STRATEGI HUMAS DALAM MENGUBAH CITRA RUMAH SAKIT JIWA( Studi Deskriptif Pada Humas RSJ Dr. Radjiman Wediodiningrat Lawang )

Saraswati, Ardiyani Eka (2009) STRATEGI HUMAS DALAM MENGUBAH CITRA RUMAH SAKIT JIWA( Studi Deskriptif Pada Humas RSJ Dr. Radjiman Wediodiningrat Lawang ). Other thesis, University of Muhammadiyah Malang.

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Abstract

Keywords: Public Relation Strategy, The image of Mental Hospital The research based on phenomena happened in society about people judgment or opinion related with respect. People opinion about Mental Hospital is a dirty and scarry place, the image was negative. If we heard about mental hospital, we assumed that there is a place for sick mental people. But nowadays, in its development, health service in Lawang Mental Health not only for mental disturbance, but also simple general case, narcotic, psychology, tooth, laboratory, radiology, and the other service related with mental problem, started from marriage consulting, birthing, children and adolescent, adults, and older development, light and heavy psychological symptoms. That’s why the researcher was interesting to discuss about public relation strategy in changing the image of Mental Hospital which was done by public relation department of Dr. Radjiman Wediodiningrat Mental Hospital Lawang. The researcher wanted to get knowledge about the public relation strategy of Dr. Radjiman Wediodiningrat Mental Hospital Lawang in changing the image of Mental Hospital. The research was qualitative descriptive, technique to get research informer was source triangulation. To answer the statement of problem there were two analysis used, they were domain and taxonomy analysis. After the result of domain analysis found, there would be continued with taxonomy analysis to make conclusion from reaserch done. Data collected trough deep interview and documentation to data source taken according to the researcher’s criterias. The informers was the Head of Public Relation Department of Dr. Radjiman Wediodiningrat Mental Hospital Lawang. Public Relation Strategy was optimum alternative chosen to reach Public Relations Purpose in a Public Relation plan. Image was the major purpose and achievement and reputation to get by Public Relation world. From the research done, the strategy used by Public Relation Department of Dr. Radjiman Wediodiningrat Mental Hospital Lawang was open strategy, after it was analyzed using various strategy, the strategy used based on pro-active strategy, and when analyzed using general strategy, the strategy used included into combination where the institution used new effort while running the effort it also used stability strategy in several business unit using growth strategy by using Joint venture, cooperation with another organization. The strategy application in several action were: publicity increasing, open house, Institution anniversary, Idul Fitri and Christmast Gift, philantrophist activities, education, service, media relations, and mental health museum founding. Effectiveness from open strategy still developed and not static, so that there was survey and evaluation every 3 months as additional. Strategy applied was considered successful since it fulfilled the aspects of public relation strategy approach, like: Operational, persuasive and educative, public relation social responsibility, cooperation. From the result, there could be recommended to Public Relation Department of Dr. Radjiman Wediodiningrat Mental Hospital Lawang to pay attention the insitution image and optimize the public relation performance so that it would be effective as the public relation true function.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 03 Jul 2012 05:50
Last Modified: 03 Jul 2012 05:50
URI: http://eprints.umm.ac.id/id/eprint/10753

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