STRATEGI MEDIA RELATIONS PT. PLN (PERSERO) PUSAT DALAM MEMPERTAHANKAN CITRA POSITIF PERUSAHAAN

ALDA HAPSARI WIBOWO, . (2024) STRATEGI MEDIA RELATIONS PT. PLN (PERSERO) PUSAT DALAM MEMPERTAHANKAN CITRA POSITIF PERUSAHAAN. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Citra positif penting bagi PLN membangun kepercayaan dan dukungan publik dalam menunjang keberlangsungan perusahaan. Namun dalam era perkembangan digital, berita negatif tentang perusahaan dapat mudah beredar di media massa karena berbagai faktor seperti keputusan perusahaan, peristiwa industri, ataupun respons terhadap masalah yang timbul. Hal ini tentu akan berpotensi pada penurunan citra perusahaan yang selama ini telah dibentuk. Media massa melalui kemampuan publikasinya dapat mengubah persepsi publik dan berpengaruh besar pada citra perusahaan. Untuk itu PLN memaksimalkan peran media menggunakan strategi media relations dalam upaya mempertahankan citra positif perusahaan dengan memberikan infomasi yang faktual, mempublikasi narasi positif tentang perusahaan dan meluruskan isu negatif yang beredar di masyarakat. Dalam menjalankan strategi media relations, PLN mempunyai kriteria media massa, terutama yang memiliki reputasi yang baik, mempunyai jangkauan luas, serta memiliki kemampuan mengedukasi dengan baik. Strategi media relations PLN dilakukan dengan bentuk kegiatan media relations dan prinsip- prinsip umum media relations. Pada bentuk kegiatan media relations, PLN menjalin hubungan formal mencakup kerjasama profesional seperti kebutuhan informasi dan publikasi, sedangkan hubungan informal bertujuan membangun kedekatan emosional. Bentuk kegiatan media relations PLN dapat dikategorikan berdasarkan teori Yosal Iriantara yakni kegiatan yang bersifat pengelolaan relasi, pengembangan strategi, dan pengembangan jaringan. Pengelolaan relasi; media visit, olahraga bersama, bertukar hadiah, dan coffee gathering. Pengembangan strategi; konferensi pers, press briefing, press release, dan wawancara pers. Pengembangan jaringan; press tour, special event, dan press luncheon. Dalam hal ini kegiatan konferensi pers, press briefing, siaran pers, dan PLN Journalist Award, dianggap menunjukan dukungan yang lebih signifikan dalam mempertahankan citra positif perusahaan. PLN menerapkan prinsip-prinsip umum media relations sesuai teori Frank Jefkins yakni; by serving the media, by establishing a repitation for reliability, by supplying good copy, by cooperations in providing material, by providing verifications facilities, by building personal relationship with the media. Melalui prinsip ini PLN dapat mengoptimalkan peran media dalam menyampaikan pesan dan menampilkan citra yang diinginkan. Penerapan strategi media relations telah membawa berbagai manfaat bagi citra PLN yakni; mencapai publikasi perusahaan yang optimal, membuat pemberitaan berimbang, membentuk persepsi positif, serta menunjang keberlangsungan dan pertumbuhan perusahan. Kata Kunci : Media Relations, Citra, PLN ************* ABSTRACT A positive image is important for PLN to build public trust and support in supporting the company's sustainability. However, in the era of digital development, negative news about companies can easily circulate in the mass media due to various factors such as company decisions, industry events, or responses to problems that may arise. This will certainly have the potential to reduce the company image that has been established so far. Mass media through its publication capabilities can change public perception and have a major influence on the company's image. For this reason, PLN maximizes the role of the media using a media relations strategy in an effort to maintain a positive image of the company by providing factual information, publishing positive narratives about the company and straightening out negative issues circulating in society. In carrying out a media relations strategy, PLN has mass media criteria, especially those that have a good reputation, have a wide reach, and have good educational capabilities. PLN's media relations strategy is carried out in the form of media relations activities and general media relations principles. In the form of media relations activities, PLN establishes formal relationships including professional collaboration such as information and publication needs, while informal relationships aim to build emotional closeness. The forms of PLN's media relations activities can be categorized based on Yosal Iriantara's theory, namely activities that are relationship management, strategy development and network development. Relationship management; media visits, joint sports, exchanging gifts, and coffee gatherings. Strategy development; press conferences, press briefings, press releases, and press interviews. Network development; press tours, special events, and press luncheons. In this case, press conferences, press briefings, press releases and the PLN Journalist Award are considered to show more significant support in maintaining the company's positive image. PLN applies general media relations principles according to Frank Jefkins' theory, namely; by serving the media, by establishing a reputation for reliability, by supplying good copy, by cooperations in providing material, by providing verifications facilities, by building personal relationships with the media. Through this principle, PLN can optimize the role of the media in conveying messages and displaying the desired image. The implementation of a media relations strategy has brought various benefits to PLN's image, namely; achieving optimal company publications, creating balanced reporting, forming positive perceptions, and supporting the sustainability and growth of the company. Keywords: Media Relations, Image, PLN

Item Type:	Thesis (Diploma)
Additional Information:	1). Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D III Hubungan Masyarakat
Depositing User:	Users 22285 not found.
Date Deposited:	03 Jun 2024 23:11
Last Modified:	03 Jun 2024 23:11
URI:	http://repository.unj.ac.id/id/eprint/45352

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