MEDIA RELATIONS CORPORATE SECRETARY PT.MANDIRI TUNAS FINANCE DALAM PENANGANAN KRISIS MISKOMUNIKASI DENGAN MEDIA SINDONEWS.COM (Studi deskriptif pada rapor PEL Q1 Januari-Maret 2025)

RAFICKO BELLMIVIANO PANJI, . (2026) MEDIA RELATIONS CORPORATE SECRETARY PT.MANDIRI TUNAS FINANCE DALAM PENANGANAN KRISIS MISKOMUNIKASI DENGAN MEDIA SINDONEWS.COM (Studi deskriptif pada rapor PEL Q1 Januari-Maret 2025). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (2MB)
	Text BAB 1.pdf Download (793kB)
	Text BAB 2.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (377kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (177kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (153kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini membahas peran media relations yang dijalankan oleh Corporate Secretary PT Mandiri Tunas Finance (MTF) dalam menangani krisis miskomunikasi dengan media Sindonews.com akibat pemberitaan negatif berjudul “Oknum Brimob Diduga Aniaya Karyawan Leasing di Kendari, Polda Sultra Lakukan Penyelidikan” pada 16 Maret 2025. Pemberitaan tersebut menimbulkan krisis reputasi karena adanya kesalahan informasi terkait status korban yang diklaim sebagai karyawan MTF, padahal merupakan tenaga eksternal pihak ketiga. Kondisi ini berdampak pada penurunan Publicity Effectiveness Level (PEL) MTF menjadi 64,17% (rapor merah) pada periode Q1 2025. Penelitian ini bertujuan untuk mengkaji bagaimana penerapan media relations oleh Corporate Secretary MTF dalam membangun, memelihara, serta memulihkan hubungan dengan media guna mengendalikan arus informasi dan mencegah eskalasi krisis reputasi. Landasan teoritis penelitian ini menggunakan Teori Agenda Setting yang menjelaskan peran media dalam membentuk prioritas isu publik, serta konsep media relations yang bersifat proaktif dan reaktif dalam konteks komunikasi krisis. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif deskriptif. Teknik pengumpulan data meliputi wawancara mendalam dengan empat informan dan satu informan kunci dari pihak MTF dan Sindonews.com, observasi partisipatif, serta dokumentasi. Analisis data dilakukan melalui proses open coding, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan validasi triangulator eksternal dari Bening Digital. Hasil penelitian menunjukkan bahwa Corporate Secretary MTF menerapkan strategi media relations yang mengombinasikan pendekatan proaktif, seperti media gathering, distribusi siaran pers, dan pemanfaatan media digital, serta pendekatan reaktif melalui klarifikasi cepat menggunakan holding statement dan message map. Strategi tersebut didukung oleh SOP komunikasi krisis dan kolaborasi lintas divisi, sehingga mampu memperbaiki narasi pemberitaan dan memulihkan reputasi perusahaan. Hal ini tercermin dari peningkatan PEL menjadi rapor hijau pada periode Q2 2025. Penelitian ini menyimpulkan bahwa media relations tidak hanya berfungsi sebagai sarana publikasi, tetapi merupakan instrumen strategis dalam pengendalian narasi publik, pencegahan eskalasi krisis, dan pemeliharaan kepercayaan stakeholder. Implementasi media relations yang cepat, transparan, dan terstruktur terbukti efektif dalam menangani krisis miskomunikasi serta menjaga stabilitas reputasi perusahaan di era keterbukaan informasi. ***** This study examines the role of media relations implemented by the Corporate Secretary of PT Mandiri Tunas Finance (MTF) in handling a miscommunication crisis with the media outlet Sindonews.com following negative news coverage entitled “A Brimob Officer Allegedly Assaulted a Leasing Employee in Kendari, South Sulawesi Police Conduct an Investigation” published on March 16, 2025. The news triggered a reputational crisis due to inaccurate information regarding the victim’s employment status, who was reported as an MTF employee but was in fact a third-party external worker. This miscommunication resulted in a decline in MTF’s Publicity Effectiveness Level (PEL) to 64.17% (red status) during the first quarter of 2025. The purpose of this research is to analyze how media relations practices conducted by the Corporate Secretary of MTF function to build, maintain, and restore relationships with the media in order to manage information flow and prevent the escalation of reputational crises. The theoretical framework of this study is grounded in Agenda Setting Theory, which explains the media’s role in shaping public issue salience, as well as the concept of proactive and reactive media relations within the context of crisis communication. This research adopts a constructivist paradigm with a descriptive qualitative approach. Data were collected through in-depth interviews with four informants and one key informant from PT Mandiri Tunas Finance and Sindonews.com, participatory observation, and documentation. Data analysis was conducted using open coding techniques, while data validity was ensured through source triangulation and external validation by a triangulator from Bening Digital. The findings indicate that the Corporate Secretary of MTF implemented an integrated media relations strategy combining proactive approaches such as media gatherings, press releases, and digital media utilization—with reactive measures, including rapid clarification through holding statements and message mapping. These strategies were supported by crisis communication standard operating procedures (SOPs) and cross-divisional collaboration, enabling the organization to correct media narratives and restore its corporate reputation. This recovery was reflected in the improvement of MTF’s PEL to green status in the second quarter of 2025. This study concludes that media relations function not merely as a publicity tool but as a strategic instrument for controlling public narratives, preventing crisis escalation, and maintaining stakeholder trust. The implementation of timely, transparent, and structured media relations practices proved effective in managing miscommunication crises and safeguarding corporate reputation in an era of information transparency. Keywords: Media Relations, Crisis, Miscommunication, Corporate Reputation.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Dr. Marisa Puspita Sary, M.Si 2.) Dr. Elisabeth Nugrahaeni P.,M.Si
Subjects:	Karya Umum > Jurnalisme, Media Berita, Penerbitan Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Raficko Bellmiviano Panji .
Date Deposited:	06 Mar 2026 06:10
Last Modified:	06 Mar 2026 06:10
URI:	http://repository.unj.ac.id/id/eprint/65975

Actions (login required)

View Item