PERAN PUBLIC RELATIONS DALAM PROGRAM CSR, PROGRAM KEMITRAAN dan BINA LINGKUNGAN (Studi Pada PT PLN APJ Malang, Jawa Timur)

Apriana, Kartika (2010) PERAN PUBLIC RELATIONS DALAM PROGRAM CSR, PROGRAM KEMITRAAN dan BINA LINGKUNGAN (Studi Pada PT PLN APJ Malang, Jawa Timur). Other thesis, University of Muhammadiyah Malang.

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Abstract

This research is based on the phenomenon of varying public relations roles in each organization. One of them is in CSR programs. Corporate social responsibility (CSR) is the consequence of the existence of a company in its environment to realize a better direction. Limited Liability Companies Act No. 40 article 74 companies to make corporate social responsibility (CSR), companies that do not will be penalized. CSR implementation at BUMN like PT. PLN (Persero) is to implement the Parnertship Program and Community Development (PPCD). Public relationsofficer perform different roles due to difeferences in structure and oragnizational culture and the availability of qualified human resources. Duties of public relations of PT. PLN (Persero) APJ Malang doing by the assistant manager, and is involved in CSR is the Assistant Manager of Human Resources. According to Dozier and Broom there are four roles of public relations in both the dominant organization or not, that is what makes the role of managerial public relations officer serves as an expert prescriber, the facilitator of communication, the facilitator problem solving process, and its role as communication technician. Definition of the problem in this research is what role public relations officer executed by PT. PLN (Persero) APJ Malang in the implementation of CSR and how the public relations officer of PT. PLN (Persero) APJ Malang perform its role? While the objectives of this research is to identify and describe the role of Public relations officer of PT. PLN (Persero) APJ Malang in implementing CSR and want to find out and describe how the PR officer is carrying out its role. The approach in this research uses a qualitative approach. Where information or data collected strived described based on the expression and interpretation of the informant who had previously been determined using purposive sampling technique by conducting interviews and documentation. The reason researcher chose to use is to find descriptive qualitative data to understand the phenomenon of what is experienced by the informants in this research, which inthis case the researchers wanted to know the role of public relation in corporate social responsibility program, partnership program and community development carried out by PT. PLN (Persero) APJ Malang. Data obtained in this study were analyzed using a triangulation of sources where after investigators conducted interviews with one informant, the researcher also conducted interviews with other informants. From this research, the duties and responsibilities of PR at PT. PLN (Persero) APJ Malang conducted by The Assistant Manager. While CSR is under the responsibility of the Assistant Manager of Human Resources. CSR activities undertaken PT. PLN (Persero) APJ Malang is a community empowerment and community services. Assistance program that is provided in relation to public service or public interest and provide loan assistance fund to boost small businesses as the capital. CSR implementation is handled by an independent team under the auspices of the Assistant Manager of Human Resources. Duties and responsibilities as PR doing by the Assistant Manager of Human Resources in CSR is as a communication technician. As a communication technician public relations officer was carrying out its role only when the disbursement of funds held in conferece room PLN APJ Malang. At that time officer who done by Assistant of Human Resources will only provide guidance to its partners in accordance with the provisions of the Standard Operation Procedure (SOP), ie by explaining the purpose and objectives PKBL and rights and obligations of recipients of these funds. Reasons in a briefing that was conducted in accordance with the SOP so that no zisunderstanding or misperception by partners.

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: Rayi Tegar Pamungkas
Date Deposited: 03 Apr 2012 04:27
Last Modified: 03 Apr 2012 04:27
URI: http://eprints.umm.ac.id/id/eprint/1752

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