PRAKTISI PEREMPUAN PUBLIC RELATIONS DI YOGYAKARTA (Studi Peranan dan Kendala Praktisi Public Relations Perempuan dalam Menjalankan Kinerjanya)

Numerous institutions have female Public Relations (PR) practitioners to work with them. These practitioners work at profit and non-profit institutions by performing friendly utterances, elegant and neat attitudes which often called as industry hospitality. What kinds of roles should perform and difficulties should overcome by female PR should in conducting their works? This research is purposed to explore and describe the roles of female PR practitioners in Yogyakarta in conducting their positions and also attempting to find the difficulties of individual competencies and managerial difficulties (institution policy) which female PR practitioners should deal with in conducting their roles as a part of an institution management. Methods of data collecting are field survey and in-depth interview with 21 research subjects of female PR practitioners in Yogyakarta. Interview results are described qualitatively which then are analyzed using continuous comparison or categorization technique. This research is not only focused on the main objects but also discuss the recent phenomena happened related to the research topic. Based on the research results, it can be concluded that PR practitioner skills tend to be needed to support marketing matters. The low level of PR position in the organizational structure of profit and non-profit institutions causes impacts of the situation emerged in which a PR staff conducts technical role. The difficulties a PR staff should experience are: 1) personal competency difficulty, 2) institution managerial policy/regulations difficulty