Encroachment Pada Fungsi Public Relations di Divisi Public Relations and Promotion ARDAN GROUP.
Skripsi M ahasiswa U niversitas Padjadjaran
(I - 2012/ 2013)
ABSTRAK
Dwi Putri Rezky, 210111100143 jurusan Ilmu Hubungan Masyarakat - Fakultas Ilmu
Komunikasi - Universitas Padjadjaran. Penelitian ini berjudul “Encroachment Pada Fungsi
Public Relations di Divisi Public Relations and Promotion ARDAN GROUP”. Penelitian ini
dibimbing oleh Bapak Drs. Wawan Setiawan., M.I.Kom sebagai pembimbing utama dan Bapak
Heru Riyanto, S.Ag., M.Si selaku pembimbing pendamping.
Penelitian ini bertujuan untuk menganalisa terjadinya encroachment atau gangguan ,
bentuk encroachment atau gangguan, dan strategi penanggulangan yang dilakukan public
relations di Divisi Public Relations and Promotion ARDAN GROUP dalam mengatasi
encroachment atau gangguan pada fungsi public relations.
Metode yang digunakan adalah metode penelitian kualitatif dengan pendekatan studi
kasus dan teknik pengumpulan data melalui observasi langsung, wawancara mendalam (depthinterview), dan studi kepustakaan. Informan dalam penelitian ini terdiri dari Public Relations and
Promotion Manager ARDAN GROUP, Public Relations Officer ARDAN GROUP, dan
Marketing Manager ARDAN GROUP.
Kesimpulan dari penelitian ini adalah terdapat gangguan yang secara umum dirasakan
oleh public relations di Divisi Public Relations and Promotion ARDAN GROUP yaitu kultur
perusahaan yang konvensional sehingga membuat public relations mengalami kesulitan
melakukan inovasi serta keterbatasan sumber daya manusia. Terdapat pula gangguan lain
berdasarkan hasil identifikasi bentuk gangguan pada fungsi public relations, yaitu adanya
gangguan otoritas yang disebabkan tingginya otoritas public relations, gangguan fungsional yang
disebabkan oleh overlapping yang terjadi dengan Divisi Marketing, untuk gangguan struktural
sendiri memang tidak didapati terjadi, namun hasil identifikasi menunjukkan fakta yang
mengarah kepada bentuk gangguan otoritas. Strategi penanggulangan gangguan yang dilakukan
telah menerapkan langkah-langkah dari manajemen krisis.
Saran yang diberikan kepada public relations di Divisi Public Relations and Promotion
ARDAN GROUP adalah agar dapat lebih menyadari karakteristik lingkungan, menambah
jumlah sumber daya manusia, mengkaji ulang penugasan-penugasan dan analisis jabatan
terhadap desrkripsi tugas dan fungsi public relations, serta membentuk tim manajemen krisis dan
menjaga dan meningkatkan jaringan komunikasi publik internal maupun eksternal .
.
Dwi Putri Rezky - Encroachment Pada Fungsi Public Relation...
Program Studi I lmu Komunikasi
Fakultas I lmu Komunikasi © 2012
http:/ / pustaka.unpad.ac.id
ii
Skripsi M ahasiswa U niversitas Padjadjaran
(I - 2012/ 2013)
ABSTRACT
Dwi Putri Rezky, 210111100143, majoring in Public Relations – Faculty of
Communication – University of Padjadjaran. Title of research Ecroachment on The Public
Relations Function in the Division of Public Relations and Promotion ARDAN GROUP. This
research under the guidance by Drs. H. Wawan Setiawan., M.I.Kom as first mentor and Heru
Riyanto S.Ag., M.Si as companion mentor.
This research aims to anylize the encroachment, the form of encroachment, and coping
strategy by Public Relations in Public Relations and Promotion Division ARDAN GROUP to
addressing encroachment in public relations function.
The research method which used qualitative research method with case study approach
with observation, depth-interview, ant the study of literature for data collection techniques. The
research informan consisted of Public Relations and Promotion Manager ARDAN GROUP,
Public Relations Officer ARDAN GROUP, and Marketing Manager ARDAN GROUP.
The conclusion of this research is there generally perceived encroachment by public
relations in the Division of Public Relations and Promotion ARDAN GROUP that led public
relations to trouble innovating and also the limitations of human resources. The other
encroachment based on the identification of encroachment form in public relations function,
namely authority encroachment caused by the high authority of public relations, functional
encroachment by the overlapping with the division of marketing, and structural encroachment is
not found to be the case, but the identifications results show facts leading to authority
encroachment. The coping encroachment strategy have implemented measures of crisis
management.
The suggestions give to public relations in the Division of Public Relations and
Promotion ARDAN GROUP is to become more aware of the environment characteristics,
increase the human resource, reviewing assignments and conduct job analysis on job
descriptions and functions of public relations, formed a crisis management team, and also to
maintain and enchance the public communication network of internal and eksternal.
Dwi Putri Rezky - Encroachment Pada Fungsi Public Relation...
Program Studi I lmu Komunikasi
Fakultas I lmu Komunikasi © 2012
http:/ / pustaka.unpad.ac.id
iii
(I - 2012/ 2013)
ABSTRAK
Dwi Putri Rezky, 210111100143 jurusan Ilmu Hubungan Masyarakat - Fakultas Ilmu
Komunikasi - Universitas Padjadjaran. Penelitian ini berjudul “Encroachment Pada Fungsi
Public Relations di Divisi Public Relations and Promotion ARDAN GROUP”. Penelitian ini
dibimbing oleh Bapak Drs. Wawan Setiawan., M.I.Kom sebagai pembimbing utama dan Bapak
Heru Riyanto, S.Ag., M.Si selaku pembimbing pendamping.
Penelitian ini bertujuan untuk menganalisa terjadinya encroachment atau gangguan ,
bentuk encroachment atau gangguan, dan strategi penanggulangan yang dilakukan public
relations di Divisi Public Relations and Promotion ARDAN GROUP dalam mengatasi
encroachment atau gangguan pada fungsi public relations.
Metode yang digunakan adalah metode penelitian kualitatif dengan pendekatan studi
kasus dan teknik pengumpulan data melalui observasi langsung, wawancara mendalam (depthinterview), dan studi kepustakaan. Informan dalam penelitian ini terdiri dari Public Relations and
Promotion Manager ARDAN GROUP, Public Relations Officer ARDAN GROUP, dan
Marketing Manager ARDAN GROUP.
Kesimpulan dari penelitian ini adalah terdapat gangguan yang secara umum dirasakan
oleh public relations di Divisi Public Relations and Promotion ARDAN GROUP yaitu kultur
perusahaan yang konvensional sehingga membuat public relations mengalami kesulitan
melakukan inovasi serta keterbatasan sumber daya manusia. Terdapat pula gangguan lain
berdasarkan hasil identifikasi bentuk gangguan pada fungsi public relations, yaitu adanya
gangguan otoritas yang disebabkan tingginya otoritas public relations, gangguan fungsional yang
disebabkan oleh overlapping yang terjadi dengan Divisi Marketing, untuk gangguan struktural
sendiri memang tidak didapati terjadi, namun hasil identifikasi menunjukkan fakta yang
mengarah kepada bentuk gangguan otoritas. Strategi penanggulangan gangguan yang dilakukan
telah menerapkan langkah-langkah dari manajemen krisis.
Saran yang diberikan kepada public relations di Divisi Public Relations and Promotion
ARDAN GROUP adalah agar dapat lebih menyadari karakteristik lingkungan, menambah
jumlah sumber daya manusia, mengkaji ulang penugasan-penugasan dan analisis jabatan
terhadap desrkripsi tugas dan fungsi public relations, serta membentuk tim manajemen krisis dan
menjaga dan meningkatkan jaringan komunikasi publik internal maupun eksternal .
.
Dwi Putri Rezky - Encroachment Pada Fungsi Public Relation...
Program Studi I lmu Komunikasi
Fakultas I lmu Komunikasi © 2012
http:/ / pustaka.unpad.ac.id
ii
Skripsi M ahasiswa U niversitas Padjadjaran
(I - 2012/ 2013)
ABSTRACT
Dwi Putri Rezky, 210111100143, majoring in Public Relations – Faculty of
Communication – University of Padjadjaran. Title of research Ecroachment on The Public
Relations Function in the Division of Public Relations and Promotion ARDAN GROUP. This
research under the guidance by Drs. H. Wawan Setiawan., M.I.Kom as first mentor and Heru
Riyanto S.Ag., M.Si as companion mentor.
This research aims to anylize the encroachment, the form of encroachment, and coping
strategy by Public Relations in Public Relations and Promotion Division ARDAN GROUP to
addressing encroachment in public relations function.
The research method which used qualitative research method with case study approach
with observation, depth-interview, ant the study of literature for data collection techniques. The
research informan consisted of Public Relations and Promotion Manager ARDAN GROUP,
Public Relations Officer ARDAN GROUP, and Marketing Manager ARDAN GROUP.
The conclusion of this research is there generally perceived encroachment by public
relations in the Division of Public Relations and Promotion ARDAN GROUP that led public
relations to trouble innovating and also the limitations of human resources. The other
encroachment based on the identification of encroachment form in public relations function,
namely authority encroachment caused by the high authority of public relations, functional
encroachment by the overlapping with the division of marketing, and structural encroachment is
not found to be the case, but the identifications results show facts leading to authority
encroachment. The coping encroachment strategy have implemented measures of crisis
management.
The suggestions give to public relations in the Division of Public Relations and
Promotion ARDAN GROUP is to become more aware of the environment characteristics,
increase the human resource, reviewing assignments and conduct job analysis on job
descriptions and functions of public relations, formed a crisis management team, and also to
maintain and enchance the public communication network of internal and eksternal.
Dwi Putri Rezky - Encroachment Pada Fungsi Public Relation...
Program Studi I lmu Komunikasi
Fakultas I lmu Komunikasi © 2012
http:/ / pustaka.unpad.ac.id
iii