Strategi Public Relations Dalam Membangun Citra Perusahaan Melalui Program Corporate Social Responbility Studi Pada Bina Lingkungan PT. Jasa Marga Cabang Surabaya Gempol

Abstract

Abstrak

Setiap perusahaan milik Negara wajib memiliki program Corporate Social Responbility Pinjaman Kemitraan dan Bina LingkungaN (PKBL) guna bentuk rasa tanggung sosial perusahaan terhadap masyarakat. Hal tersebut sudah diatur dalam Undang-Undang Nomor 40 Tahun 2007 tentang Perseroan Terbatas wajib melakukan Tanggung Jawab Sosial dan Lingkungan. Penelitian dengan judul “Strategi Public Relation dalam membangun citra perusahaan melalui program Corporate Social Responbility Bina Lingkunga PT. Jasa Marga Cabang Surabaya Gempol”, memiliki rumusan masalah bagaimana strategi humas dalam membangun citra perusahaan melalui program bina lingkungan dengan tujuan untuk mengetahui strategi humas dalam membangun citra perusahaan melalui program Corporate Social Responbility bina lingkungan. Metode penelitian yaitu menggunakan deskriptif kualitatif. Adapun sumber data yang digunakan adalah dat-data sekunder dan primer, serta data akan dianalisa dengan metode deskriptif analisis. Landasan teori yang digunakan adalah lima indikator strategi public relations yang dikemukakan oleh Rosady Ruslan, antara lain strategi operasional, pendekatan persuasive dan edukatif, pendekatan tanggung jawab sosial humas, pendekatan kerjasama, dan pendekatan koordinatif dan integrative. Berdasarkan analisa data yang dilakukan, diperoleh kesimpulan bahwa strategi operasional humas cukup baik karena dalam menjadikan sasaran sangat tepat dengan menciptakan empat kriteria opini atau berita yang mengancam turunnya citrra perusahaan. Dengan begitu, humas lebih mudah dalam menindak lanjuti berita-berita manakah yang perlu diselesaikan dengan pemberian bantuan program bina lingkungan. Pihak humas juga sangat erat kerjasama dengan para wartawan media massa. Serta dalam menindaklanjuti program bantuan bina lingkungan tersebut, humas juga saling berkoordinir dengan rekan kerja bidang lainnya. Hal tersebut tentu saja tanggapan masyarakat tentang suatu hal buruknya citra PT. Jasa Marga Cabang Surabaya gempol, dapat terselesaikan dengan baik danri tindakan yang telah dilakukan humas.

Kata Kunci: Strategi, Public Relations, Corporate Social Responbility

Abstract

Every State-owned company must have a Corporate Social Responbility and Partnership Loan (PKBL) program to form a sense of corporate social responsibility towards the community. This matter has been regulated in Law Number 40 of 2007 concerning Limited Liability Companies which must carry out Social and Environmental Responsibility. Research with the title "Public Relations Strategy in building the companys image through the Corporate Social Responsibility Program of Development of PT. Jasa Marga Surabaya Branch Gempol ", has the formulation of the problem of how the public relations strategy in building the companys image through the community development program with the aim of knowing the public relations strategy in building the companys image through the Corporate Social Responbility program of community development. The research method is using qualitative descriptive. The data sources used are secondary data and primary data, and the data will be analyzed by descriptive analysis method. The theoretical foundation used is the five indicators of public relations strategies proposed by Rosady Ruslan, including operational strategies, persuasive and educational approaches, public relations social responsibility approaches, cooperative approaches, and coordinative and integrative approaches. Based on the data analysis performed, it was concluded that the operational strategy of public relations was quite good because in making the target very precise by creating four criteria opinions or news that threatened the decline of the companys image. That way, PR is easier to follow up on which news needs to be resolved by giving assistance to the community development program. The public relations party is also very closely collaborating with mass media journalists. As well as following up on the community development assistance program, public relations also coordinated with other field partners. This is of course the publics response to a bad image of PT. Jasa Marga Surabaya Branch gempol, can be resolved well and the actions taken by public relations.

Keywords: Strategy, Public Relations, Corporate Social Responbility