STRATEGI HUMAS KAI DALAM MEMPERTAHANKAN CITRA POSITIF PADA KASUS PENERTIBAN ASET DI DAERAH OPERASIONAL 9 JEMBER

Abstract

Abstract

Public Relations is an important field in a company to support management activities in improving a positive image in the community, public relations includes all structured communications, both internal and external, to achieve the desired goals. Public relations is a branch of communication science that aims to build communication between the company and its public. In this study, a qualitative research method was used with a purposive sampling technique, namely conducting in-depth interviews to obtain the desired information with the title "PT KAI Public Relations Strategy in Maintaining a Positive Image in the Asset Control Case in the Jember Operational Area. The results of the study indicate that PT KAI Daop 9 Jember Public Relations uses a communication strategy based on the Cutlip, Center & Broom model, which consists of the stages of fact gathering, planning, communication implementation, and comprehensive evaluation. In the initial stage, the main focus is the collection of legal and social data as a basis for building an accurate narrative. Communication is carried out through press releases, social media, forum mediation, and inter-sector collaboration. Public Relations is also actively collecting public opinion and the media to anticipate potential reputation crises due to the spread of negative information.