STRATEGI CYBER PUBLIC RELATIONS NUSAPALA GROUP DALAM MEMBANGUN CITRA POSITIF TAHUN 2022

BHERLIANTI, SYITA AMALIA (2022) STRATEGI CYBER PUBLIC RELATIONS NUSAPALA GROUP DALAM MEMBANGUN CITRA POSITIF TAHUN 2022. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Perkembangan public relations baik secara ilmu maupun profesi juga tidak bisa terlepas dari perkembangan teknologi informasi dan komunikasi. Pengaruh teknologi komunikasi terhadap public relations dapat berbentuk sebagai media public relations ataupun bentuk baru dari kegiatan public relations yang memunculkan istilah cyber public relations, yaitu kegiatan atau kajian di bidang public relations dalam dunia cyber (dunia maya). Public relations sebagai ilmu maupun sebagai profesi merupakan suatu hal yang tidak dapat ditawar lagi untuk bersentuhan dengan teknologi komunikasi baru yang bernama internet. Latar belakang dari penelitian ini adalah untuk mengetahui dan menganalisa cara Nusapala Group dalam meningkatkan citra positif dengan menggunakan metode Ronald D. Smith, yaitu metode ROPE (Research, Objectives, Programming, Evaluation) atau formula RACE (Research, Action, Communication, Evaluation). Untuk mengetahui tujuan tersebut, maka peneliti menggunakan jenis penelitian deskriptif kualitatif. Informan pada penelitian ini sebanyak lima orang dengan menggunakan teknik pengumpulan data yang dilakukan melalui observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa Nusapala Group menyusun strategi cyber public relations dengan menggunakan metode ROPE (Research, Objectives, Programming, Evaluation) atau formula RACE (Research, Action, Communication, Evaluation). Analisa dilakukan untuk mengetahui apa saja yang dibutuhkan perusahaan. Kemudian menentukan strategi cyber public relations yang cocok untuk nantinya diterapkan. Pesan berupa edukasi dan informasi seputar pekerjaan yang telah diolah menjadi bentuk yang mudah dipahami (gambar,video, foto dan lain lain) disampaikan melalui media cyber yang kemudian stakeholder memberikan respons yang dijadikan input dalam penyusunan kebijakan perusahaan. Kemudian dilakukan evaluasi dengan memberikan feedback kepada perusahaan. Kata Kunci: Cyber Public Relations, Strategi, Citra ABSTRACT The development of public relations both scientifically and professionally cannot be separated from the development of information and communication technology. The influence of communication technology on public relations can be in the form of public relations media or a new form of public relations activity that gave rise to the term cyber public relations, namely activities or studies in the field of public relations in the cyber world (cyber world). Public relations as a science and as a profession is something that cannot be negotiated to come into contact with a new communication technology called the internet. The background of this research is to find out and analyze how Nusapala Group improves a positive image by using the Ronald D. Smith method, namely the ROPE (Research, Objectives, Programming, Evaluation) method or the RACE (Research, Action, Communication, Evaluation) formula. To find out these objectives, the researchers used a qualitative descriptive type of research. There were five informants in this study using data collection techniques that were carried out through observation, interviews and documentation. The results showed that Nusapala Group developed a cyber public relations strategy using the ROPE (Research, Objectives, Programming, Evaluation) method or the RACE (Research, Action, Communication, Evaluation) formula. The analysis is carried out to find out what the company needs. Then determine the appropriate cyber public relations strategy to be applied later. Messages in the form of education and information about work that have been processed into easyto-understand forms (images, videos, photos, etc.) are conveyed through cyber media which then stakeholders provide responses that are used as input in the preparation of company policies. Then an evaluation is carried out by providing feedback to the company. Keywords: Cyber Public Relations, Strategy, Image

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