PENGELOLAAN KOMUNIKASI KRISIS SEKOLAH MENENGAH ATAS NEGERI 20 KABUPATEN TANGERANG DALAM PENERIMAAN PESERTA DIDIK BARU (PPDB) TAHUN 2022

MAULINA, SITI (2024) PENGELOLAAN KOMUNIKASI KRISIS SEKOLAH MENENGAH ATAS NEGERI 20 KABUPATEN TANGERANG DALAM PENERIMAAN PESERTA DIDIK BARU (PPDB) TAHUN 2022. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The crisis communication that occurred at SMAN 20 Kabupaten Tangerang began with the disappointment of a group of people due to the absence of an increase in the PPDB quota by the school management, resulting in negative issues and news appearing which cornered the school as the organizer of the 2022 PPDB. The impact of rumors and negative issues as well as demonstrations resulted in The school's image and reputation became negative and the public questioned the performance results and credibility of school management in relation to the crisis. Through Situational Crisis Communication Theory, this research aims to examine the management of crisis communication carried out by the response school management and strategy of SMAN 20 Kabupaten Tangerang towards the crisis that occurred. Researchers used a case study research method with a qualitative approach. Primary research data was collected from the results of in-depth interviews with various sources and secondary data from media studies, documents and archives at SMAN 20 Kabupaten Tangerang. The research results found that SMAN 20 Kabupaten Tangerang carried out crisis response steps with 3 crisis stages. First, the pre-crisis stage of public relations detects crisis signals, forms a coordination team and appoints a spoke person. Second, the crisis stage, responds to the crisis by forming a crisis team incidentally, identifying problems and looking for facts, holding internal meetings and preparing key messages and holding press conferences . Third, post-crisis stage, carrying out crisis tracking communication activities, cooperation with investigations and follow-up communication to key stakeholders. SMAN 20 Kabupaten Tangerang succeeded in resolving the crisis and rebuilding the school's reputation by using crisis management steps and excuse and justification crisis communication strategies. Keywords : crisis communication management, PPDB, situational crisis communication theory. Komunikasi krisis yang terjadi di SMAN 20 Kabupaten Tangerang diawali dengan kekecewaan sekelompok masyarakat akibat tidak adanya penambahan kuota PPDB oleh manajemen sekolah sehingga muncul isu dan pemberitaan negatif yang menyudutkan pihak sekolah sebagai penyelenggara PPDB tahun 2022. Dampak dari rumor dan isu negatif serta aksi demonstrasi tersebut mengakibatkan citra dan reputasi sekolah pun menjadi negatif serta publik pun mempertanyakan hasil kinerja dan kredibilitas manajemen sekolah terkait dengan krisis tersebut. Melalui Situational Crisis Communication Theory, penelitian ini bertujuan untuk mengkaji pengelolaan komunikasi krisis yang dilakukan manajemen sekolah respon dan strategi SMAN 20 Kabupaten Tangerang terhadap krisis yang terjadi. Peneliti menggunakan metode penelitian studi kasus dengan pendekatan kualitatif. Data primer penelitian dikumpulkan dari hasil wawancara mendalam dengan berbagai narasumber dan data sekunder dari hasil studi media, dokumen serta arsip SMAN 20 Kabupaten Tangerang. Hasil penelitian menemukan bahwa SMAN 20 Kabupaten Tangerang melakukan langkah respon krisis dengan 3 tahap krisis. Pertama, tahap pra-krisis humas melakukan deteksi sinyal krisis, membentuk tim koordinasi dan menunjuk spoke person Kedua, tahap krisis, merespon krisis dengan membentuk tim krisis secara insidental, mengidentifikasi permasalahan dan mencari fakta, mengadakan rapat internal serta menyiapkan key message dan melakukan konferensi pers. Ketiga, tahap pasca krisis, melakukan aktivitas komunikasi crisis tracking, cooperation with investigations dan follow up communication kepada key stakeholder. SMAN 20 Kabupaten Tangerang berhasil menyelesaikan krisis dan membangun kembali reputasi sekolah dengan menggunakan langkah manajemen krisis tersebut dan strategi komunikasi krisis excuse dan justification. Kata kunci: pengelolaan komunikasi krisis, PPDB, situational crisis communication theory.

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