Surat Pembaca dan Representasi Strategi Public Relations Perusahaan dalam Memberikan Respon (Analisi Isi Surat Pembaca dan Representasi Strategi Public Relations PT Garuda Indonesia (Persero)...

DIANTINY, Sally Marryta, Sally Marryta Diantiny

2008 | Skripsi | Ilmu Komunikasi

The rise of customers awareness about their rights has impact on the company in maintaining the relationship with its public. Nowdays, there are a lot of ways for them to have such communications. Letters to editor is a sort of mediated communication tools between company and its public. It serves two way communications process in which could build a mutual understanding between company and its public. This research uses content analysis method in which focusing on the text on the letters to editors both sent from the public and response from the company. Moreover, the object of this research are all letters to the editor which directed to Garuda Indonesia Airlines and Its responses to them, published in Kompas from January to December 2007. The findings of this research show that most of the letters to editors contents are negative (96.8%). The content also involved complains (93.9%) and suggestion (31.3%). In addition, problems which tend to be the most expressed are on time schedule problems (31.3%) and baggage security (28.1%). The research also found that PT Garuda Indonesia (Persero) has a highly commitment to response letters to editor as soon as possible. Nevertheless, the company are not so well organized in formulating response strategies. There are some response strategy used by public relations Garuda Indonesia. Apology and Denial (9.4%) seems to be the most often response strategy used by Garuda Indonesia then followed by Justification and Prebuttal Strategy (6.3%) and concern strategy (3.1%). Public relations Garuda Indonesia seems to have enough knowledge in journalistic area. It can be seen from the response that show fact and seldom to show personalization, emotionalism and dramatization. Only 2 response use linkage to strengthen the arguments. In the future, Garuda Indonesia should pay more attention to the communication with its public through letters to editors. These could give a lot of benefit to the company. First of all, any complain and critique coming from costumer could be a good source for evaluation. Secondly, the suggestion could be good for the improvement in some area of company’s management and operational . Thus, Garuda Indonesia needs to improve their quality and quantity of responding letters to editor with the right strategy. Finally, Garuda Indonesia can learn from letter to editors.

Kata Kunci : Public Relation; Strategi