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A REVIEW OF SIARAN KELILING PROGRAM

IN PUBLIC RELATIONS DIVISION

OF SUKOHARJO LOCAL GOVERNMENT

FINAL PROJECT REPORT

Submitted as a Partial Requirement in Obtaining Degree in the English

Diploma Program, Faculty of Letters and Fine Arts,

Sebelas Maret University

By:

Welatri Yoana Ferly

C9308069

ENGLISH DIPLOMA PROGRAM

FACULTY OF LETTERS AND FINE ARTS

SEBELAS MARET UNIVERSITY

2012


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MOTTO

God is faithful – Ricardo Kaka

Your life is not defined by the car you drive or the house you live in, your

life is defined by your choices, attitudes and words – Caroline Celico

Leite

Losers are people who are so afraid of not winning, they do not even try –

Little Miss Sunshine (2006)

Maybe God has a bigger plan for me than I had for myself – A Walk to

Remember (2002)


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DEDICATION

This final project report is dedicated to:

Allah SWT

My beloved parents, Papa and Mama

My sisters

All of my beloved family

My soul mate

My best friends

All of my friends


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PREFACE

The writer makes a report about communication plan of Public Relations

Division of Sukoharjo Local Government in order to fulfill requirement in obtaining

Degree of English Diploma.

The writer did the job training in Sukoharjo Local Government about a month

in Public Relations Division. The writer selects Sukoharjo Local Government as the

place for the job training because she is interested to learn more about governmental

public relations and practices to be the Public Relations Officers in governmental

institutions, like Sukohajo Local Government. This job training was done in order to

observe the situation in Public Relations Division of Sukoharjo Local Government

and get the information and data about governmental Public Relations.

In this report, the writer explores a review of Siaran Keliling Program in

Public Relations Division of Sukoharjo Local Government and gives some

communication plan to improve Siaran Keliling Program in Public Relations Division

of Sukoharjo Local Government.

The writer realizes that this final project is still imperfect, however the writer

hopes that this final project will be useful for the readers. It is also open for criticisms

and suggestions.

Surakarta, January 6, 2012

The writer,


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ACKNOWLEDGEMENT

Alhamdulillahirobbil ‘alamin. First of all I would like to extend my thanks to

Allah SWT for the mercy and guidance in giving me full strength to finish this final

project report.

I also would give extend thanks to the followings:

1. The Dean of Faculty of Letters and Fine Arts, Sebelas Maret University, Drs.

Riyadi Santosa, M.Ed., Ph.D for his support and motivation.

2. The Head of English Diploma Program, Yusuf Kurniawan, SS, M.A for his

guidance, support and motivation.

3. My Supervisor, Dra. Diah Kristina, M.A., Ph.D for her guidance, support,

suggestion, great patience and correction from the start to the completion of

my final project report. You are one of the inspiring women for me. I learn a

lot from your attitudes and thoughts. You are my role model. I really adore

you, ma,am. It is such an honor to be your student. Thank you, ma’am.

4. My Academic Supervisor, Dra. Endang SA, M.S for her guidance, support

and attention during my study.

5. Head of Public Relations Division of Sukoharjo Local Government, Uyun

Hermawati, S.H., M.Hum for giving me permission to have job training in

Public Relations Division of Sukoharjo Local Government. Thank you for

giving me a big opportunity to learn to be Public Relations Officers and get

information and experience there.

6. Mr. Harno, Mr. Sarno, Mr. Wanto, Mrs. Dewi, Mrs. Srihardani and all of

employees in Public Relations Division of Sukoharjo Local Government for

their kindness to help and teach me during my job training. It is such a great

experience for me. Thank you.

7. All of the lectures of English Diploma Program and staff, Mrs. Heni, for

sharing their knowledge and helping me during my study.

8. My beloved Papa and Mama. For my Papa, I would like to say thank you so

much for your pray, love, and everything that you have done for me. For my


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Mama, I know you always pray for me in the heaven and wish the best for me.

I love you both so much, more than you’ve ever imagined. I promise you, I

will make you both happy and proud of me!

9. My lovely sisters, Prima Vallentina Febriyani and Cindy Adella

Melitasari and my big family who can not be mentioned one by one. Thank

you for your love. I love them so much.

10. The one and only soul mate, Evy Nurfiana for your support, love and

everything. I love you so much. Always stay the same, mate!

11. My beautiful, adorable, crazy and lovely best friends, Monica

Christianawati Ameliana and Prisca Saranita. Thank you so much for the

happy things, sad things, crazy things, weird things and everything that we

have been through girls! I love you so much girls.

12. All of my friends in Faculty of Letters and Fine Arts and English Diploma,

especially class B year 2008, Tini Ningsih, Haifa Jamal Sungkar, Dinar

Eka Sari, Agrizta, Silvi Ayu Nindiakasih, Sesanti Dewi and others for their

kindness and love. Love you guys!

At last but not least, I would like to give thanks to everybody whom can not

be mentioned one by one for helping and supporting me to finish this final project

report.


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ABSTRACT

Welatri Yoana Ferly, 2012. A Review of Siaran Keliling Program in Public

Relations Division of Sukoharjo Local Government. English Diploma Program,

Faculty of Letters and Fine Arts, UNS.

This final project report is written based on the job training done at Sukoharjo

Local Government within a month, which had been conducted on March 14th

to April

9th

, 2011 in Public Relations Division located in Jalan Jenderal Sudirman No. 199

Sukoharjo.

The objectives of this final project report are to describe the varieties of media

communication in Public Relations Division of Sukoharjo Local Government, to

identify the existing of Siaran Keliling Program in Public Relations Division of

Sukoharjo Local Government and to propose a more comprehensive communication

plan and improve Siaran Keliling Program in Public Relations Division of Sukoharjo

Local Government.

Based on the observation that the writer did during the job training, the writer

is interested to review Siaran Keliling Program as one of media communications in

Public Relations Division of Sukoharjo Local Government. The writer found some

obstacles faced by Public Relations Division in case of organizing and executing

Siaran Keliling Program. To analyze those obstacles, the writer used SWOT analysis

and found that the strengths and weaknesses were coming from internal public and

opportunities and threats were coming from external public.

In this final project report, the writer also gives some communication plans

for improving Siaran Keliling Program. The writer propose to conduct committee

meeting agenda once in a month every 2nd

week, to apply the Standard of Procedure

for Siaran Keliling Program and to maintain the route of Siaran Keliling Program.


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TABLE OF CONTENTS

TITLE ................................................................................................................... i

APPROVAL OF CONSULTANT ...................................................................... ii

APPROVAL OF BOARD OF EXAMINERS ................................................... iii

MOTTO ............................................................................................................. iv

DEDICATION .................................................................................................... v

PREFACE .......................................................................................................... vi

ACKNOWLEDGEMENT ................................................................................ vii

ABSTRACT ....................................................................................................... ix

TABLE OF CONTENTS .................................................................................... x

CHAPTER I INTRODUCTION ......................................................................... 1

A. Background ....................................................................................... 1

B. Objectives ......................................................................................... 3

C. Benefits ............................................................................................. 3

CHAPTER II LITERATURE REVIEW ............................................................. 5

A. Public Relations ................................................................................ 5

B. The Function of Public Relations ...................................................... 6

C. The Roles of Public Relations ........................................................... 8

D. Public Relations in Governmental Institutions ................................. 9

E. Siaran Keliling Program ................................................................. 11

CHAPTER III METHODOLOGY ................................................................... 12

A. Type of Analysis ............................................................................. 12

B. Technique of Collecting Data ......................................................... 12

C. Source of Data ................................................................................. 14

D. Procedures of Data Analysis ........................................................... 16

CHAPTER IV DISCUSSION ........................................................................... 18

A. The Varieties of Media Communication in Public Relations

Division of Sukoharjo Local Government ...................................... 18

B. The Existence of Siaran Keliling Program in Public Relations


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Division of Sukoharjo Local Government ...................................... 23

C. The Proposed Communication Plan of Siaran Keliling Program

in Public Relations Division of Sukoharjo Local Government ....... 25

CHAPTER V CONCLUSION AND SUGGESTION ...................................... 31

A. Conclusion ...................................................................................... 31

B. Suggestion ....................................................................................... 34

BIBLIOGRAPHY

APPENDICES


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A REVIEW OF SIARAN KELILING PROGRAM IN PUBLIC

RELATIONS DIVISION OF SUKOHARJO LOCAL

GOVERNMENT

Welatri Yoana Ferly1

Dra. Diah Kristina, M.A.,Ph.D2

ABSTRACT

2012. A Review of Siaran Keliling Program in Public Relations

Division of Sukoharjo Local Government. English Diploma

Program, Faculty of Letters and Fine Arts, UNS.

This final project report is written based on the job training done at

Sukoharjo Local Government within a month, which had been

conducted on March 14th to April 9

th, 2011 in Public Relations

Division located in Jalan Jenderal Sudirman No. 199 Sukoharjo

The objectives of this final project report are to describe the

varieties of media communication in Public Relations Division of

Sukoharjo Local Government, to identify the existing of Siaran

Keliling Program in Public Relations Division of Sukoharjo Local

Government and to propose a more comprehensive communication

plan and improve Siaran Keliling Program in Public Relations

Division of Sukoharjo Local Government.

Based on the observation that the writer did during the job training,

the writer is interested to review Siaran Keliling Program as one of

media communications in Public Relations Division of Sukoharjo

Local Government. The writer found some obstacles faced by

Public Relations Division in case of organizing and executing

Siaran Keliling Program. To analyze those obstacles, the writer

used SWOT analysis and found that the strengths and weaknesses

were coming from internal public and opportunities and threats

were coming from external public.

In this final project report, the writer also gives some

communication plans for improving Siaran Keliling Program. The

1 Mahasiswa Jurusan D III Bahasa Inggris Dengan NIM C9308069

2 Dosen Pembimbing

writer propose to conduct committee meeting agenda once in a

month every 2nd

week, to apply the Standard of Procedure for

Siaran Keliling Program and to maintain the route of Siaran

Keliling Program.


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CHAPTER I

INTRODUCTION

A. Background

Public Relations Division has an important influence to achieve purpose

and success not only in a company but also in a governmental institution. In

governmental institution, Public Relations Division has a useful and mutual role

for the government and its publics. It provides information about issues, problems

and actions taken by government itself. It also helps to convey about government

programs or government policies to the public and to understand what the public

want from government. In other words, Public Relations Division is a

communication facilitator between the government and its publics based on two-

ways-communication, listening and speaking.

According to Dr. Rex F. Harlow in Scott M. Cutlip, Allen H. Center and

Glen M. Broom’s book, Effective Public Relations Eight Edition,

Public Relations is the distinctive management function

which helps establish and maintain mutual lines of

communication, understanding, acceptance and

cooperation between an organization and its publics;

involves the management of problems or issues; helps

management to keep informed on and responsive to

public opinion; defines and emphasizes the responsibility

of management to serve the public interest; helps

management keep abreast of and effectively utilize

change, serving as an early warning system to help

anticipate trends; and uses research and sound and

ethical communication as its principal tools. (Quoted

from Cutlip, Center & Broom, 2000:4)

In order to communicate with the public, Public Relations Division has to

use an appropriate media communication. There are lots of media

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communications that can be used by Public Relations Division, such as: press

releases, news letters, brochures, pamphlets, leaflets, clippings, meetings,

conferences, face to face discussions, radios, televisions, blogs, websites, social

networks, etc.

Nowadays, a technological development is growing rapidly. Varieties of

media communications are used by Public Relations Divisions. Most of Public

Relations Divisions prefer to use technology-based communications than other

traditional media communications to communicate with the public. By having

technology as a medium of communication, a Public Relations Officer can

optimally disseminate information in two-ways-communication, not only in one-

way-communication plane. Besides, the public requirement of information makes

Public Relations Division have to keep abreast with technology development.

On the other hand, Public Relations Division of Sukoharjo Local

Government has not utilized technology, as a medium of communication

optimally. Although the public can access a website on www.sukoharjokab.go.id

unfortunately there is no space for Public Relations Division itself. Public

Relations Division tends to use traditional media communication as Siaran

Keliling Program to disseminate information to the public.

Considering the phenomenon mentioned above, the writer is interested to

analyze the existence and effectiveness of Siaran Keliling Program as one of the

media communications in Public Relations Division of Sukoharjo Local

Government by using SWOT (Strengths, Weaknesses, Opportunities, and Threats)

analysis. For that reason, the writer decided to make the final project report

http://www.sukoharjokab.go.id/


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entitled A Review of Siaran Keliling Program in Public Relations Division in

Sukoharjo Local Government.

B. Objectives

This final project report has some objectives, as follows:

1. To describe the varieties of media communication in Public Relations

Division of Sukoharjo Local Government;

2. To identify the existence of Siaran Keliling Program in Public Relations

Division of Sukoharjo Local Government;

3. To propose a more comprehensive communication plan and improve

Siaran Keliling Program in Public Relations Division of Sukoharjo Local

Government.

C. Benefits

The writer expects that this final project report can give some benefits for

the following parties:

1. The Public Relations Division of Sukoharjo Local Government

This final project report can be used as an evaluation and provide

suggestion for Public Relations Division of Sukoharjo Local Government

in order to improve their media communications program more

effectively;

2. The writer

This final project report is the result of job training done by the writer as

Public Relations Officer in Public Relations Division of Sukoharjo Local


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Government. It can be used as a working experience and reference for the

writer to go into the world of work in the future;

3. The readers

This final project report can be used as additional information and

reference for the reader.


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CHAPTER II

LITERATURE REVIEW

A. Public Relations

In order to describe what the meaning of Public Relations is, experts have

many definitions and interpretations about Public Relations based on their own

opinion.

Scott M. Cutlip, Allen H. Center and Glen M. Broom, quoted in Effective

Public Relations Eight Edition (2000:6), explain that Public Relations is “the

management function that establishes and maintains mutually beneficial

relationships between an organization and the publics on whom its success or

failure depends.”

The British Institute of Public Relations, in Rosady Ruslan’s book

Manajemen Humas & Manajemen Komunikasi (1998:17), proposes two

definitions of Public Relations, namely:

1. Public Relations activity is the management of communications between

an organization and its publics; and

2. Public Relations practice is deliberate, planned, and sustained effort to

establish and maintain mutual understanding between an organization and

its publics.

In August 1978, the representatives of over thirty national and regional

Public Relations associations at a meeting in Mexico City (the so-called Mexico

Statement), state that Public Relations practice is “the art and social science of

analyzing trends, predicting their consequences, counseling organization’s

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leadership, and implementing planned programs of action which will serve both

the organization’s and the public’s interest.” (Quoted from Philip J. Kitchen,

1997:7)

Based on the three definitions mentioned above, almost all definitions

have similar meanings. Therefore, it can be concluded that Public Relations is a

mediator between an organization and its publics in terms of interpreting the

philosophies, policies, programs, and practices of their management to the public

and also disseminating the attitudes and behavior of the public to their

management through two-ways-communication in order to gain mutual

understanding, attention, acceptance, and action from the target public.

B. The Functions of Public Relations

In 1975, A Foundation for Public Relations Research and Education

collects sixty-five Public Relations Practitioners to formulate the functions of

Public Relations, as follows:

1. To establish and maintain mutual lines of communication, understanding,

acceptance and cooperation between an organization and its publics;

2. To involve the management of problems and issues;

3. To help and to keep informed the management and to be responsive to

public opinion;

4. To define and emphasize the responsibility of the management to serve

public interest;

5. To help and to keep aware of the management utilize change;


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6. To serve an early warning system and help to anticipate trends; and

7. To use research and ethical communication technique as its principal tools.

(Rachmat Kriyanto, 2008:19-20)

Edward L. Bernay in Rosady Ruslan’s book entitled Manajemen Humas &

Manajemen Komunikasi (2001:19-20), explains that Public Relations has three

functions, as follows:

1. Giving the information to the publics;

2. Changing public’s attitudes and behaviors through persuasion; and

3. Integrating organization’s attitudes and actions based on the public’s

attitudes and actions.

Moreover, Bertrand R. Canfield, in his book Public Relations: Principles

and Problems, says that there are three functions of Public Relations, namely:

1. To serve the public’s interest;

2. To maintain good communication; and

3. To stress good morals and manners. (Onong Uchjana Effendy, 1983:135-

136)

Additionally, Professor John Marston (quoted in Fraser P. Seitel, 1998:6)

states that Public Relations can be defined in terms of four specific functions, they

are:

1. Research;

2. Action;

3. Communication; and

4. Evaluation.


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Applying the functions R-A-C-E approach involves reaching attitudes on a

particular issue, identifying action programs of the organization that speak so that

issue, communicating those programs to gain understanding and acceptance, and

evaluating the effect of the communication efforts on the public.

C. The Roles of Public Relations

According to Scott M. Cutlip, Allen H. Center and Glen M. Broom (2000)

in their book Effective Public Relations Eight Edition (Quoted in Philip J.

Kitchen, 1997:16), describe four types of Public Relation practitioners’ roles

which are identified as follows:

1. Expert Prescriber;

Practitioners are regarded as experts on Public Relations and consequently

they are seen as best qualified to handle Public Relations problems and

identify solutions to them.

2. Communication Facilitator;

Practitioners are cast as sensitive listeners and information brokers who act

in a “go-between” role, facilitating communications.

3. Problem-Solving Facilitator;

Practitioners collaborate with other managers to help define and solve

organizational communications problems. Whereas the expert prescriber

role implies a passive role for other managers in the problem-solving

process, in this ole practitioners work with others managers to arrive at

solutions to the problems facing an organization.


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4. Communication Technician;

Practitioners merely provide technical communications services such as

writing releases and features for the media, preparing and editing

newsletters and handling contacts with the media. All decisions regarding

strategy and actions are taken by the dominant management coalition in

which practitioners have no role and they are simply given the task of

communicating about the decisions taken by this dominant coalition.

D. Public Relations in Governmental Institutions

Public Relations in governmental institutions has a significant role for the

publics and the government itself. It helps the government to convey and explain

about their policies, actions, programs, and even their activities.

According to John D. Millett, in his book Management in Public Service

the Quest for Effective Performance (Quoted in Rosady Ruslan, 2001:311-312),

mentions that there are some cases to execute the Public Relations’ duties, as

follows:

1. Learning about public desires and aspiration;

2. Advising the public about what is should desire;

3. Ensuring satisfactory contact between public and government official; and

4. Informing and about what an agency is doing.

According to Scott M. Cutlip, Allen H. Center, and Glen M. Broom

(2000:491) in their book Effective Public Relations Eight Edition, mentions that


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the basic justification for government Public Relations rests on two fundamental

premises, namely:

1. A democratic government must report its activities to the citizens; and

2. Effective government administration requires active citizen participation

and support.

Scott M. Cutlip, Allen H. Center, and Glen M. Broom (2000:491) add that

the objectives of government Public Relations are:

1. Informing constituents about the activities of the government agency;

2. Ensuring active cooperation in government programs (for example, voting,

curbside recycling), as well as compliance in regulatory programs (for

example, mandatory seat belt use, antismoking ordinances); and

3. Fostering citizen support for established policies and programs (for

example, foreign aid and welfare).

Quoted in Ilmu Hubungan Masyarakat Praktis, Sam Black and Melvin L.

Sharpe (1988:173), state that there are four objectives in government Public

Relations, namely:

1. To keep citizens informed of the government’s policy and its daily

activities;

2. To give them an opportunity of expressing views on important projects

before final decision are made by the government;

3. To enlighten citizens on the way in which the system of the local

government works and to inform them of their rights and responsibilities;

and


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4. To promote a sense of civil pride.

Quoted in Manajemen Humas & Manajemen Komunikasi, Rosady Ruslan

(2001:313-314) states the functions of government Public Relations in Indonesia,

namely:

1. Securing the government’s policy;

2. Serving and disseminating messages or information regarding its policies

and programs to the public;

3. Being a proactive communicator as well as mediator in terms of providing

government’s interest and serving aspiration and public’s interests; and

4. Participating to create conducive and dynamic situation in order to secure

the stability of political security and national development.

Based on the explanations mentioned above, Public Relations in

government institutions have important roles functionally as well as operationally

in order to disseminate or publicize its activities and programs to the internal and

external publics. Public Relations in governmental institutions is a tool or channel

of government publication.

E. Siaran Keliling Program

Siaran Keliling is one of media communications in Public Relations

Division of Regional Secretariat in Sukoharjo Local Government. It is managed

by Subdivision of Collecting, Processing and Empowering Information, a part of

Public Relations Division of Sukoharjo Local Government.

Siaran Keliling Program is a program which is used to convey the

information to the public about government programs or government policies,


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special events and information of environmental cleanliness and health. The

objective of the program is to disseminate the information directly to the public

and wished to be able to accepted and understood by the public. (Interview with

Subdivision of Collecting, Processing and Empowering Information)


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CHAPTER III

METHODOLOGY

A. Type of Analysis

Based on the objectives of the final project report, the writer is using

SWOT analysis. It is used to know the situation of a company or organization or

program by evaluating the factors in terms of strengths (S) or weaknesses (W)

from internal public and the factors of opportunities (O) or threats (T) from

external public systematically.

According to Halloway in Abdurrachman Oemi’s book entitled Dasar-

Dasar Public Relations (1993:18), SWOT analysis is the identification of

strengths and weaknesses and its external opportunities presented by the trading

environment and any threats faced by the company.

In other word, the aim of SWOT analysis is to develop a plan that takes

into consideration many different internal and external factors, and maximizes the

potential of the strengths and opportunities while minimizing the impact of the

weaknesses and threats.

B. Technique of Collecting Data

The writer collected the data by doing observation, interview and

distributing questionnaire.

1. Observation

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Observation is a purposeful, systematic and selective way of watching and

listening to an interaction or phenomenon as it takes place. (Ranjit Kumar,

2011:140)

Observation was done during the job training by observing and analyzing

directly the situation there to collect the required data and information.

This observation was done in the Public Relations Division of Sukoharjo

Local Government, Jalan Jenderal Sudirman No. 199 Sukoharjo, Central

Java 57521.

2. Interview

According to Burn, cited in Research Methodology (Ranjit Kumar,

2011:144), An interview is a verbal interchange, often face to face, though

the telephone may be used, in which an interviewer tries to elicit

information, beliefs or opinions from another person.

This interview was done in Public Relations Division of Sukoharjo Local

Government. It involved three informants who work in Public Relations

Division of Sukoharjo Local Government by asking some questions

related to Siaran Keliling Program.

3. Questionnaire

Questionnaire is a written list of questions, the answers to which are

recorded by respondents. In a questionnaire respondents read the

questions, interpret what is expected and then write down the answers.

(Ranjit Kumar, 2011:145)


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These questionnaires were disseminated to twelve informants randomly

who live in Sukoharjo district to know people’s perception and expectation

related to Siaran Keliling Program.

C. Source of Data

In order to obtain and collect the required data and information, the writer

has two categories of informants, namely:

1. Internal Informants

The data were obtained from the informants of internal public by doing

interview. These informants were selected by the writer based on their

knowledge and experience of Siaran Keliling Program in the Public

Relations Division of Sukoharjo Local Government. The data from

internal informants were used to know deeply every single thing about


Government.

a. Table 3.1

The internal informants of the interview related to Siaran Keliling Program

No. Name Gender Age Department Position Data

Coding

1.

Suharno

Male 48

Public

Relations

Division

The Head of Sub

Division of Press,

Mass Media,

Code and

Telecommuni-

cation

INT

INF 1


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2.

Dewi

Erlinawati,

S.Sos

Female 40

Public

Relations

Division

The Head of Sub

Division of

Collecting,

Processing and

Empowering

Information

INT

INF 2

3. Wanto,

S.Sos Male 37

Public

Relations

Division

The Former Head

of Sub Division

of Collecting,

Processing and

Empowering

Information

INT

INF 3

2. External Informants

The data were obtained from the informants of external publics by

disseminating questionnaires. These informants were selected randomly by

the writer among the people who live in Sukoharjo district. The data from

external informants were used to measure how wide the execution of


Government is.

b. Table 3.2

The external informants of the interview related to Siaran Keliling Program

No. Name Gender Age Occupation

Subdistrict

Data

Coding

1.

Murtini

Female

44 Merchant

Nguter EXT

INF 1

2.

Bagas Yoga

Handono Male 22

College

Student

Nguter

EXT

INF 2


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3.

Sri Widiastuti Female 54 Civil Servant

Bendosari EXT

INF 3

4.

Bryan Setya

Kusuma Male 21

College

Student

Bendosari EXT

INT 4

5.

Bondhan

Permadi B. S.

Male 21 College

Student Grogol

EXT

INT 5

6.

Slamet

Haryono Male

52

Entrepreneur Baki EXT

INT 6

7.

Susul

Gembong Male 40 Entrepreneur

Baki

EXT

INT 7

8.

Edi Syaifudin Male 53 Entrepreneur

Kartasura

EXT

INF 8

9.

Deni Female 21 College

Student Sukoharjo

EXT

INF 9

10.

Eka Female 20 College

Student Sukoharjo

EXT

INF 10

11.

Ina

Female

21

College

Student

Sukoharjo

EXT

INF 11

12.

Novi Female 21 College

Student Sukoharjo

EXT

INF 12

D. Procedures of Data Analysis

After collecting all of the data from the observation, interview and

questionnaires, the next step is analyzing the data collection before writing the

research report. There are three steps to analyze the data collection, namely:

1. Data Reduction


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The first step of analyzing the data is selecting and focusing on the data.

This data reduction is a process of minimizing the amount of data that

needs to be shorted to help the writer more focus on the main problem.

2. Data Display

The next step of analyzing the data is displaying the data by using charts,

graphs, diagrams, tables, etc. This data display is used to connect the

information of the organization with the data in the field. It also helps the

writer to understand easily the situation happens and what kind of action

should be done.

3. Conclusion Drawing

The last step of analyzing the data is checking the relevance or accuracy of

the conclusion drawing. If the conclusion is irrelevant or inaccurate, the

writer has to recheck the procedure of data analysis and the technique of

collecting data.


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CHAPTER IV

DISCUSSION

A. The Varieties of Media Communication in Public Relations Division

of Sukoharjo Local Government

Public Relations Division of Sukoharjo Local Government has a useful

and mutual role for the government and its publics as a communication facilitator.

In this case, Public Relations Division is expected to provide and

disseminate the government programs, policies or activities transparently, to

understand what the public needed from the government and to create a good

communication between the government and its publics.

In order to provide and disseminate the information to the public, Public

Relations Division conducted one-way-communication tools and two-ways-

communication tools, as follows:

1. One-way-communication tools

a. Siaran Keliling Program

Detail:

Siaran Keliling Program is a routine activity conducted by

Sub Division of Collecting, Processing and Empowering

Information. This program is conducted by using a car

equipped with sound system, amplifier, microphone and

tape recorder.

Target audience:

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The target audience of Siaran Keliling is external public of


Execution:

The execution of Siaran Keliling depends on the request

from outside and inside of the institution.

Objective:

The objective of Siaran Keliling Program is disseminating

particular information about government activities,

programs and events to the public directly. This

socialization program is expected to reach the public

directly.

b. Press Release

Detail:

From the result of news coverage did by Sub Division of

Collecting, Processing and Empowering Information, there

are data collections such as photos, videos, records, activity

reports and several printed speeches. The data collection is

used to make press releases. The press releases are made by

the Sub Division of Press, Mass Media, Code and

Telecommunication and distributed to the journalists as

news material.

Target audience:


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The target of audience is the journalists who are given the

press releases every work day (Monday-Saturday).

Execution:

The execution of making press releases is done every work

day (Monday-Saturday).

Objective:

The objective of making press releases is maintaining good

relations between mass media and the government by

providing press releases as news material and publishing

press releases through mass media to news releases.

c. Media Information

Detail:

The making of media information is made by the Sub

Division of Collecting, Processing and Empowering

Information, such as; billboards, leaflets, development

calendars, banners, posters, tabloids and books.

Target audience:

The target audience of making media information is

external public and journalists.

Objective:

The objective of the making of media information is

providing varieties of media communication tools which

are used by the Public Relations Division of Sukoharjo


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Local Government. It is expected to maximize the

disseminating information to the public.

d. Photo Exhibition

Detail:

Photo exhibition shows some photos related to Regent of

Sukoharjo Local Government’s activities, developments

and potentials of Sukoharjo Local Government.

Execution:

The execution of photo exhibition is held four times a year.

Objective:

The objective of photo exhibition is showing the activities

of Regent of Sukoharjo Local Government’s activities,

some developments and potentials of Sukoharjo Local

Government to the government officials, the employees and

the public. It is also an opportunity of the Sub Division of

Collecting, Processing and Empowering Information to

show their work, especially in terms of photo

documentation.

2. Two-ways-communication tools

a. Face-to-face Communication

Detail:

Public Relations Division is also conducted face-to-face

communication to provide disseminating government


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programs, policies or activities transparently. Bakohumas

(Badan Koordinasi Kehumasan Pemerintah) is one of face-

to-face communication held by Public Relations Division.

It is kind of panel discussion related to issues in the public

or in the government programs. The members of the

meeting consist of sixty members from SKPD (Satuan

Kerja Perangkat Daerah) and Public Relations Officers of


Execution:

The execution of Bakohumas (Badan Koordinasi

Kehumasan Pemerintah) is held three times a year.

Objective:

The objective of Bakohumas (Badan Koordinasi

Kehumasan Pemerintah) is disseminating and discussing

the particular information about government programs,

policies or activities to SKPD (Satuan Kerja Perangkat

Daerah) directly.

b. Counseling

Detail:

Counseling is conducted by the Sub Division of Collecting,

Processing and Empowering Information. The topics are

usually related to socialize government programs in terms


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of giving explanation and the way to solve the social

problems.

Execution:

The execution of counseling is held five times a year.

Objective:

The objective of counseling is giving explanation related to

socialize government programs and the way solving social

problems faced by the public directly.

B. The Existence of Siaran Keliling Program in Public Relations Division


Public Relation Division of Sukoharjo Local Government has varieties of

media communication in order to socialize and disseminate the information

related to the government programs, policies and activities to the public. In

addition, the media communication is also used to create interrelationship with

mass media, relationship with the public and good image.

However, there is a one-way-communication tool which does not work

optimally in Public Relations Division of Sukoharjo Local Government. That is

Siaran Keliling Program.

Siaran Keliling Program is a routine activity conducted by the Sub

Division of Collecting, Processing and Empowering Information in Public

Relations Division of Sukoharjo Local Government which is conducted by using a


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car equipped with sound system, amplifier, microphone and tape recorder. There

are some objectives of Siaran Keliling Program, such as; socialize information

related to the government programs, activities and events, disseminate imperative

information to the public and get attention from the public directly.

Public Relations Division has particular committee to execute Siaran

Keliling Program. It consists of six officers who are handling the program.

Unfortunately, in practice, the committee of Siaran Keliling does not work

properly. The execution of Siaran Keliling Program was conducted by the officers

from inside or outside of the sub division who have no activity.

In terms of disseminating information, Siaran Keliling Program has

several routes which do not cover all of sub district of Sukoharjo Local

Government. Based on the questioners which are distributed by the writer to the

external public, it can be concluded that the Siaran Keliling Program is only

conducted in sub district located around Sukoharjo Local Government office. It is

caused by the location of sub district which is separated between one and others

and the lack of transportation.

Siaran Keliling Program is the only old-fashioned medium communication

in Public Relations Division in Sukoharjo Local Government. Nevertheless,

Siaran Keliling Program is still useful for socializing and disseminating the

information directly to the public. But unfortunately the biggest problem of this

program comes from the Public Relations Officer itself in terms of organizing the

program properly.


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Based on the observation during the job training, the writer can analyze the

problem of Siaran Keliling Program by using SWOT analysis below:

a. Table 4.1

The SWOT Analysis of Siaran Keliling Program

Strengths (S)

Siaran Keliling Program is more “humble” to the

public because the Public Relations Officers face

the public directly. It can bring feedback from

the public to the government about their

programs, activities and events.

Weaknesses (W)

The committee of Siaran Keliling Program does

not conduct their responsibilities properly.

They do not have standard of procedure (SOP)

for Siaran Keliling Program.

The route of Siaran Keliling is not wide enough,

so the information is not sent to all of the public

in sub district of Sukoharjo Local Government.

Opportunities (O)

Siaran Keliling Program is giving an opportunity

for the government to be closer with the public.

Threats (T)

Public do not really care about Siaran Keliling

Program because some of them think that it is

too old-fashioned.


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C. The Proposed Communication Plan of Siaran Keliling Program in

Public Relations Division of Sukoharjo Local Government

From the description above, there are some internal and external obstacles

encountered by Public Relations Division of Sukoharjo Local Government in

terms of executing Siaran Keliling Program. For that reason, the writer decides to

make some proposed communication plan of Siaran Keliling Program to solve the

obstacles there.

The writer thinks that there are some activities in Siaran Keliling Program

that have to be rearranged to achieve optimal result. There are some proposed

communication plans to improve Siaran Keliling Program optimally, as follows:

1. Meeting Agenda

Event : Committee Meeting Agenda

Participants : Head of Public Relations Division, Head of Sub Division

of

Collecting, Processing and Empowering Information and

Committee Members of Siaran Keliling Program

Venue : Office of Public Relations Division of Sukoharjo Local

Government

Date : Once in a month, every 2nd

week

In practice, the committee of Siaran Keliling Program was rarely doing

their duties to organize the program because of their busy schedule. They were

also rarely holding the routine meeting. In fact, the committee meeting is


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extremely important to evaluate the program, arrange the schedule and plan some

strategies to make the program works properly.

Therefore, the writer proposes the “Committee Meeting Agenda” which is

held by Public Relations Division for committee members of Siaran Keliling

Program once in a month, every 2nd

week consecutively. The aims of “Committee

Meeting Agenda” are:

1. Evaluating the program done by committee of Siaran Keliling Program;

2. Organizing the schedule between committee members to execute their

duties wisely;

3. Making up the problems encountered by Siaran Keliling Program.

2. Making Standard of Procedure (SOP)

In practice, Siaran Keliling Program does not have Standard of Procedure

(SOP) in order to serve the request from inside and outside of institution.

Actually, Standard of Procedure (SOP) is necessary to know whether the

information is appropriate or inappropriate to be published. It is also useful to

prevent quarrel schedule of disseminating the information.

The writer proposes to give “Standard of Procedure for Siaran Keliling

Program,” as follows:

REQUIREMENTS OF SIARAN KELILING PROGRAM

Administrative Requirements:


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1. Application letter of Siaran Keliling Program is proposed to Sub Division

of Collecting, Processing and Empowering Information in Public

Relations Division 3 days before the execution;

2. Information Subject:

» The detail of subject information has to be clear and easy to

understand in accord with the subject;

» The target audience has to be mentioned clearly;

» The route of Siaran Keliling Program has to cover the sub district

of Sukoharjo Local Government;

Technical Requirements:

1. The execution of Siaran Keliling Program is conducted by committee of

Siaran Keliling Program (three officers) and the representative from

supplicant (one officer);

2. Disseminating subject information uses two languages, namely; Bahasa

and Java language;

3. The information is an open-ended public information that can be accessed

by the public;

4. The information which can not be published to the public will be returned

to the supplicant;

5. The execution of Siaran Keliling Program (time, day and date) depends on

the supplicant. If there is a quarrel schedule, it will be confirmed 1 day

before the execution through phone call or letter;

Procedure of Siaran Keliling Program:

1. Supplicant proposes application letter of Siaran Keliling Program to Sub

Division of Collecting, Processing and Empowering Information in Public

Relations Division related to schedule of the execution of Siaran Keliling

Program with subject information;

2. Verification process about administrative requirement (application letter,

subject information, target audience and route);

3. Verification process about execution schedule;

4. Execution of Siaran Keliling Program;

5. Feedback confirmation to the supplicant (if the decision is postponed or

reschedule and if the decision is cancelled);

6. Execution of Siaran Keliling Program.


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Proposed Draft of Siaran Keliling Program:

By applying the “Standard of Procedure” (SOP) in the practice of Siaran

Keliling Program, it is expected that:

Execution of Siaran

Keliling Program

Cancelled

Confirmation to

Supplicant

Execution of Siaran

Keliling Program

Served Postponed

Reschedule

Not Served

Verification

Sub Division of

Collecting, Processing

and Empowerment

Information in Public

Relation Division

Supplicant

(Inside/Outside

Institution)


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1. The information which will be conveyed to the public has sorted by the

committee of Siaran Keliling Program, so the information is certainly

appropriate to be published;

2. The spreading of information will be easier to reach by the public because

the committee of Siaran Keliling Program will not have quarrel schedule

anymore.

3. The Route of Siaran Keliling Program

The others obstacles faced by Public Relations Division in terms of

disseminating information is the route of Siaran Keliling Program. In practice,

Public Relations Officers is only disseminating particular information in a sub

district, so the others sub districts do not know about those information. It means

that the disseminating of the information is not wide enough but as a

communication facilitator, the Public Relations Officers have to inform any kinds

of information to the public evenly.

Based on that reason, the writer suggests giving some plans to maximize

the disseminating of information in Siaran Keliling Program, such as:

1. The disseminating of information should be done in around of every Sub

District of Sukoharjo Local Government Offices;

2. The disseminating of information should be done in the crowded place

like markets and others public places;

3. The officers of Siaran Keliling Program has also to give the transcript of

Siaran Keliling to every officers of Sub Districts of Sukoharjo Local


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Government, so those officers can also help to disseminate the

information to the public.


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CHAPTER V

CONCLUSION AND SUGGESTION

A. Conclusion

Based on the discussion in the previous chapter, the conclusion can be

drawn as follows:

A. The Varieties of Media Communication in Public Relations Division


In order to provide and disseminate the information to the public, Public

Relations Division is used one-way-communication tools and two-ways-

communication tools, as follows:

1. One-way-communication tools

a. Siaran Keliling Program;

b. Press Release;

c. Media Information;

d. Photo Exhibition.

2. Two-ways-communication tools

a. Face-to-face Communication;

b. Counseling.

B. The Existence of Siaran Keliling Program in Public Relations Division


Siaran Keliling Program is the only old-fashioned medium communication

in Public Relations Division in Sukoharjo Local Government. Nevertheless,

Siaran Keliling Program is still useful for socializing and disseminating the

33


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information directly to the public. But unfortunately the biggest problem of this

program comes from the Public Relations Officer itself in terms of organizing the

program properly.

Based on the observation during did the job training, the writer can

analyze the problem of Siaran Keliling Program by using SWOT analysis below:

Strengths (S):

Siaran Keliling Program is more “humble” to the public because

the Public Relations Officers face the public directly. It can bring

feedback from the public to the government about their programs,

activities and events.

Weaknesses (W):

The committee of Siaran Keliling Program does not conduct their

responsibilities properly.

They do not have standard of procedure (SOP) for Siaran Keliling

Program.

The route of Siaran Keliling is not wide enough, so the information

is not sent to all of the public in sub district of Sukoharjo Local

Government.

Opportunities (O):

Siaran Keliling Program is giving an opportunity for the

government to be closer with the public.


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Threats (T):

Public do not really care about Siaran Keliling Program because

some of them think that it is too old-fashioned.

C. The Proposed Communication Plan of Siaran Keliling Program in

Public Relations Division of Sukoharjo Local Government

The writer thinks that there are some activities in Siaran Keliling Program

that have to be rearranged to achieve optimal result. There are some proposed

communication plans to improve Siaran Keliling Program optimally, as follows:

1. Meeting Agenda

The writer proposes the “Committee Meeting Agenda” which is held by

Public Relations Division for committee members of Siaran Keliling Program

once in a month, every 2nd

week consecutively. The aims of “Committee Meeting

Agenda” are:

a. Evaluating the program done by committee of Siaran Keliling Program;

b. Organizing the schedule between committee members to execute their

duties wisely;

c. Making up the problems encountered by Siaran Keliling Program;

2. Making Standard of Procedure (SOP)

The writer proposes to give “Standard of Procedure” (SOP) for Siaran

Keliling Program. By applying the “Standard of Procedure” (SOP) in the practice

of Siaran Keliling Program, it is expected that:


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a. The information which will be conveyed to the public has sorted by the

committee of Siaran Keliling Program, so the information is certainly

appropriate to be published;

b. The spreading of information will be easier to reach by the public because

the committee of Siaran Keliling Program will not have quarrel schedule

anymore.

3. The Route of Siaran Keliling Program

The writer suggests giving some plans to maximize the disseminating of

information in Siaran Keliling Program, such as:

a. The disseminating of information should be done in around of every Sub

District of Sukoharjo Local Government Offices;

b. The disseminating of information should be done in the crowded place

like markets and others public places;

c. The officers of Siaran Keliling Program has also to give the transcript of

Siaran Keliling to every officers of Sub Districts of Sukoharjo Local

Government, so those officers can also help to disseminate the

information to the public.

B. Suggestion

Based on the conclusions mentioned above, the writer wants to give some

suggestions to improve the execution of Siaran Keliling Program in Public

Relations Division of Sukoharjo Local Government, they are:

1. For Sukoharjo Local Government


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Sukoharjo Local Government should give support and trust to

Public Relations Division to do their duties and give a little space

to Public Relations Division in terms of planning the programs,

activities and events without boundaries of strict regulation.

2. For Public Relations Division of Sukoharjo Local Government

It is extremely important for Public Relations Division to add more

cars for Siaran Keliling Program to socialize and disseminate

information faster.

Public Relations Division has to improve their officer’s quality.

Date post:	12-May-2019
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