Client’s Trust to Public Relation Consultants

• Main Author: Tito Edy Priandono
• Format: Article
• Language: Indonesian
• Published: Balai Pengkajian dan Pengembangan Komunikasi dan Informatika (BPPKI) 2014-07-01
• Series: Jurnal Penelitian Komunikasi
• Online Access: http://bppkibandung.id/index.php/jpk/article/view/2

The aim of this research is understand the process of building the trust based on  client experience. Business relationship was related to the risk of profit or loss, so the decision of going the trust to the business partners is driven by a rational considerations. The conceptual framework that had been used are primary factors of trust consist of reputation, performance, and appearance while the secondary factors of trust consist of accountability, pre commitment, and communication atmosphere. The research used qualitative approach using rational choice theory.  The respondent of this research is public relations consultant whose client include both corporate profit organization and  non profit institutions  of national and international organization background. The result of this research showed that the reputation is the most significant of primary aspect in the formation process of client’s  trust to the consultant on pre relations stage. While  the secondary pre commitment as secondary factors. On relationship stage, the performance consultant is primary factor that determined the client trust of consultant rather than other aspects such as appearances, the situations of communication and accountabilities.