SIAHAAN, FLORA MELIANA (2019) IMPLEMENTASI PERAN PUBLIC RELATIONS DALAM MEMBANGUN REPUTASI GUNUNG STEEL GROUP (Studi kasus di Perusahaan Industri Baja, Gunung Steel Group 2016-2017). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Ideally, every company should realizes the importance of the presence of Public Relations roles as part of its management system. In which it should be run by departments, units, divisions or subdivisions with specific program and evaluation to makes sure all the company’s vision and mission achieve its objectives. The purpose of this research to explore the implementation of the Public Relations Role to develop the Reputation of Gunung Steel Group based on a case study in between 2016-2017 of the company in steel industry. This study aims to provide an in-depth of the implementation GSG's public relations, the activities of public relations function during the above period and lastly, the barriers of GSG public relations roles. This study uses the interpretative paradigm with further case study method by qualitative approach that uses primary data namely active participant observation and unstructured interviews with key & supporting informants. In addition, the secondary data will be obtained from GSG’s actual data and literature studies. The results of this study illustrate that the GSG does not have public relations as a state of being, but GSG continues to do public relations as a communication technique, and so far the GSG public relations practitioner is run by the Human Capital Development Department (HCD), Department of Sales, Department of Advertising, IT Department , Department of Property Development Officer (PDO), Import Export Department and Secretary Department. There is a synergy of each department in carrying out every public relations activity at GSG and working with the Management by Objective (MBO) concept, everyone plays a role in building the company's reputation. Driven by a sense of responsibility, loyalty and a high sense of belonging, carrying out public relations work in accordance with their respective roles and functions. As the proudest result, in the past eight years, GSG's internal relations have been very conducive and said to be "zero conflicted". Keywords: Public Relations, Role, Management By Objective, Reputation Idealnya setiap perusahaan yang menyadari pentingnya kehadiran Public Relations sebagai bagian dari sistem manajemennya akan membentuk departemen, unit, divisi ataupun state of being lainnya yang memiliki peran dan fungsi public relation, salah satunya adalah untuk menjalankan program-program perusahaan (sesuai visi dan misi) dengan langkah-langkah spesifik untuk mencapai tujuannya. Judul penelitian ini adalah Implementasi Peran Public Relations Dalam Membangun Reputasi Gunung Steel Group, studi kasus pada perusahaan industri baja Gunung Steel Group 2016-2017. Penelitian ini bertujuan untuk memberikan gambaran yang mendalam tentang, pertama, implementasi peran public relations GSG dalam membangun reputasi Gunung Steel Group, kedua, implementasi fungsi public relation GSG dalam membangun reputasi Gunung Steel Group dan yang ketiga, hambatan implementasi public relation GSG dalam membangun reputasi Gunung Steel Group. Penelitian ini menggunakan paradigma interpretative. Metode yang digunakan adalah metode studi kasus dengan pendekatan kualitatif yang menggunakan data primer yaitu observasi partisipan aktif dan wawancara tidak terstruktur terhadap key informan dan informan pendukung. Sedangkan data sekunder yang diperoleh dari dokumentasi GSG dan studi kepustakaan. Hasil penelitian ini menggambarkan bahwa GSG tidak memiliki public relations sebagai state of being, namun GSG tetap melakukan public relations sebagai tehnik komunikasi, dan sejauh ini praktisi public relations GSG dijalankan oleh Departement Human Capital Development (HCD), Departement Penjualan, Departement Advertising, Departement IT, Departement Property Development Officer (PDO), Departement Export Import dan Departement Sekretaris. Adanya sinergi dari masing-masing departement dalam melaksanakan setiap kegiatan public relations di GSG dan bekerja dengan konsep Management by Objective (MBO) setiap orang memainkan peran dalam membangun reputasi perusahaan. Didorong oleh rasa tanggung jawab, loyalitas dan sense of belonging yang tinggi, melaksanakan pekerjaan public relations sesuai dengan peran dan fungsi masing-masing. Sebagai hasil yang paling membanggakan adalah bahwa dalam delapan tahun terakhir, hubungan internal GSG sangat kondusif dan dikatakan “zero conflic”. Kata Kunci : Public Relations, Peran, Management By Objective, Reputasi
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