STRATEGI KOMUNIKASI MEMBANGUN REPUTASI ORGANISASI PASCA KRISIS DUALISME KEPEMIMPINAN (Studi Kasus Pada Persatuan Sepakbola Seluruh Indonesia

WALUYANTI, SEPTI HERLIANA DWI (2015) STRATEGI KOMUNIKASI MEMBANGUN REPUTASI ORGANISASI PASCA KRISIS DUALISME KEPEMIMPINAN (Studi Kasus Pada Persatuan Sepakbola Seluruh Indonesia. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This thesis discusses the communication strategy on the PSSI as the parent organization of Indonesian football, in building the reputation of the organization after the crisis of leadership in the organization PSSI dualism. This study was conducted to obtain information on how the internal and external of communication strategy performed PSSI in building a positive reputation after the crisis, especially during the PSSI's reputation that is always viewed negatively. Data collection techniques were done by in-depth interviews with informants from the party of PSSI, footballer, sports journalist and football fans and from various other supporting documents. The results of the study explained that an internal communication strategy in building the reputation of PSSI in a way: organizational reform, new slogan of PSSI, construction early age, and changes in competition. While external communication strategy to build a reputation with the PSSI in such the ways are: public communication through online media, cooperating with investors, braiding relationships with the media, and transparency of financial statements. Key words: Crisis, Communication Strategy, Reputation. Tesis ini membahas strategi komunikasi PSSI sebagai induk organisasi sepakbola Indonesia, dalam membangun reputasi organisasi setelah terjadinya krisis dualisme kepemimpinan dalam organisasi PSSI. Penelitian ini dilakukan untuk mendapatkan informasi bagaimana strategi komunikasi internal dan eksternal yang dilakukan PSSI dalam membangun reputasi positif setelah krisis tersebut, terlebih reputasi PSSI selama ini yang selalu dipandang negatif. Teknik pengumpulan data dilakukan dengan cara wawancara mendalam dengan narasumber dari pihak PSSI, pemain sepakbola, wartawan olahraga, dan penggemar sepakbola serta dari berbagai dokumen pendukung lainnya. Hasil penelitian menjelaskan bahwa strategi komunikasi internal dalam membangun reputasi PSSI dengan cara: reformasi organisasi, motto baru PSSI, pembinaan usia dini, dan perubahan kompetisi. Sedangkan strategi komunikasi eksternal PSSI dalam membangun reputasi dengan cara diantaranya: komunikasi publik melalui media online, kerjasama dengan investor, menjalin hubungan dengan media, dan transparansi laporan keuangan. Kata Kunci: Krisis, Strategi Komunikasi, Reputasi.

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