RIZKI AMALIA, FIRLY (2022) STRATEGI KOMUNIKASI HUBUNGAN MASYARAKAT DALAM MENGEMBANGKAN CITRA POSITIF DI RSUD Dr. SOETOMO SURABAYA (Studi Deskriptif Kualitatif Strategi Komunikasi Hubungan Masyarakat Dalam Mengembangkan Citra Positif Di RSUD Dr. Soetomo Surabaya). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Permasalahan yang ada di RSUD Dr. Soetomo yang meliputi masalah antrian loket, masalah pelayanan dokter dan perawat, masalah lingkungan di RSUD Dr. Soetomo. Tujuan dalam penelitian ini untuk mengetahui strategi komunikasi Public Relations dalam mengembangkan citra positif di RSUD Dr. Soetomo Surabaya. Objek yang diteliti dalam penelitian ini adalah Public Relations dalam mengembangkan citra positif di RSUD Dr. Soetomo Surabaya Teori yang digunakan adalah Cutlip, Center dan Broom yang menjelaskan tentang proses perencanaan kegiatan yang menjadi landasan dalam melaksanakan strategi. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dengan pengambilan data primer melalui wawancara in depth interview serta observasi dari informan terkait. Berdasarkan hasil penelitian bahwa: 1.Jenis strategi yang dilakukan oleh Public Relations RSUD Dr. Soetomo Surabaya yaitu melalui strategi edukatif-informatif. Hal ini ditunjukkan oleh aktivitas dan kegiatan RSUD Dr. Soetomo Surabaya dalam menyampaikan berita maupun informasi kepada publik sesuai dengan fakta yang ada. 2. Strategi Public Relations dalam membangun opini publik yang positif untuk meningkatkan citra RSUD Dr. Soetomo Surabaya menurut gambaran informan-informan terhadap fungsi dan tugas Public Relations RSUD Dr. Soetomo Surabaya. Kata Kunci : Strategi Komunikasi, Public Relation, Citra positif Problems that exits in RSUD Dr. Soetomo covering the queue counter issue, doctors and nursers service problems, enviromental problems in RSUD Dr. Soetomo.The purpose of this research is to know Public Relations communication strategy in developing positive image in RSUD Dr. Soetomo Surabaya. Objects investigated in this research is Public Relations in developing positive image in RSUD Dr. Soetomo Surabaya. The theory used is Cutlip, Center , and Broom explaining abou the process of planning activities that become the foundation in implementing the strategy. This research use descriptive qualitative research method with primary data taking through interview and observation from related informant. this study informants 2 and 3 were Based on the results of research that: 1. Type of strategy undertaken by public relations RSUD Dr. Soetomo Surabaya is through an educative-informative strategy. This is demonstrated by the activities and activities of RSUD Dr. Soetomo Surabaya in delivering news and information to the public in accordance with existing facts. 2. Public relations strategy in building positive public opinion to improve the image of RSUD Dr. Soetomo Surabaya according to the description of the informants on the function and task of public relations RSUD Dr. Soetomo Surabaya Keywords : Communication Strategy, Public Relations, Positive Image.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Lisa nadya irawan | ||||||||
| Date Deposited: | 19 Jul 2022 02:20 | ||||||||
| Last Modified: | 19 Jul 2022 02:20 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7624 |
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