# I. Introduction ive-factor model of Public Relations Role is developed from four characteristics of European Public Relation suggested by Steyn (2003). As said by Steyn (quoted in Moss and De Santo, 2011), one of these four characteristics is Reflective. European PR characteristics have changed standards, values and viewpoints used by general communities to develop mission and standard of organization. Two general roles in PR are estimated: PR as technician, which undergoes work activity related to tactical communication and PR as manager, with work activity related to strategic communication (Lattimore, Baskin, Heiman, Toth and Leuven 2007). The role of technician as assumed by PR practitioners may include tactical assignments such as writing, editing, taking photograph, producing communication, making coordination for specific event, and providing communication to media (Lattimore et al, 2007). Media relations is important to keep positive image or good reputation (Syahri, Kriyantono, Nasution, 2015). According to Moss and De Santo (2011:107), Five-Factor Model can help improving the performance of PR senior practitioner in several ways. First is that the model can improve the ability to work with other senior management to identify and to clarify organizational values, operational principles, policies and strategies which guarantee the organization to empower the legitimacy. Second is that the model helps improving the skill and knowledge of reading, interrogating and interpreting the characteristics of internal and external stakeholder, and also helps to identify problems and opportunities and to explain them to senior managers, thus making PR practitioners being as the key of organizational decision making. Third is that the model may increase the understanding of business goal and the ability to contribute to business by involving stakeholders, enlisting their support, representing their interest, and promoting organization through their image. Fourth is related to the skill and knowledge to make strategic plan and to build PR Plan which supports organizational goal and provides proper resource for evaluation. Fifth is concerned with the ability to set the plan in effective and efficient ways. Sixth is that the model can help PR practitioners to work with others in organization, including senior manager and other employees, to understand the complexity of communication inside organization. In relative with the progress of organizational goals, PR manager who acts as technician may not be quite involved into organizational issues, especially on strategic decision making, because they are not invited into managerial session or even seniority-based discussion (Cutlip, Scoot, 2006). In other hand, PR practitioners usually assume managerial role when they are the part of organizational management and can use strategic skills to determine end result or final impact of PR activity. Developing the environment, building the relation, managing the problems or programs of organization, and serving the higher-level advisors in certain policy-making or decision making are main focuses of their work assignment (Cutlip, Scott, 2006). In previous research by Rosalynne Whitaker-Heck, it is asserted that PR senior practitioners in college do not have plenty engagements with their managerial role. Their technical role seems dominating managerial role. It is also found that PR senior practitioners in college level do not have direct access to director president or high-level manager positions. In other words, PR senior practitioners do not have quite important standing (do not have seat at table), although some exceptions remain such as during promotion or when the college experiences crisis. In the case of crisis, Year 2015 # ( C ) PR senior practitioners are proposed to be the executive part of the college. It is consistent to David Malbert as quoted in Jefkins (1987) who find that many people assume that PR is the part of marketing but its function is almost similar to marketing. Therefore, it is not surprising if marketers underestimate PR. Some business peoples declare that PR represents a managerial function which serves organizations throughout the company, and the most internal part of PR is marketing. However, PR is not yet considered as important to several companies or agencies. De Santo, Barbara, Moss, Danny, Newman and Andrew (2007) have identified and explained main elements of managerial works of PR Managers in a certain context and culture of organization. Five-Factor Model continues to evolve. It is expected that the Model will have wider application which covers the role of PR Managers in the organization at various nations and cultures. Five-Factor Model of Public Relations has been widely used in Western researches. Indonesia is belonged to Eastern part and shall be different in perspective. Based on this background, the author is interested to follow-up the research by Moss and De Santo and therefore, the author decides to use Five-Factor Model to explain PR practitioners in Indonesia. Five-Factor Model is tested against PR Managers in the government (state-owned enterprises) and private in Indonesia. The test over Five-Factor Model of Indonesian PR will be a new review that is becoming important step to produce better Indonesian PR. The author also insists on understanding how important is PR position in Indonesia. Public Relations practitioners in Government (State-Owned Enterprises) and Private are selected by considering their different PR orientation. The orientation Governmental PR is given to policies and services, while Private PR is oriented toward business issue and profit. Therefore, the author will examine BPP PERHUMAS as the structure to collect the data because this Agency comprises of Public Relations practitioners from government and private who work at central sectors of an organization. # II. Researh Method # III. Result and Discussion The comparative test that compares journalist perceptions about governmental PR and Private PR, and media relations is conducted using independent t-test. The criterion of test is explained as follows. If t-test statistic value is equal or more than significant level (alpha), there is significant difference between two groups of PR. Result of comparative test between journalist perception about Governmental PR and Private PR, and media relations, is exposed in the following explanation. # V. Suggestion This current research is a follow-up from previous researches about Five-Factor Model. By this research, the author attempts to understand Public Relations role using Five-Factor Model which describes the practitioners of Governmental PR and Private PR in Indonesia. However, the finding is not universal because the research only uses Indonesia perspective, and therefore, it is hardly representing Asia continent with various different demographics. It is suggested that the results of this research will give good insight for Public Relations practitioners such that they can improve performance quality of PR role in an organization because PR role is very important to develop organizational performance. For academicians, results of research may contribute to the literatures of next researches. Various findings shall strengthen the interest in developing and exploring the review of Public Relations. The writers should thanks to The Global Journal of Human Social Science (GJHSS) that willing to publish this study and to all parties who contributed in this study 1VariablesIndicatorsDescriptorsRemarksFive-FactorMonitor andPublic Relations1. I prepare periodic report aboutModelEvaluatorpractitioners havecommunication operation for seniormanagerialmanagement.responsibilities of2. I am responsible to determine target fororganizing, controllingPR Functions.and monitoring.3. I cooperate with superior to determinethe target based on PR Functions.4. I must ensure that communicationfunction of PR is operated favorablybased on the budget.5. I am responsible to supervise externalsespecially in evaluating PR Strategies.6. I am responsible to monitor theperformance of communication functionof PR to achieve the expected target.7. My primary work is negotiating withother managers about work resourcesand work loads.8. I negotiate with senior managementabout target and function of PR.Key Policy andPublic Relations1. I give regular inputs to top managementStrategy Advisorpractitioners haveabout relevant/business problems andstrong relation withchallenges.senior management of2. I give regular contributions duringthe organization andmeetings for administrative/high-levelare actively engagedmanagerial policy-makings.within policy making3. I have a stake in determining policy-process.making.© 2015 Global Journals Inc. (US) 3IndicatorPublic RelationsAveraget-testProbabilityKey Policy andPrivate PR2.271-1.7320.087Strategy AdvisorResult of test in above table shows that statisticStrategy Advisor has bigger average than that of privatet-test is -1.732 at probability of 0.087. It means thatorganization, but the difference is not quite big (notprobability is bigger than level of significance (? = 5 %).significant). It means that Public Relations role in KeyIt can be declared that there is no significant differencePolicy and Strategy Advisor is different not-significantlyof Public Relations role between governmental andbetween governmental organization and privateprivate organizations in Key Policy and Strategy Advisor.organization.Based on average perspective, Public Relationsrole in government organization in Key Policy and 4Management ExpertIndicatorPublic RelationsAveraget-testProbabilityIssuesPrivate PR2.923-2.5540.013ManagementGovernmental PR3.288ExpertResult of test in above table reveals that statisticBy considering the perspective of average,t-test is -2.554 at probability of 0.013. It means thatPublic Relations role in government organization Issuesprobability is smaller than level of significance (? = 5Management Expert has bigger average than that of%). It can be estimated that there is significant differenceprivate organization. It means that Public Relations roleof Public Relations role between governmental andin Issues Management Expert is bigger in governmentalprivate organizations in Issues Management Expert.organization than in private organization. 5IndicatorPublic RelationsAveraget-testProbabilityTroubleshooting/Private PR2.981-3.3930.001Problem-SolvingGovernmental PR3.565 2Taking count the perspective of average, PublicRelationsroleingovernmentorganizationTroubleshooting/Problem-Solving has bigger averagethan that of private organization. It means that PublicRelations role in Troubleshooting/Problem-Solving isgovernmentalandprivateorganizationsinbigger in governmental organization than in privateTroubleshooting/Problem-Solving.organization. 6Communication TechnicianIndicatorPublic RelationsAveraget-testProbabilityCommunicationPrivate PR3.731-2.8320.006TechnicianGovernmental PR4.235Result of test in above table indicates thatstatistic t-test is -2.832 at probability of 0.001. It meansthat probability is smaller than level of significance (? =5 %). It can be estimated that there is significantdifference of Public Relations role betweengovernmentalandprivateorganizationsinCommunication Technician.If average perspective is considered, PublicRelationsroleingovernmentorganizationCommunication Technician has bigger average thanthat of private organization. It means that PublicRelations role in Communication Technician is bigger ingovernmental organization than in private organization.IV. ConclusionFive-Factor Model is a new review over PublicRelations role. Five-Factor Model is also important tounderstand how far managerial and technical rolesplayed by Public Relations senior practitioners in acompany or an organization, especially when they mustdevelop good relationship with other management ortop management. It is expected that PR practitionerscan give the best solution in dealing with problems or inmaking decisions. Public Relations practitioners arefunctionally very important part of the organization.During the review of Five-Factor Model, Public Relationspractitioners are required to undergo communicationmanagement favorably inside the organization and tohave good relationship with internal and externalstakeholders. Therefore, PR is quite importantcomponent in an organization.The objective of research is to understand howfar managerial and technical roles played by PublicRelations senior practitioners in a company or anorganization. In this matter, research concerns with therelationshipbetweenPublicRelationsseniorpractitioners with other sections or with topmanagement. Every section or department inorganization shall have good cooperation withcounterparts. © 2015 Global Journals Inc. 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