Peran dan Fungsi Public Relation dalam Meningkatkan Kinerja Karyawan pada Badan Perizinan Kantor PUD Pasar Kota Medan

Abstract

This research is based on the importance of internal communication in supporting the improvement of employee performance, particularly in regional government owned institutions such of the Medan City Market Public Company. Public Relations (PR) not only plays a role in building a positive external image, but also has a strategic function in establishing effective communication between management and employees. This study aims to determine the extent to which the role and function of PR contribute to enhancing employee performance at the Business and Licensing Division of the Medan City Market Public Company. The research employed a descriptive method with a qualitative approach, using techniques such as observation, in-depth interviews, and questionnaires distributed to 20 employees as respondents. The results show that the role and function of Public relations have not been optimally utilized, especially in delivering information, fostering work motivation, and bridging the relationship between management and staff. The lack of internal communication programs and feedback channels is identified as a major obstacle. The conclusion of this study emphasizes the need to optimize the function of Public Relations to create a more open, communicative, and productive work environment, which ultimately has a positive impact on improving employee performance.