STRATEGI MEDIA RELATIONS HUMAS PT. PELABUHAN INDONESIA III DALAM HANDLING CRISIS PEMBERITAAN

Abstract

Media Relations was a requirement for Public Relation practitioners that
PR had an important role in a relationship with media. It was because the
task of public relation was the mass media and journalist. PT Pelabuhan
Indonesia III (Persero) as a State-owned enterprised cannot separate with
the crisis news. The strategy of media relations was very important to handle
the negative publicity because it could affect a company’s image.
This research used qualitative descriptive method with data collection
techniques, observation, interviews, and literature. The aim was determine
the media relations strategy of PT. Pelabuhan Indonesia III (Persero) to
handle media crisis and compared it with the theory used. This study used
theory of public relations, crisis and the media of media relations in crisis
situation.
The crisis of media should solve quickly and precisely, by handling the crisis.
The results of this research to handle a news crisis, the steps were: 1). Analysis,
2). Identification, 3). Responds media. All the four steps above, the activity of
media relations were very important to do, and the strategy of media relations
used to support roles, functions and duties of public relations. The strategy of
media relations were: By served the media, By established a reputations for
reliability, By supplying good copy, By cooperations in providing materials,
verifications By provided facilities, and By build a personal relationship with
the media. The six of those strategies was the activity of public relations
communications to establish understanding and good relations with the mass
media.
Keywords: Crisis, Public Relations, Media Relations, Strategy, and
Pelabuhan Indonesia III (Persero)