PERAN PUBLIC RELATIONS DALAM MEMULIHKAN REPUTASI PT. JASA MEDIVEST

KRISTIANA, ANISYA RAHEL (2023) PERAN PUBLIC RELATIONS DALAM MEMULIHKAN REPUTASI PT. JASA MEDIVEST. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Peran PR sangat erat diperlukan dalam sebuah organisasi dimana seorang PR menjadi penghubung antara perusahaan dengan publik atau customer terutama ketika sebuah perusahaan yang hendak memulihkan reputasi. Dalam penelitian ini membahas tentang peran Public Relations dalam memulihkan reputasi ketika perusahaan mengalami sebuah krisis yaitu saat Kementrian Lingkungan Hidup dan Kehutanan memberikan Sanksi Administratif Penghentian Kegiatan Operasional kepada PT Jasa Medivest. Metode penelitian yang digunakan adalah dengan metode studi kasus kualitatif dengan menggunakan teknik pengumpulan data melalui observasi, data online, studi kepustakaan dan wawancara dengan Corporate Secretary, Humas & IT PT Jasa Medivest, Customer PT Jasa Medivest hingga Tata Usaha Direktorat Pengaduan Pengawasan dan Sanksi Administrasi Lingkungan Hidup dan Kehutanan yang memberikan sanksi dan mencabut sanksi tersebut. Hasil penelitian yang ditemukan bahwa Public Relations PT Jasa Medivest telah melakukan perannya dengan menjadi Fasilitator Komunikasi dengan menjadi jembatan antara customer/media dengan perusahaan. PR juga telah berperan dalam memberikan informasi kepada publik dengan membuat akun media sosial Instagram dan YouTube untuk menaikan Awarness dan Engagement publik. Selain itu PR juga kerap kali membuat program seperti memberikan training kepada tenaga kesehatan lingkungan di beberapa rumah sakit dan puskesmas, memberikan bantuan APD kepada tenaga kesehatan saat pandemi Covid-19, memberikan sosialisasi penggunaan Festronik (Manifest Elektronik) kepada beberapa klinik dan puskesmas yang mengalami kendala dalam penggunaan aplikasi dan terbaru mengadakan Customer Gathering dengan mengundang stakeholder untuk memperkuat kerja sama. Kata Kunci : Peran PR, Strategi Kehumasan, Rusaknya Reputasi, Pemulihan Reputasi Perusahaan The role of public relations (PR) is very important as a liaison between the company and the public or customers, especially when a company wants to restore its reputation. This study discusses the role of public relations (PR) in restoring the company's reputation after experiencing a crisis when the Ministry of Environment and Forestry gave PT Jasa Medivest administrative sanctions to stop the operations. The research method used a qualitative case study method with data collection techniques through observation, online data, literature studies, and interviews with Corporate Secretary, Humas & IT of PT Jasa Medivest, as well as customers of PT Jasa Medivest and Administrative Staff from the Ministry of Environment and Forestry who impose sanctions and withdraw the sanction. The results found that the Public Relations of PT Jasa Medivest had carried out its role as Communication Facilitator by connecting the company with the customers and media. Public Relations (PR) also plays a role in providing information to the public by creating Instagram and YouTube to increase public awareness and engagement. Besides that, Public Relations (PR) also often makes programs such as providing training to environmental health workers in hospitals, providing personal protective equipment (PPE) to health workers during the Covid- 19 pandemic, then also providing socialization about Festronic (Electronic Manifest) to several clinics that experience problems in using the application and most recently Public Relations created Customer Gathering event by inviting stakeholders to strengthen cooperation. Keywords: Public Relation’s Role, Public

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