HARYONO, BADAR (2020) COMMUNITY RELATIONS PADA RADIO SWASTA NON-PROFIT (Studi Kasus : Radio Silaturahim AM 720 Kalimanggis - Cibubur). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This research focuses on community relations on non-profit private radio, namely on Silaturahim Radio. In general, a private radio relies on commercial activities such as advertising or promotion for the coffers of its income, where private radio is intended for commercial activities. In contrast to Rasil, a private non-profit radio based on community donations. Then what is the application of community relations so that it becomes an effort in gaining support for the survival of the results, while normatively community relations activities are only a corporate social responsibility which in this case is usually carried out PR and the benefits are greater for the community than the organization or company. Based on the background that has been explained, the problem identification in this research is how the results of managing community relations as an effort to get support for their survival, then what is the process of community participation and what results are obtained. This research method is a case study with a qualitative approach, and descriptive research type. The results of the study stated that in contrast to research in general where normatively community relations activities are usually only seen as one of the public relations tools to carry out corporate social responsibility that ends in the image of the company, but the community relations that is done is the main effort of the results in finding support from community for its survival, through the main message of preachers and then communicated through community relations activities on the program on air and various forms of off air activities which in turn the community participates which generates material and immaterial support to the results. Keywords: Corporate Communication, Community Relations, Participation Penelitian ini berfokus mengenai community relations pada radio swasta non- profit yaitu pada Radio Silaturahim. Pada umumnya sebuah radio swasta mengandalkan kegiatan komersil seperti iklan ataupun promosi untuk pundi-pundi penghasilannya, dimana radio swasta memang diperuntukan untuk kegiatan komersil. Berbeda dengan rasil, sebuah radio swasta non-profit yang hidupnya mengandalkan donasi dari komunitas. Lalu seperti apa penerapan community relations sehingga menjadi upaya dalam memperoleh dukungan untuk keberlangsungan hidup rasil, sedangkan secara normatif kegiatan community relations adalah hanya sebagai tanggung jawab sosial perusahaan saja yang dalam hal ini biasanya dijalankan PR dan manfaatnya lebih besar dirasakan komunitas daripada organisasi atau perusahaan. Berdasarkan latar belakang yang telah dijelaskan maka identifikasi masalah dalam penelitian ini adalah bagaimana rasil mengelola community relations sebagai upaya memperoleh dukungan untuk keberlangsungan hidupnya, lalu bagaimana proses partisipasi komunitas dan hasil apa yang diperoleh. Metode penelitian ini adalah studi kasus dengan pendekatan kualitatif, dan tipe penelitian deskriptif. Hasil penelitian menyatakan bahwa berbeda dengan penelitian pada umumnya dimana secara normatif kegiatan community relations biasanya hanya dipandang sebagai salah satu alat PR untuk menjalankan tanggung jawab sosial perusahaan yang berujung citra kepada perusahaan, namun community relations yang rasil lakukan ini menjadi upaya utama rasil dalam mencari dukungan dari komunitas untuk keberlangsungan hidupnya, melalui pesan utama pejuang dakwah lalu dikomunikasikan melalui kegiatan community relations pada program on air dan berbagai bentuk kegiatan off air yang pada akhirnya komunitas berartisipasi yang menghasilkan dukungan baik material maupun imaterial kepada rasil. Kata kunci : Korporasi Komunikasi, Community Relations, Partisipasi
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-20-013 |
| Call Number: | T-52-CMC-20-003 |
| NIM/NIDN Creators: | 55217110074 |
| Uncontrolled Keywords: | Keywords: Corporate Communication, Community Relations, Participation, Korporasi Komunikasi, Community Relations, Partisipasi, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 23 Feb 2022 07:11 |
| Last Modified: | 27 Jun 2022 03:52 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56671 |
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