GRANET, GREVY LUVENDRIA (2024) ANALISIS STRATEGI HUMAS PT BALAI PUSTAKA DI MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PUBLIKASI FILM “KUTUKAN PETI MATI”. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
PT Balai Pustaka sebagai salah satu BUMN yang sebelumnya hanya berfokus kepada bisnis penerbitan dan pencetakan, pada akhirnya telah bertransformasi dengan mengembangkan bisnis perusahaannya ke bidang multimedia dan industri kreatif dengan memproduksi film layar lebar perdana yang berjudul “Kutukan Peti Mati”, dan Humas menjadi salah satu fungsi manajemen yang perlu melakukan publisitas di media sosial Instagram mengenai film tersebut. Maka tujuan penelitian ini adalah untuk mengetahui strategi Humas PT Balai Pustaka dalam melakukan publikasi film kutukan peti mati di media sosial Instagram. Tinjauan pustaka dalam penelitian ini terdiri dari lima penelitian terdahulu. Kajian teoritis yang digunakan meliputi komunikasi, humas, strategi humas, publikasi, media sosial, Instagram, brand, dan brand awareness. Metode penelitian yang digunakan yaitu kualitatif deskriptif, melalui metode studi kasus. Subjek penelitian yaitu tim Humas PT Balai Pustaka yang terdiri dari tiga informan. Teknik pengumpulan menggunakan data primer melalui wawancara dan observasi, sedangkan data sekunder melalui dokumentasi. Teknis analisis data menggunakan reduksi data, penyajian data, serta kesimpulan dan verifikasi data. Teknik pemeriksaan keabsahan yag digunakan adalah dengan triangulasi sumber triangulasi teknik, dan diskusi teman sejawat. Hasil penelitian menunjukan bahwa strategi komunikasi yang dilakukan Humas Balai Pustaka sesuai dengan teori Ruslan (2002:120) yang meliputi aspek pertama yaitu identifikasi permasalahan dengan cara menggelar focus group discussion dan monitoring terhadap media massa. Kedua yaitu aspek perencanaan melalui pembentukan tim, memiliki tujuan yang jelas, dan membuat timeline pekerjaan. Ketiga, yaitu aspek aksi dan komunikasi melalui menjalin kerja sama dengan pihak eksternal, membuat konten media sosial Instagram, melakukan publikasi, dan meningkatkan interaksi dengan followers. Keempat yaitu aspek evaluasi melalui monitoring dan evaluasi kinerja. Walaupun dalam melaksanakan strategi komunikasi telah berhasil, namun tetap menemukan hambatan dalam setiap pelaksanaannya seperti hambatan teknik, semantik, dan perilaku. PT Balai Pustaka as one of the BUMNs that previously only focused on the publishing and printing business, has finally transformed by developing its company's business into the multimedia and creative industries by producing the first feature film entitled "Kutukan Peti Mati", and Public Relations is one of the management functions that needs to do publicity on Instagram social media about the film. So the purpose of this research is to find out the Public Relations strategy of PT Balai Pustaka in publicizing the curse of the coffin movie on Instagram social media. The literature review in this study consists of five previous studies. The theoretical studies used include communication, public relations, public relations strategy, publication, social media, Instagram, brand, and brand awareness. The research method used is descriptive qualitative, through the case study method. The research subject is the Public Relations team of PT Balai Pustaka, which consists of three informants. The collection technique used primary data through interviews and observations, while secondary data through documentation. Data analysis techniques use data reduction, data presentation, and data conclusions and verification. The validity check technique used is by triangulating sources triangulating techniques, and peer discussions. The results showed that the communication strategy carried out by Balai Pustaka Public Relations is in accordance with Ruslan's theory (2002: 120) which includes the first aspect, namely problem identification by holding focus group discussions and monitoring of mass media. The second is the planning aspect through team building, having clear goals, and creating a work timeline. Third, the action and communication aspects through collaborating with external parties, creating Instagram social media content, conducting publications, and increasing interaction with followers. The fourth is the evaluation aspect through monitoring and evaluating performance. Although in implementing the communication strategy has been successful, it still finds obstacles in each implementation such as technical, semantic, and behavioral barriers
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220110106 |
| Uncontrolled Keywords: | Strategi Humas, Publikasi, Media Sosial Instagram Public Relations Strategy, Publication, Instagram Social Media |
| Subjects: | 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: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 20 Jan 2024 02:55 |
| Last Modified: | 20 Jan 2024 02:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85460 |
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