Crisis Public Relations : Pengelolaan Pencitraan Melalui Strategi Media Relations Pasca Kasus Suap Di Pemerintah Kota Semarang

Abstract

ABSTRAKSI Pengelolaan Pencitraan Melalui Strategi Media Relations Pasca Kasus Suap Di Pemerintah Kota Semarang merupakan penelitian deskriptif yang bertujuan untuk menggambarkan strategi dan media relations yang dilakukan oleh pihak Humas Setda Pemkot Semarang mengenai pemberitaan tentang kasus suap. Teknik pengumpulan data dilakukan melalui wawancara dengan narasumber Kepala Bagian Humas, Kepala Sub. Bagian Bidang Pemberitaan dan Analisis Media, staf bagian Humas dan para wartawan sebagai key informan serta observasi yang telah dilakukan di lapangan. Analisis data dilakukan melalui penggambaran strategi yang dilakukan oleh Humas Pemerintah Kota Semarang dengan menggunakn teori strategi media relations yang dikemukakan oleh Yosal Iriantara. Strategi Media Relations yang dilakukan oleh pihak Humas Pemerintah Kota Semarang dengan mengelola relasi yang bertujuan menjalin hubungan baik dengan institusi media masa beserta para wartawan. Kemudian mengembangkan strategi dilakukan melalui media internal. Sedangkan strategi mengembangkan jaringan dengan cara menjalin hubungan dengan mediamedia baru. Penetapan strategi media relations yang dilakukan oleh Humas Pemerintah Kota Semarang berdasarkan analisis SWOT ( Kekuatan, Kelemahan, Peluang Dan Ancaman ). Strategi Media Relations yang dijalankan oleh Humas Pemerintah Kota Semarang juga didukung dengan kegiatan-kegiatan seperti press conference, press interview, press gathering, press receptions, press briefing, press statment dan press release. Dalam penelitian ini, penulis mendapatkan kesimpulan bahwa dengan adanya hubungan yang harmonis dengan pusat Humas dengan pihak media, maka terciptalah rasa saling menghargai satu sama lain. Rasa saling menghargai itu tercermin dari pihak media yang selalu berusaha untuk melakukan konfirmasi terlebih dahulu terhadap isu atau informasi yang berkaitan dengan Pemerintahan sebelum memuat informasi tersebut menjadi suatu berita di media massa. ABSTRACTION Management of Imaging Using Media Relations Strategy After The Bribery Case in Government City of Semarang is a descriptive research which is aimed to describe the strategy and media relations that was performed by the party of Public Relation of Setda Pemkot Semarang regarding the reporting of bribery case. The technique of collecting data is done through interview with the sources of Chief of Public Relation, Sub Chief of Media Reporting and Analysis, Staff of Public Relation, and the reporters as key informant and also observation which had been done in the field. Analysis of data is done using description of strategy that was performed by the Public relation of Government City of Semarang using the theory of media relations which was presented by Yosal Iriantara. The Strategy of Media Relations which was performed by the party of Public Relation of Government City of Semarang by managing the relation which was purposed to make good relation with the media institutions and reporters. Then, the development of strategy was done through internal media. Meanwhile, the strategy to improve relation is by making relation with new media. The establishment of media relations strategy that was done by Public Relation of Government City of Semarang is based on SWOT (Strength, Weakness, Opportunity, and Threat) analysis. Media Relations Strategy which was performed by Public Relation of Government City of Semarang is also supported with activities such as press conference, press interview, press gathering, press receptions, press briefing, press statement and press release. In this research, the writer achieved a conclusion that with the existence of harmonic relation between the main Public Relation and parties of media, a sense of appreciating one and another was created. The sense of appreciating was reflected from the parties of media which always tried to conduct prior confirmation to the issue or information related with Government before publishing the information into news on the media.