Abstract

ABSTRAK


Tujuan penelitian ini untuk mengetahui proses manajemen public relations yang dilakukan oleh Departemen Komunikasi Korporat, PT. Pindad (Persero). Yaitu proses manajemen four step PR (fact finding, planning and organizing, actuating and communicating serta evaluating the program) dalam pelaksanaan kegiatan Kunjungan Industri. Metode yang digunakan pada penelitian ini adalah metode studi kasus, dengan menggunakan paradigma konstruktivisme, melalui pendekatan kualitatif. Teknik pengumpulan data melalui observasi, wawancara empat informan dan analisis hasil wawancara dan temuan observasi. Hasil penelitian menunjukkan bahwa kegiatan kunjungan industri ini dikelola oleh bagian Protokoler sebagai sub Departemen Komunikasi Korporat. Staf Protokoler memberikan edukasi dan pemahaman kepada publik eksternal mengenai PT. Pindad (Persero) dalam usaha untuk membentuk citra positif terhadap perusahaan kepada publik eksternal. Pada tahapan actuating and communicating, pelaksanaan Kunjungan Industri dilaksanakan sesuai dengan perencanaan yang telah dilakukan sebelumnya, memposisikan Wakil Sementara Kepada Departemen Komunikasi Korporat sebagai pucuk koordinasi staf Departemen Komunikasi Korporat. Tahapan terakhir, yaitu evaluating the program dilakukan dengan menyebarkan ­questioner kepada tamu Kunjungan Industri (tamu biasa) yang nantinya akan di olah langsung oleh Wakil Sementara Kepada Departemen Komunikasi Korporat. Berdasarkan temuan tersebut, dapat disimpulkan bahwa Departemen Komunikasi Korporat PT. Pindad (Persero) telah melaksanakan fungsi manajemen dengan cukup baik dan rapi. Sehingga tujuan pelakasanaan kegiatan Kunjungan Industri tercapai.


Kata Kunci :   Manajemen; Citra; Kunjungan Industri


 


 


ABSTRACT


The purpose of this study is to determine the management process of public relations conducted by the Department of Corporate Communication, PT. Pindad (Persero). That is the four step PR management process (fact finding, planning and organizing, actuating and communicating and evaluating the program) in the implementation of Industrial Visit activities. The method used in this study is a case study method, using the constructivism paradigm, through a qualitative approach. Data collection techniques through observation, interviewing four informants and analysis of interview results and observation findings. The results of the study indicate that the industrial visit activities are managed by the Protocol section as a sub-department of Corporate Communication. Protocol staff provide education and understanding to the external public regarding PT. Pindad (Persero) in an effort to form a positive image of the company to the external public. At the stage of actuating and communicating, the implementation of Industrial Visits was carried out in accordance with the planning that had been done before, positioning the Interim Representative to the Department of Corporate Communications as the coordinating staff of the Department of Corporate Communication. The final stage, namely evaluating the program, is carried out by distributing questionnaires to guests of Industrial Visits (regular guests) which will be processed directly by the Temporary Representatives to the Department of Corporate Communications. Based on these findings, it can be concluded that the Corporate Communication Department of PT. Pindad (Persero) has carried out management functions quite well and neatly. So that the purpose of implementing Industrial Visit activities is achieved.


Keywords:  Management; Image; Industrial Visit