Strategi Public Relations dalam Membangun Citra:(Studi kasus Strategi Public Relations RSJ Prof. Dr. Soerojo Magelang dalam Mengubah Citra dari Rumah Sakit Jiwa Menjadi Rumah Sakit dengan Pelayanan Ji

ASTRINI, Eka Kartika, I Gusti Ngurah Putra

2014 | Skripsi | Ilmu Komunikasi

Abstracts Nowadays, the role of public relations in an organization or company plays a fairly central, especially in building customer confidence and build the image before the public. As an institution that is engaged in services, patient trust is essential for the smooth operation of the hospital. The existence of a good image in the eyes of patients or consumers either directly or indirectly will help establish confidence in the minds of consumers to the organization or the institution. To be able to survive in the competitive health institutions, especially hospitals, Prof RSJ Dr Soerojo Magelang must be able to provide comprehensive services. This was realized with the opening of the public service system in addition to the service life remains the main focus. Here the role of public relations is needed, which was to determine public relations strategy in order to build a new image of the hospital, the hospital where the original image as the only hospital care for psychiatric patients and memorable "haunted" should be removed while maintaining good image previously owned hospitals. In the present study used public relations strategies will be analyzed using the theory of proactive and reactive PR strategies nenurut Smith (2005) using qualitative descriptive case study method. Then steps back strategy will be analyzed using the theoretical steps of image formation strategy Dowling (1992). The results showed that the Prof. PR RSJ Dr Soerojo Magelang using proactive strategies through social activities, national holidays and memorial days of health, and the implementation of seminars and talk shows. The results showed that the Prof. RSJ PR strategy Dr Soerojo Magelang includes mapping the target image, the image of competitors, a strategic public relations plan that includes the foundation of public relations activities in the management of stakeholders, problem identification, goal setting, and communication strategies both acts, the implementation of public relations activities, and evaluation. Tags: public relations strategy, image

Kata Kunci : Public Relations - Strategi