ABSTRAK
Due to build a competitive market of airline industry, the government loose theirtight control in giving license to new companies entering into aviation business. Sincethe government has opened new regulation on open-air market, new airlines companiesare mushrooming. This emerging of new airlines companies will definitely increasecompetition between old players and the new ones. New Airlines Company seems to be of highly efficient and effective, in runningtheir business. Moreover, they operate a slim organizational structure, and dare toimplement brave marketing strategy such as selling ticket fare under standard price. Oldplayers with bureaucratic structure of organization will be wobbly in entering the battle ofcompetition. To be surviving, old state-owned company should maintain its reputation inthe public opinion. This study has the aim in order to analyze the stakeholders? opinion on MerpatiNusantara Airlines corporate reputations, besides to propose the role of corporate PublicRelations in building good reputations at Merpati Nusantara Airlines. Corporate Reputations is the reflection of an organization over time, as seenthrough the eyes of its stakeholders. Image factors will express that a company isuniquely developed with positive traits such as innovative, honesty, and competentmanagement. Public Relations is a division which has a duty to maintain a goodreputation in public opinion. To get the public opinion about Merpati Nusantara current reputation, here thepresent writer makes a research about public opinion through media analysis. Thecompany gave her all news being published during the year of 2000-2001, and thepresent writer tries to make an analysis about the Public Relations role in building thereputation in Merpati Nusantara Airlines. Merpati Nusantara Airlines is famous to its inability to provide good services tothe passengers. Such a poor service in ticket handling by the front liners, especially inEast Indonesia the place where actually Merpati Nusantara has influential brandawareness. Furthermore, the company delivers the greatest routes in lndonesia Thecompany?s greatest segment is business to communication business, with short haulbusiness characteristics, and about 62% passengers are the civil servant and officialemployees. The present writer makes several interviews to middle managements to see theinternal relations between divisions. The aim is to propose the role of Public Relations atMerpati Nusantara Airlines. In those previous conversations, complaints occur from themarketing division. As a market leader in new invention of preflight services like call andfly, mir@ (buying ticket from the internet) these products do not reach the target market.Hence financial distress caused these new services cannot be advertised regularly.Human Resources of division emphasized about unsatisfied employee, strategic planningdivision pointed out about employee lack awareness of planning program and the PublicRelations Division which on the perspective of the present writer has not played theimportant role in building good reputation, especially in building good communicationwith media which is an implementation of both external and media relations. This thesis will show the importance of integrated marketing in inter divisions?context. To realize it, the Public Relations Division has to play a good mie by gettinginvolved in every division. The aim is to get a better understanding about everythinghappened in the company consequently the Public Relations Officers are able to use itreal function which is a gate keeper between internal and external stakeholders. ThePublic Relations Officer can use the tools of values driven process, as a guide toImplementation. The other important thing is that the Public Relations Officer should also bealways aware of current public opinion about company?s reputation. The present writerdoes a simple research about company?s news in the media. The media analyses toolsanalyze the result, from the research it is seen that there is duration of length betweenonce the complaint was published and the time of answering it. Nevertheless the mostsignificant thing here is not only answering complaints but also integrated with HumanResources Divisions in handling disobedient employees. |
T5951-Christy Pattipeiluhu.pdf :: Unduh