How Public Relations Perceived (SWOT Model Analysis)

Main Article Content

Ayu Sugeng
Raisatul Janah
Febrina Yusar




Purpose: This paper aims to understand the challenge of Public Relations, to face the society perception/reputation towards Public Relations. By understanding what is the SWOT of Public Relations when they play their role among society.

Design/Methodology Approach: This paper will be a literature review of some source of scientific writing which the writer will elaborate 8 published journals related to the issue this paper talks about.

Finding: Visible aspects such as appearance of PR practitioner, Educational background and communication skill is more considered on developing countries’ public. On the other hand invisible aspects such as strategic-thinking skills, analyzing and listening skills are merely needed on developed countries’ public perceptions.

Research Limitations: Due to literature review process, the writer cannot directly provides a premier data about the related phenomena, yet the writer only serve data and findings that the previous published journals have found. Therefore, the writer will generated information from those journals to encompass the reader towards better understanding on PR’s reputation on both PR Practitioners and Public’s opinion.

Practical Implications: This writing will help PR in the future to forecast their SWOT and optimize their Strength, minimize their Weakness, Seeking for the best Opportunity and encounter Threats as PR Practitioners.

Value/Originality: Will enriched the insights of how PR perceives and how PR should do to deal with the challenges. 

Keywords: Public Relations, Communication, Reputation, SWOT Model, Gender

Paper Type: Literature Review

Article Details

How to Cite
Ayu Sulistya Putri Sugeng, Janah, R., & Febrina Yusar. (2022). How Public Relations Perceived (SWOT Model Analysis). JURNAL KOMUNIKATIO, 8(2), 96–102.


Coy Callison (2004) The Good, the Bad, and the Ugly: Perceptions of Public Relations Practitioners. JOURNAL OF PUBLIC RELATIONS RESEARCH, 16(4), 371–389 Copyright © 2004, Lawrence Erlbaum Associates, Inc.

Erlinda Puspita Ningrum (2020) PROFESIONALISM IMPROVEMENT TOWARDS LEGITIMACY OF PUBLIC RELATIONS IN THE INDONESIAN GOVERNMENT. JURNAL Kebijakan Pembangunan Volume 15 Nomor 2 Desember 2020: 135-149 p-ISSN 2085-6091 e-ISSN 2715-6656 No. Akreditasi: 36/E/KPT/2019.

Engin Çelebi (2020) Public relations in public institutions: A research on the effectiveness of communication process. International. Journal of Human Sciences ISSN:2458-9489 Volume 17 Issue 3 Year: 2020

Graeme Sterne (2008) Business perception of public relations in New Zealand. Journal of Communication Management. February 2008 DOI: 10.1108/13632540810854226.

JiYeon Jeong & Nohil Park (2017) Core Elements for Organizational Sustainability in Global Markets: Korean Public Relations Practitioners’ Perceptions of Their Job Roles. Sustainability 2017, 9, 1646; doi:10.3390/su9091646

Mukhtar El-kasim & Syed Arabi Idid (2016) PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, PERCEIVED MUTUAL RELATIONSHIP, PERCEIVED INTERACTIVITY AS DETERMINANTS OF SOCIAL MEDIA USE AMONG PR PRACTITIONERS. Faculty of Social Sciences and Humanities University Kebangsaan Malaysia: Vol. 11, No. 1 (2016) 282-299, ISSN: 1823-884x.

Novita Damayanti & Dio Herman Saputro (2017) PROFESI PUBLIC RELATIONS DI INDONESIA DALAM KAJIAN GENDER. WACANA, Volume 16 No. 1, Juni 2017, hlm. 27 - 42.

Rachmat Kriyantono & Choiria Anggraini (2020) Public Relations or Humas: How Do the Public and Practitioners Perceive It? Jurnal KOMUNIKATIF Vol. 9 No. 2 Desember 2020.