CRISIS MANAGEMENT STRATEGY OF PUBLIC RELATION PTPN-V RELATED TO COMPANY’S CONFLICT WITH SOCIETY (Study On The Estate Limited Plantation Nusantara V Sei Kencana Garden Tapung Hulu District Of Kampar)
Abstract: Crisis management
strategy is one of the tasks when the company's public relations practitioners
in crisis. Public relations strategy must be used by public relations to solve
the problems being faced by an organization or institution. The emergence of
negative news through the mass media both print and electronic media about the
PTPN-V related conflicts between company and society can provide negative
public reaction to the company in response to the media coverage. Therefore
company needs crisis management strategy to resolve the conflict. This research
aims to determine the public relations strategy of PTPN-V in identifying the
issues that caused the crisis, to find out the public relations strategy of
PTPN-V in mapping the needs of journalists, and to find out the public
relations strategy of PTPN-V in preparing information for the management of
related conflicts between company and society.
The research method that was chosen in this study is a qualitative method
to explain the phenomena that occur in accordance with the results was obtained
by defining five (5) subjects research through purposive sampling and the
object of this study is the crisis management strategy PTPN-V-related conflicts
between companies and societyand the data is based on information obtained
through observation and interviews as well as maximize the documentation method
to collect data. Technical analysis of the data that was used is model of
interactive data with data validity checking is done by using the extension of
participation and triangulation techniques.
The results showed that the crisis related to the conflict between the
company and society can be solved well. Publicist of PTPN-V identifying the
issues that led to the crisis by deepening the data and facts and then made the
press conference and gave a press release to the media. Crisis management
strategy of public relation PTPN-V focused to the media in resolving the
conflict with fourth phases namely, a phase of crisis management preparation,
response, recovery, and mitigation. Information that was given to the
management about a contingency plan public relation of PTPN-V in working during
the crisis is to focus on the mass media and execute media relations then make
an evaluation for following-up.
Penulis: Epiyani Sembiring,
Nurjanah
Kode Jurnal: jpkomunikasidd160002
