Serpong as my homework, Ibetter understand how to work as a PR where we are required to maintain thegood name of the company, moreover my daily work is more inclined to mediarelations.
Adjusting the company remains well tracked by monitoring thecircumstances of its own competitors. The world of work as a Public Relationsis a challenge in itself. A variety of positive ways to build a good corporateimage is a very important thing for a PR in the company. Not only maintaininggood relationship, but also responsible for big things like the event that willbe held. One of the keys is the PR Department intervened, because we will bedealing directly with the media, press release, informing to the public, andother stuff that should be needed in an event related to the media and thepublic itself.
Communicationis not always familiar with the theory, a student must also be able to practiceso as to understand how the importance of communication in life, including inthe organization. Organization is a framework of work of a management processthat shows the division of tasks, obligations and clear role for the personnel (Ibidpg. XII). meaning that within an organization required structure and divisionof work is clear and attached, in which a group or organization also requirescommunication that can connect each structure inside. Therefore, the field ofcommunication that can connect each structure therein. So that makes the fieldof communication within groups or organizations can be viewed from two aspects,namely the communication between management and other aspects of humanrelations. The activity of the communications field in general, relates to theeffort to maintain two-way communication or reciprocity for a team ofinter-departmental cooperation, and a group of people within an organization. Therefore,I understand the importance of communication in everyday life.
Especially whenwe work as a PR. Summarecon Serpong itself has several residental units, sportsclub, until retail. In each place there is a PR department. During the firstweek of my internship, I was invited to identify some PRs shaded by SummareconSerpong, I was assigned to distribute magazines to places like Scientia SquarePark, Pradita Institute, Summarecon Digital Center, The Springs Club, around GadingSerpong. I meet some of his homework from each place and that is a picture thatin any place the role of PR must always be there. Moreover, the millenial erashows that I am not wrong to choose this communication department that willlead me to the important work its role in a company.
2.2 SpecificPublicRelations is actually a structural practitioner who is an integral part of aninstitution or organization. That is, PR is not a separate function of theinstitutional or organizational functions or in other words is inherent incorporate management. This makes the PR can hold two-way reciprocalcommunication between the organization / company it represents and the public.
This role also determines the success or failure of the mission, vision and commongoals of the organization / institution.As aPublic Relations is not easy, the ability of PR practitioners in communication(communication skills) and build a positive relationship. Particularly indesigning PR work programs, and in an effort to hold two-way communication, therole of in and the management function is absolutely necessary. It is notsurprising that a communications expert says that public relations activitiesare a blend of art and a combination of social sciences capable of analyzing trendsand predicting what and what effects will occur in the future.
That is, PublicRelations requires thought, and the conception of a planning, organizing,communicating, as well as coordinating a serious and rational in an effort toachieve the common goals of the organizations / institutions they represent.The success of the work or work achievement of the public relations parties isinseparable from the professionalism capabilities of individuals involved inorganizational management activities that also demand a set of knowledge,skills, honesty, loyalty, and high credibility.I dealtwith media a lot, that is why media relations is one of the most importantaspects of this company. According to James Grunig, communicating with thepublic must be the first thing to do.
In this case, the company needs a tool togive information to the public which the media is able to provide. On the otherhand, media also needs stories; good or bad. Maintaining a good relationshipwith the public helps Summarecon Serpong in so many ways starting fromdissemination of accurate information to crisis management. Media should not beconsidered the enemy or contacted only whenever the company needs something.Instead, it is a relationship that has to be nurtured and maintained in along-term manner. So when the company needs to inform about new programs and/orevents, the media will gladly do it. Mediarelations involves how representatives of an organizations work withrepresntatives of the news media.
Media relations is the relationship betweenthe organization and members of the media. The goal of media relations is togarner positive media coverage for an organization. Media relations played avery small in this First Reform Era in the US. Public Speeches, sermons, and brochureswere the preffered communication tactics (Coombs & Holladay, 2007b).
As myjob desk, I was taught how to calculate how big news value the company got andso did other competitors. In this way, the company will still be able tomonitor how well ahead so as not to lag far from other competitors.Effectivemedia relations occurs when the news media report the desired information aboutan organization or person. Organizations rarely subscribe to the belief that”any publicity is good publicity.” Stories about corruption, harmful products,or environmental abuses are not good publicity. The question becomes, “What ispublicity?” Good publicity is when a story is created and reflects the desiredinterpretation or frame of the information. A frame helps people to interpretinformation by calling attention to specific aspects of an event or story.Frames also can define problems and suggest solutions to those problems (Zoch& Molleda, 2006).
Maintaining good relations with the press is one of thestrategies used by corporate PR to continue to work with the company to getnews value and a good image for the public. Summarecon Serpong also activelyparticipates in the use of social media and maintains a direct relationshipwith the public.Not onlymedia relations I have learnt in my internship, but also manner in a real worldof working in a company especially when I became as Public Relations.Psychologist Abraham Maslow suggested that the physical, identity social, andpractical needs we have been discussing fall into five hierarchical categories,each of which must be satisfied before we concern ourselves with the lessfundamental needs. The most basic of these needs is physical: sufficient air,water, food, and rest, and the ability to reproduce as a species. The second ofMaslow’s needs is safety: protection from threats to our well-being. Beyondphysical and safety needs are the social needs we have mentioned already.
Maslow suggests, each of us has self-esteem needs: the desire to believe thatwe are worthwhile, valueable people. The final category of needs described bymaslow is self-actualization: the desire to develop our potential to themaximum, to become the best person we can be. That’s how important basic to bea human being. Communication is a big deal as a PR, so I have basic to plunged myselfinto the world of work.2.3 Major ObstaclesTheobstacles I had to overcome in my internship were my lack of confidence, lackof work experience and lack of knowledge about technology.
I need a lot ofexercising myself how to use any computer programs like Microsoft Excel. It issuch a important thing when it comes to calculating my job desk. I dealt withit every daily basis. I had to be explained and taught about a lot of thingsduring my first days of the internship because the professional world is somuch more complex from the theories and practices I have learned so far. Theyexpect different types of results from my work. It is quite challenging as itis up to me to deliver my best performance to the superiors and yet satisfyingto them. The tasks given were sometimes hard and confusing. Even more, I haveinternship-mate that were older than me, they were in their eldest semester, soin order to making myself equal with them, I have to keep up with the same jobdesk.
During my first days of internship, I couldn’t get facility that has beengiven by the company, it is because I was count as external person. But, in theend, problem solved I finally get a chance to get the equal facility as aworkers. Because how come I will do my job desk if I can’t have any facilitylike such. I lack confidence in many aspects. The most often would be asking mysupervisor’s approval for everything I was doing. I was constantly afraid thatI might not have done a good job or for being criticized. 2.
4 SuggestionsThe onlything that can be done to overcome the lack of work experience is to gainexperience. This internship has helped me so much in gaining experiences.Throughout my internship, I was given the opportunity to explore many differentthings related to my major. By exploring all sorts of different things, I havegained more skills in doing different types of jobs in addition to finding outwhat sorts of things suit me best.
The most important thing is to boost my self-confidence.The process of learning requires multiple trials and errors so it is acceptableto not do well at first and constantly improve through practice. Experience isone of the most crucial aspects in gaining confidence because I believe that themore experienced I am, the more I will be able to handle jobs.