STRATEGI HUMAS RUMAH SAKIT UMUM ISLAM (RSI) KLATEN DALAM MEMPERTAHANKAN CITRA POSITIF DI MASA PANDEMI COVID-19

Hidayati, Alya Maulida (2022) STRATEGI HUMAS RUMAH SAKIT UMUM ISLAM (RSI) KLATEN DALAM MEMPERTAHANKAN CITRA POSITIF DI MASA PANDEMI COVID-19. Other thesis, UPN 'Veteran" Yogyakarta.

	Text Cover.pdf Download (161kB)
	Text Daftar Pustaka.pdf Download (154kB)
	Text Abstrak.pdf Download (9kB)
	Text Daftar Isi.pdf Download (77kB)
	Text Pengesahan logo.pdf Download (535kB)
	Text Skripsi Alya Maulida_153180026 FIX.pdf Restricted to Repository staff only Download (2MB)

Abstract

xiv
ABSTRAK
Pandemi Covid-19 menjadikan masyarakat mengalami ketakutan dan
kegelisahan yang besar untuk keluar rumah terlebih mengunjungi fasilitas
kesehatan, karena penyebaran kasus positif Covid-19 begitu cepat serta kabar
burung yang beredar mengenai rumah sakit. Selain itu rumah sakit merupakan
tempat orang sakit, dimana tempat tersebut juga berdampak dalam penularan kasus
Covid-19. Disamping ketakutan akan penyebaran Covid-19 tersebut, masyarakat
tetap butuh pelayanan kesehatan yang terbaik. Hal tersebut menjadikan Humas RSI
Klaten mulai menjalankan strategi khusus untuk tetap memiliki citra positif di masa
pandemi Covid-19. Penelitian ini bertujuan untuk mengetahui dan memberi
gambaran dari strategi humas yang dilakukan oleh pihak Humas RSI Klaten dalam
upaya mempertahankan citra positif di masa pandemi Covid-19. Penelitian ini
menggunakan metode kualitatif deskriptif dengan tiga teknik pengumpulan data,
yaitu observasi, wawancara, dan dokumentasi. Berdasarkan hasil penelitian yang
telah dilakukan menunjukkan bahwa strategi yang dilakukan oleh Humas RSI
Klaten dalam mempertahankan citra positif di masa pandemi Covid-19 adalah,
mendefinisikan masalah, merencanakan program, melakukan aksi dan komunikasi,
serta mengevaluasi dari pelaksanaan program. Hal tersebut sesuai dengan proses
pembentukan strategi milik Cutlip, Center, dan Broom. Perencanaan strategi
tersebut dilakukan secara komplek dengan memperhatikan kondisi lingkungan
rumah sakit untuk memperluas informasi. Sehingga tujuan humas dalam
mempertahankan citra positif dapat tercapai.
Kata Kunci: Strategi Humas, Citra, Pandemi Covid-19.
xv
ABSTRACT
The Covid-19 pandemic has made people experience great fear and anxiety
to leave the house, especially visiting health facilities, because the spread of
positive cases of Covid-19 is so fast and the rumors circulating about hospitals. In
addition, the hospital is a place for sick people, where the place also has animpact
on the transmission of Covid-19 cases. In addition to the fear of the spread of Covid�19, people still need the best health services. This made RSI Klaten Public Relations
begin to carry out a special strategy to continue to have a positive image during the
Covid-19 pandemic. This study aims to find out and provide an overview of the
public relations strategy carried out by the RSI Klaten Public Relations in an effort
to maintain a positive image during the Covid-19 pandemic. This research uses a
descriptive qualitative method with three data collection techniques, namely
observation, interview, and documentation. Based on the results of research that has
been carried out, it shows that the strategy carried out by the RSI Klaten Public
Relations in maintaining a positive image during the Covid-19 pandemic is,
defining problems, planning programs, carrying out actions and communications,
and evaluating the implementation of the program. This is in accordance with the
process of forming strategies belonging to Cutlip, Center, and Broom. The strategic
planning is carried out in a complex manner by paying attention to the
environmental conditions of the hospital to expand information. So that the goal of
public relations in maintaining a positive image can be achieved.
Keywords: Public Relations Strategy, Image, Covid-19 Pandemic.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Public Relations Strategy, Image, Covid-19 Pandemic.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	07 Nov 2022 01:38
Last Modified:	07 Nov 2022 01:38
URI:	http://eprints.upnyk.ac.id/id/eprint/31536

Actions (login required)

View Item