Analysis of Contents of the Indonesian Public Relations Textbook on Digital Public Relations

I Gusti Ngurah Putra


Textbooks play an important role in the learning process in universities. They must be able to present the latest developments in theory, concepts and their application in everyday life. In the field of public relations, the existence of textbooks has been recorded since  public relations as a scientific discipline was taught in universities. Unfortunately, there is  almost no  research that examines public relations textbooks in Indonesia. Therefore, this research asks the question of  how does public relations textbook written by Indonesian authors discuss digital public relations? The research was conducted through a qualitative approach by describing the discussion of digital public relations and analyzing how public relations textbooks place digital communication technology in public relations. This study found that not all introductory public relations textbooks published between 2015-2020 presented a chapter on digital public relations. The introductory public relations textbooks analyzed presented various digital public relations topics.  However, only one textbook that discusses digital public relations is relatively adequate as an introduction.  There is a tendency to see digital media technology as a continuation of previous media technology.  Digital media has not been fully placed as a medium that allows the process of dialogue and sees media users as the public who can create, produce, modify and share messages through social networks. This research has only succeeded in identifying four textbooks so that the results of this research cannot be used to make generalizations about the discussion of digital public relations. Further research can be directed to study by comparing digital public relations discussions in English texts or translations with Indonesian textbooks.

Full Text:



Abdurrachman, O. (1990). Dasar-dasar Public Relations. Bandung: Citra Aditya Bakti.

Adawiyah, S. E. (2020). Pengantar Public Relations. Yogyakarta: Buku Litera

Avery, E., Lariscy, R., Amador, E., Ickowitz, T., Primm, C. & Taylor, A. (2010). Diffusion of social media among public relations practitioners in health departments across various community population sizes, Journal of Public Relations Research, 22(3), 336-358,

Briones, R.L., Kuch, B., Liu, B.F., & Jin, L. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships, Public Relations Review, 37, 37–43.

Boynton, L.A., & Imfeld, C. (2003). Virtual issues in traditional texts: How introductory public relations textbooks address internet technology issues. Journalism & Mass Communication Educator 58(4), DOI:10.1177/107769580305800401.

Broom, G. M., & Sha, Bey-Ling (2013). Cutlip and Center’s Effective Public Relations. 11th Edition. Boston: Pearson Education.

Brunner, B. (2006). Where are the women? a content analysis of introductory public relations textbooks. Public Relations Quarterly, 43-47.

Coombs, W.T., & Holladay, S.J. (2012), Fringe public relations: how activism moves critical PR toward the mainstream, Public Relations Review, 38(5), 880-887, DOI: 10.1016/j.pubrev.2012.02.008.

Culbertson, H. M. (1983). How public relations textbooks handle honesty and lying. Public Relations Review, 9(2), 65–73. DOI: 10.1016/S0363-8111(83)80006-X

Cutlip, S.M., & Center, A.H. (1952). Effective Public Relations. New Jersey: Prentice-Hall.

Dozier, D.M., & Lauzen, M.M. (2000), Liberating the intellectual domain from the practice: public relations, activism, and the role of the scholar, Journal of Public Relations Research, 12(1), 3-22.

Grunig, J. E (2009). Paradigms of global public relations in an age of digitalization. PRism, 6(2). on line_journ.html.

Gustavsen, P. A., & Tilley, E. (2003). Public relations communication through corporate websites: towards an understanding of the role of interactivity. Prism, 1(1).

Hartono, S. (1966). Public Relations: Teori dan Praktek. Jakarta: Balai Buku Ichtiar.

Hoffman, J. (2019). Harmonious public relations: A deconstruction of U.S.-based public relations textbooks. Critical Studies in Media Communication 36(3):289-303 DOI: 10.1080/15295036.2019.1587784.

Hoy, P., Raaz, O., & Wehmeier, S. (2007). From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks. Public Relations Review, 33, 191–200. DOI: 10.1016/j.pubrev.2006.11.011

Kern-Foxworth, M. (1990). Ethnic inclusiveness in public relations textbooks and reference books. Howard Journal of Communication 2(2), 226-237. DOI: 10.1080/10646179009359714.

Lee, M. (1998). Public relations in public administration: a disappearing act in public administration education. Public Relations Review, 4(4): 509-520.

Leichty, G., & Esrock, S. (2001). ‘Change and response on the Corporate Website.’ American Communication Journal, 5(1).

Littlejohn, S. W., & Foss, K. A (2009). Theories of Human Communication. Ninth edition. Belmont, CA: Thomson Higher Education.

Mules, P (2018) Changing representations of activists and activism in public relations textbooks, Journal of Communication Management.

Pavlik, J. V. (2007). Mapping the consequences of the technology on public relations, published at The Institute for Public Relations, September,

Pienrasmi, H. (2015). Pemanfaatan social media oleh praktisi public relations di Yogyakarta. Jumal Komunikasi, 9(2), 199-210.

Prastya, N. M. (2013). Media Sosial dan Peran Manajerial Public Relations PT PLN Persero. Jurnal Ilmu Komunikasi, 10(2), 159-178

Sarinastiti, N. (2015). Digital public relations, a battle to engage the customer. Jurnal Public Relations Indonesia, 2(3), 43-47.

Satir, C.K., Sumer, F. E., Tuncer, A. I., Hostut, S., & Cabuk, D. (2011). An analysis of Turkish public relations textbooks from 1960 to 2010. GMJ: Mediterranean Edition, 6(2), 15-22.

Seitel, F.P. (2017). The Practice of Public Relations. Edisi ketigabelas. Boston: Perason.

Soemirat, S., & Ardianto, E. (2017). Dasar-dasar Public Relations. Bandung: Remadja Rosdakarya.

Sujanto, R.Y. (2019). Pengantar Public Relations di Era 4.0.: Teori, Konsep, dan Praktek Terkini. Yogyakarta: Pustaka Baru Press.

Suwatno, H. (2018). Pengantar Public Relations Kontemporer. Bandung: Remadja Rosda Karya.

Tania, S. (2020). Menakar hubungan organisasi dan publik di media baru (Analisis isi corporate tweets industri perbankan, otomotif, dan telekomunikasi). Jurnal Media dan Komunikasi Indonesia, 1(1): 78-94

Xue, K. & Yu, M. (2009). A content analysis of public relations literature from 1999 to 2008 in China. Public Relations Review, 35, 171- 180.

Wilcox, D.L., Cameron, G.T. & Reber, B.H. (2015). Public Relations Strategies and Tactics. Boston: Pearson.



Article Metrics:

Abstract Views - 367

PDF Downloads - 383


  • There are currently no refbacks.

Copyright (c) 2022 I Gusti Ngurah Putra

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by: 
Google Scholar  Mendeley

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (JKISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia

Contact Person   : Prof. Dr. Rajab Ritonga, M.Si

Email                :

Whatsapp          : +62811133471
View My Stats