4.

0 POSITIVE CONTRIBUTION PUBLIC RELATION

According to AYOP (2018), good and effective public relations are able to highlight the
approach as well as strategically that will give profit to a company or organization involved. In
this regard, good public relations provide positive contributions especially to an organisation that
practices good and effective relationships. The positive contributions to the organisation as a
result of effective public relations are able to attract attention, acceptance and cooperation with
parties involved in the activities that involve the cooperation between two or several parties.
Through public relations that have an organization or firm are easy to obtain confidence from
investors through the Internet and blog sites to deliver investment information and in connection
with the latest market markets. In this context, a well-critical relationship is important to ensure
that the effective cooperation has a positive impact on both parties. For example good public
relations between the media and the organisation or the firm will facilitate the marketing of
information and products or services to be provided by the organisation. Thus, it is clearly visible
that effective public relations contribute positively to the performance and economic
development of an organization.
Besides that, positive public relations contribution will also be reflected through the
government administration of a country. In this context, public relations undertaken by the
Government were able to determine the government's image and reputation as well as to attract
the support from the people towards the government. It is also good and effective between the
two parties, the Government and the community, gives an indication that the information to be
delivered to the people is effective and as a matter of complaint and the voice of the community
can be considered by the Government in implementing a policy. In this regard, it is clear that the
situation of “win-win situation” between both parties to create achievement that will benefit an
exercise. The Government also plays an important role to offset the social needs of the
community. Therefore, public relations are as a tool used to create a balanced understanding of
the Government to meet the needs of the community. Through effective communication also
contributed to public thinking to be more critical and thus able to assist in enhancing the
economic activities of the country.
 Subsequently, according to Macey (in the writing of Jamilah. 2010), the public relations
will contribute primarily to all parties in gathering information, analysing, planning and
implementing new activities. In this effort to resolve any problems or issues requiring a crisis
management should consider the trends and also new technologies. Thus, in solving the
business-related problems the present information is key to ensuring that the problem can be
solved in the best way. Through the development of technology as well as public relations
practitioners are able to better enhance their tasks, effectively and strategically in achieving an
organisational objective and thereby enhancing the efficiency and effectiveness of the
Organization. In addition, public relations practitioners can communicate with communities that
are outside the organisation by using information technology such as e-Community (community
electronics). This situation forms concern and responsibility for other organizations and also
builds trust among the organisations involved. It is clearly that public relations performed well
and effectively in an organisation will have a positive impact on the public relations practitioners
in an organization.

RUJUKAN.

Mohd Ayop Abd Razid. (2018). Amalan Perhubungan Awam Penentu Imej, Reputasi Organisasi:
diakses pada 2 May. 2020 melalui https://www.pressreader.com/malaysia/berita-harian-
malaysia/20180103/282278140714362

Jamilah Ahmad. (2010). Perhubungan Awam dan Teknologi Baru: Jurnal Pengajian Media
Malaysia vol.11, No. 1, 2009 (Pages 9-20).