STRATEGI MEDIA RELATIONS BUMN DALAM MEMPERTAHANKAN REPUTASI PERUSAHAAN

Haryanto, Arif (2020) STRATEGI MEDIA RELATIONS BUMN DALAM MEMPERTAHANKAN REPUTASI PERUSAHAAN. S2 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Infrastructure development is one of the priority policies of Joko Widodo during his first period of Presidency, 2014-2019. One of the infrastructures that is to be realized is the Yogyakarta International Airport in Kulon Progo Regency, Special Region of Yogyakarta. PT Angkasa Pura I (Persero) as the project initiator has prepared a budget of IDR 11.2 trillion to complete this National Strategic Project (PSN) in the New Airport Development category. Although the groundbreaking was carried out on January 27, 2017, until the end of 2017 construction work could not be carried out because there was still resistance from some residents who did not want to be relocated from the airport project area. The rejecting residents who were supported by several Non-Governmental Organizations (NGOs) and students resisted and several times caused clashes with security forces. The emergence of news about the incident in the mass media gave a bad impression of the airport development plan. The intensity of negative sentiment news in the mass media increased quite sharply. This attracted the attention of the wider public to the airport development process in Kulon Progo and gave rise to solidarity actions and subsequent demonstrations, both in Yogyakarta and other big cities in Indonesia. PT Angkasa Pura I (Persero) is required to overcome the potential decline in the company's reputation due to news that appears in the mass media regarding this land acquisition. The Corporate Communication Department of PT Angkasa Pura I (Persero), which is the spearhead of the company's communication, carries out a media relations strategy to help prevent potential conflicts from being suppressed and not leading to a crisis phase. This study analyzes the media relations strategy carried out by PT Angkasa Pura I (Persero) in building good relationships with the media, so that it can increase positive publicity in the mass media and maintain the company's reputation, which in the end will also gain public support for the construction of this airport. This study uses Frank Jefkins' media relations strategy as its starting point, namely: by servicing the media, by establishing a reputation for reliability, by supplying good copy, by cooperations in providing material, by providing verification facilities, and by building personal relationships with the media. Based on the results of the study, the media relations strategy carried out by PT Angkasa Pura I (Persero) went well. Positive publicity and sentiment emerged in the public space so that the public supported the company's intentions and objectives. The negative news situation that was previously quite busy in the mass media can be overcome so that the company's reputation is maintained. Pembangunan infrastruktur merupakan salah satu kebijakan prioritas Pemerintahan Presiden Joko Widodo 2014-2019. Salah satu infrastruktur yang ingin diwujudkan adalah Bandara Internasional Yogyakarta di Kabupaten Kulon Progo, Provinsi Daerah Istimewa Yogyakarta. PT Angkasa Pura I (Persero) selaku pemrakarsa proyek menyiapkan anggaran sebesar Rp11,2 triliun untuk menuntaskan Proyek Strategis Nasional (PSN) kategori Pembangunan Bandara Baru ini. Meskipun telah dilakukan groundbreaking pada 27 Januari 2017, namun hingga akhir tahun 2017 pekerjaan konstruksi belum bisa dilakukan karena masih adanya penolakan sebagian warga yang tidak mau direlokasi dari area proyek bandara. Warga penolak yang didukung oleh beberapa Lembaga Swadaya Masyarakat (LSM) dan mahasiswa melakukan perlawanan dan beberapa kali menimbulkan bentrokan dengan aparat keamanan. Mengemukanya pemberitaan tentang peristiwa tersebut di media massa memunculkan kesan buruk atas rencana pembangunan bandara. Intensitas berita bersentimen negatif di media massa meningkat cukup tajam. Hal ini memancing perhatian khalayak luas terhadap proses pembangunan bandara di Kulon Progo dan memunculkan aksi solidaritas dan demonstrasi susulan, baik di Yogyakarta maupun kota-kota besar lain di Indonesia. PT Angkasa Pura I (Persero) dituntut untuk mengatasi potensi menurunnya reputasi perusahaan akibat pemberitaan yang muncul di media massa terkait pembebasan lahan ini. Departemen Corporate Communication PT Angkasa Pura I (Persero) yang merupakan ujung tombak komunikasi perusahaan melakukan strategi media relations untuk membantu mencegah agar potensi konflik bisa diredam dan tidak mengarah menuju fase krisis. Penelitian ini menganalisis strategi media relations yang dilakukan oleh PT Angkasa Pura I (Persero) dalam membangun hubungan yang baik dengan pihak media, sehingga dapat meningkatkan publisitas positif di media massa serta membuat reputasi perusahaan tetap terjaga, yang pada akhirnya dukungan publik terhadap pembangunan bandara ini juga akan didapatkan. Penelitian ini menggunakan strategi media relations dari Frank Jefkins sebagai titik tolaknya, yaitu: by servicing the media, by establising a reputation for reliability, by supplying good copy, by cooperations in providing material, by providing verification facilities, dan by building personal relationship with the media. Berdasarkan hasil penelitian, strategi media relations yang dilakukan oleh PT Angkasa Pura I (Persero) berjalan dengan baik. Publisitas dan sentimen positif muncul di ruang publik sehingga masyarakat mendukung maksud dan tujuan perusahaan. Situasi pemberitaan negatif yang sebelumnya cukup ramai di media massa dapat diatasi sehingga reputasi perusahaan tetap terjaga.

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