THE ROLE OF PUBLIC RELATIONS IN BUILDING EFFECTIVE PUBLIC COMMUNICATION PERAN HUMAS DALAM MEMBANGUN KOMUNIKASI PUBLIK YANG EFEKTIF Section Articles

Abstract

Public relations plays a strategic role in bridging communication between organizations and the public. Effective public communication is essential to build a positive image, enhance public trust, and create harmonious relationships between organizations and society. This study aims to examine the role of public relations in developing and managing effective public communication through accurate, transparent, and continuous information delivery. The method used in this study is a literature review by analyzing various sources related to public relations practices and public communication. The results indicate that public relations functions as a communicator, facilitator, and mediator in conveying organizational messages to the public through both conventional and digital media. With appropriate communication strategies, public relations can improve public understanding and strengthen organizational reputation. Therefore, public relations plays an important role in supporting the creation of effective and sustainable public communication.