Public Relations Performance Based on Perception of Media Workers

Objective – Media and Public Relations role have a strong relationship. Media needs events to get news, and Public Relations needs media to promote a good image of companies in order to build a good reputation in their stakeholders' society. However, media workers must emphasize the importance of news values and ethic code of journalistic. Media workers often think that bad things of institutions become interesting or good news. It is, in fact, the opposite of what public relations wants. This paper aims for exploring how Universitas Brawijaya's public relations can manage the media relationship to promote its reputation. Methodology/Technique – This research employed Focus Group Discussion (FGD) as the second data gathering technique after collecting data through media monitoring. In this qualitative research, researcher involved 24 reporters including print media, broadcasting media and media online. Findings – This research found out that local media gave more chance to cover Universitas Brawijaya activities but national media tended to be more stringent to select events. The media workers expected Universitas Brawijaya either supported or cooperated with media by providing some information related to innovation lecturers or students had created. Finally, the media workers also argued that media would not cover events such as ceremonial activities, student activities or guest lecture which have no strong. Novelty – UB public relations role concerns and focuses on how to coordinate staff to provide, disseminate and create news. Moreover, public relations must be able to manage an issue on media. Type of Paper: Empirical