Strategi Public Relations dalam Mempertahankan Citra Sriwijaya Air di Masa Pandemi Covid-19

Muhammad Januar Ryan Rinaldo, Rizki Fauzi

Abstract


Public Relations memiliki fungsi agar masyarakat menghargai dan mendukung terhadap suatu perusahaan. Salah satu tugas Public Relations adalah mempertahankan citra perushaannya terhadap masyarakat atau konsumen dengan penyusunuan strategi yang dibuat oleh Public Relations perusahaan yang  diharapkan mampu mempertahankan citra perusahaan. Pada penelitian ini kita akan melihat bagaimana strategi Public Relations perusahaan Sriwijaya Air dalam mempertahankan citra dimasa pandemi Covid-19. Penelitian ini merupakan penelitian kualitatif deskriptif. Teknik pengumpulan data dengan melakukan wawancara, dan dokumentasi. Data yang digunakan adalah data yang diperoleh hasil wawancara dengan Corporate Communication Sriwijaya Air dan konsumen Sriwijaya Air. Hasil dari penelitian ini menunjukan bahwa strategi yang dijalankan oleh Sriwijaya Air cukup berhasil dan tepat sasaran dalam mempertahankan citranya di masa pandemi, dengan pemilihan tools yang tepat untuk menjangkau khalayaknya. Kata Kunci: Public Relations, Strategi Public Relations, Citra perusahaan Sriwijaya Air

 

Abstract : Public Relations has its own function so that public can learn how to respect and support a company. One of the few functions of Public Relations is to maintain a company's corporate image towards the public or consumers by compiling a strategy made by the company's Public Relations so that the company can maintain its image. In this research, we will see how the public relations strategy of the Sriwijaya Air company maintained its image during the Covid-19 pandemic. The method used for this research is descriptive qualitative. The data collecting technique is by conducting interviews and also documentations. The data is also based on interviews with the Sriwijaya Air Corporate Communications and Sriwijaya Air consumers. The results of this study shows that the strategy implemented by Sriwijaya Air is quite successful and on target in maintaining its image during the pandemic by using the right tools to reach its consumers. Keyword : Public Relations, Public Relation Strategy, Sriwijaya Air Corporate Image


Keywords


Public Relations, Strategi Public Relations, Citra perusahaan Sriwijaya Air.

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DOI: http://dx.doi.org/10.29313/.v8i1.31790

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