Manajemen hubungan masyarakat pada konten Youtube : Studi deskriptif kualitatif pada bidang hubungan masyarakat PT. Dirgantara Indonesia

Ibrahim, Osvega (2022) Manajemen hubungan masyarakat pada konten Youtube : Studi deskriptif kualitatif pada bidang hubungan masyarakat PT. Dirgantara Indonesia. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Bidang Hubungan Masyarakat PT. Dirgantara Indonesia mengelola konten Youtube sebagai fasilitator komunikasi dan penyebaran informasi terkait perusahaan seperti profil perusahaan, produk perusahaan atau kegiatan perusahaan dalam bentuk video secara resmi dengan nama akun @officialptdi dengan tiga ribu lebih subscriber dengan jumlah tontontan konten videonya rata-rata mencapai ratusan tontonan hingga ribuan tontonan. Peneliti memliki fokus dan tujuan penelitian mengenai proses pencarian peluang, proses perancangan, proses pengaplikasian dan proses penilaian konten Youtube PT. Dirgantara Indonesia menggunakan model Public Information dengan pola manajemen hubungan masyarakat berdasarkan konsep four step public relations yang dikemukakan oleh Cutlip, Center dan Broom. Metode yang digunakan peneliti adalah studi deskriptif kualitatif dengan pendekatan interpretif dan paradigma konstruktivisme. Peneliti menggunakan teknik wawancara mendalam (in depth interview) dan observasi partisipasi pasif dengan pengumpulan data penelitian bersumber dari data primer dan sekunder. Hasil penelitian dan pembahasan penelitian digambarkan dengan konsep four step public relations, tahap pertama dimulai dari proses pencarian peluang keberhasilan dengan menggunakan dua cara yakni riset tentang konten youtube yang dibutuhkan dan pemahaman latar belakang dan tujuan pembuatan konten Youtube, tahap kedua proses perancangan menggunakan bentuk media audiovisual atau the image yang terdiri dari dua bagian yakni memlilih tema konten Youtube secara tepat, membentuk konten Youtube melalui shooting dan editing, tahap ketiga proses pengaplikasian dengan mengaplikasikan dua komponen berupa jadwal posting konten secara aktual dan penggunaan hashtag # repost, tahap keempat proses penilaian terdiri dari dua bagian, yakni evaluasi pelaksanaan dan evaluasi dampak. Simpulan yang diambil bahwa manajemen hubungan masyarakat pada konten Youtube yang dilakukan oleh Bidang Hubungan Masyarakat PT. Dirgantara Indonesia dinilai berhasil dengan hasil acuan penambahan total penonton, total durasi tayang dan penambahan subscriber tiap bulan serta evaluasi dampak berupa pembentukan publisitas positif berjenis pure publicity berupa pemberitaan oleh stasiun televisi nasional dan tie in publicity berupa berkolaborasi dengan content creator untuk membuat konten tentang PT. Dirgantara Indonesia yang mengindikasikan penyebaran informasi perusahaan kepada masyarakat melalui konten PT. Dirgantara Indonesia berhasil ENGLISH : Public Relations PT. Dirgantara Indonesia manages Youtube content as a communication facilitator and dissemination of information related to companies such as company profiles, company products or company activities in the form of official videos with the account name @officialptdi with more than three thousand subscribers with an average number of views of video content reaching hundreds of views to thousands spectacle. Researchers have a focus and research objectives regarding the opportunity search process, the design process, the application process and the process of evaluating the Youtube content of PT. Dirgantara Indonesia uses the Public Information model with a public relations management pattern based on the four-step public relations concept proposed by Cutlip, Center and Broom. The method used by the researcher is a qualitative descriptive study with an interpretive approach and constructivism paradigm. Researchers used in-depth interview techniques and passive participatory observation by collecting research data from primary and secondary data. The results of the research and discussion of research are described by the four-step public relations concept, the first stage starts from the process of finding opportunities for success using two ways, namely research on the required YouTube content and understanding the background and purpose of making Youtube content, the second stage of the design process using audiovisual media forms. or the image which consists of two parts, namely choosing the right YouTube content theme, shaping Youtube content through shooting and editing, the third stage of the application process by applying two components in the form of an actual content posting schedule and the use of hashtag # repost, the fourth stage of the assessment process consists of two parts, namely evaluation of implementation and evaluation of impact. The conclusion drawn is that public relations management on Youtube content carried out by the Public Relations Division of PT. Dirgantara Indonesia was considered successful with the reference results of adding total viewers, total duration of broadcast and adding subscribers every month as well as impact evaluation in the form of establishing positive publicity in the form of pure publicity in the form of reporting by national television stations and tie-in publicity in the form of collaborating with content creators to create content about PT. Dirgantara Indonesia which indicates the dissemination of company information to the public through the content of PT. Indonesian Aerospace succeeded

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Manajemen Hubungan Masyarakat; Four Step Public Relations; Konten Youtube;
Subjects: Special Computer Methods > Online Social Network
Social Interaction, Interpersonal Relations > Media of Communication, Mass Media
General Management
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Osvega Ibrahim
Date Deposited: 21 Mar 2022 02:00
Last Modified: 21 Mar 2022 02:38
URI: https://digilib.uinsgd.ac.id/id/eprint/49729

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