PERAN HUMAS PT PLN (PERSERO) UNIT INDUK PUSAT PENGATUR BEBAN JAWA MADURA DAN BALI DALAM IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY (CSR) PILAR EKONOMI

SAPUTRA, MUHAMAD AJI (2022) PERAN HUMAS PT PLN (PERSERO) UNIT INDUK PUSAT PENGATUR BEBAN JAWA MADURA DAN BALI DALAM IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY (CSR) PILAR EKONOMI. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Peran humas yaitu menjembatani komunikasi antara perusahaan dengan stakeholder dan dikatakan berhasil apabila dapat mempertahankan, meningkatkan, serta menciptakan citra perusahaan yang baik di mata stakeholder. Permasalahan yang timbul di PT PLN (Persero) UIP2B JAMALI yaitu adanya keluhan dari calon penerima bantuan terkait ketidaktahuan alur proses dan syarat yang harus dipenuhi dalam pengajuan proposal, dan menentukan kegiatn CSR yang sesuai dengan proses bisnis perusahaan. Tujuan dari penelitian ini adalah untuk mendeskripsikan Peran Humas PLN Unit Induk Pusat Pengatur Beban Jawa Madura dan Bali dalam implementasi Corporate Social Responsibility Pilar Ekonomi. Dalam penelitian ini, peneliti menggunakan teori peran humas dari Dozier & Broom, dan penelitian ini menggunakan pendekatan kualitatif metode deskriptif dengan paradigma post-positivisme. Pemilihan metode ini dikarenakan peneliti ingin melihat bagaimana peran Humas PLN UIP2B JAMALI dalam menjalankan program CSR. Dari hasil penelitian menunjukan bahwa Humas PLN UIP2B JAMALI tidak melakukan tahapan perencanaan program CSR menyeluruh, karena hal tersebut dilaksanakan oleh PLN Kantor Pusat. Namun Humas PLN UIP2B JAMALI telah menjalankan perannya dalam program CSR. Dapat disimpulkan bahwasanya Humas PLN UIP2B JAMALI walaupun secara korporasi tidak bersinggungan langsung dengan masyarakat, namun mereka tetap menerapkan program CSR sesuai perannya. Terdapat empat peran humas menurut dozier and broom, namun secara garis besar Humas PLN UIP2B JAMALI hanya melakukan dua peranan yaitu sebagai fasilitator komunikasi, dan teknisi komunikasi. Kata kunci: Peran Humas, PLN, Corporate Social Responsibility The role of public relations is to bridge communication between companies and stakeholders and is said to be successful if it can maintain, improve, and create a good corporate image in the eyes of stakeholders. The problems that arise at PT PLN (Persero) UIP2B JAMALI are complaints from prospective beneficiaries regarding ignorance of the process flow and requirements that must be met in submitting proposals, and determining CSR activities that are in accordance with the company's business processes. The purpose of this study was to describe the role of Public Relations of PLN Main Unit Load Control Center Java, Madura and Bali in the implementation Corporate Social Responsibility of the Economic Pillar of In this study, the researcher used the role theory of public relations from Dozier & Broom, and this study used a qualitative descriptive method with a post- positivism. The choice of this method is because researchers want to see how the role of Public Relations of PLN UIP2B JAMALI in carrying out CSR programs. From the results of the study, it was shown that the Public Relations of PLN UIP2B JAMALI did not carry out the planning stages of a comprehensive CSR program, because it was carried out by the PLN Head Office. However, PR PLN UIP2B JAMALI has carried out its role in the CSR program. It can be concluded that the Public Relations of PLN UIP2B JAMALI, although as a corporation they do not have direct contact with the community, they still implement CSR programs according to their roles. There are four public relations roles according to dozier and broom, but in general public relations at PLN UIP2B JAMALI only perform two roles, namely as a communication facilitator and a communication technician. Keywords: The Role of Public Relations, PLN, Corporate Social Responsibility

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