RAHMAWATI, HESTI DIAN (2018) STRATEGI KOMUNIKASI PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PT. GARUDA INDONESIA (Pasca Keterlambatan Penerbangan / delay pada 1 Desember 2017 di Bandara Soekarno-Hatta Cengkareng). S1 thesis, Universitas Mercu Buana.
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Abstract
The background of this research is the disruption of the operational system of PT.Garuda Indonesia which is not in accordance with the flight schedule. The purpose of this study is to find out and explain the communication strategies carried out by Public Relations of PT. Garuda Indonesia in maintaining the company's image after experiencing a massive delay incident on December 1 , 2017. The theory that guides this research is the Public Relations strategy related to the process of Public Relations according to Cultip. The theory includes Fact Finding Phase ,Planning and Programming Stage, Implementation and Communication Phase, and Program Evaluation Phase. The method used is a qualitative research method with acase Study approach. Qualitative methods are used with several forms of data collection such as open interview transcripts, descriptions ofobservations, and analysis of documents and other artifacts. Results of Public Relations research at PT.GarudaIndonesia implements a strategy management implementation to find out the constraints of the communication program that has been made in an effort to maintain the image of PT. Garuda Indonesia as the airline that has the best ontime performance in Indonesia after the delay incident on December 1, 2017. The Public Relations of PT.Garuda Indonesia managed to maintain a positive image ofthe company through a short-term communication program namely press conference,distribution of chocolate as a service recovery,cooperating with third parties (endorsements) and running along-term communication program that is making media gathering programs with journalists and making delay Simulations to Garuda officers and employees. Keywords: Characteristic, Communication, Strategy, Public Relations. Latar belakang penelitian ini adalah terganggunya sistem operational Penerbangan PT. Garuda Indonesia yang tidak sesuai dengan jadwal penerbangan. Tujuan penelitian ini untuk mengetahui dan memaparkan strategi komunikasi yang dilakukan oleh Public Relations PT. Garuda Indonesia dalam mempertahankan citra perusahaan setalah mengalami insiden delay massive pada 1 Desember 2017. Teori yang menjadi pedoman penelitian ini adalah strategi Public Relations terkait proses Public Relations menurut Cultip. Teori tersebut meliputi Tahap Penemuan Fakta, Tahap Perencanaan dan Pemograman, Tahap Pelaksanaan dan Komunikasi, serta Tahap Evaluasi Program. Metode yang digunakan yaitu metode penelitian kualitatif dengan pendekatan deskriptif. Metode kualitatif yang digunakan dengan beberapa bentuk pengumpulan data seperti transkrip wawancara terbuka, deskripsi observasi, serta analisis dokumen dan artefak lainnya. Hasil penelitian Public Relations PT. Garuda Indonesia menjalankan implementasi manajemen strategi untuk mengetahui kendala dari program komunikasi yang telah dibuat dalam upaya mempertahankan citra PT. Garuda Indonesia sebagai maskapai yang memiliki on time performance terbaik di Indonesia setalah insiden delay pada 1 Desember 2017. Public Relations PT. Garuda Indonesia berhasil mempertahankan citra positif perusahaan melalui program komunikasi jangka pendek yakni melakukan press conference, pembagian coklat sebagai service recovery, melakukan kerja sama dengan pihak ketiga (endorsement) serta menjalankan program komunikasi jangka panjang yakni membuat program media gathering dengan wartawan serta membuat simulasi delay kepada petugas dan karyawan Garuda. Kata Kunci : Karakteristik, Komunikasi, Strategi, Public Relations.
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