Strategi internal public relations dalam meningkatkan loyalitas agen di kantor agency Prugolden

Yulianti, Febry (2015) Strategi internal public relations dalam meningkatkan loyalitas agen di kantor agency Prugolden. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Praktisi Public Relations kini menjadi salah satu faktor penting dalam suatu perusahaan. Dimana tugas Public Relations adalah menciptakan hubungan baik dengan khalayak dengan menggunakan alat komunikasi sehingga tercipta citra yang baik bagi suatu perusahaan atau lembaga, baik dalam internal maupun eksternal. Hal tersebut sangat esensial karena perusahaan tidak dapat berjalan tanpa adanya hubungan yang baik dengan masyarakat maupun karyawannya sendiri. Pada penelitian kali ini, akan dibahas mengenai bagaimana strategi internal Public Relations dalam meningkatkan loyalitas agen di Kantor Agency PRUgolden. Pengambilan data dilakukan dengan cara melakukan wawancara mendalam dengan pendekatan kualitatif dan metode peneletian deskriptif. Hasil penelitian ini menunjukan bahwa strategi internal Public Relations berjalan dengan baik walaupun tidak ada divisi khusus yang menaungi Public Relations di dalam perusahaan. Strategi yang dilakukan adalah dengan reward and benefit strategy, career rotation strategy, training and development strategy, open management system strategy, dan special events strategy. Strategi tersebut tentunya dilakukan perusahaan untuk menimbulkan kepuasaan bekerja untuk setiap agen. Sehingga perusahaan berharap dari kepuasaan bekerja yang timbul, akan meningkatkan loyalitas agen kepada perusahaan. Saran yang peneliti berikan kepada Kantor Agency PRUgolden adalah dengan memberikan divisi khusus Public Relations agar dapat menangani masalah perusahaan baik itu internal ataupun eksternal./ Public Relations practitioners now become one of the important factors in a company. The function of Public Relations is to create a good relationship with people by using communication tools in order to create a good image for a company or organization, both internal and external. This is very essential because the company cannot run its business without a good relationship with the community and its own employees. In this research, will be discussed about how internal public relations strategies to improve the loyalty of agents in the Office Agency PRUgolden. Data were collected by conducting in-depth interviews with qualitative approaches and descriptive research method. These results indicate that an internal Public Relations strategies are going well although there is no special division which is responsible for Public Relations in the company. The strategies are by reward and benefits strategy, career rotation strategy, training and development strategy, open management system strategy, strategy and special events strategy. These strategiesused by the company to generate work satisfaction for each agent and the company can expect from arising work satisfaction will increase loyalty of the company’s agents. Suggestion that researcher gave to PRUgolden Agency Office is to provide a special division to handle public relations company issues both internally and externally.

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