STRATEGI PUBLIC RELATIONS (PR) DALAM MENINGKATKAN CITRA PERUSAHAAN PADA PT POS INDONESIA KANTOR CABANG UTAMA (KCU) PAHOMAN BANDAR LAMPUNG

DHEA, RISKA MAHARANI (2026) STRATEGI PUBLIC RELATIONS (PR) DALAM MENINGKATKAN CITRA PERUSAHAAN PADA PT POS INDONESIA KANTOR CABANG UTAMA (KCU) PAHOMAN BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi Public Relations dalam meningkatkan citra positif PT Pos Indonesia KCU Bandar Lampung. Latar belakang penelitian ini adalah munculnya persepsi publik yang beragam terhadap kualitas layanan PT Pos di tengah persaingan perusahaan jasa pengiriman yang semakin ketat. Pendekatan penelitian menggunakan metode kualitatif deskriptif, dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan studi dokumentasi terhadap aktivitas komunikasi dan program PR perusahaan. Hasil penelitian menunjukkan bahwa unit Public Relations PT Pos KCU Bandar Lampung menerapkan beberapa strategi utama untuk membangun citra positif, yaitu:(1) media relations dijalankanya melalui publikasi rutin, press release, serta kerja sama dengan media local.(2) pelayanan public melalui pembenahan sistem antrean, fasilitas ruang tunggu, layanan keluhan pelanggan, serta digitalisasi layanan seperti aplikasi PosAja dan pelacakan paket.(3) community relations, melalui program Corporate Social Responsibility (CSR), seperti bantuan sosial, literasi digital, dukungan UMKM, dan kerja sama pendidikan, memberikan kontribusi nyata kepada masyarakat. CSR menjadi alat strategis yang meningkatkan kepercayaan public. (4) digital public relations, memanfaatkan media sosial sebagai sarana publikasi, edukasi layanan, serta penanganan komplain secara cepat dan personal. Melalui komunikasi dua arah yang responsif, perusahaan berhasil menampilkan diri sebagai institusi yang adaptif, informatif, dan dekat dengan public. (5) crisis communication melalui keterbukaan informasi terkait kendala layanan, klarifikasi langsung kepada pelanggan terdampak, pemberian kompensasi, dan permintaan maaf melalui media sosial. Penanganan krisis yang cepat dan transparan terbukti efektif menjaga kepercayaan dan meredam potensi persepsi negatif. Kelima strategi ini saling melengkapi dan berkontribusi dalam membentuk citra perusahaan yang modern, profesional, dan responsif. Meskipun demikian, penelitian menemukan bahwa optimalisasi media sosial dan konsistensi konten digital masih perlu ditingkatkan agar dapat memberikan dampak yang lebih kuat terhadap persepsi publik. Secara keseluruhan, strategi Public Relations yang dilaksanakan telah berkontribusi signifikan dalam memperkuat citra positif PT Pos Indonesia KCU Bandar Lampung. Kata Kunci : Public Relations, citra perusahaan, strategi komunikasi, PT Pos Indonesia, Bandar Lampung.ABSTRACT This research aims to analyze the Public Relations strategy in enhancing the positive image of PT Pos Indonesia KCU Bandar Lampung. The background of this research is the emergence of diverse public perceptions regarding the quality of PT Pos's services amidst the increasingly tight competition among courier service companies. The research approach uses a descriptive qualitative method, with data collection techniques including in-depth interviews, observation, and documentation study of the company's communication activities and PR programs. The results of the study show that the Public Relations unit of PT Pos KCU Bandar Lampung implements several key strategies to build a positive image, namely: (1) media relations, carried out through routine publications, press releases, and collaboration with local media. (2) public service, through improvements to the queuing system, waiting room facilities, customer complaint services, and service digitalization such as the PosAja application and package tracking. (3) community relations, through Corporate Social Responsibility (CSR) programs, such as social assistance, digital literacy, support for MSMEs (Micro, Small, and Medium Enterprises), and educational partnerships, providing tangible contributions to the community. CSR serves as a strategic tool to increase public trust. (4) digital public relations, utilizing social media as a means for publication, service education, and handling complaints quickly and personally. Through responsive two-way communication, the company successfully portrays itself as an adaptive, informative, and accessible institution. (5) crisis communication, through information transparency related to service constraints, direct clarification to affected customers, compensation, and apologies via social media. The swift and transparent crisis handling proved effective in maintaining trust and mitigating potential negative perceptions. These five strategies complement each other and contribute to forming a corporate image that is modern, professional, and responsive. Nevertheless, the research found that the optimization of social media and the consistency of digital content still need to be improved to have a stronger impact on public perception. Overall, the implemented Public Relations strategy has contributed significantly to strengthening the positive image of PT Pos Indonesia KCU Bandar Lampung. Keywords: Public Relations, Corporate Image, Communication Strategy,PT Pos Indonesia, Bandar Lampung.

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