STRATEGI KOMUNIKASI KRISIS HUMAS PT. KERETA API INDONESIA (PERSERO) DAERAH OPERASIONAL 1 JAKARTA

Abstrak

Crisis communication is a strategic process to anticipate, prepare for, and respond to unexpected events that have the potential to damage the image, operations, or stability of an organization. This thesis is entitled "Crisis Communication Strategy of Public Relations of PT. Kereta Api Indonesia (Persero) Operational Area 1 Jakarta." The research aims to analyse public relations communication strategies in efforts to handle negative news about the high number of accidents that occurred on the DAOP 1 Jakarta train. The research question discussed in this study is to understand how the strategy is carried out by PT KAI DAOP 1 Jakarta Public Relations in handling negative news related to accidents on the railway. In collecting data, researchers used qualitative methods to conduct observations, interviews, analysis, and documentation. The data collected was based on interviews conducted with PT KAI Public Relations so that the data obtained included words. The results of this study are that KAI made special preparations to handle the crisis. Then, KAI also communicated with the media to inform the public about the actual events in the field. After that, evaluation actions were taken to prevent and reduce the impact of the risk of a crisis in the future.