FADILLAH, KAUTSAR (2018) STRATEGI KEGIATAN COMMUNITY RELATIONS HUMAS PT BANK RAKYAT INDONESIA (PERSERO), TBK DALAM MEMBENTUK CITRA PERUSAHAAN. S1 thesis, Universitas Mercu Buana.
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Abstract
A Community relationship can sustain and improve organization image to be better in order to gain long term reputation. The right strategy and the implementation of community relations activity could gain various benefit for the company. And of course that the community relationship won’t be affected by once, it must be sustainable and systematic. The purpose of this research is to know many kind of community relations in BRI, what kind of strategy they used, and also what is the main reason to urge community relations should be done. This research is using case study for the methodolgy and personal deep interview for the data collection with the 4 Key informan as public relations and CSR officer of PT Bank Rakyat Indonesia (Persero), Tbk This research has shown that to make a succesfull community relationship, there are four steps to do. First, start with the find out what the main chain problem of the community needs, it can also touch the basic life problem. Like an education, it can linked to anywhere in social life. That’s the one of the main problem in life, then make the problem that could solve those problems. BRI using “BRI Mencerdaskan Bangsa” as the problem solver. Eventhough this program has just launched last year, but it’s the start of social concern. Then continue with the program, implement the program, after that do the evaluation. If it is positive response, it supposed to be a regular program. Also BRI have so many community programs that supervised under BRI Peduli. And BRI has complied to the government’s law for the CSR, beside the reciprocal relationship between BRI and the communit. This study concludes that the community relationship based on four steps that makes succesfuly in social life, there are find out the main problem/fact finding, make the program, execution the program, and evaluate the program. The community will be appreciate because of the program, and they would be thank of the good will, then the company will get good acceptance, and good image by the people. Sebuah kegiatan community relations atau hubungan dengan komunitas dapat menopang dan meningkatkan image perusahaan menjadi lebih baik dalam jangka panjang. Adanya strategi dan implementasi yang benar dari kegiatan community relations bahkan akan mendapatkan berbagai macam manfaat yang salah satunya ialah reputasi perusahaan menjadi lebih baik. Efek dari jangka panjang tersebut tentunya akan terasa jika melakukan kegiatan sosial tersebut dilakukan secara berkelanjutan dan sistematis. Penelitian ini dilakukan untuk mengetahui tentang berbagai macam kegiatan community relations atau hubungan dengan komunitas, mengetahui bentuk strategi apa yang dilakukan, serta motif diberlakukannya kegiatan community relations. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma post positivism. Metode yang digunakan adalah studi kasus dengan melakukan teknik pengumpulan data menggunakan skema wawancara dan observasi non partisipan. Hasil penelitian ini membahas mengenai bentuk-bentuk kegiatan dengan masyarakat (community relations) yang dilakukan oleh BRI, langkah-langkah dalam melakukan kegiatan community relations, serta alasan BRI mewajibkan kegiatan community relations di lingkungan sekitar. Penelitian ini menyimpulkan bahwa kegiatan community relations yang dilakukan oleh BRI berdasarkan pada empat tahapan dasar yang diantaranya ialah, menemukan permasalahan utama dengan pencarian fakta fakta dilapangan, pembuatan program sesuai dengan tujuan yang dipilih, eksekusi dari program, dan adanya evaluasi terhadap program yang telah dilakukan.
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