STRATEGI MANAJEMEN KRISIS PUBLIC RELATIONS DALAM MENGHADAPI DAMPAK PANDEMI COVID-19 Studi Kasus pada Hotel Grand Mercure Jakarta Kemayoran Tahun 2020

TAMBUNAN, CINDY LOVITA (2020) STRATEGI MANAJEMEN KRISIS PUBLIC RELATIONS DALAM MENGHADAPI DAMPAK PANDEMI COVID-19 Studi Kasus pada Hotel Grand Mercure Jakarta Kemayoran Tahun 2020. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Hospitality is one of the sectors that affected by the Covid-19 Pandemic, that's why hotels need crisis management to be able to maintain their existence in the middle of the Covid-19 Pandemic crisis. This research is intended to explain the Public Relations (PR) crisis management strategy in dealing with the impact of the Covid-19 pandemic carried out by PR Hotel Grand Mercure Jakarta Kemayoran (GMJK) in maintaining the existence and image of the company in the eyes of the public, especially customers. This research uses a case study method with a qualitative descriptive type approach. Data collection techniques carried out by observation and in-depth interviews with informants. The subjects of this study were employees selected from 2 departments at GMJK Hotel, namely the Marketing Communication Department and the Sales and Marketing Department with a total of four informants. Based on the results of the research, it was found that there were various impacts of the Covid-19 pandemic crisis faced by GMJK hotel, including a decrease in occupancy related to hotel revenue, termination of employment contracts, issues of employee and guest health to the formation of a negative image. Management PR of GMJK Hotels implements an adaptive strategy for crisis management, such as implementing the "New Normal Concept" SOP, providing education to employees through ALL SAFE training, collaborating with well-known platforms and re-branding hotels through social media for image restoration. It is recommended that hotel management create more interesting social media content to educate social media users and conduct Rapid tests for employees who are tasked with avoiding the spread of the Covid-19 pandemic. Keywords: Crisis Management Strategy, Covid-19, Hotel GMJK, Public Relations. Perhotelan adalah salah satu sektor yang terkena dampak dari Pandemi Covid- 19, itu sebabnya hotel membutuhkan manajemen krisis untuk dapat mempertahankan eksistensinya di tengah krisis Pandemi Covid-19. Penelitan ini ditujukan untuk menjelaskan strategi manajemen krisis Public Relations (PR) dalam menghadapi dampak pandemi Covid-19 yang dilakukan oleh PR Hotel Grand Mercure Jakarta Kemayoran (GMJK) dalam mempertahankan eksistensi dan citra perusahaan di mata public terutama pelanggan. Penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif tipe deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi dan wawancara mendalam terhadap informan. Subjek penelitian ini adalah karyawan yang dipilih dari dua departemen di Hotel GMJK, yaitu Departemen Marketing Communication dan Departemen Sales and Marketing dengan total informan sebanyak empat orang. Berdasarkan hasil penelitian diperoleh bahwa terdapat berbagai dampak dari krisis pandemi Covid-19 yang dihadapi oleh hotel GMJK, antara lainnya penurunan okupansi yang berkaitan dengan pendapatan hotel, pemutusan kontrak kerja karyawan, isu kesehatan karyawan dan tamu hingga terbentuknya citra negatif . Manajemen PR hotel GMJK menerapkan strategi adaptif untuk penanganan krisis antara lain seperti menerapkan SOP “New Normal Concept” , memberikan edukasi kepada karyawan melalui pelatihan ALL SAFE, melakukan kerjasama dengan platform ternama dan re-branding hotel melalui sosial media untuk pemulihan citra. Disarankan kepada pihak manajemen hotel untuk membuat konten media social yang lebih menarik untuk mengedukasi pengguna media sosial dan melakukan Rapid test kepada karyawan yang bertugas untuk menghindari penyebaran pandemi Covid-19. Kata Kunci : Covid-19, Hotel GMJK, Public Relations, Strategi Manajemen Krisis.

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