STREOTYPE OF PUBLIC RELATIONS PROFESSION IN JAKARTA

Dio Herman Saputro (Fakultas Industri Kreatif, Institut Bisnis dan Teknologi Kalbis)
Satya Candrasari (Fakultas Industri Kreatif, Institut Bisnis dan Teknologi Kalbis)
Ovi Olivia Belida (Fakultas Industri Kreatif, Institut Bisnis dan Teknologi Kalbis)

Communicology: Jurnal Ilmu Komunikasi
Vol 5 No 2 (2017): Communicology: Jurnal Ilmu Komunikasi, Volume 5 No 2 Desember 2017

Public Relations is known as a female profession, concerned physical, and suitable for women. The purpose of this research is to analyze Public Relations stereotype as a woman profession, concerned with physical, and feminine. This research is examined though face to face in-depth interview method with 10 Public Relations practitioners from variety industry in Jakarta. Findings showed that Public Relations stereotype is not necessarily a pretty woman, physically attractive, and majority men still dabble as Public Relations practitioners in the field of industry. Nevertheless, it cannot be denied that women still dominant in a Public Relations profession. The society's view that the face of PR is a woman show there is a miss perception of PR term itself caused by lack of understanding of PR literacy as management function, not a women profession, equal to actress celebrity's job, and oriented physical. The Negative stereotype about PR profession in Jakarta caused this profession is not as appreciated as a doctor or accountant profession.