Strategi media relations Greenpeace Indonesia dalam menyikapi pemberitaan negatif oleh media massa Indonesia

Irawan, Ferdian Stefanus (2013) Strategi media relations Greenpeace Indonesia dalam menyikapi pemberitaan negatif oleh media massa Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Greenpeace Indonesia sebagai organisasi non proft yang bergerak di bidang lingkungan dan merupakan bagian dari Greenpeace Internasional, menghadapi banyak tantangan dalam kampanyenya di Indonesia, salah satu tantangannya adalah banyak mendapatkan pemberitaan negatif di media massa nasional Indonesia. Greenpeace Indonesia memiliki tiga fokus kampanye yaitu penyelamatan hutan, pencemaran air dan perubahan iklim & energi. Strategi yang dilakukan oleh Greenpeace Indonesia dalam menyikapi pemberitaan negatif oleh media massa ini adalah dengan melakukan media relations. Penelitian ini ingin melihat strategi yang dilakukan Greenpeace dalam melakukan pendekatan dan memelihara hubungan dengan media. Teori Relationship Management digunakan untuk menganalisa strategi media relations. Metode yang digunakan adalah metode kualitatif deskriptif dengan studi kasus, pengumpulan data dilakukan dengan wawancara mendalam dan observasi. Kesimpulan yang didapatkan dari penelitian ini membuktikan bahwa Greenpeace sudah melakukan langkah-langkah sesuai dengan teori Relationship Management yaitu access, positivity, openness, assurances, networking, sharing of tasks, integrative, distributive, dual concern: contending, dan avoiding. / Greenpeace is international non-profit organization that engaged in the field of environment. Greenpeace Indonesia has three focus campaigns, which are anti deforestation, anti water pollution, and anti climate change and energy. Greenpeace Indonesia currently facing several issues, one of the issues is negative publicity by the media. This research is aimed to understand strategies used by Greenpeace Indonesia to address these negative publicities written by some journalists. The strategies used by Greenpeace Indonesia are called media relations. The research uses relationship management theory as ground theory not only to understand the strategies to generate good relations, but also to understand how to maintain relationship and change it into a good long-term relationship. This research uses descriptive qualitative method and case study. The data acquired from in-depth interview that is done with key informant. From this research, it is found that Greenpeace Indonesia has been implementing the 10 steps of relationship management which are access, positivity, openness, assurances, networking, sharing of tasks, integrative, distributive, dual concern: contending, and avoiding

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