Strategi Public Relations PT. Pupuk Kalimantan Timur dalam Mempertahankan Citra Positif. (Public Relations Strategy of PT. East Kalimantan Fertilizer in Maintaining a Positive Image).

Oktavia, Diah (2023) Strategi Public Relations PT. Pupuk Kalimantan Timur dalam Mempertahankan Citra Positif. (Public Relations Strategy of PT. East Kalimantan Fertilizer in Maintaining a Positive Image). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Imagery includes views of a business, brand, or individual that can have a significant impact on public support. PT Pupuk Kalimantan Timur achieved success and a positive image through various awards that reflect its dedication to open and transparent actions. In addition, the important role of public relations serves as a communication facilitator that aims to create and improve a positive image, the need for effective public relations in mitigating negative impacts and maintaining the company's reputation. This study aims to find out how the public relations strategy of PT Pupuk Kalimantan Timur (PKT) in maintaining a positive image. The method used in this study is descriptive qualitative with data collection techniques through interviews with corporate communications and the CCP's legal division. Researchers conduct observations and literature studies which are then processed with trianggulation techniques of data sources. This study used primary data and secondary data. The theory used in this study is the Theory of Public Relations Excellence. The results of research that PKT has conducted in maintaining the company's reputation and image with the role of public relations as advisors, communication facilitators, communication technicians and problem solving facilitators are very relevant to show active involvement in company management. The theory of Public Relations Excellence and the application of Two Way Symmetric changed the view that public relations only benefits organizations, while PKT successfully applied Four Step Public Relations to identify, plan, implement and evaluate public relations programs with performance according to theory that emphasizes structural and measurable processes.

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