Pratama, Akram refo and Widyastuti, Nurprapti Wahyu and Mukhroman, Iman (2022) Strategi KomunikasiCorporate Public Relations PT Bank Banten Tbk.dalamPenanganan Citra Pasca Krisis di Era Pandemi Covid-19. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Akram RefoPratama. NIM. 6662170054. Strategi Komunikasi Corporate Public Relations PT Bank Banten Tbk. dalamPenanganan Citra Pasca Krisis di Era Pandemi Covid-19. Dosen Pembimbing I: Dr. Nurprapti Wahyu Widyastuti, M.Si. Dosen Pembimbing II: Iman Mukhroman, S.Sos., M.Si. Program Studi IlmuKomunikasi, FakultasIlmuSosial dan Politik, Universitas Sultan AgengTirtayasa, 2022. Penelitianinidilatarbelakangi oleh suatupermasalahankrisislikiuditas yang dialami Bank Banten padaawaltahun 2020 lalu, Bank Banten mengalamikesulitandalammegelola modal, sehinggakehilangankepercayaan para stakeholders, termasukpemegangsahamutama, yaituPemerintah yang manarikrekening kas daerah Banten yang merupakan modal utama Bank Banten dan menurunnyakepercayaanmasyarakat. Selain itu, kehilangankepercayaan para stakeholders mengakibatkantimbulnyapermasalahan pada citra dan reputasi Bank Banten, sehinggaperludiatasipermasalahantersebut. Dalam penelitianiniakanmembahasmengenai strategi penanganan dan pemulihancitra yang dilakukan Bank Banten denganmenggunakanteoriimage restoration theory oleh William Benoit sertadikolaborasikandenganmodel strategi komunikasi Cutlip & Center. Adapun metodepenelitian yang digunakanadalahkualitatifdeskriptif. Hasil penelitianiniakanmemaparkanbagaimanapublic relations Bank Banten dalammelakukanpenanganan dan pemulihancitrahingga strategi-strategi yang diterapkandalammenanganicitrapascakrisis, khususnya di era Pandemi Covid-19. Ditemukanbahwa Strategi Public Relation yang diterapkan Bank Banten adalahdenganmelakukanklarifikasi dan bolsteringyaknimeluruskan, meminimalisir dan mengendalikanopinimasyarakatlalumelakukanengagementdengan stakeholders (external public relations), lalupemanfaatan media massa (media relations) dan yang terakhirrebrandingperusahaansecarakeseluruhanterhadap logo, jingle dan taglinedalamrangkapengenalanwajahbaru Bank Banten. Kata kunci: Public Relations, audit komunikasi, Bank Banten, image restorations theory ABSTRACT Akram RefoPratama NIM. 6662170054. Communication Strategy Corporate Public Reltions PT Bank Pembangunan Daerah Banten Tbk. in Handling Post-Crisis Image in the era of the Covid-19 Pandemic. Advisor I: Dr. Nurprapti Wahyu Widyastuti, M.Si., Advisor II: Iman Mukhroman, S.Sos., M.Si. Communication Science Study Program, Faculty of Social and Political Science, University of Sultan AgengTirtayasa, 2022. This research is motivated by a liquidity crisis problem experienced by Bank Banten in early 2020, Bank Banten experienced difficulties in managing capital, thus losing the trust of stakeholders, including the main shareholder, namely the Government which withdrew the Banten regional cash account which was the main capital. Bank Banten and the decline in public confidence. In addition, the loss of stakeholder trust has resulted in problems with the image and reputation of Bank Banten, so that these problems need to be addressed. In this study, we will discuss the image handling and restoration strategy carried out by Bank Banten using the image restoration theory by William Benoit and in collaboration with the Cutlip & Center communication strategy model. The research method used is descriptive qualitative. The results of this study will describe how the Public Relations of Bank Banten in handling and restoring the image to the strategies applied in dealing with the post-crisis image, especially in the era of the Covid-19 Pandemic. It was found that the Public Relations Strategy implemented by Bank Banten was by clarifying and bolstering namely straightening, minimizing and controlling public opinion, then engaging with stakeholders (external public relations), utilizing mass media (media relations), and finally corporate rebranding in a whole package in logo, jingle, and tagline in a way of introducing a new face of Bank Banten. Keywords: Public Relations, communication audit, Bank Banten, image restoration theory.

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	19 Jul 2024 15:51
Last Modified:	19 Jul 2024 15:51
URI:	http://eprints.untirta.ac.id/id/eprint/15433

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