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Kegiatan Media Relations Dalam Mempertahankan Citra Positif

Authors

  • Corrylia Almira Rahma Raissa Universitas Islam Bandung
  • Dadi Ahmadi Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrpr.vi.1087

Keywords:

Media Relations, Public Relations, Citra

Abstract

Abstract. X Regional III West Java is the largest telecommunications company that oversees 6 (six) telecommunications office business areas in West Java. The author finds that there is a uniqueness that must be explored in this research, especially in the media relations process, namely although X Regional III West Java already has good relations with the media, but there is still negative news that appears in the community, therefore the author chooses the research method using case studies. This research uses postpositivism paradigm. In collecting his research, the author made observations and conducted in-depth interviews as well as literature studies. The results showed that the management of relations with the mass media carried out by X Regional III West Java was by by conducting activities with the EVP and the mass media formally, the human relations approach is semi-formal and communication with the mass media is informal. The reason X Regional III West Java conducts media relations activities is to educate the public about X's products and policies, minimize negative news and build public trust through media relations.

Abstrak. X Regional III Jawa Barat merupakan perusahaan telekomunikasi terbesar yang menaungi 6 (enam) wilayah usaha kantor telekomunikasi di Jawa Barat. Penulis menemukan adanya keunikan yang harus digali dalam penelitian ini khususnya pada proses media relationsnya yaitu walaupun X Regional III Jawa Barat telah memiliki hubungan baik dengan media namun masih ada berita negative yang muncul di masyarakat, maka dari itu penulis memilih metode penelitian menggunakan studi kasus. Penelitian ini menggunakan paradigma postpositivisme. Dalam mengumpulkan penelitiannya, penulis melakukan observasi dan melakukan wawancara mendalam dan juga studi pustaka. Hasil Penelitian menghasilkan bahwa pengelolaan relasi dengan media massa yang dilakukan X Regional III Jawa Barat adalah dengan melakukan kegiatan bersama EVP dan media massa secara formal, pendekatan human relations bersifat semi formal dan komunikasi dengan media massa bersifat informal. Alasan X Regional III Jawa Barat melakukan kegiatan media relations adalah untuk mengedukasi masyarakat mengenai produk dan kebijakan X, meminimalisir berita negative dan membangun kepercayaan masyarakat melalui media relations.

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Published

2022-12-20