Public Relations Communication Behavior Through a Local-Wisdom Approach: The Findings of Public Relations Components Via Ethnography as Methodology

Dasrun Hidayat, Engkus Kuswarno, Feliza Zubair, Hanny Hafiar


There is a correlation between the concept of public relations with the cultural activities of Jakhu Suku. The relationship is built through the behavior of Jakhu Suku communications in the tradition of giving a title that always emphasises the planning and evaluation stage. This is what lies behind this study with a locus of cultural research with a public relations theory approach. To answer the purpose of research, interviews and observation were used by involving all customary devices in the Village Banjar Negeri Lampung Province Indonesia. The study found that the behavior of Jakhu Suku communications in carrying out cultural activities begins with pekhsiapan (preparation), khencana (planning), lestakhi (execution), penghengok (support) and penghanggum (trust). All the Jakhu Suku cultural concepts are relevant to the communication planning components including Insight, Strategic Programs, Implementation Programs, Action, and Reputation (the IPPAR model). The Jakhu Suku culture can be referred to as a component of cultural-based public relations communication behavior. This component can be applied in the context of corporate, government and non-government public relations. Public relations companies and governments are profit-oriented, while non-government-based nonprofits such as culture are found in community groups or communities. The communication behavior component of the IPPAR model can be classified as a component of ethnography public relations. The methodology focuses on culture-based public relations communication behavior.


Keyword: Communication behavior, ethnography PR, Jakhu Suku, IPPAR model, public relations.

Full Text:



Ady, R. A. (2017). Strategi komunikasi pemasaran melalui media online pada Distro Cik-Cik. Jurnal Kewirausahaan dan Usaha Kecil Menengah, 2(1), 1-12.

Albu, I. (2013). Language, meaning, culture in international public relations. Conference proceedings of the Annual International Interdisciplinary Conference (AIIC) (pp. 24-25). Portugal.

Ardianto, E. (2013). Handbook of public relations. Bandung, Indonesia: Rosdakarya.

Austin, E. W., & Pinkleton, B. E. (2008). Strategic public relations management. Planning and managing effective communication programs (2nd ed). New Jersey: Lawrence Erlbaum Associates.

Cutlip, S. M., Broom, G. M., & Center, A. H. (2011). Effective public relations (8th ed). USA: Prentice-Hall Inc.

Dasrun, H. (2014). Media public relations. Jogjakarta, Graha Ilmu.

Dasrun, H. (2014). Representasi nemui-nyimah sebagai nilai-nilai kearifan lokal lampung: Perspektif public relations multikultur [nemui nyimah represented as lampung local wisdom values: A multicultural public relations perspective]. Jurnal Ilmu Komunikasi Universitas Riau [The Journal of Communication Studies University of Riau], 5(1), 90-102.

Dasrun, H. (2016). Etnografi public relations tantangan metodologi pada kajian public relations berbasis budaya [Ethnography of public relations methodology challenges on the study of the public-relations-driven culture]. Conference proceedings of the Seminar Nasional Akselerasi Pembangunan Masyarakat Lokal Melalui Komunikasi dan Teknologi Informasi [National Seminar on Accelerated Development of Local Communities through Communication and Information Technology] (Book 2, pp. 76-87). National Seminars, The University of Lampung.

Dasrun Hidayat, Engkus Kuswarno, Feliza Zubair, & Hanny Hafiar. (2017a). Negosiasi citra budaya masyarakat multikultural [Negotiating the cultural image of multicultural societies]. Jurnal Komunikasi ASPIKOM Terakreditasi [Accredited ASPIKOM Communication Journal], 3(2), 157-172.

Dasrun Hidayat, Engkus Kuswarno, Feliza Zubair, & Hanny Hafiar. (2017b). The IPPAR model sebagai komponen etnografi pr pada kajian public relations berbasis budaya. Jurnal Ilmu Komunikasi (UPN) Veteran, 15(1), 60-72.

Dubrin, A. J. (2008). Essentials of management. Canada: Cengage Learning.

Edwards, L. (2012). Defining the object of public relations research: A new starting point. Public Relations Inquiry, 1(1), 7-30.

Erzikova, E., Waters, R., & Bocharsky, K. (2018). Media catching: A conceptual framework for understanding strategic mediatization in public relations. International Journal of Strategic Communication. doi:

Md Shahidul Haque, & Jamilah Ahmad. (2017). Ethics in public relations and responsible advocacy theory. Jurnal Komunikasi: Malaysian Journal of Communication, 33(1), 147-157.

Khairil, M. (2012). Perilaku komunikasi terpidana kelompok teroris [The communication behavior of a convicted person from a terrorist group]. Jurnal Ilmu Komunikasi [Journal of Science Communication].

Kim, S., & Krishna, A. (2017). Bridging strategy versus buffering strategy: Enchancing crisis management capability in public management for relational and reputational improvement, and conflict avoidance. Asian Journal of Communication, 27(5), 517-535.

Kriyantono, R. & McKenna, B. (2017). Developing a culturally relevant public-relations theory for Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 33(1), 1-16.

Kuswarno, E. (2008). Etnografi Komunikasi [Communication Ethnography]. Bandung, Indonesia: Widya Padjadjaran.

Lim, S., Goh, J., & Sriramesh, K. (2005). Applicability of the generic principles of excellent public relations in a different cultural context: The case study of Singapore. Journal of Public Relations Research, 17(4), 315-340.

Matsushita, Y., Katayama, T., Soma, T., Akaotsu, S., Saito, Y., & Aoki, H. (2018). Efficeint communication strategy in parallel computation base on domain partitioning. Journal of Chemical Engineering of Japan, 51(1), 79-82.

Ming, Y.-W. (2009). Can American public relations theories apply to Asian cultures?. Journal Public Relations Quarterly, 503.

Neil, Ewing, Smith, dkk. (2018). A Delphi study to identify standards for internal communication. Public Relations Journal, 11(3), 1-16.

Sriramesh, K., & Vercic, D. (2010). The handbook of global public relations: Theory, research, and practice (Revised and Expanded Edition). New York, NY: Routledge.

Suranto, A. (2010). Socio-cultural communication (Komunikasi sosial budaya). Jogjakarta, Indonesia: Graha Ilmu.

Thurlow, A., Sevigny, A., & Dottori. (2018). Global capabilities in public relations. Public Relations Journal, 11(3), 12-25.


  • There are currently no refbacks.

e-ISSN: 2289-1528