KONSTRUKSI MAKNA GOOD LOOKING PADA PRAKTISI PUBLIC RELATIONS HOTEL BINTANG 4 DI PURWOKERTO

Public Relations (PR) profession practitioner is needed in hospitality industries. However, the position of public relations practitioner is often perceived by the public as not only requiring technical requirements as PR, but also non-technical requirements (Good Looking). In reality, hospitality tends to require good looking as one of the requirements to become a PR. The purpose of this research is to explore more deeply about the construct meaning of good looking in public relations practitioner in Purwokerto hotels. In addition, the researcher analyzed the obstacles encountered by the hotel industries in Purwokerto to obtain good looking public relations practitioner, as well as solutions to overcome the obstacles encountered. This study uses a qualitative descriptive research method with the theory of reality construction and symbolic interaction. The results of the study show that the meaning of good looking is perceived as a myth that develops in society, namely beautiful/handsome with white skin, tall and slim. However, there are also those who interpret good looking as more intellectual which has an impact on job performance. In addition, hotel managers in recruiting hotel public relations practitioner tend to prioritize physical appearance so that it can be said to be in the form of discrimination, dehumanization and subordination. The obstacle for hotel managers in obtaining public relations practitioner in accordance with company criteria is that hotel managers have difficulty obtaining public relations practitioner in accordance with hotel standards. Not all good looking women want to be public relations practitioner, and it is difficult to get local public relations practitioner. The solution for hotel managers in Purwokerto in obtaining public relations practitioner that meet company criteria, namely hotel managers provide understanding to prospective public relations practitioner apprentices to prepare themselves before entering the world of work formally, namely by improving their abilities or skills such as public speaking, interpersonal communication, media relations, and grooming.