AKTIVITAS MEDIA RELATIONS DALAM MEMAKSIMALKAN PEMBERITAAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY (STUDI DESKRIPTIF KUALITATIF TERHADAP DIVISI CORPORATE SCRETARY PT PERTAMINA)

DUNIA RESTU PERMATA AYU, NIM. 11730033 (2015) AKTIVITAS MEDIA RELATIONS DALAM MEMAKSIMALKAN PEMBERITAAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY (STUDI DESKRIPTIF KUALITATIF TERHADAP DIVISI CORPORATE SCRETARY PT PERTAMINA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aim to describe how the media relations of PT Pertamina (Persero) efforts to maximize coverage. Media relations is one of the important parts of a public relations activity. media relations officer put in charge in all matters especially about mutualism relationship between corporation and journalists, mutually relationship will drag to achieve corporation needs in creating good news. Corporate Social Responsibility (CSR) is itself a form of corporate social responsibility, as well as conducted by PT Pertamina (Persero), PT Pertamina (Persero) seeks to implement the terms of the social welfare and environment in every CSR activity, but there are high benefit brought by CSR the clooset is CSR was able to generate a lot of non fiscal profit. Such as rebranding, gain positive image, as well as promotion. Media relations officer of PT Pertamina (Persero) has a major challenge in the effort to proclaim the CSR activities in publicity, because the mass media have the functions and duties that are contrary to the purpose of the media relations officer. Therefore, media relations officer of PT Pertamina (Persero) perform a variety of activities that can support CSR reporting in the mass media. This study used a qualitative descriptive method that aims to describe and summarize a variety of situations and conditions of a phenomenon that occurs. triangulation used to test the validity of the information from several informants through interviews, in addition to the supporting data are also used in completing this study. Media relations officer of PT Pertamina (Persero) in maximizing CSR reporting in the mass media, using a personal approach through a variety of non-formal gathering and also press visit is held routinely.

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