Komunikasi Krisis Dalam Memperbaiki Reputasi Negatif Caddy Golf Surabaya. (Crisis Communication in Repairing Caddy Golf Surabaya's Negative Reputation).

Meilinia, Putri Enti (2024) Komunikasi Krisis Dalam Memperbaiki Reputasi Negatif Caddy Golf Surabaya. (Crisis Communication in Repairing Caddy Golf Surabaya's Negative Reputation). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Golf has long been recognized as a sport that provides health, business and social benefits. However, the caddie profession is Often tainted by negative stigmas that portray them as mere entertainment companions, Often associated with negative images and harassed. This research aims to use crisis communication to repair the reputation Of caddies by identifying effective strategies that can overcome negative perceptions and increase recognition Of their professionalism The main focus Of this research is how crisis communication strategies can change the public narrative about caddies, from mere companions to crucial partners in the game Of golf: thus aiding in a more positive and inclusive understanding Of their role in the golf industry. The method used in this research is using a qualitative approach, with descriptive research type. This research will focus on the research subjects consisting Of golf caddies who participate in golf games at Graha Famili Surabaya. The data collection techniques used in this research are observation, interview and documentation, while the data analysis in this research uses the Miles and Huberman model. The results Of this study show that a crisis communication strategy that focuses on reducing the offensiveness, through bolstering and corrective actions, is effective in repairing the negative reputation Of golf caddies. The caddies and golfers sought to highlight the pasitive aspects Of the profession and implement improvements such as updated standard operating procedures, continuing education, and evaluation to maintain integrity and quality Of service. This approach supports transparency, information accuracy and proactive response to issues, which not only improves reputation in the short term but also builds a stronger foundation for public trust and fair understanding of the caddying profession in the long term Future research should involve more actors from diverse contexts and use different methods, including quantitative analysis and the use Of social media, to deepen the understanding Of crisis communication strategies in repairing caddies' reputation.

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