Peran Departemen Public Relations PT Gramedia Asri Media Dalam Menjaga Hubungan Baik Dengan Pelanggan di Masa Krisis Pandemi Covid-19

Abstract

Public relations is a management function that builds and maintains good and beneficial relationships between an organization and the public that affect the success or failure of the organization (Cutlip, Center and Broom 2006: 6). One of the tasks and roles of Public Relations is dealing with a crisis. In this case, Public Relations plays a role in maintaining relationships with customers in times of crisis. This study aims to determine, analyze and describe the role of the Public Relations Department of PT Gramedia Asri Media in dealing with the crisis and how the role of the Public Relations Department in maintaining good relations with customers during the covid-19 pandemic. This study uses Mitroff's Crisis Management Model and the Theory of Excellence in Public Relations. This study uses a qualitative research approach and descriptive- qualitative research methods. The formulation of the problem in this study is how is the role of the Public Relations Department of PT Gramedia Asri Media in dealing with the crisis during the Covid-19 pandemic and how is the role of Public Relations of PT Gramedia Asri Media in maintaining relationships with customers during the Covid-19 pandemic crisis. The results of the study: (1) Identify the crisis, (2) Making plans, (3) Making issue boundaries, (4) Disseminating positive news, (5) Evaluating and reviewing the efforts that have been made, (6) Writing articles informative on the website, (7) Publish a delivery service program, (8) Create a new change strategy to strengthen the digital system, (9) Create a Gramedia Writers and Readers Forum event, (10) Donate. Suggestion: In dealing with the COVID-19 pandemic crisis, Gramedia Public Relations should better prepare themselves, such as the formation of a special crisis management team and conducting training on the crisis. It aims to deal with larger crises and effective response. Then, in maintaining relationships with customers, Gramedia Public Relations should be more active in creating interesting programs or content for customers.