STRATEGI HUBUNGAN MEDIA DALAM MENINGKATKAN REPUTASI PERUSAHAAN

Gunawan, Henry (2017) STRATEGI HUBUNGAN MEDIA DALAM MENINGKATKAN REPUTASI PERUSAHAAN. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Program hubungan media memainkan peran kunci dalam meningkatkan reputasi perusahaan, termasuk di PT. Kereta Api Indonesia (PT. KAI) yang menempatkan humas sebagai bagian penting dari organisasi. Penelitian ini bertujuan untuk melihat bagaimana strategi hubungan media pada PT. KAI dalam menjalankan aspek pemetaan isu di media, manajemen krisis di media, program hubungan media, klasifikasi media massa, kebijakan perusahaan dalam menjalankan hubungan media dan kualitas hubungan media. Penelitian ini menggunakan pendekatan kualitatif dengan strategi studi kasus. Metode pengumpulan data yang digunakan untuk penelitian adalah wawancara mendalam, observasi partisipan, studi dokumentasi, dan studi literatur. Informan utama dalam penelitian ini adalah Jurnalis Tribun Jawa Barat dan Jurnalis Pikiran Rakyat. Sementara informan pendukung dalam penelitian ini adalah Vice President Humas, Manajer Eksternal Humas, Asisten Manager Eksternal Humas dan Junior Manager Operation Control. Hasil penelitian menunjukan bahwa humas PT. KAI telah menjalankan program hubungan media dengan baik, namun dalam pelaksaannya masih belum optimal. Hal tersebut karena jurnalis sebagai target program merasa kurang puas dengan sikap humas. Humas Pusat PT. KAI periode ini dinilai kurang proaktif, lambat dalam merespon isu dan cenderung melimpahkan tanggungjawab kepada Humas Daerah. Kualitas program hubungan media humas tergantung pada pimpinannya, karena pemimpin cenderung merubah, menghapus atau membuat kebijakan baru. Berbeda pemimpin maka kualitasnya pun akan berbeda.;--- Media relations program plays a key part in increasing the reputation of a company, also including PT. Kereta Api Indonesia (PT. KAI) which places public relations as an important part of its organization. This research aims to observe the strategy of media relations in PT. KAI on running the mapping aspect of the issue in the media, media relations program, mass media classification, the company’s policy on media relations and the quality of media relations. Data collection methods used for the research are in-depth interview, participant observation, documentation study, and literature study. Main informants of this research are the journalists from Tribun Jawa Barat and the journalists from Pikiran Rakyat. While the additional informants in this research are The Vice President of Public Relations, External Manager of Public Relations, Assistant of External Manager of Public Relations, and Junior Manager Operation Control. The result of the research indicates that the PR from PT. KAI has been running the media relations program quite well, however, the implementation of it is still less than optimal. That is because the journalist, as the target of the program, has not feeling satisfied by the PR’s attitude. PR of PT. KAI from this period is seen as less proactive, late in responding to issues, and tends to delegate responsibilities to PR from the region. The quality of media relations program depends on its leader, because the leader tends to change, remove, or create new policy. Different leader will then produce different quality.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No.panggil : S IKOM GUN s-2017; Pembimbing : i.Suwatno, II. Tito Edy Priandono.
Uncontrolled Keywords: Humas, Jurnalis, Strategi, Program Hubungan Media, Reputasi, Public Relations, Journalist, Strategy, Media Relations. Program, Reputation..
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Mr mhsinf 2017
Date Deposited: 22 Jan 2018 01:48
Last Modified: 22 Jan 2018 01:48
URI: http://repository.upi.edu/id/eprint/28566

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