Understanding Communication Skills

Oct 13, 2025 by wbrum.org 42 views

The Role of Communication Skills in the Public Relations Unit as a Strategy to Improve the Image of PT. Bank Sumut Pusat Medan

Introduction

In today's fast-paced business environment, especially in the banking sector in Indonesia, every company is required to have and maintain high-quality service. One key to achieving this is through good communication skills, both orally and in writing. This ability is not only important in the company's internal environment but also in an external environment that involves the public. Therefore, the role of the Public Relations (PR) unit is very vital to help companies compete with other competitors.

Understanding Communication Skills

Communication skills, or better known as communication skills, are the ability of individuals to convey messages that are clear and easily understood by the recipient of the message (Arifin, 2010: 58). This is a basic competence that must be possessed by the Public Relations Team (Humas). Through this ability, the PR team can conduct effective communication, both with employees within the company and with customers, investors, and other parties outside the company.

Effective communication is a two-way process that involves not only conveying information but also listening and responding to feedback. It requires a deep understanding of the audience, the message, and the context in which the communication is taking place. In the context of public relations, communication skills are essential for building and maintaining relationships with stakeholders, including customers, investors, employees, and the wider community.

The Role of Public Relations in Building a Positive Image

Public relations have several important functions that contribute to the company's image. First, PR acts as a bridge between the company and the public. Thus, every information conveyed to the public must go through a good communication process to create a correct understanding. This not only includes the promotion of products or services but also the company's efforts in carrying out social responsibility, overcoming issues that arise, and maintaining good relations with the community.

Second, good communication skills in PR can build public trust in the company. This trust is very important in the banking world, where reputation and credibility are the main assets. The PR team must be able to manage crisis communication effectively, so that the information conveyed can relieve tension and improve the company's image in the public eye.

Third, strengthening positive images through proper communication will have an impact on customer loyalty. People who get transparent and consistent information tend to be more confident and choose to transact with the company. PT. Bank Sumut Pusat Medan, for example, can take advantage of this communication expertise to increase the satisfaction and loyalty of its customers.

The Importance of Communication Skills in Public Relations

Good communication capabilities in the Public Relations unit are very important elements in improving the image of PT. Bank Sumut Pusat Medan. By prioritizing clear and effective communication, companies can not only maintain their good reputation but are also able to build strong relationships with the public. Therefore, investment in developing communication skills in the PR team is a very valuable strategy for dealing with competition in the banking industry.

Effective communication is essential for building trust and credibility with stakeholders. It helps to create a positive image of the company and its products or services. In the banking industry, where reputation and credibility are critical, communication skills are essential for building and maintaining relationships with customers, investors, and other stakeholders.

Benefits of Effective Communication in Public Relations

Effective communication in public relations has several benefits, including:

Building trust and credibility with stakeholders
Creating a positive image of the company and its products or services
Increasing customer loyalty and satisfaction
Managing crisis communication effectively
Building strong relationships with the public

Conclusion

In conclusion, good communication capabilities in the Public Relations unit are very important elements in improving the image of PT. Bank Sumut Pusat Medan. By prioritizing clear and effective communication, companies can not only maintain their good reputation but are also able to build strong relationships with the public. Therefore, investment in developing communication skills in the PR team is a very valuable strategy for dealing with competition in the banking industry.

Recommendations

Based on the analysis, the following recommendations are made:

PT. Bank Sumut Pusat Medan should prioritize developing communication skills in the PR team to improve the image of the company.
The company should invest in training and development programs to enhance the communication skills of the PR team.
The company should establish a clear and effective communication strategy to build trust and credibility with stakeholders.
The company should monitor and evaluate the effectiveness of its communication strategy to ensure that it is meeting its goals.

By implementing these recommendations, PT. Bank Sumut Pusat Medan can improve its image and build strong relationships with the public.
Frequently Asked Questions (FAQs) about the Role of Communication Skills in Public Relations

Q: What are communication skills, and why are they important in public relations?

A: Communication skills are the ability of individuals to convey messages that are clear and easily understood by the recipient of the message. They are essential in public relations because they help build and maintain relationships with stakeholders, including customers, investors, employees, and the wider community.

Q: What are the key functions of public relations in building a positive image?

A: The key functions of public relations in building a positive image include:

Acting as a bridge between the company and the public
Building public trust in the company
Strengthening positive images through proper communication
Managing crisis communication effectively

Q: How can effective communication in public relations benefit a company?

A: Effective communication in public relations can benefit a company in several ways, including:

Building trust and credibility with stakeholders
Creating a positive image of the company and its products or services
Increasing customer loyalty and satisfaction
Managing crisis communication effectively
Building strong relationships with the public

Q: What are some best practices for developing communication skills in public relations?

A: Some best practices for developing communication skills in public relations include:

Prioritizing clear and effective communication
Investing in training and development programs
Establishing a clear and effective communication strategy
Monitoring and evaluating the effectiveness of the communication strategy

Q: How can a company measure the effectiveness of its communication strategy?

A: A company can measure the effectiveness of its communication strategy by:

Monitoring social media engagement and feedback
Conducting customer surveys and focus groups
Analyzing website traffic and online engagement
Evaluating the company's reputation and credibility

Q: What are some common challenges that companies face in developing effective communication skills in public relations?

A: Some common challenges that companies face in developing effective communication skills in public relations include:

Limited resources and budget
Lack of training and development opportunities
Difficulty in measuring the effectiveness of the communication strategy
Resistance to change and innovation

Q: How can a company overcome these challenges and develop effective communication skills in public relations?

A: A company can overcome these challenges and develop effective communication skills in public relations by:

Prioritizing communication skills development
Investing in training and development programs
Establishing a clear and effective communication strategy
Monitoring and evaluating the effectiveness of the communication strategy

By understanding the role of communication skills in public relations and implementing effective communication strategies, companies can build strong relationships with stakeholders, improve their reputation and credibility, and achieve their business goals.