IMPLEMENTATION OF PUBLIC RELATIONS STRATEGIC
ROLE AFTER APPLICATION OF THE ACT NO. 14/2008 ABOUT PUBLIC INFORMATION DISCLOSURE
AT PUBLIC RELATIONS AND PROTOCOL BUREAU OF REGIONAL SECRETARY BANTEN PROVINCE
By : Irmulan Sati T, SH, MSi / irmulansati@yahoo.co.id / irmulan@mercubuana.ac.id / irmulansati@gmail.com
ABSTRACT
After the implementation the Act No. 14/2008
about Public Information Disclosure (UU Keterbukaan Informasi Publik – UU KIP),
which is applied on 2010, we still need optimalization of public relations role
and function, at government agencies. Public relations have strategic role in
managing public information, because it become the main PPID as instructed by
the legislation, so it needs comprehensive review in accordance with the
characteristics of each government agencies. This research will review about
how is implementation of public relations strategic role after the application the
Act No. 14/2008 about Public Information Disclosure at Public Relations and
Protocol Bureau of Regional Secretary Banten Province. This research use case
study method with qualitative approach and in-depth interview with the key
person from Regional Public Information Commission/KIPD Banten Province and Public
Relations and Protocol Bureau of Regional Secretary, Banten Province.
The frameworks of thought refer to the concept
which is developed by Broom and Dozier. There are four public relations roles: communication
technician, expert prescriber, communication facilitator and problem solving
facilitator. This research also review the public relations communication model
aspects, which are refer to the model of public information communication,
according to the concept from JE.Grunig and Hunt.
The result of research shows that public
relations role which is applied by Public Relations and Protocol Bureau of
Regional Secretary, Banten Province,
dominantly to communication technician, expert prescriber and problem solving
facilitator. And the communication model is more to public information
communication model, accentuate to the honest communication and not
tendencious. Both of them are supporting to the socialization process of the Act
No. 14/2008 about Public Information Disclosure at government agencies. The
public information communication model make the public relations role more
dominant, persuasive and one way. Strategically, the public relations role at
government agencies is supported by KIPD Banten Province. Together, they do
socialization and solve the problems which are arise in the public information
management.
Key Words: public relations role, public
information, Banten Province
Background
It needs two-ways communication in order to
manage communication in organization, communication from internal to external and
vice versa. Two-ways communication, needs to increase audience knowledge of the
organization and its activities. So it needs strategically Public Relations
(PR) practitioners role in internal and external organization communication.
In accordance with PR roles, including
managerial communication and technician communication, it needs a standard competence. It needs to fulfill
the main job and function of PR in organization. If the competence of PR is
correct and spesific, the internal and external communication will be held
effectively.
Not only for private or profit organizations,
government organization also needs PR strategic role. Especially after the Act
of Public Information Disclosure has been applied at 2010. There is mindset changing
in bureaucracy after the Act of Public Information Disclosure has been applied.
In the beginning, the bureaucracy structure is raw, structured by the rules,
the main job and function, including the distribution of the authority, job,
position from top to bottom. This will affect the information distribution
process.
The information which is communicated to the
external in UU KIP context is information which is characterized in specified
condition. Of course this will make a little problem, because there is a
shifting of the public sphere paradigm (there is a difference before and after
the Act of Public Information Disclosure – Researcher), which is information is
public domain. But in the fact, information is not like that anymore, because
information could be excluded base on certain conditions, as required by the
Act of Public Information Disclosure.
For PR practitioners, this condition will need
special competence and role. Not only two roles anymore, but there is another
specific roles, including communication facilitator role and problem solver.
That fact we can view from the result of researcher observation below, which is
review several weakness aspect in managing public information. Start from the
limitation of qualified resources in public relations skill. Also, there is a
mechanism in transfering the expert human resources to the other division, which
the replacement don’t have any knowledge of main job and function in the new
place. So it needs repetitive training.
There also another position in unit or position
in the Regional Apparatus Work Unit (SKPD) which is slow in responding data or
information requirement from Communication and Information Unit (Diskominfo) or
Public Relations Bureau, related to information clarification requested by
public. This will cause out of sync in coordination and communication. The IT
system and information network between unit or SKPD still not optimum, in the
other words, not fully integrated. (Source: interview resume and field
observation by researcher, 2013)
In the fact, public information must be easily
understandable by all public, which is including public service information and
urban information (general statistic). Beside of that, there is document copy
information, website for the latest data (update), old document through
information request, public domain utilization, such as village, information
distribution and creativity of information media production. Public information
must be opened is information which is produced, stored, managed, distributed
and received by public agency which is related with organizers of the state or
other public agencies. That information is related to the public interest,
according to the Act of Public Information Disclosure. (www.kip.sloka.or.id)
Base on UU KIP No. 14/2008, there are four
types of information which should be opened. First, information which is provided and
announced periodically, such as information about financial report or information
about public agencies activities and performance. Second, information which is should to be
announced, such as information that could threatening people’s life and general
order. For example, natural disasters or endemi.
Third, information which
should be ready every time, such as public information list below public
agencies scope. The last, information which is obtained on request. These types of information
should be provided and announced if there is request for it. (Source: UU KIP No.
14/ 2008)
According to Glen Broom, which is
comprehensively review by David Dozier (Cornelissen, 2005: 159), structurally,
public relations is an integral part of the organization, and not a separated
function from management system. Public relations is one of management function
which has role in maintaining and managing the company reputation.
Public relations officer should has ability to
build good communication strategy in doing his/her role. Public relations
responsible in maintaining harmonious relationship between the organization
with its public, so public relations is a liaison for company with its public: internal and external.
Public relations also responsible to create and
build the organization image. Beside of that, public relations has function to
solve problems which are faced by organization that could be have negative
effect for the organization’s life.
There are several stage for public relations to
manage information. He/she should define an issue, create plan and program, act
and communicate, and evaluate program. The stages must be passed through by
public relations with significant process and not as easy as reverse palm of
hands.
To follow the stages, public relations have
communication expertise and journalistic or usually we call it as communication
technician. Public relations should operate also as expert practitioner. The
main job is to define problem, develop the program, and fully responsible on
the implementation. Beside of that, public relations must have ability to
become communication facilitator or as sensitive listener and communication
broker (liaison). Public relations must be able to collaborate with other
manager to define and solve the problem. PR becomes tha part of strategic
planning team. Collaboration and discussion start from the first problem to the
evaluation in final program.
Writer has done a research with the same theme
and concept, at Diskominfomas DKI Jakarta Province (2011). The result of
research shows that public relations strategic role after the application of the
Act Public Information Disclosure at Diskominfomas DKI Jakarta Province, put
public relations in problem solver facilitator and expert prescriber role. And
the routine activities that built in the main job and function of
Diskominfomas, could be categorized in communication technician role. These
differentiate with other province government, because the structure, main job
and function of public relations is in Information Communication and Public
Relations unit, in accordance to the Governor Rules, Government of DKI Jakarta Province,
No. 88/2009. When research has been done in 2011, Komisi Informasi daerah (KID)
DKI Jakarta Province hasn’t formed yet.
In this research, writer will research about
the public relations strategic role after the application of UU KIP at Public
Relations and Protocol Bureau, Regional Secretary, Banten Province. The reason is Regional
Public Information Commision at that province has formed and become main model for
other provinces in managing the public information. Various media have been
used based on the various types of public. This is a little bit different with
other provinces because the heterogenity of the public not to high.
The formulation of problem is, How to Implement
Public Relations Strategic Role After Application the Act of Public Information
Disclosure at Public Relations and Protocol Bureau, Regional Secretary Banten
Province. The purpose of the research is to know the implementation of public
relations strategic role after application the Act of Public Information Disclosure
at Public Relations and Protocol Bureau, Regional Secretary Banten Province on
2013.
Literature Review
In the literature review, there are several
concepts which are researcher presents. Start with the definition of public
relations. Dr. Rex Harlow in his book “A
Model for Public Relations Education for Professional Practices”, which is published
by International Public Relations Association (IPRA) 1978, stated: “Public Relations is a special management function and support the
training, maintaining relations between the organization and its public,
related to communication activity, understanding, acceptance and collaboration;
involving management in solving problem; supporting management in facing public
opinion; supporting management in following and using the opportunity
effectively; act as warning system in anticipating the using of research and
good and ethic communication technic as the main media." (Cutlip, Center and Broom, 2006)
Next, there are four strategic main roles for
public relations. They are:
1.
Communication Technician
Public Relations as communication technician
has communication and journalistic skill as the main requirements. The main job
as communication technician are writing and editing newsletter, news
release, feature, developing web content
and handling media contact.This role usually arise when he/she communicate and
implement program. Their job is only explaining new program or policy to
stakeholders and press.
2. Expert Prescriber
Practitioner who operate as expert practitioner
has main job is to define problem, develop program, and fully responsible for
the implementation. This expert prescriber role will be seen by other people as
position who have authority in determining how to do everything.
3. Communication
Facilitator
Communication facilitator role for practitioner
is become sensitive listener and
fasilitator communication broker (liaison). PR act as liaison, interpreter and mediator between
organization and its public. PR maintain two-ways communcation and facilitate conversation
with removing obstacles in relations and maintain the communication chanell widely
opened. The purpose is to give
information for management and public to make decision for public interest. PR
as communication facilitator act as information source an official contact
person between organization and its public. They facilitate interaction,
arrange the agenda of discussion, resume and re-present point of view, ask for
response, help to diagnose and improve communication quality. Communication facilitator
has liaison role between organization and its public.
4. Problem
Solver Facilitator
When PR roled as problem solver, they
collaborate with other manager to define and solve problem. PR become the part
of strategic planning. Collaboration and
discussion start from the first problem to the evaluation of final program.
Problem solver practitioner support other manager in organization to apply PR
in management process, which will be used to solve other problem in
organization. Problem solver facilitator is in the management team because they
have the expertise and skill in supporting other manager to avoid or solve
problems. (Cutlip, Center and Broom,
2006)
Other literature review, is about public
relations in government. Public relations in government is non politic. Public
relations in government institution is formed to publish or promote their
policy. They distribute information about policy periodically, plans,
institution's work performance and give knowledge to public about rules and regulation
and everything that related to public's social life. Beside of its outside
function, public relations in government and politic must also have chance in
giving advice and input to higher position about every information that needed
and possibility of the public reaction to the agency decision, the applied one,
will be applied and still in progress.
Along with the pressure of transparency from
public, the function of public relations has been accepted long time ago.
Several sources mentioned, public relations in government has been established
first before the non government agency. Public relations in government and
politic always relates to public opinion.
Public relations technique in government as
same as public relations tehnique in other fields. It is information
distribution and communication. The main focus is the importance of government
public relations role in modern society, in doing its activities and operations
in various places and fields. Especially, the importance of public relations role
in building country. Beside of that, it is important also to review public
relations in other countries.
In doing that function, public relations in
government need to do research about public opinion to the agencies. A lot of
government agencies become main subject of politicians or political parties.
Their point of view about government agencies policy is based on their
political view.
A Public Relations Officers in government
agencies don't have possibility in making decision and have to follow the
rules. Except if in the organization, public relations has been positioned so
he/she will know the decision and causes before it has been published. He/she
will present or explain the difficulties that might be arise if the decision is
published to public. He/she might give advice to solve problems that might be
arise. He/she has to make plan of activities and he/she is the key person that
fully responsible in doing the activities. (Cutlip, Center dan Broom, 2006)
Next, writer will review about the important
theoritical contribution has been
presented by Grunig and Hunt in PR management is to identify four types of
practices based on practitioner work. Grunig and Hunt arranged four public
relations communication model whih is relevant as a tool to analyze government
communication pattern. The first model is Press Agent or publicity model.
This model is more likely to press agent work
and publicity with its activities in the last 19th century to the beginning of
20th century. Their role is very clearly; to get lot of publicity from everyone
who become their client. This activity is more likely to propaganda because the
information is distributed to public, that may be selective, distorsed, and
bias. The main purpose is to persuade public to do certain action. Press agent
and publicity will use any techniques to achieve their goal, from conventional
release to various publicity and event, to maximize the media coverage.
Second model which is developed by Grunig and
Hunt is how PR has been practiced by big companies that dominated USA economy
at the end of 19th century and beginning of 20th century. Their public
information model refer to work by Ivy Lee and “public be informed” approach where the
information is distributed outside by organization. This model is using one-way
communication like press agent model. The information is distributed from the
company to its public. The purpose is to persuade, but more crucial; and this
is the difference between this model with press agent model. There is no activity
to push the receiver in this model. Public information model is based on
honestly communication approach.
Third model is asymmetric two-ways model. This
model is the PR type character in the middle of
1920's to 1950's and associated with practices by Edward L Bernays,
which try to make the scientific base for communication. This model has several
similarity with press agent model. The main difference is scientific persuation
which is applied in asymmetric two-ways model and manipulative publicity in press
agent model. Communication in this model still one-way (asymmetric) from
organization to public and is trying to persuade the receiver to do certain
action, buy products or moral support for campaign. The purpose of
communication is to change one type behaviour become another behaviour. There
is no dialogue and communication with audience.
The next is symmetric two-ways model. It
explains that this model is the part of communication model history in modern
era. The main character of this model is
organization is challenged to do direct dialogue with stakeholders, not only to persuade, but also listening,
defining and the most important is adapting organization behaviour as the
result of communication process. This model uses two-ways communication with
the source and receiver in the same position. Symmetric two-ways PR must be
held with honestly, two-ways, giving and receiving, focus on similarity to
understanding between the communication maner. (Keith Butterick, 2012: 33)
Research Method
Type of research in this research is
descriptive with qualitative approach. Descriptive method is research method of
group of human, object, or condition, a system of mind or event at present.
(Nasir, 1998: 63). The purpose from this descriptive research is to make
description, picture systematicaly, factualy and accuarately about the fact,
characteristic and relations between the phenomenons. The type of this research
is descriptive and qualitative. Descriptive means not searching or explaining
relations and not testing hypotesis. (Rakhmat, 2004: 25)
In this research, researcher use case study method. Generally, case study
is a suitable strategy if the main question is
”how” or ”why”. If the researcher only have little possibility to
control phenomenons and if the main focus of the research is contemporer
phenomenon in real life context. (Yin, 2003:1)
Data collection technique, start with primary
data. It is in depth interview, including stage of defining public relations
role in applying UU KIP at Public Relations and Protocol Bureau, Regional Secretary
Banten Province. For the secondary data,
researcher collect it from literature study support. Literature study is being
done by learning, obtain a deep understanding and adopt theories or concepts
from several books, magazines and other that related to the focus of research.
In order to support the interview, there are
several key person. They are:
1. Mr. Epi Rustam
S.Kom.,MM (Head of Aspiration and Public Information, Public Relations Bureau,
Regional Government of Banten Province). Key person is the person who manage
public information at Regional Government of Banten Province.
2. Mrs. Ai Dewi Suzana, SE., MSi (Head of Sub
Division of Information Service and Network, Public Relations Bureau, Regional
Government of Banten Province)
3. Mr. Dwi Yudo Siswanto, S.Kom, MMSI (Head of
Information Communication, Transportation Ministry, Regional Government of
Banten Province / Head of KIPD Secretariat, Banten Province). Key person works
in two agencies, at Transportation Ministry and KIPD, has big role in
supporting the jobs in KIPD.
4. Mr. Alamsyah Basri, ST (Head of KIPD Banten
Province). Key person has main role in managing interaction proccess and
facilitate the public information need from public to government.
The research focus of this research including
the description of PR as a management function which is form and maintain the
mutual relationship between agencies and public. Public relations has four
roles:
Communication Technician : Public Relations
as communication technician must have
communication and journalistic skill as requirement. The job is writing and
editing newsletter, news release, feature, developing web content and
handling media contact.
Expert Prescriber: Practitioner as an expert prescriber will define problem, develop
program, and fully responsible in the implementation.
Communication Facilitator: communication
facilitator role for a practitioner is a sensitive listener and communication
liaison. PR act as liaison, interpreter, and mediator between organization and its public. PR maintain
two-ways communication and facilitate conversation while removing the
difficulties in relationship and maintain to open the communication channel.
The purpose is to inform the management or its public to make decision for both
side.
Problem Solver Facilitator: when PR act as
problem solver, they collaborate with other manager to define and solve the
problem. PR become part of strategic planning team. Collaboration and
discussion start from the first problem to final program evaluation.
The next research focus is about information
and public information. Information is note, statement, idea, sign which
contain value, meaning and message, data, fact and explanation could be seen, listened
and read in various form and format based on the development of information
technology and communication electronically or non electronic. Public
information is information which is produced, stored, managed, distributed and
or received by public agency that related to country or other government
agencies, according to regulation and other information which is related to
public interest.
Data analyze is being done through data simple
mechanism into an easily readable form and interpreted based on data from in depth interview with
key
informan. So this research will be descripted and explained qualitative along
with the research purpose. Data analyze technique in this research is based on
trust degree criteria. It is triangulation technique. Triangulation is a
technique to check validation of the data which still possible to use something
outside the data, in order to check or as comparison to the data.
Result of Research and Data Analyze
Along with the development of information
technology and public information era, at the end of 2012, SOTK Bureau of
Public Relations and Protocol Regional Government of Banten has changed. They
have Aspiration and Public Information Division to serve information request
and Main Information Management and Documentation Official (PPID).
On 18th January 2013, position in SOTK has been
occupied according to Decision of Governor of Banten No.
821.2/KEP.04-BKD/I/2013 with Dra.Hj.Sitti Ma’ani Nina, M.Si. as Head of Public
Relations and Protocol Bureau. Generally, Public Relations and Protocol Bureau has
main job to assist General Administration Assistant, Regional Secretary, Banten
Province with training, coordinating, evaluating and formulating policy in
public relations field, which also include public enlightment, documentation
and protocol. According to SOTK year of 2012, Public Relations and Protocol Bureau
is divided to four division below :
1. Public Enlightment Relations Division
2. Communication and Information Technology
Development Division
3. Aspiration and Public Information Division
The result of research of public relations
strategic role after application of UU KIP at Public Relations and Protocol
Bureau, Regional secretary Banten Province, show different role. Before
reviewing about public relations strategic role, it needs to define the
proccess and general activities which is done by Public Relations and Protocol
Bureau, Regional Secretary, Banten Province after application of UU KIP. Start
from result of interview with Mrs. Ai Dewi Suzana, SE, MSi (Head of Sub
Division of Information Service and Network), Friday, June 14th,
2013, at Public Relations and Protocol Bureau, Regional Secretary Banten
Province.
She explained that Regional Government of
Banten has applied UU KIP. Beside of that, main job and function of Public
Relations Bureau as the main PPID, especially the relations to the readiness of
staffs, mechanism of training before doing the legislation and socialization to
each SKPD.
Next, writer will review public relations role
from public information activity point of view. It starts from Communication
Technician role. It focus in communication and journalistic skill as main
requirement. Interview has been done with Mr. Epi Rustam S.Kom.,MM (Head of
Aspiration and Public Information Division), Monday, July 8th 2013,
at Public
Relations and Protocol Bureau, Regional Secretary, Banten Province. One of communication technician role which is done by Public Relations and
Protocol Bureau, Regional Secretary, Banten Province is Media Relations. This activity focus in building good relationship
with mass media by Public Relations, local, regional or national media, printed
or non printed media. Public Relations and Protocol Bureau, Regional
Secretary, Banten Province also has news room for media
freely meet Regional Government of Banten. It also can be used for media to
socialize all regional government policy. Socialize program is one of
communication technician role, especially the relations to UU KIP.
Other activity that include in communication
technician category is media monitoring.
The main job is defining media to know problems, society complain, and what Public Relations and
Protocol Bureau, Regional Secretary, Banten Province will do related to the decision maker.
He also explained about press room mechanism
which is managed by Public Relations Bureau. That is one of communication
technician role also. Press room also have part in supporting the decision
making, especially in managing public opinion at mass media related to the news
about regional government performance.
Public
Relations and Protocol Bureau, Regional Secretary, Banten Province also manage
regional government supporting activities or event, even just focus on the
protocol matter, including to manage regional government publication media.
Communication technician role also overlap with
communication facilitator role, where the communication technician become
strategic activity. This is the effect of the application of UU KIP, which is change the regional
government public relations become faster in their daily activity, and make
Regional Government of Banten as a modeling province, especially in managing
public information. This happen because beside of PPID, Public Relations Bureau
also has its own unit who focus and specially manage public information.
Other public relations strategic role is Expert Prescriber. The function is as
expert practitioner to define problem, develop program, and fully responsible
for the implementation. This role need an experience public relations in
managing public relations program. Especially in managing crisis, public
relations of Regional Government of Banten become part of it, from arranging
program and decision making.
On the other hand, expert prescriber also
overlap with communication technician and facilitator role because public
relations in Regional Government of Banten couldn't stand on one role. There
are several roles in one time.
Other expert prescriber role is related to
public relations strategic role at Regional Government of Banten after
application of UU KIP. There are differences that arise relate to the
implementation of UU KIP, especially that is related to public relations role
and structure aspect, job description, and public relations activities. The
implication of public relations strategic and technique, have strong relations
with the existence of UU KIP. If in the beginning there is no good management
for managing information, after UU KIP, organization structure automatically
upgrading itself to the expected pattern from UU KIP. This happen not only from
the structure only, but also from the information and human resources
management.
After reviewing the result of interview with
key person, researcher analyze that after the application of UU KIP, government
agencies are developing theirselves, especially information management proccess
and human resources development. One of them is happen in Regional Government
of Banten, Public Relations and Protocol Bureau, Regional Secretary, Banten
Province. They have re-arrange their unit with creating
Aspiration and Public Information Unit, with Head of Division as highest
position after Head of Public Relations and Protocol Bureau.
If we review from its structure, the position
of public relations is strategic, because it directly below Regional Secretary
and directly interact with Governor. If we compare with other regional governments,
public relations and protocol structure still inline with other unit, which is
not relevant and not strategic refer to researcher.
The ideal job description for organization
public relations structure, better is integrated and stand alone, at the neck
of organization structure and not to far from top management. This will give
impact to the decision making proccess by top management, so public relations
will be part and participate in organization agenda. Public relations should be
in coalition dominant circle also. Coalition dominant as media for top
management to meet, to make decision and to develop strategic program
organization vision and mission, and authomatically will impact to all public
relations communication program in the organization.
For government organization which has
uniqueness, if we compare it to private
organization or non government agency, of course public relations structure
will give big impact in managing the organization reputation.
Reputation is how the stakeholders see the
output or organization performance, which is continued from time to time. So if
public relations in organization has limited power and not consistent in
managing communication, it will make misperception and miscommunication between
the organization and its public. Of course, this is not what we want.
There are various government agencies and type
of information which could be shared to public. This is related to the main job
and function of government to give service to public. So it needs functional
and effective structure to serve information need of its public.
So, the next step from Regional Government of
Banten is doing restructurization of its public relations unit accurately and
strategically. Not only in order to follow the UU KIP, but also make Regional
Government of Banten become one of province that have its own information
management unit, completed with regional regulations, governor
regulations, and governor decision
announcement to maintain the application of the legislation. Beside of that,
Regional Government of Banten become benchmark for other provinces to see the
development and application of UU KIP since the last 2010. If we look at the structure management,
regulation management and the readiness of the human resources. Eventhough the
human resources still not optimal yet, but the top management spirit to inspire
other provinces in managing public information need to be followed.
From defining the public relations roles at
Regional Government of Banten, we could identify that, generally, public
relations activity is more likely to communication technician category, expert
prescriber and problem solver facilitator. Those three roles become dominant if
we look at the public relations activity.
Communication technician role is the common
public relations technique which is done by amateur PR in managing the
communication technique activity. Start from media relations, news room management, event management,
protocol, public relations media management, website management and other
supporting activity. As public relations in government, of course those
activities are must to do because job description of public relations in
government always relate to protocol, event management to web content
management and other public relations media.
For more details about communication technician
role: Media relations activity, press room management, news maker, media
monitoring management, media coverage arrangement. Opinion management at mass media. Protocol management for leader and governor. Publication media management, website, electronic magazine and public
relations magazine content.
Next, is expert prescriber role. This role
specially manage public relations activity from its specialization and it has
big responsibility, especially in information service, information distribution
and reputation management. According to writer, reputation management is still
being supported only from information management and public opinion. Eventhough
the expert prescriber point of view is from opinion management aspect, but
public relations role could be included to expert prescriber category, but not
expert in other field or activity. For example, employee relations, consumer
relations, community relations and other relations activities. Of course this
is really different with private organization which is the public relations
role not only media relations, but also
employee relations.
More detail about expert prescriber explanation
will be presented at Public Relations Bureau activities category in applying UU
KIP, including: Public Relations and Protocol Bureau, Regional
Secretary, Banten Province become main PPID according to
the regulation. Act as information
service coordinator and documentation management and information lawsuit
coordinator. Sometimes, public is complaining and
judging, so public relations have to manage complain. Be part of decision maker and opinion management in mass media.
Top management support for providing facility, legality aspect in
managing information. Province of Banten
become modeling province for managing information. Program arrangement and program implementation which has been proposed at RPJM and
MUSREMBANG. Be part of crisis management.
In those description, we could see also there
is a collaboration between expert prescriber and communication technician.
Problem solver facilitator more focus on collaboration between Public Relations
Bureau with SKPD with their own duties. So, they need to collaborate, coordinate
and supporting mechanism each other to apply UU KIP. With the clear system,
problem solver facilitator will focus to support certain unit in solving
problems from public complaining, such as about BOS, road, unit performance,
etc. Eventhough there are a lot of complain but there is no difficulties in
managing it, because they have public information management division.
To define problem solving facilitator are:
To support the forming of legal law of application of UU KIP, as
implication of application of UU KIP at regional. There is changing in SOTK, as implication of application of UU KIP, and
also regional regulation and governor decision law. To facilitate problem solving for parties that need information with
information mechanism and way.
Public Relations bureau become main PPID ex
officio based on application of UU KIP. Public Relations Bureau be part of build planning management team.
Doing information service to facilitate public problems. To facilitate three-month forum in order to make similarity of
perception about public information service mechanism. To support in increasing service infrastructure to regional or city.
To facilitate SKPD which is, not care about
public information regulation. This happen under the regulation of the act (Undang
Undang). After that each of SKPD doing the “full supporting”.
The three of public relations role really
dominant and include in the category which has been presented before. There are
integration of the three roles in public relations activity. This is really
possible because the activities related each other. Communication facilitator
role not too dominant and integrated with communication technician role.
This is the description: Become facilitator or
to facilitate information distribution to leaders and all unit, to socialize UU
KIP, to facilitate event, to coordinate with supporting PPID and SKPD, to monitor problems and its
solution, and also the relations between SKPD with related unit.
Public Relations Bureau act as special official
in managing public information. This communication facilitator role is really
general but there is another synergy with other role. So, according to
researcher analyze, is not as dominant role. Generally, there are several
common things that support the application of public information management.
They are spirit of open public information and also spirit of data transparency
to public, it make the human resources follow the regulation. This could make
Regional Government of Banten become benchmark for other provinces in managing
public information. Beside of that, the support from top management for
providing infrastructure, rules, regulation, such as regional rules, governor
decision law, and others. But there is still problem, because there is
overlapping with other regulations, such as Archieves Regulation and Banking
Regulation, which make Regional Government has conflict with other parties who
want the information to be opened. So KIPD role very important to this matter.
According to the resume of interview with KIPD, they mentioned that they
receive lot of complain from public about the data that need to be opened.
Beside of that, based on the regulation, Public Relations Bureau become the
main PPID even the role is not too big. It suppose to be Communication and
Information Unit but because they don't have it, so PPID function is under
Public Relations Bureau.
In the fact, that is an opposite from public
relations theory because Public Relations Bureau and Communication and Information
Unit have different impact and activities. Public Relations Bureau means the name and structure are existed,
integrated and become one agency. But if we review it from the regulation,
bureau has lower impact than unit. If the public relations function is in unit
like other regional government, the role will be more strategic and ideal, even
the name is not public relations.
The next analyze is related to the public
relations strategic role with public relations communication model which is
applied in Bureau of Public Relations and Protocol, Regional Secretary, Province
of Banten. Generally, according to writer, public
relations communication model which is applied is Public Information model.
This communication model more focus on honestly aspect and one-way, with no
tendency to do manipulation in audiens level. Generally, in post reformation
government agencies, they apply public information model. Of course it
different between pre-reformation, which is used to apply press agentry model.
We could see the communication process
generally also, from media, content and the purpose of the communication, it is
public information model. In the future, if the communication pattern become
effective, the public relations communication model could become two-ways
symmetric communication model. This model will become two-ways and the member
of communication will have same level while communicating.
Conclusion and Suggestion
From the result of research, interview resume,
the conclusion is how to implement public relations strategic role after the
application of UU KIP at Public Relations and Protocol Bureau, Regional
Secretary, Banten Province is consists of several things. First, the dominant role in
Public
Relations and Protocol Bureau, Regional Secretary, Banten Province is
communication technician, expert prescriber and
problem solving facilitator. Communication technician role dominated by media
relations activity, press room management, website management, public relations
media management, protocol management, and press release writing. Expert
prescriber role could been seen from public relations activity when Public
Relations Bureau become the main PPID so it give impact to the more measureable
public information management proccess. Also support from governor about
regulation aspect, infrastructure to support the public information
management. Also when Banten Province become
national modeling province project for public information management. Problem
solving facilitator has been done with the following activities, socialization
process to SKPD and unit, and also be part of problem solving process together
with SKPD and other related units in responding information request by public.
Second, in the communication process, Public Relations and Protocol Bureau applied
Public Information Model, which more focus on honestly aspect, one-way
communication model but with no tendency to manipulate. This could be seen from
the communication media. They maximize the media, such as online media,
website, Menara magazine (in house magazine) and the content management has
been maximize the electronic magazine and other public relations media, direct
or indirect, especially when socializing UU KIP. This public information
communication model really support the public relations strategic role after
the application of UU KIP at Public Relations and
Protocol Bureau, Regional Secretary,
Banten Province.
The suggestion will be, first, academic suggestion. With the application of UU KIP in
Indonesia, it will become one special review for researchers and academicians,
how communication and public relations strategic role are applied by public
information manager in government agencies. So in the future, we need theoritic
and applicative review, especially about how public perception about regional
government role and function in communicating after the application of UU KIP.
It also needs to do continuous research about the impact of UU KIP for
information management in government agency.
Second, practical suggestion, including public information management at
government agency. In the future, we need to focus in forming and training the
human resources, more up to date, and maximize the communication tool
effectively and efficient. This is related to the technical requirement based
on UU KIP. It mentioned that the accurate and speed of information us the main
subject, so it needs competence human resources. It also needs to do integrated public
relations training for all related units or
SKPD.
References
Butterick, Keith, Pengantar Public Relations Teori dan Praktik,
PT Rajagrafindo Perkasa, Jakarta, 2012.
Cutlip, Scott M., Center, Allen
H., Broom, Glen M., Effective Public
Relations, Edisi Kesembilan, Kencana Prenada Media Group, Jakarta, 2006.
Cornelissen, Joep, Corporate
Communciations: Theory and Practice, Sage Publications Ltd, 2005.
Natsir, Moh., Metode Penelitian, Ghalia Indonesia, Jakarta, 1983.
Rakhmat, Jalaluddin, Metode Penelitian Komunikasi, PT Remaja
Rosdakarya, Bandung, 2004.
Yin, Robert K., Case Study Research: Design and Methods, Sage, California, 1989.
Another Source:
Sati T., Irmulan, Implementasi Peran Strategis Kehumasan Pasca
Penerapan UU KIP No. 14 Tahun 2008 di Diskominfomas Pemerintahan Provinsi DKI
Jakarta, Penelitian Mandiri, LP2M Universitas Mercu Buana, Jakarta, 2011.
Undang
Undang Keterbukaan Informasi Publik, No. 14 Tahun 2008.
Curriculum Vitae
Image of Irmulan Sati T.,
SH, MSi
Irmulan Sati T., SH, MSi, is a permanent lecturer in Public Relations
at Faculty of Communication Science Mercu Buana University Jakarta (2000-now). Also
as member of Indonesia Public Relations Association (PERHUMAS), speaker for
public relations training, writer and researcher with specialist in corporate communication. From 2008-now,
become a public relations practitioner specialist in higher education industry.
Also initiator in Diversity Campaign
Program with title Mercu Buana Festival:
Diversity, Creativity and Green Living, especially for from yunior until senior
high school student. More information can be contacted in irmulansati@yahoo.co.id or irmulan@mercubuana.ac.id.
