PRAKTISI PEREMPUAN PUBLIC RELATIONS DI YOGYAKARTA (Studi Peranan dan Kendala Praktisi Public Relations Perempuan dalam Menjalankan Kinerjanya)

Widowati Sri Andayani, S.Sos, Prof. YA. Nunung Prajarto. MA. Ph.D

2011 | Tesis | S2 Ilmu Politik/Ilmu Komunikasi

Praktisi perempuan public relations (PR) digunakan kinerjanya di berbagai organisasi. Mereka bekerja pada lembaga profit dan non profit yang mengandalkan keramahan tutur kata, keanggunan sikap dan keluwesan, yang sering disebut hospitality industry. Apa sajakah peranan dan kendala yang dihadapi PR perempuan dalam menjalankan kinerjanya? Penelitian ini bertujuan untuk untuk menggali dan mendeskripsikan peranan praktisi PR perempuan di Yogyakarta dalam menjalankan kinerjanya, serta berupaya mengungkap kendala kompetensi individu dan kendala manajerial (kebijaksanaan perusahaan) yang dihadapi dalam menjalankan peranan sebagai praktisi perempuan PR dalam manajemen perusahaan. Metode pengumpulan data didapatkan dari survey lapangan dan wawancara mendalam (in-depth interview) dengan subyek penelitian sejumlah 21 praktisi PR perempuan di Yogyakarta. Hasil wawancara dideskripsikan secara kualitatif dan kemudian dianalisis dengan teknik continuous comparison atau kategorisasi. Disamping memfokus pada objek utamanya, penelitian ini juga mengungkap fenomena yang sedang terjadi di sekitar ruang lingkup penelitiannya. Berdasarkan hasil penelitian dapat ditarik kesimpulan bahwa praktisi PR lebih diperankan untuk medukung pemasaran. Rendahnya posisi PR baik pada lembaga profit maupun non profit dalam struktur organisasi , berdampak pada PR cenderung menjalankan peranan teknisi. Kendala yang dialami:1) kendala kompetensi individu (personal), 2) kendala peraturan/kebijaksanaan perusahaan (manajerial).

Numerous institutions have female Public Relations (PR) practitioners to work with them. These practitioners work at profit and non-profit institutions by performing friendly utterances, elegant and neat attitudes which often called as industry hospitality. What kinds of roles should perform and difficulties should overcome by female PR should in conducting their works? This research is purposed to explore and describe the roles of female PR practitioners in Yogyakarta in conducting their positions and also attempting to find the difficulties of individual competencies and managerial difficulties (institution policy) which female PR practitioners should deal with in conducting their roles as a part of an institution management. Methods of data collecting are field survey and in-depth interview with 21 research subjects of female PR practitioners in Yogyakarta. Interview results are described qualitatively which then are analyzed using continuous comparison or categorization technique. This research is not only focused on the main objects but also discuss the recent phenomena happened related to the research topic. Based on the research results, it can be concluded that PR practitioner skills tend to be needed to support marketing matters. The low level of PR position in the organizational structure of profit and non-profit institutions causes impacts of the situation emerged in which a PR staff conducts technical role. The difficulties a PR staff should experience are: 1) personal competency difficulty, 2) institution managerial policy/regulations difficulty.

Kata Kunci : perempuan public relations, peranan, kendala