Humas dalam Pengelolaan Media Komunikasi:(Studi Deskriptif Aktivitas Humas PT. Kereta Api Indonesia dalam Pengelolaan Media Sosial sebagai Media Komunikasi Perusahaan).

Rachmawan Primadya Setyawan, Adam Wijoyo Sukarno

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Overall, this study discuss the activities of Public Relations PT Kereta Api Indonesia (Persero) when managing social media as a company’s media communication. This research is based on the rapid development of social media, not only about the number of users but also about the type and facility of social media. Characteristic of social media has changed the practice of public relations. PT KAI become one of many companies which use social media. By utilizing social media, PT KAI is considered successful in changing its negative image in the community. This study use qualitative approach with study descriptive method. The purpose of this research is to describe and analyze the activity of Public Relations PT KAI in managing social media as a company’s media communication. This research present a discussion of public relations activities in managing social media with the four-stages of social media management. This study also discuss about the role of Public Relations in PT KAI when utilizing social media. The results of this research show that Public Relations of PT KAI has applied four stages in the process of social media management. Also, in utilizing social media, Public Relations PT KAI has applied two levels of activity, these are the activity in managerial level and technical level. In the managerial level, Public Relations of PT KAI is planning a program, determining the purpose, and thinking how to achieve it, up to arranging the evaluation phase to measure a program’s success. In the technical level, PR PT KAI is creating communication contents, processing information dissemination and messages delivery, up to doing the administration in the communication process. Keywords: public relations, social media, social media management

Kata Kunci : Media Sosial