Strategi public relations Rumah Sakit Siloam Sriwijaya Palembang dalam memperoleh konsumen = Public relations strategies of Siloam Sriwijaya Hospital at Palembang in obtaining consumers

Fitrianti, Fitrianti (2013) Strategi public relations Rumah Sakit Siloam Sriwijaya Palembang dalam memperoleh konsumen = Public relations strategies of Siloam Sriwijaya Hospital at Palembang in obtaining consumers. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Rumah sakit sebagai sebuah institusi yang memberikan pelayanan kesehatan juga membutuhkan adanya divisi Public Relations untuk dapat membangun dan menjaga hubungan yang baik dengan publiknya. Strategi untuk dapat menarik perhatian publik agar dapat menggunakan jasa pelayanan di sebuah rumah sakit merupakan hal penting yang perlu dilakukan. Maka itu, diperlukan adanya strategi Public Relations untuk dapat menarik perhatian publik sehingga kemudian menggunakan jasa pelayanan kesehatan pada sebuah rumah sakit dan menjaga hubungan yang baik dengan publik tersebut. Landasan teori untuk penelitian ini adalah teori pertukaran sosial. ini menggunakan metode penelitian studi kasus dengan pendekatan penelitian kualitatif. Pengumpulan data dalam penelitian ini dilakukan melalui observasi, wawancara mendalam, dan studi kepustakaan. Hasil dari penelitian ini menunjukan adanya strategi Public Relations yang dilaksanakan oleh Rumah Sakit Siloam Sriwijaya Palembang dalam usaha memperoleh konsumen yakni melalui penyebaran jurnal eksternal, komunikasi lisan, menyebarkan literature edukatif pada media cetak, mengadakan pameran alat kesehatan, mengadakan seminar, melakukan kerjasama atau sponsor, and menjaga hubungan yang baik dengan rekan media. Strategi tersebut berjalan efektif sehingga terdapat peningkatan jumlah pasien yang mengunjungi Rumah Sakit Siloam Sriwijaya Palembang. Disarankan juga agar Rumah Sakit Siloam Sriwijaya Palembang dapat menambah jumlah staff pada divisi Public Relations sehingga kegiatan Public Relations dapat terlaksana secara konsisten dan efektif. / Hospital as an institution that provides health services requires the Public Relations division to be able to build and maintain good relationship with the public. Public relations strategies are crucial for attracting public attention in order to recognizing the services from a hospital and also to maintain relations with public. Theoretical basis for this thesis is the social exchange theory. This study uses a case study with a qualitative research approach. Data collection in this thesis was done by observation, in-depth interview, and library research. The result of this thesis indicate the existence of a Public Relations strategies has implanted by Siloam Sriwijaya Hospital at Palembang in an effort to obtain consumers through the deployment of external journal, verbal communication, educational literature at print media, hold exhibitions, seminars, cooperation or sponsor, and maintain relationship with the colleagues media. The applied strategies proved effective resulting in improved number of patients who visiting Siloam Sriwijaya Hospital at Palembang. It was also suggested that Siloam Sriwijaya Hospital can increase the number of staff in the division of Public Relations so the strategies can be implanted consistently and effectively.

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