PUTRI, CRUZITA HERMAN (2020) IDENTIFIKASI PERAN DAN FUNGSI HUMAS DI PT. ASURANSI RAMAYANA (Studi Kasus pada Penambahan Divisi PR di PT. Asuransi Ramayana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Here the researcher tries to identify the role and function of public relations in an insurance company. PT. Ramayana Insurance is one of the insurance companies that initially did not have a Public Relations Divsi. So many problems that occur such as a decrease in the number of customers and the number of customers who complain to the company. That's why the company decided to add the Public Relations Division. At this time the role and function of Public Relations is urgently needed to be a means of communication and information distribution to every customer. This study aims to provide an overview of the implementation of public relations conducted by the Public Relations of PT. Ramayana Insurance. The theory used in this study is the General Principles about ideal and superior PR in an effective company. It is listed in the book by James E. Grunig, Excellent Public Relations and Effective Organizations. This study uses a qualitative method using Case Study Techniques. Data collection by conducting in-depth interviews with the Head of Public Relations and several employees of PT. Ramayana Insurance structurally by telephone Interview data are analyzed descriptively through words from observations. Based on the results of the study, the Role and Function of Public Relations carried out at PT. Ramayana Insurance, namely the Role as a Communication Technician and Communication Facilitator, while for the Functions that are carried out, namely Integrated Management function, Public Relations is a management function separate from other functions (Public Relations is a management function separate from other functions), Public Relations unit headed by a manager rather than a technician (Public Relations Unit is led by a manager and not a technician), Two way symmetrical model of public relations, Knowledge potential for managerial roles and symmetrical public relations ( Knowledge of the potential managerial and symmetrical roles of PR), Diversity embodied in all roles (Diversity contained in all roles), Organizational context for excellence (Organizational context for excellence). The expectation expressed by each resource person is that PR can further enhance its role and function in order to make the company even better. Keywords: Identification, Roles & Functions of PR, Public Relations Disini peneliti mencoba mengidentifikasi Peran dan Fungsi Humas disebuah Perusahaan Asuransi. PT. Asuransi Ramayana merupakan salah satu Perusahaan Asuransi yang pada awalnya belum mempunyai Divsi Kehumasan. Sehingga banyak sekali masalah yang terjadi seperti penurunan jumlah nasabah dan banyaknya nasabah yang complain kepada perusahaan. Itu sebabnya pihak perusahaan memutuskan untuk menambahkan Divisi Kehumasan. Saat in peran dan Fungsi Humas sangat amat dibutuhkan untuk menjadi alat komunikasi dan penyaluran informasi kepada setiap nasabah. Penelitian ini bertujuan untuk memberikan gambaran tentang pelaksanaan kehumasan yang dilakukan oleh Humas PT. Asuransi Ramayana. Teori yang digunakan dalam penelitian ini adalah Prinsip Umum tentang Humas yang ideal dan unggul dalam sebuah perusahaan yang efektif. Tertera dalam buku karangan James E. Grunig, Excellent Public Relations and Effective Organizations. Penelitian ini menggunakan metode Kualitatif dengan menggunakan Teknik Studi Kasus. Pengumpulan data dengan melakukan wawancara mendalam kepada Pimpinan Humas dan beberapa karyawan PT. Asuransi Ramayana secara struktural melalui telepon. Data hasil wawancara dianalisi secara deskriptif melalui kata – kata dari hasil pengamatan. Berdasarkan hasil penelitian maupun kesimpulan yang didapatkan yaitu Peran dan Fungsi Humas yang dijalankan di PT. Asuransi Ramayana yaitu Peran sebagai Teknisi Komunikasi dan Fasilitator Komunikasi, sedangkan untuk Fungsi yang dijalankan yaitu Integrated management function (Fungsi Manajemen Terpadu), Public Relations is a management function separate from other function (Public Relations adalah fungsi manajemen yang terpisah dari fungsi lain), Public Relations unit headed by a manager rather than a technician (Unit Humas dipimpin oleh seorang manajer dan bukan seorang teknisi), Two way symmetrical model of public Relations (Dua arah symmetrical model of public Relations), Knowledge potential for managerial role and symmetrical public relations (Pengetahuan potensi peran manajerial dan simetris PR), Diversity embodied in all roles (Keragaman yang terkandung dalam semua peran), Organizational context for excellence (Organisasi konteks untuk keunggulan). Harapan yang dikemukakan oleh setiap narasumber adalah Humas dapat lebih meningkatkan kembali peran dan fungsinya agar membuat perusahaan semakin baik lagi. Kata Kunci : Identifikasi, Peran & Fungsi PR, Kehumasan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44215120009 |
| Uncontrolled Keywords: | Identifikasi, Peran & Fungsi PR, Kehumasan |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 07 Nov 2023 03:56 |
| Last Modified: | 07 Nov 2023 03:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83961 |
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