PENGELOLAAN PROGRAM DIGITAL PUBLIC RELATIONS PT PLN (PERSERO) UNIT INDUK DISTRIBUSI BANTEN DALAM MENINGKATKAN KUALITAS PELAYANAN PELANGGAN

SAFLI, DHEA VANI (2021) PENGELOLAAN PROGRAM DIGITAL PUBLIC RELATIONS PT PLN (PERSERO) UNIT INDUK DISTRIBUSI BANTEN DALAM MENINGKATKAN KUALITAS PELAYANAN PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Digital public relations is a new concept used in corporate reputation management. The importance of disseminating digital information is felt by every company so that awareness arises to meet the information needs of the media. PT PLN (Persero) UID Banten as one of the PLN units in charge of 6 (six) Customer Service Implementation Units (UP3) which manages social media. The openness of communication space through 6 (six) UP3 social media accounts with different regional characteristics and customers becomes homework for public relations at PLN UID Banten. It is necessary to apply standards for digital public relations activities in every UP3 aimed at creating uniformity in order to build trust, loyalty and personal closeness between the company and its customers. For this reason, this study was made with the aim of knowing the management of the digital public relations program of PT PLN (Persero) Banten Distribution Parent Unit in improving the quality of customer service. A number of concepts and theories that become references in this research include: the concept of Digital public relations, the theory of new media, the concept of social media, the theory of customer relations and the concept of public relations strategy. In this study, researchers used qualitative methods with data collection techniques using interviews with 4 (four) sources, direct observation, and literature studies from various related sources. The results of the study indicate that PT PLN (Persero) UID Banten implements a public relations strategy in accordance with the concepts proposed by Cutlip and Center (2004) which include Defining the Problem (Define PR Problem), Planning and Program (Planning and Program), Action and communication (Action and Communication) and Program Evaluation (Evaluating the program). The management of digital public relations activities of PT PLN (Persero) UID Banten refers to the General Manager Circular No. 0001.E/GM/2021 regarding PT PLN (Persero) Social Media Management. From the Digital public relations activities carried out by PT PLN (Persero) UID Banten currently pursing its efforts to meet expectations of building engagement and dialogue space, crisis mitigation and control as well as Campaign and Education. Keyword : Digital Public relations, Social Media, Customers Digital public relations merupakan konsep baru yang digunakan dalam manajemen reputasi perusahaan. Pentingnya penyebaran informasi Digital begitu dirasakan setiap perusahaan sehingga muncul kesadaran untuk memenuhi kebutuhan informasi pada media tersebut. PT PLN (Pesero) UID Banten sebagai salah satu unit PLN yang membawahi 6 (enam) Unit Pelaksana Pelayanan Pelanggan (UP3) yang mengelola media sosial. Keterbukaan ruang komunikasi memalui 6 (enam) akun media sosial UP3 dengan karakteristik daerah dan pelanggan yang berbeda-beda menjadi pekerjaan rumah bagi public relations PLN UID Banten. Perlu diterapkannya standar aktifitas Digital public relations pada setiap UP3 bertujuan untuk menciptakan keseragaman guna terbentuknya kepercayaan, loyalitas dan kedekatan personal antara perusahaan dengan pelanggan. Untuk itu penelitian ini dibuat dengan tujuan untuk mengetahui pengelolaan program digital public relations PT PLN (Persero) Unit Induk Distribusi Banten dalam meningkatkan kualitas pelayanan pelanggan Sejumlah konsep dan teori yang menjadi refrensi dalam penelitian ini diantaranya: konsep Digital public relations, teori new media, konsep media sosial, teori customer relations dan konsep strategi public relation. Pada penelitian ini peneliti menggunakan metode kualitatif dengan teknik pengumpulan data menggunakan wawancara dengan 4 (empat) narasumber, observasi langsung, dan studi pustaka dari berbagai sumber terkait. Hasil penelitian menujukan bahwa PT PLN (Persero) UID Banten melaksanakan strategi public relation sesuai dengan konsep yang dikemukakan oleh Cutlip dan Center (2004) yang diantaranya Mendefinisikan Masalah (Define PR Problem), Perencanaan dan Program (Planning and Program), Aksi dan komunikasi (Action and Communication) dan Evaluasi Program (Evaluating the program). Pengelolaan aktifitas Digital public relations PT PLN (Persero) UID Banten mengacu pada Surat Edaran General Manager No. 0001.E/GM/2021 perihal Pengelolaan Media Sosial PT PLN (Persero). Dari aktivitas Digital public relations yang dilakukan oleh PT PLN (Persero) UID Banten saat ini mengerucutkan usahanya memenuhi ekspektasi membangun engagement dan ruang dialog, mitigasi dan pengendalian krisis dan juga sebagai Kampanye dan Edukasi. Keyword : Digital Public relations, Media Sosial, Pelanggan

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