THE EFFECT OF PUBLIC RELATIONS COMMUNICATION ON PUBLIC PERCEPTION OF THE ORGANIZATION PENGARUH KOMUNIKASI HUMAS TERHADAP PERSEPSI PUBLIK TERHADAP ORGANISASI Section Articles

Abstract

This study aims to analyze the influence of public relations communication on public perception of an organization. Public relations communication plays a crucial role in shaping an organization's image and reputation. The research method used was a quantitative survey approach. Data were collected through questionnaires distributed to respondents from the general public. The results indicate that effective, transparent, and consistent public relations communication significantly influences public perception. The better the communication strategy, the more positive the resulting perception. The conclusion of this study is that public relations communication is a crucial factor in building trust and an organization's image. The implication of this research is that organizations need to improve the quality of their public relations communication to maintain a positive public reputation. Furthermore, this study found that the use of appropriate communication media, both conventional and digital, contributes to the effectiveness of message delivery to the public. The credibility of information sources and the organization's responsiveness to emerging issues are supporting factors in shaping positive perceptions. Active public participation in the two-way communication process also contributes to increasing trust. Therefore, public relations communication strategies need to be designed in an integrated, adaptive, and sustainable manner to address the dynamics of the ever-changing external environment and maintain a harmonious relationship between the organization and its publics.