TY  - THES
PB  - UNIVERSITAS SULTAN AGENG TIRTAYASA
AV  - restricted
UR  - https://eprints.untirta.ac.id/49889/
N2  - The crisis faced by Sultan Ageng Tirtayasa University was caused by the news of its accreditation downgrade from an "A" to a "B," which led to numerous negative comments on the official Instagram account @untirta_official. This situation prompted the Public Relations (PR) department to manage the crisis, particularly by controlling the Instagram platform to prevent the situation from worsening. This research aims to explore how the crisis situation, crisis phases, and crisis communication strategies were implemented by the PR department of Untirta through Instagram. The researcher used a qualitative approach with a descriptive nature. In-depth interviews were conducted with 2 primary informants and 1 supporting informant. The Situational Crisis Communication Theory (SCCT) was applied to address the crisis situation, crisis phases, and crisis response strategies. The findings indicate that the crisis situation falls under the Accidental Cluster category (an unintentional crisis). During the Pre-Crisis phase, the PR team coordinated internally and externally to design a communication strategy to address the surge in negative comments on Instagram. In the Crisis Event phase, the PR team focused on using Instagram as the main communication platform, including issuing press releases, creating interactive communication content, and posting positive content about Untirta. In the post-Crisis phase, the PR team conducted evaluations, published updates on the accreditation process, and created promotional content. The crisis response strategies implemented by the PR team at Untirta through Instagram included the Diminish Strategy, Rebuild Strategy, and Bolstering Strategy.
EP  - 158
KW  - Crisis Communication
KW  -  Public Relation
KW  -  Instagram
KW  -  Untirta
KW  -  Accreditation
Komunikasi Krisis
KW  -  Humas
KW  -  Instagram
KW  -  Untirta
KW  -  Akreditasi
A1  - Baedowi, Ahmad
M1  - sarjana
ID  - eprintuntirta49889
Y1  - 2025///
TI  - KOMUNIKASI KRISIS HUMAS UNIVERSITAS SULTAN
AGENG TIRTAYASA DALAM MERESPONS PEMBERITAAN
TURUNNYA AKREDITASI MELALUI INSTAGRAM
N1  - Krisis yang menimpa Universitas Sultan Ageng Tirtayasa ini diakibatkan oleh pemberitaan mengenai turunnya akreditasi dari A menjadi B yang kemudian menghadirkan banyak komentar-komentar negatif di Instagram @untirta_official. Hal tersebut menjadikan Humas harus mengendalikan krisis khususnya mengelola Instagram agar krisis tidak semakin memburuk. Penelitian ini bertujuan untuk mengetahui bagaimana situasi krisis, fase krisis, hingga strategi respon krisis yang dilakukan Humas Untirta melalui Instagram. Peneliti menggunakan pendekatan kualitatif dengan sifat deskriptif. Indepth Interview digunakan dalam melakukan wawancara dengan 2 informan utama dan 1 informan pendukung. Situational Crisis Communication Theory (SCCT) digunakan peneliti untuk menjawab situasi krisis, fase krisis, hingga strategi respon krisis. Hasil penelitian menyatakan bahwa situasi krisis yang dialami masuk kategori Accidental Cluster (krisis tanpa kesengajaan). Pada fase Pre Crisis, Humas melakukan koordinasi internal dan eksternal untuk merancang strategi komunikasi guna menghadapi ramainya komentar negatif di Instagram. Crisis Event, Humas Untirta fokus menggunakan Instagram sebagai media komunikasi utama, mulai dari membuat press release, membuat konten komunikasi dua arah, serta konten-konten positif tentang Untirta. Post Crisis, Humas Untirta melakukan evaluasi, mempublikasikan perkembangan reakreditasi, hingga membuat konten promosi. Adapun strategi respon krisis yang dilakukan Humas Untirta melalui Instagram yaitu Diminish Strategy, Rebuild Strategy, dan Bolstering Strategy.
ER  -