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Public Relations Practices In Gaining Students’ Trust To Increase The Intake In Private Universities
Lina Sinatra Wijaya, MA
Satya Wacana Christian University – Salatiga / Indonesia
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AbstractThis study provides an analysis of the role of public relations in the private universities. The study aims to find out the models of public relations applied in these private universities This study also explores the role of public relations in private universities in central java - Indonesia, to establish whether it is considered to be an important function for private universities.The data was gathered through in-depth interviews involving eight private universities in central Java in Indonesia.This study has shown that public relations in most private universities in central java do apply a mixed model of public relations in their operations. This mixed model is a mixture of the press agentry and a two-way symmetrical model. Having this mixed models will strengthen the word of mouth promotion strategy which will influence the image of the university to increase the intake of the university.
Key words: Public Relations. Students’ trust, Private university
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1. INTRODUCTION
Understanding and managing the complexity of relationships which exist between today’s
increasingly open organisations is the basic function of public relations. Marshall ( 1993 ) said, a successful business involves public relations, the creation and maintenance of good relationships between the business and all sections of its public.
This study was carried out to explore public relations in private universities in Indonesia. This study is not intended to be a definitive study providing absolute answers regarding the role of public relations in private universities. The aim of this research is to provide an insight into the role of public relations in private universities in Indonesia in gaining the
student’s trust to increase the intake.
Data was gathered through direct interview and telephone interview with the public relations managers from a . sample of private universities in Central Java in Indonesia.
______________________________________ Corresponding author
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In-depth, open-ended, face to face interviews were carried out at the interviewees’ premises, and were recorded. The interviews lasted approximately one hour and permission was given for the researcher to contact the interviewee by phone , if more information is required. There is an assumption that most of the multinational companies
also apply Grunig’s models of communication. It is the aim of this research to investigate whether the way multinational companies in Indonesia practise public relations appears to fit within one or other of the theoretical models suggested by Grunig and Hunt ( 1984 ) .
This research aims to find out the underlying conceptual frameworks regarding public relations of private universities in Indonesia. This research also wants to find what model is applied in these private universities.
Theoretical concepts of Public Relations
Many definitions of public relations have been developed. Grunig and Hunt (1984 :7 ) said
that : “Public relations is the distinctive management function which helps establish and maintain mutual lines of communication, acceptance and co-operation between an
organisation and its publics; involves the management to keep informed on and responsive
to public opinion ; defines and emphasises the responsibility of management to serve the
public interest ; helps management keep abreast of and effectively utilise change, serving
as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools “ ( Grunig and Hunt , 1984 : 7 ).
In their definition, Grunig and Hunt ( 1984 ) refer to ‘publics’ which have been defined as
active social units consisting of all those affected by and recognising a problem for which they seek a common solution
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PR Models of Communication - Grunig and Hunt (1984)
The study will rely on an examination of Grunig and Hunts’ ( 1984 ) models of
communication, which will provide a framework within which to study the nature of how public relations is practised in the multinational companies in Indonesia..
Grunig and Hunt ( 1984 : 22 ) suggested four basic models of public relations which were shown in creating communication central to public relations. These models would help public relations practitioners understand the history of the format development of public relations and how it is practised today, especially in the multinational companies. These models, according to Grunig and Hunt ( 1984 ) encapsulate both the main thrust of public relations activity and the motivation underpinning the role of public relations. By analysing the public relations practice found in different organisations, Grunig and Hunt ( 1984 ) sought to match the four models of public relations practices found in different organisational types. Most practitioners of public relations are now familiar with the models that are identified as
a. A press agentry , propaganda, publicity type model b. A one-way communication, public information model c. A two-way asymmetric persuasion model, and finally d. A two-way symmetric communication model
The form of communication practised is one of the key characteristics which helps differentiate between these four models. A brief review of the basis of these models of
communication will portray each model’s specific mechanism for communication. The
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Characteristics of Four Models of Public Relations
Models
Characteristic Press Agentry/ Public Information Two-Way Two-Way
Publicity Asymmetric Symmetric
Purpose Propaganda Dissemination of Scientific persuasion Mutual Understanding
Information
Nature of One-way; Complete One- Way; truth Two-Way ; Two-Way ; balanced
Communication truth not essential important imbalanced effects effects
Communication Source --- > Rec Source ---> Rec Source ---> Rec Group --- > Group
Model <--- <<---<---
feedback
Where Practiced Sports, Theatre Government, nonprofit Competitive Regulated business ;
Today products promotion associations, business business; agencies agencies
Source : Grunig and Hunt ( 1984 : p. 22 )
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This model basically reinforces public relations practitioners in publicising positive stories about an organisation, through an incomplete or distorted viewpoint. Grunig and Hunt ( 1984 ) said that this model is most often practised in sports, theatres and product promotions.
The second model is the ‘public information’ model which uses ‘ journalists in residence ‘ to disseminate relatively objective information through the mass media and
controlled media such as newsletters, brochures and direct mail. Here the practitioners should report as objectively as possible about the organisation to the publics concerned. Here, Grunig and Hunt ( 1984 ) summarise that the public information model has been found to be practised predominantly in non- profit organisations, associations and many businesses.
Both press agentry and public information are one-way models of public relations. They describe this mode of public relations as involving relatively little research into the audiences with whom the organisations communicate. Press agentry and public information are also asymmetrical models. They try to make the organisation look good either through propaganda ( press agentry ) or by disseminating only favourable information ( public information ).
The third model is the ‘two-way asymmetrical model’ which uses research to develop messages that are most likely to persuade strategic publics to behave as the organisation wants. This model perceives the practitioners as using persuasive means, with methods more closely associated with those of a press agent or publicist. Here, Grunig and Hunt ( 1984 ) stated that the two-way asymmetrical model has been found to be practised predominantly in corporations or competitive businesses, into which multinational companies might naturally be placed.
The last model is the ‘two-way symmetrical’ model which is based on research and uses communication to manage conflicts and improve understanding with strategic publics.
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way communication. The communication exchange in this model emphasises information exchange to facilitate mutual understanding and respect , especially when an organisation wants to operate internationally or globally.
This model relies on practitioners as the mediators, between an organisation and its publics, with the aim of gaining mutual understanding, between the organisation concerned and the publics identified for their importance. Grunig and Hunt ( 1984 ) stated that this model is normally practised in regulated businesses and public relations firms. The ‘two
-way symmetrical’ models therefore benefits both the organisations and its publics, while the effects of the ‘two-way asymmetrical’model are unbalanced in favour of the organisation.
Having established these four models, Grunig and Grunig ( 1992 ) state that the practitioners of public relations themselves sometimes react differently to the models proposed. Therefore, although the theory itself may be sound in principle, the reality may reflect a different situation ( Grunig and Grunig, 1992 ). According to Grunig and Grunig ( 1992 ), the basis on which to evaluate the public relations models, relies on a distinction which is being made between a normative and positive theory of public relations.
The concept of Intake
As Hornby ( 1995 ) said in the Oxford Advanced Learner’s Dictionary, intake
means a number of people entering an institution etc during a particular period (group of people who get into an institution within a certain time).
From this definition it can be concluded that the meaning of intake in this study is the number of new students who enroll at the college in a particular academic year. While to know the increase of the intake, will be seen from the large number of students who re-register at the college in a particular academic year.
A.
B. Research Method
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literature study and previous study related to this topic. This study chose private universities in Central Java with the hope that it could contribute to the development of MPR area in Central Java and privates universities at once. The interview was carried out in each university involved in the study using open-ended questions. The interview developed as it happened due to the situation and condition of the interview. After the interview was done, the data was transcribed and analyzed qualitatively to answer the posed research questions. After all the research questions were answered, a model was created based on the result of the interview.
FINDINGS
Having looked at all the interview findings gathered, the author can summarise that most of the private universities in Central Java in Indonesia do not have a separate department with PR responsibility. They only have public relations staff who are found under the general umbrella of Promotion Bureau. Even though some of the private universities, have public relations officers in their operations, They only got involved in promotion
field, so their tasks mostly only gaining students’ trust in order to make them study in their
universities
Most of the Private Universities in Central Java in Indonesia thought that the power of word of mouth is very powerful. Because of that gaining trust from the students by giving good services and also qualified study program are very important.
Marketing communications people, in this case is the sales promotion team of the universities are very important. They applied the Press agentry model, where they emphasized on saying good things about the universities, giving persuasive words during their presentation in front of the highschool students, and also trying to make a very interesting and good promotion packaging.
Most of the private universities in Central Java in Indonesia has a person who will incharge in this promotion program. Hopefully it will increase the amount of students who will study in their universities.
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different functions. Based on the literature review, In Indonesia, the public relations practitioners in the private universities only carry out activities which relate to promotion
to increase students’ intake. From here, it shows that most private universities in Indonesia
appear to favour Press Agentry and two-way symmetrical model of Grunig’s models of communications.
2. DISCUSSION
In Indonesia, much of the practice of public relations in the private universities still falls
within the confines of what is called “ pre-professional “ service of what Grunig and Hunt ( 1984 : 24-30 ) calls the press-agentry models of public relations. Tan and Peng ( 1994 : 21 ) noted that public relations practitioners in multinational companies were confined to
unplanned advertising, issuing press releases or replies to reporters’ requests for certain information regarding the organisations. This still, to a large extent, remains true of the main activity of the public relations practitioners in Indonesia today.
In Indonesia, Marketing communication and Human Resources are still the better known profession compared to public relations. It shows in some of the multinational companies in Indonesia do not have a PR department in their organisation even though they all have public relations programmes. While the two media industries ( public
relations and marketing especially advertising ) should support each other’s activities
through the implementation of persuasive techniques, the preference is still for advertising which is a part of marketing.
It is said that the relationship between public relations and Promotion Bureau is also very interesting in the private Universities in Central Java in Indonesia. Most of the Private Universities in Indonesia viewed Public Relations as the dominant function, and to this end, some of the private university do not have any staff to handle the communication in their universities.
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Most of the private universities appeared to favour the press agentry model although the two -way asymmetrical model also appeared to describe the mode of
communication. This suggests therefore that Grunig’s models do provide a firm foundation
that describe public relations practice through the provision of these positive theories. None of the private universities in central java in Indonesia felt that the two-way symmetrical model was the best form of communication although it was said by Grunig and Grunig ( 1992 : 292 )
That this model was the best communication model which makes the organisations effective and can be used in any circumstances, such as in dealing with the government and adapting to the Indonesian culture. Therefore, according to Grunig, these private universities are not operating the most ethical and the most effective form of communication. This calls into question that the two-way asymmetrical model is not the best model of public relations for private universities in Indonesia.
Even though some other private universities do not have public relations departments, they have public relations practitioners who are incorporated within Promotion Bureau
It seems that the model of communication applied by public relations practitioners in the private universities in central java in Indonesia is a press agentry model which serves as propaganda / publicity. Maybe the reason is because the public relations practitioners in most of the private universities think that publicity / propaganda for promoting the study programs is very important. . Besides the publicity model, they also employed the two-way symmetrical model which is trying to change the public attitude and behaviour towards the universities.
3. CONCLUSION
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The two-way communications process is usually adopted where appropriate, but Press Agentry type role and programme is used where it might best meet communication objectives and the needs of audience groups. The two-way communications process which they prefer to use is the two-way asymmetrical model, because the two-way asymmetrical
communication involves considerable organisational research into a public’s perspective
on issues important to the organisation. This information is then used to develop better persuasive campaign which is very useful for multinational companies. By using this model the perspectives of a relevant public serves the instrumental end of making the
organisation’s persuasive efforts more effective ( Leichty and Springston, 1993 : 328 ).
Grunig and Grunig ( 1992 : 305 ) also stated that the two-way symmetrical model is most commonly practised in competitive businesses where private universities can be included.
Most private universities in Central Java in Indonesia, do not use the two-way asymmetrical public relations model which is seen as being ultimately unworkable and unrealistic on a daily basis, either for internal or external communications. This is because the two-way asymmetrical communication involves two-way dialogue with a public in which the perspectives of all parties are voiced and heard ( Leichty and Springston, 1993 : 328 ). Grunig and Grunig ( 1992 : 305 ) also stated that the two-way asymmetrical model is usually practised in organisations which do not need competitiveness.
The public relations from most private universities need to form and maintain good relationships with the publics, in this context is high school students. The philosophy
“ global reach and local touch “ is shared by public relations practitioners in private Universities in Indonesia.
Public relations in private universities in Indonesia do apply a mixed model of public relations in their operations. This mixed model is a mixture of the press agentry and a two-way symmetrical model. For the time being, these two models seem to be the models which are applied in private universities in Indonesia, even though they still use people from the study programs to help them in promotions.
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Those units generally emphasize promotion program as well as their image building to
achieve their students’ intake target. In addition, they have mixed model to be implemented in gaining the students’ trust. Meanwhile, their programs are emphasizing in
press agentry models which focussing in publicity and also the symmetrical model which focussing in the personal interactions with the students. . Lastly, the model developed in this study is a mixed model between press agentry and a symmetrical model. Hopefully this model could be implemented and adopted by other private universities to increase the
students’ intake.
REFERENCES
Grunig, J. E and Grunig L. A ( 1992 ) Models of public relations communication. in Grunig, J, E, Excellence in public relations and Communications management (pp.285- 325), Hillsdale , NJ : Lawrence Erlbaum Ass.
Grunig, L.A ( 1992 ) “ Strategic Public Relations Constituencies as a Global Scale “
Public Relations Review, Vol, 18 No. 2 p. 127 - 136.
Grunig, J. E ( 1992 ) Excellence in Public Relations and Communication
Grunig, J and Hunt, T ( 1984 ) Managing Public Relations, USA : Holt, Rhinehart and Winston, Inc
Leichty, G and Springston, J ( 1993 ) “ Reconsidering Public Relations Models “, Public
Relations review, Vol. 19 No. 4 327 - 339.
Marshall, E ( 1993 ) Business and Society, New York : Routledge
Tan, Yew Soon and Peng, Soh yew ( 1994 ) The Development of Singapore’s Modern
