STRATEGI PUBLIC RELATIONS PT KAI DALAM MEREDAKAN SENTIMEN NEGATIF PUBLIK TERKAIT ISU PELECEHAN SEKSUAL DI ATAS KRL

Emmy Suryani; Sa'diyah  El Adawiyah

doi:10.35308/source.v9i1.7008

STRATEGI PUBLIC RELATIONS PT KAI DALAM MEREDAKAN SENTIMEN NEGATIF PUBLIK TERKAIT ISU PELECEHAN SEKSUAL DI ATAS KRL

Emmy Suryani, Sa'diyah El Adawiyah

Abstract

This study aims to identify the Public Relations strategy implemented by KAI Commuter Line in reducing negative sentiment regarding the issue of sexual harassment on trains. This research was conducted by following a qualitative descriptive research approach. The examined data were collected using literature study techniques. The data sources were obtained from books, journals, articles, news, and uploaded media on various social media. The data that has been collected is then analyzed and classified. In this stage, the image recovery theory proposed by Benoit is applied. Its application is carried out by classifying data into the five basic image recovery strategies initiated by Benoit. The five basic strategies include: denial, evading responsibility, reducing the offensiveness of events, and corrective action. After this classification is carried out, the next step is to determine what strategies are implemented by Public Relations in dealing with negative sentiments regarding sexual harassment on the train. The findings of this study prove that PR has implemented the four image recovery strategies proposed by Benoit. These strategies are strategies for mortification, denial, corrective action, and strategies for reducing the offensiveness of events. The implementation of these four strategies can overcome negative public sentiment and restore PT KAI's image.

Keywords

public negative sentiment, image restoration strategy, public relations, media relations

Full Text:

PDF

References

Armayanti, N., & Pramana, D. (2022). Public Relation. Medan: Merdeka Kreasi Group.

Benoit, W. L. (1997). Image repair discourse and crisis communication. Public Relations Review, 23(2), 177–186. https://doi.org/10.1016/S0363-8111(97)90023-0

Blaney, J. R., Benoit, W. L., & Brazeal, L. M. (2002). Blowout!: Firestone’s image restoration campaign. Public Relations Review, 28(4), 379–392. https://doi.org/10.1016/S0363-8111(02)00163-7

Brunner, B. R. (2019). Public Relations Theory: Application and Understanding. New York: John Wiley & Sons.

Fairley, S., Lovegrove, H., Newland, B. L., & Green, B. C. (2016). Image recovery from negative media coverage of a sport event: Destination, venue, and event considerations. Sport Management Review, 19(3), 352–360. https://doi.org/10.1016/j.smr.2015.08.005

Filayly, T. N., & Ruliana, P. (2022). Strategi Public Relations dalam Memulihkan Citra Perusahaan. PARAHITA: Jurnal Pengabdian kepada Masyarakat, 3(1), 29–40. https://doi.org/10.25008/parahita.v3i1.76

Firmansyah, H., Hutasoit, W., Wardhana, A., Suryaningsih, B., Samin, R., Mouw, E., & Sholeh, C. (2022). Pelayanan Publik di Era Tatanan Normal Baru. Bandung: Media Sains Indonesia.

Johnston, J. (2020). Public relations: Theory and Practice. UK: Routledge.

Kushardiyanti, D. (2021). Strategi Meredakan Sentimen Negatif Surat Keberatan Eiger di Media Sosial: Pendekatan Content Analysis. KOMUNIDA: Media Komunikasi dan Dakwah, 11(01), 42–53. https://doi.org/10.35905/komunida.v11i01.1951

Kusuma, A. I. (2021). PT KAI Pastikan Sanksi Admin Twitternya yang Songong Balas Aduan Netizen. Diambil 11 November 2021, dari kompas.tv website: https://www.kompas.tv/article/180873/pt-kai-pastikan-sanksi-admin-twitternya-yang-songong-balas-aduan-netizen

Lutfia, A., Amaluddin, A., & Muttaqin, A. (2021). Peran Corporate Social Responsibility Dalam Meningkatkan Citra Perusahaan Pt. Gunung Verbeck Karebbe Luwu Timur. RESPON, 2(2).

Natawilaga, S. (2018). Peran Etika Dalam Meningkatkan Efektivitas Pelaksanaan Public Relations. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 17(1), 64–71. https://doi.org/10.32509/wacana.v17i1.492

Prasiska, Y. V., Pertiwi, B., Nabila, Y. R., Indah, K., & Safitr, D. (2017). CSR dan Citra Perusahaan. Jurnal Bisnis Dan Ekonomi, 24(1), 43–49.

Prihadi, M. D. (2020). Pengenalan Dasar Manajemen Publik Relasi. Yogyakarta: KBM.

Purba, R. P., & Ibrahim, M. (2017). Pengaruh Citra Perusahaan Terhadap Loyalitas Pelanggan (Studi Kasuspt. Bintang Utara Perwakilan Dolok Sanggul). Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik, 4(1), 1–13.

Raturoma, J. M. A., & Wijaya, L. S. (2018). Aktivitas Public Relations Dalam Upaya Meningkatkan Citra Taman Wisata Candi Borobudur. Ultimacomm: Jurnal Ilmu Komunikasi, 10(2), 114–125. https://doi.org/10.31937/ultimacomm.v10i2.916

Sandyakala, M. C. (2020). Peran Public Relations dalam Meningkatkan Citra Lembaga Pendidikan. Jurnal at-Tadbir: Media Hukum dan Pendidikan, 30(2), 184–198. https://doi.org/10.52030/attadbir.v30i2.63

Silviani, I. (2020). Public Relations sebagai Solusi Komunikasi Krisis. Surabaya: Scopindo Media Pustaka.

Siregar, I. K., & Haeirina, K. P. (2021). Komunikasi Krisis PT. Jouska Finansial Indonesia Dalam Pemulihan Citra Perusahaan. Jurnal Pustaka Komunikasi, 4(1), 1–10. https://doi.org/10.32509/pustakom.v4i1.1301

Subagiyo, R., Budiman, A., & Timur, J. L. M. S. (2019). Citra Perusahaan, Kualitas Pelayanan dan Saluran Distribusi Terhadap Kepuasan Nasabah. At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam, 5(2), 280–295. https://doi.org/10.24952/tijaroh.v5i2.1844

Sunarto, S. A., & Adzani, D. P. (2022). Strategi Public Relation Eiger dalam Pemulihan Citra. 4(2), 61–73.

Yani, K. R. R., & Nabila, P. (2021). Pentingnya Etika Public Relations Melalui Media Sosial Mengenai Kasus Pelecehan Seksual Di KRL Commuter Line. SADIDA, 1(1), 1–24.

Zana, F., Azista, K., & Astuti, P. (2021). Teori Komunikasi Krisis Situasional: Strategi Komunikasi Pemerintah dan WALHI dalam Penanganan Asap Riau Tahun 2015. Syntax Literate; Jurnal Ilmiah Indonesia, 6(8), 3789–3799. https://doi.org/10.36418/syntax-literate.v6i8.2067

DOI: https://doi.org/10.35308/source.v9i1.7008