Strategic Planning Public Relations dalam Community Relations (Studi Kasus tentang Strategi Perencanaan Public relations dalam Membangun Community relations dengan Komunitas lokal PG PS Madukismo)

SISWININGRUM PRIHATININGTYAS, I Gusti Ngurah Putra, Drs., M.A.

2017 | Skripsi | S1 ILMU KOMUNIKASI

Community relations (hubungan komunitas) adalah proses kegiatan Public relations yang terencana, aktif dan berkelanjutan antara organisasi/ perusahaan dengan komunitasnya untuk menjaga dan meningkatkan keadaan lingkungan demi tercapai tujuan bersama. Penelitian ini dilakukan untuk mengetahui tentang strategic planning public relations dalam community relations pada PG PS Madukismo. Peneliti tertarik mengenai strategic planning Public relations sebab seiring dengan perkembangan dunia bisnis yang sangat kompetitif, perusahaan dituntut untuk mampu memelihara hubungan dengan masyarakat lokal yang sangat menentukan keberlanjutan eksistensi perusahaan. Untuk mengetahui bagaimana strategic planning public retalions PG PS Madukismo disusun, peneliti melakukan penelitian kualitatif studi kasus. Untuk menggambarkan strategic planning peneliti menggunakan metode indepth interview. Peneliti menggambarkan secara detail mengenai strategic planning public relations yang dilakukan oleh PG PS Madukismo, mulai dari penyusunan hingga implementasi berdasarkan wawancara, data-data yang ditemukan di lapangan, dan didukung teori dan konsep yang berkaitan dengan penelitian ini. Setelah dilakukan penelitian, peneliti menemukan bahwa langkah - langkah strategic planning public relations yang digunakan dalam merencanakan program community relations PG PS Madukismo meliputi: (1) Melakukan formulative research melalui analisis situasi dilakukan dengan cara riset survey untuk mengetahui sikap dan persepsi komunitas, analisis organisasi diwujudkan dengan menentukan SWOT (strengths, weaknes, opportunities, Threats) perusahaan, serta analisis public diwujudkan dengan membuat pemetaan desa guna mengetahui kondisi di lapangan. (2) Tahap strategy PG PS Madukismo telah merumuskan tujuan dan sasaran progam, serta PG PS Madukismo melakukan Komunikasi dengan Komunitasnya. (3) Dalam tahap taktik, PG PS Madukismo telah memberikan output-output program yang berupa program kemitraan dan program binaan. (4) Tahap evaluasi yang dilakukan oleh PG PS Madukismo yaitu dengan mengukur tingkat keberhasilan program. Kata kunci: strategic planning, public relations, community relations

Community Relations is processing activity Public Relations which active and have continuations between institutions with his community to take care and improve situation of environment for the dealing with their community. This research was conducted to find out about strategic planning public relations in community relations at PG PS Madukismo. Researchers interested in the strategic planning of Public Relations because with the development of a highly competitive business world, the company is required to maintain a connection with the local community which will determine the sustainability of the company's existence. To find out how the strategic planning of public relations PG PS Madukismo compiled, researchers conducted qualitative case study research. To illustrate the strategic planning researchers used indepth interview method. Researchers describe in detail about the strategic planning public relations conducted by PG PS Madukismo, starting from preparation to implementation based on interviews, the data found in the field, and supported theories and concepts related to this research. This reseacrh showing that the step - step strategic planning public relations that used in planning for community relations program PG PS Madukismo include: (1) Conducting research through a survey analysis formulative to determine the attitudes and perceptions of the community, organizational analysis is realized by determining the SWOT (strengths, weaknes, opportunities, Threats) of the company, as well as the analysis of public realized by mapping the village in order to know the conditions on the ground. (2) Stage PG PS Madukismo strategy has been formulated program goals and objectives, as well as PG PS Madukismo perform communication with His community. (3) In the tactical phase, PG PS Madukismo has outputs in the form of programs and a partnership program assisted program. (4) Phase evaluation by PG PS Madukismo is to measure the level of success of the program. Keywords: strategic planning, public relations, community relations

Kata Kunci : strategic planning, public relations, community relations