Strategi Humas PT. Djarum dalam Menghadapi Isu Pembatasan dan Pelarangan Rokok di Indonesia

Sarah Zaniar Majid , I Gusti Ngurah Putra

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Djarum is one of the biggest tobacco product company in Indonesia. Nowadays, the company admits that the biggest challenge in this industry is the health issue campaign of smoking. The issue tells about smoking as a negative behavior and its harmful effect for health. Those actions leads into such government regulations with restrictions on promotion, packaging and price aim to reduce consumer demand for tobacco products. Therefore, the situation has caused threat for the existence of Cigarette Company. This study aimed to determine communication strategy conducted by Djarum in order to gain support from the stakeholders, especially government and the society regarding with restriction and prohibition issue on tobacco product in Indonesia. The communication strategy is carried out through four stages as proposed by Scott M. Cutlip (1982), which are to define the problem, make a plan and program, act and communicate, and evaluate the program. The concept of Public Affairs (Argenti, 2003) and Government Relations (Litvak, 1994) are also used as reference in this study. By using a descriptive study, the results of this study indicate that Djarum has conducted communication strategy of Public Affairs including Government Relations and Community Relations. The communication strategy is done by dividing the target into two types, which are the government and the non-government (society), so then it affects the selection of implemented programs. Keywords Comunication Strategy, Public Relations, Public Affairs, Restriction & Prohibition on Tobacco Product, Djarum

Kata Kunci : Hubungan Masyarakat; Public Relations