MPLEMENTASI PROGRAM KOMUNIKASI VERSI MEDIA SOSIAL OLEH CORPORATE COMMUNICATIONS DALAM MEMBANGUN CITRA PERUSAHAAN PT HOLCIM INDONESIA TBK MELALUI MEDIA SOSIAL

MARYANTI, NOVI (2019) MPLEMENTASI PROGRAM KOMUNIKASI VERSI MEDIA SOSIAL OLEH CORPORATE COMMUNICATIONS DALAM MEMBANGUN CITRA PERUSAHAAN PT HOLCIM INDONESIA TBK MELALUI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The current business dynamics has been creating tight competitions amongst business players, and demand companies to keep on increasing performance as well as leading in their own industries furthermore. Such situation encourages business organizations to stand out among the crowds and become the customers’ and investors’ top of mind. Communications programs undertaken by a Public Relations function aim to build corporate image as one of a company’s measures in performance and business sustainability. Building a company’s corporate image requires the support from all individuals within the organization who reflect the attributes representing the corporate image itself such as; corporate values, corporate culture etc. While still using conventional channels, Public Relations is now also required to be able to take benefit of the use of social media in building a company’s corporate image, including the involvement of employees as communicators in social media platforms. The process of image building is very much influenced by the cognitive effect of communications. Image is built based on one’s knowledge and given information. While, social media is all kinds of communications technology that are measurable and easy to access, or enable individuals to influence others easily. This research used qualitative and descriptive method with in-depth interview to the Corporate Communications and employees of PT Holcim Indonesia Tbk, as well as public representatives who are involved through social media interactions with Holcim’s employees. The research revealed that Corporate Communications should have gone through processes of fact finding, planning & programming, actuating and evaluating the program, in order to accomplish the defined targets or objectives including in the very fast and dynamic social media platforms. In order to ensure a corporate image is well built in others’ minds, communications programs must consider proper timing and consistency on the addressed key messages. Keywords: Corporate Communications, Corporate Image, Social Media Perkembangan dinamika usaha memicu persaingan ketat diantara pelaku usaha, dan menuntut perusahaan untuk meningkatkan kinerja perusahaan dan menjadi pemimpin di industri masing-masing. Hal ini mendorong perusahaan untuk melakukan segala cara agar menonjol didalam persaingan dan menjadi pilihan para pelanggan maupun investor. Program komunikasi yang dijalankan oleh fungsi humas bertujuan membangun citra perusahaan sebagai salah satu tolok ukur kinerja dan pendukung kelangsungan usaha. Membangun citra perusahaan harus didukung oleh segenap individu didalam organisasi yang merefleksikan atribut-atribut yang membentuk citra perusahaan seperti nilai-nilai, budaya kerja, dan lain-lain. Selain menggunakan media konvensional, kini humas didorong untuk memanfaatkan media sosial dalam membangun citra perusahaan, termasuk melibatkan karyawan sebagai komunikator di media sosial. Proses pembentukan citra sangat dipengaruhi oleh efek kognitif dari komunikasi. Citra terbentuk berdasarkan pengetahuan dan informasi-informasi yang diterima seseorang. Sedangkan media sosial adalah segala bentuk teknologi komunikasi yang dapat diukur, dan mudah untuk diakses atau teknologi yang memungkinkan setiap individu untuk mempengaruhi kelompok ataupun individu lain dengan mudah. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik wawancara mendalam kepada Corporate Communications dan karyawan PTHolcim Indonesia Tbk, serta perwakilan publik yang berinteraksi dengan karyawan di media sosial. Hasil penelitian menunjukkan bahwa Corporate Communications harus melakukan tahap-tahap fact finding, planning & programming, actuating dan evaluating the program untuk mencapai target atau tujuan program, termasuk di media sosial yang sangat dinamis dan cepat. Agar citra perusahaan yang diinginkan terbangun dalam benak publik, program komunikasi harus mempertimbangkan waktu implementasi yang cukup dan konsistensi pada pesanpesan yang disampaikan. Kata kunci: Corporate Communications, Citra Perusahaan, Media Sosial

Item Type: Thesis (S1)
Call Number: SK/42/18/185
NIM: 44216120155
Uncontrolled Keywords: Corporate Communications, Citra Perusahaan, Media Sosial
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.2 Programming for Specific Computers, for Specific Operating Systems, for Specific User Interface/Pemrograman untuk Tipe Komputer, Sistem Operasi dan Tampilan Antar Muka Pengguna Tertentu > 005.26 Programming for Digital Microcomputers/Pemrograman untuk Digital Micro Komputer > 005.269 Programming for Specific User Interfaces/Pemrograman untuk Tampilan Antarmuka Pengguna
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.368 Programs For Specific Operating Systems and For Specific User Interfaces/Program untuk Sistem Operasi Tertentu dan Antarmuka Pengguna Khusus > 005.3682 Programs For Specific Operating Systems/Program untuk Sistem Operasi Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.368 Programs For Specific Operating Systems and For Specific User Interfaces/Program untuk Sistem Operasi Tertentu dan Antarmuka Pengguna Khusus > 005.3684 Programs For Specific User Interfaces/Program untuk Tampilan Antarmuka Pengguna Khusus
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.369 Specific Programs/Program Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.38 Programs for Specific Operating Systems and For Specific User Interfaces/Program untuk Sistem Operasi Tertentu dan Antarmuka Pengguna Khusus > 005.382 Programs for Specific Operating Systems/Program untuk Sistem Operasi Tertentu
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 24 May 2019 04:03
Last Modified: 24 May 2019 04:03
URI: http://repository.mercubuana.ac.id/id/eprint/47759

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