Abstract:
Media relations strategy at Communications Division Of Policy Government And Public Affairs (PGPA) Departemen, Chevron Pacific Indonesia (CPI) in maintaining positive image of the company is a field of qualitative research, which aims to describe the strategy and media relations activities undertaken by the Division of Communications in order to maintaining image.
This research uses descriptive qualitative methods, trying to explain the phenomenon that occurs in accordance with the results obtained. While the technique used in collecting data is interview, observation, and documentation. Informants in this study as many as 7 people, 5 from Communications, and 2 else are journalists from Riau Pos and www.riauterkini.com. Checking the validity of data is done using the technique of extension participation and triangulation. After the data collected, data is processed through data analysis qualitative descriptive, and then concludes the research results.
The results of this research is to explains that fostering relationships with the media in order to build a good relationship with the media, in accordance with the Communications Division of the proposed Yosal Iriantara’s media relations theory as a research reference, manage the relationship by trying to become familiar with the media, forming a team of media, do personal touching with reporters, as servants of the information / news, Develop strategies with holding statements, press tour, Division communications position as a reliable source of information for the media and then develop a network of cooperation with the press and journalism related professional organizations. Strength factors in implementing media relations strategies in the Communications Division is the completeness of facilities in support of the implementation of the work program, and professionalism to every employee in carrying out its duties and functions. Weaknesses Factors is not enought Communications specialist employee number because some of them are already retired. Factors Opportunity were reduced the negative news in the media, to achieve a more harmonious relationship, and publication activity through the mass media can be more widespread. And lastly, the factors Threat that may occur in the Communications Division as a negative impression of the external media relations strategies and activities undertaken by the Division of Communications.
