STRATEGI MEDIA RELATIONS COMM & CSR PT PERTAMINA RU II DUMAI DALAM MENINGKATKAN PUBLISITAS DI MEDIA MASSA

Abstract

PT. Pertamina Refinery Unit II Dumai is a state-owned company that moves in the fields of energy, petrochemicals and other businesses that can support the business of Pertamina both domestically and abroad. As one of the largest refineries in Sumatra and has a large oil production, it is directly proportional to the waste produced. This waste causes RU II to be very vulnerable to negative issues regarding the environment. To anticipate this issue being spread widely through reporting, it is very important for PT Pertamina RU II to establish relations with the mass media, considering that the media has a major influence in creating public opinion. In establishing relationships with the media, appropriate tactics and strategies are needed so that the cooperation between the company and the media can continue to run well. This study aims to determine the media relations strategy used by PT Pertamina RU II Dumai in increasing publicity in the mass media.

This study used qualitative research methods. Determination of informants using purposive sampling technique with the number of informants in this study amounted to six people. Next the data collection technique consists of interviews, observation, and documentation. While, data analysis techniques use descriptive analysis. The technique of checking the validity of the data uses an extension of participation and triangulation.

The results of this study indicate the Comm & CSR of PT Pertamina RU II Dumai in increasing publications in the mass media using a media relations strategy which was presented by Yosal Iriantara, among others, First managing relations. The relationship that occurs between RU II and the media is the relationship between humans who are familiar like a friend and as if they are separated from the task relations and work relations. RU II opens the widest door for every journalist who wants to join in any media relations activities conducted by RU II, besides that RU II also runs various media relations activities, namely media gathering, media visits, coffee mornings, lunch meetings, sports day media and Pertamina's journalistic award event. The two develop strategies by providing training to journalists, using various media, establishing cooperation contracts and providing press releases. The third developed a network by establishing intense relations with the Indonesian Journalists Association organization.