Pengelolaan Cyber Public Relations dalam Membentuk Corporate Branding : Studi Deskriptif Kualitatif di Media Sosial PT Len Industri (Persero)

Rismawati, Eneng (2018) Pengelolaan Cyber Public Relations dalam Membentuk Corporate Branding : Studi Deskriptif Kualitatif di Media Sosial PT Len Industri (Persero). Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

PT Len Industri (Persero) merupakan salah satu Badan Usaha Milik Negara ( BUMN) yang bergerak dibidang industri elektronik. Teknologiyang telahdikembangkanLen memilikiperanstrategisdalammeningatkankesejahteraanmasyarakat yang disalurkanmelaluiproduk-produkenergiterbarukan.Meskipun PT Len Industri merupakan perusahaan BUMN, akan tetapi masih banyak masyarakat yang belum mengetahui atau bahkan masih asing dengan nama perusahaantersebut. Hal ini yang dirasa merupakan pekerjaan rumah bagi divisi komunikasi korporasi PT Len Industri. Divisi komunikasi korporasi memanfaatkan media sosial sebagai sarana memberikan informasi dan memperkenalkan perusahaan kepada masyarakat serta media sosial sebagai sarana brandingbagi perusahaan. Tujuanpenelitianiniadalahuntukmengetahuidanmenggambarkanmengenaitahapshare( membagikan),tahapoptimize(mengoptimalkan),tahapmanage (mengelola) sertatahapengage (mengikutsertakan) padapengelolaancyber public relationsdalammembentukcorporate branding di PT Len Industri (Persero). Konsep yang digunakan dalam penelitina ini yaitu konsep The Circular Model of Some for Social Mediaatau model melingkar untuk sosial media menurutRegina Luttrell yang didalamnya meliputiShare (membagikan), Optimize (mengoptimalkan),Manage (mengelola), dan Engage(mengikutsertakan).Metode penelitian yang digunakan pada penelitian ini yaitu menggunakan metodedeksriptif dengan pendekatan kualitiatif. Pengumpulan data yang digunakan padapenelitian ini yaitu dengan wawancara, dan observasi. Hasil penelitian dilapangan, dapat disimpulkan bahwa praktisi humas PT Len Industri (Persero) dalam pengelolaan cyber public relationsguna membentukcorporate branding memiliki empat tahapan yakni : 1)tahapshare(membagikan) kontenterdiridaritigaunsur yaitu : a) berpartisipasi menggunakan media sosial (participate), b) salingterhubungdengan public (connect), c) membangun kepercayaan publik (build trust). . 2) tahapoptimize, (pengoptimalan) pesan yang dilakukan yakni dengan : a) melakukanpengecekanhashtag, b) melakukanpostingan lima kali sehari, dan c) melakukanpostingan yang memiliki unsure teknologi. 3)Manage(mengelola) dibagi menjadi tiga, yaitu : a)media monitoring, b) interaksi dalam waktu yang sebenarnya,dan c)memberikanresponcepat.4)engage(mengikutsertakan) publik dengantigaunsuryaitu : a) menjalin hubungan dengan para influencer, b) mengetahui dimana dan siapa audiens, serta c) meraih target audiens. ABSTRACT PT Len Industri (Persero) is one of the state-owned enterprises enggaged in the electronics industry. The technology that Len has developed has a strategic role in improving the welfare of the people channeled through renewable energy products. Although PT Len industry is a state-owned company,there are still many people who don’t know or are even foregn with the name of the company. This is what is felt to be a homework for PT Len industri’s corporate communications division. The corporate communication division utilizes social media as a means of providing information and introducing companies to the public and social media as a means of branding for companies. The purpose of this study was to find out and describe the sharing stage,optimizephase,manage phase and engage stage in cyber public relations management in forming a corporate branding in PT Len Insustri (Persero). The concept used in this research is the concept of The Circular model of Some or a circular model for social media according to Regina Luttrell which includes sharing, optimizing, managing and engage. The research method used in this study is using an adaptive method with a qualitative approach. Data collection used in this study is by interview,and observation. The results of the research in the field can be concluded that PT Len Industri (Persero) pubkic relations practitioners in the management of cyber public relations to form corporate branding has four stages : 1) The share stage consists of three elements,namely : a) participating in social media (participate), b) connect with public (connect), c) build public trust (build trust). 2) optimize phase messages that are carried out by: a) checking hashtag, b) posting five time a day, c) do posts that have technological elements. 3) The manage divided into three,namely : a) media monitoring, b) interaction in real time, c) provide quick response. 4) engage the public with three elements namely: a) establish a relationship with influencer, b) where and who is the audience, c) reach the target audience.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Pengelolaan; Cyber PR; corporate branding
Subjects: Social Interaction, Interpersonal Relations
Social Interaction, Interpersonal Relations > Media of Communication, Mass Media
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: eneng Eneng Rismawati
Date Deposited: 01 Nov 2018 04:01
Last Modified: 01 Nov 2018 04:01
URI: http://digilib.uinsgd.ac.id/id/eprint/16216

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