RAMADHANI, SYAFIRA (2018) STRATEGI PUBLIC RELATIONS MENGELOLA KEGIATAN CORPORATE SOCIAL RESPONSIBILITY PT KERETA API INDONESIA (PERSERO) DAOP 1 JAKARTA DALAM MEMBANGUN CITRA PERUSAHAAN. S1 thesis, Universitas Mercu Buana.
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Abstract
The company is present in the midst of the community to provide the needs of the community everyday, in order to maintain good relations with the company community to make its social responsibility program to the community in order to build a positive image. One company that carries out social responsibility to the community is PT Kereta Api Indonesia (persero) daop 1 Jakarta. This research was conducted to find out how the strategy carried out by PT Kereta Api Indonesia public relations (Persero) Daop 1 Jakarta manages Corporate social responsibility activities in building the image of the public by using a theoretical foundation from various books, one of them is Onong Efendi, namely public relations and basic- basic public relations. This study uses a qualitative-descriptive approach using case study methods and uses the constructivism paradigm to find and find understanding or understanding of phenomena in a special contextual setting. describe, and explain in a comprehensive manner various aspects of individuals, groups, a program, organization or event systematically. This research was obtained through in-depth interviews (Indepth Interview). The results of this study discuss the strategy implemented by the public relations of PT Kereta Api Indonesia (Persero) Daop 1 Jakarta, namely by fact finding data and information from various parties related to the company, planning to formulate assistance plans and budgets, submitting actions. direct assistance to people in need and evaluations by creating accountability reports to correct deficiencies in social responsibility programs for the community. Key work: Strategy, Public Relations, Corporate Social Responsibility, Image. Perusahaan hadir ditengah masyarakat untuk menyediakan kebutuhan masyarakat sehari-hari, demi menjaga hubungan baik dengan masyarakat perusahaan membuat program tanggung jawab sosialnya kepada masyarakat demi membangun citra positif. Salah satu perusahaan yang melakukan tanggung jawab sosial kepada masyarakat adalah PT Kereta Api Indonesia (persero) daop 1 Jakarta. Penelitian ini dilakukan untuk mengetahui bagaimana strategi yang dilakukan oleh public relations PT Kereta Api indonesia (persero) daop 1 Jakarta mengelola kegiatan Corporate social responsibility dalam membangun citra kepada masyarakat dengan menggunakan landasan teori dari berbagai macam buku salah satunya Onong Efendi yaitu hubungan masyarakat dan dasar-dasar public relations. Penelitian ini mengunakan pendekatan kualitatif- deskriptif dengan menggunakan metode studi kasus dan menggunakan paradigma konstruktivisme untuk mencari dan menemukan pengertian atau pemahaman tentang fenomena dalam suatu latar yang berkonteks khusus. Hasil penelitian ini membahas tentang strategi yang dilaksanakan oleh public relations PT Kereta Api indonesia (persero) daop 1 Jakarta yaitu dengan fact finding mengumpulkan data dan informasi dari berbagai pihak yang terkait dengan perusahaa, planning untuk menyusun rencana bantuan serta anggaran, communication-action yaitu menyerahkan bantuan secara langsung kepada masyarakat yang membutuhkan serta evaluations dengan membuat laporan pertanggung jawaban demi memperbaiki kekurangan dalam program tanggung jawab sosial pada masyarakat. Kata Kunci: Strategi, Public Relations, Corporate Social Responsibility, Citra
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