Mengelola Citra Positif: Upaya Public Relations PT Padasa Enam Utama Kabun
Keywords:
Hubungan Masyarakat, Citra Positif, PT Padasa Enam Utama KabunAbstract
Penelitian ini bertujuan untuk mengidentifikasi upaya yang dilakukan oleh Departemen Hubungan Masyarakat PT Padasa Enam Utama Kabun dalam menjaga citra positif perusahaan, serta faktor-faktor yang mendukung dan menghambat upaya tersebut. Penelitian ini dilakukan di PT Padasa Enam Utama, Kabupaten Rokan Hulu, dari Oktober 2016 hingga Juli 2017. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Validitas data diuji menggunakan triangulasi dan partisipasi peneliti yang diperluas. Analisis data dilakukan dalam tiga tahap: reduksi data, presentasi data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa upaya Hubungan Masyarakat PT Padasa Enam Utama Kabun dalam mempertahankan citra korporat yang positif telah berhasil, sebagaimana dibuktikan oleh penilaian sikap dan pendapat publik, analisis kebijakan, publikasi, kegiatan masyarakat, serta upaya untuk meningkatkan hubungan dengan publik dan memastikan kelangsungan perusahaan setelah krisis. Namun, terdapat beberapa faktor pembatas, seperti keterbatasan dana dan waktu, sementara faktor pendukung utama adalah kualitas sumber daya manusia dalam elemen Hubungan Masyarakat. Penelitian ini memberikan gambaran tentang pentingnya strategi Hubungan Masyarakat yang efektif dalam membangun dan mempertahankan citra korporat yang positif.
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