Pengelolaan digital PR melalui Website ppid.kai.id: Studi deskriptif pada unit Humas PPID PT. Kereta Api Indonesia

Safarizki, Dio Ahmad (2022) Pengelolaan digital PR melalui Website ppid.kai.id: Studi deskriptif pada unit Humas PPID PT. Kereta Api Indonesia. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Perkembangan teknologi informasi dan komunikasi saat ini dimanfaatkan oleh banyak profesi, salah satunya adalah praktisi hubungan masyarakat (Humas). Hal tersebut menunjang tugas pokok dan fungsi humas dalam menyampaikan informasi kepada publik. Website menjadi media dalam melaksanakan pelayanan informasi publik. Unit humas PPID KAI turut berkontribusi dalam menjalankan amanat Undang-Undang No.14 tahun 2008 tentang Keterbukaan Informasi Publik. Unit humas PPID KAI secara aktif melaksanakan kegiatan pelayanan informasi publik melalui media website guna membentuk citra perusahaan yang baik, hal itu dibuktikan dibuktikan dengan diraihnya tiga penghargaan pada acara anugerah humas Indonesia 2021, dan menduduki peringkat satu sebagai badan publik informatif kategori BUMN. Penelitian ini memiliki tujuan untuk mengetahui bagaimana pengelolaan digital PR pada website ppid.kai.id melalui konsep four steps public relations yang digagas oleh Cutlip, Center, dan Broom dengan indikator 1) pencarian data (fact finding) 2) perencanaan dan pemrograman (planning and programming) 3) aksi dan komunikasi (taking action and commucicating) 4) evaluasi program (evaluating the program). Penelitian ini dilaksanakan menggunakan paradigma konstruktivisme dengan pendekatan kualitatif. Metode yang digunakan ialah deskriptif kualiatif dengan data primer dan sekunder melalui teknik pengumpulan data, yaitu wawancara mendalam, observasi, dan studi dokumentasi. Hasil penelitian dapat disimpulkan bahwa unit humas PPID KAI sudah tepat dalam melaksanakan pengelolaan digital PR melalui website ppid.kai.id selaras dengan konsep four steps public relations, dengan indikator sebagai berikut: 1) Tahap fact finding: unit humas PPID KAI melakukan pencarian dan pengumpulan data melalui permohonan informasi sebagai data primer dan data unit kerja sebagai sumber data sekunder; 2) Tahap planning and programming: unit humas PPID KAI melakukan pengenalan website PPID kepada publik, rapat internal PPID, rapat koordinasi unit kerja KAI, dan rapat koordinasi dengan tim IT; 3) Tahap taking action and communicating: unit humas PPID KAI melakukan pengelolaan informasi secara offline dan online 4) Tahap evaluating the program: unit humas PPID KAI melakukan beberapa tahap evaluasi, di antaranya survei kepuasan eksternal, evaluasi internal, dan evaluasi komisi informasi pusat. ENGLISH: The development of information and communication technology is currently used by many professions, one of which is a public relations practitioner. This supports the main tasks and functions of public relations in conveying information to the public. The website becomes a medium in carrying out public information services. The public relations unit of PPID KAI has contributed to carrying out the mandate of Law No. 14 of 2008 concerning Openness of Public Information. The public relations unit of PPID KAI is actively carrying out public information service activities through the media website in order to form a good corporate image, this is evidenced by the achievement of three awards at the 2021 Indonesian Public Relations Award, and being ranked first as an informative public body in the BUMN category. This study aims to find out how to manage digital PR on the ppid.kai.id website through the four steps public relations concept initiated by Cutlip, Center, and Broom with indicators 1) data searching (fact finding) 2) planning and programming (planning and programming). programming) 3) action and communication (taking action and commucicating) 4) program evaluation (evaluating the program). This research was conducted using constructivism paradigm with a qualitative approach. The method used is descriptive qualitative with primary and secondary data through data collection techniques, namely in-depth interviews, observation, and documentation study. The results of the study concluded that the PPID KAI public relations unit was appropriate in implementing digital PR management through the ppid.kai.id website in line with the four steps public relations concept, with the following indicators: 1) The fact finding stage: the PPID KAI public relations unit public relations unit searches and collects data through requests for information as primary data and work unit data as secondary data sources; 2) Planning and programming stage: the KAI PPID PR unit introduces the PPID website to the public, PPID internal meetings, KAI work unit coordination meetings, and coordination meetings with the IT team; 3) The taking action and communicating stage: the PPID KAI public relations unit manage information offline and online 4) Evaluating the program stage: the PPID KAI public relations unit carries out several evaluation stages, including external satisfaction surveys, internal evaluations, and evaluations of the central information commission.

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