MANAJEMEN PUBLIC RELATIONS DALAM MEMBANGUN CITRA PERUSAHAAN (STUDI DESKRIPTIF KUALITATIF RUMAH SAKIT PKU MUHAMMADIYAH YOGYAKARTA

USROTULAFIFAH USROTULAFIFAH, NIM. 12730014 (2016) MANAJEMEN PUBLIC RELATIONS DALAM MEMBANGUN CITRA PERUSAHAAN (STUDI DESKRIPTIF KUALITATIF RUMAH SAKIT PKU MUHAMMADIYAH YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The hospital is a company which engaged in the service community. As a service provider, the hospital is always try to gain the trust of their users. Hospital of PKU Muhammadiyah Yogyakarta is one of hospitals in Yogyakarta. To build its image, Hospital of PKU Muhammadiyah Yogyakarta had carried out various management functions in particular role, especially on public relations section. This study aims to determine what kind of management that PKU Muhammadiyah Yogyakarta done so far. In this study the author uses descriptive method with qualitative approach. Data collected by interview, documentation and observation of the subject. Subjects come from the company's internal parties (public relations, and divisions spirituality) and external parties (hospital visitors both patients and family of patient, and parking attendants as an additional subject). Data obtained in the analysis using management analysis. The results of this study show that of the various functions of public relations management carried out by the hospital, it is known that PKU Muhammadiyah is a hospital that religious, it makes people more secure in its Islam culture. PKU Muhammadiyahprovide good service to visitors. And from the cost aspect, PKU Muhammadiyah can be reached by all circles of community

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