Strategi Manajemen Krisis Public Relations dalam Mengembalikan Kepercayaan Karyawan

Abstract

Abstract.  PT Sigma Cemerlang Sinergi employees' trust has decreased in the company since employee rights have not been fulfilled and this has resulted in a crisis. This research reveals how PT Sigma Cemerlang Sinergi's public relations crisis management strategy is to restore post-crisis employee confidence by analyzing crisis management strategies. The concept theory used is the PR crisis management strategy by Firsan Nova (2017) in a book entitled "Crisis Public Relations" and the theory of the role and function of PR from Cutlip-Center-Broom (2010). Qualitative methods are used with primary data through in-depth interviews and secondary data from documentation studies. The informants of this research are Site Manager, Head of Human Resources and General Affairs, and one of the company's permanent employees. The results of the interview data used the coding stage (open-axial-selective coding). The research findings indicate that PT Sigma Cemerlang Sinergi does not have a special public relations division but public relations activities have been carried out. The four stages carried out by PT Sigma Cemerlang Sinergi in overcoming crises (prevention, preparation, action, and recovery). Further research from this research can carry out transferability to different contexts and research subjects.

Keywords: Crisis Management, Strategy, Public Relation.

 

Abstrak. Kepercayaan pegawai PT Sigma Cemerlang Sinergi menurun terhadap perusahaan sejak hak pegawai tidak dipenuhi dan mengakibatkan timbulnya krisis. Penelitian ini mengungkap bagaimana strategi manajemen krisis public relations PT Sigma Cemerlang Sinergi dalam mengembalikan kepercayaan pegawai pasca krisis dengan analisis strategi manajemen krisis. Teori konsep yang digunakan yaitu strategi manajemen krisis PR oleh Firsan Nova (2017) di dalam buku yang berjudul "Crisis Public Relations" dan teori peran dan fungsi PR dari Cutlip-Center-Broom (2010). Metode kualitatif digunakan dengan pengumpulan data primer melalui wawancara mendalam dan data sekunder dari studi dokumentasi. Informan penelitian ini adalah Site Manager, Kepala bidang Human Resource and General Affair, dan salah satu karyawan tetap perusahaan. Hasil data wawancara dianalisis menggunakan tahapan koding (open-axial-selective coding). Temuan penelitian menunjukkan bahwa PT Sigma Cemerlang Sinergi tidak memiliki divisi khusus public relations namun aktivitas public relations telah dilakukan. Empat tahapan yang dilakukan PT Sigma Cemerlang Sinergi dalam mengatasi krisis (preventions, preparations, actions, dan recovery). Penelitian lanjutan dari penelitian ini dapat melakukan transferabilitas pada konteks dan subjek penelitian yang berbeda.

Kata Kunci: Krisis Manajemen, Strategi, Public Relations