PROSES MEDIA RELATIONS PADA PROGRAM MEDIA VISIT PERTAMINA NEW & RENEWABLE ENERGY

Abstract

Penelitian ini bertujuan untuk menganalisis strategi media relations dalam program “Media Visit PLTGU Jawa-1” yang diselenggarakan oleh Pertamina New & Renewable Energy (NRE). Program ini merupakan bagian dari upaya komunikasi strategis perusahaan dalam menjalin hubungan dan pendekatan langsung dengan media massa. Penelitian menggunakan metode deskriptif kualitatif dengan teknik wawancara, observasi partisipatif, dan studi pustaka, serta dianalisis melalui model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa program ini telah mengikuti tiga tahap media relations menurut Iriantara, yakni perencanaan, implementasi, dan evaluasi. Tahap perencanaan dinilai cukup baik, meskipun belum menggunakan model analisis strategis seperti SWOT. Tahap implementasi berjalan sesuai rencana dengan mengutamakan monitoring meski sempat menghadapi kendala teknis, sementara tahap evaluasi dilakukan melalui media monitoring dan evaluasi internal. Dapat disimpulkan, media visit ini telah terlaksana sesuai dengan tujuan dan terstruktur.

This research aims to analyze the media relations strategy in the "Media Visit PLTGU Jawa-1" program organized by Pertamina New & Renewable Energy (NRE). The program is part of the company's strategic communication efforts to build relationships and direct engagement with mass media. The study uses a qualitative descriptive method with interview techniques, participatory observation, and literature review, analyzed through Miles and Huberman's interactive model. The results indicate that the program followed the three stages of media relations according to Iriantara: planning, implementation, and evaluation. The planning stage was assessed as fairly good, though it did not employ a strategic analysis model like SWOT. The implementation stage proceeded as planned with a focus on monitoring, despite facing technical challenges, while the evaluation was conducted through media monitoring and internal evaluation. It can be concluded that this media visit was executed according to its objectives and was well-structured.