Karakteristik Public Relation pada Departemen Marketing Public Relations CNN Indonesia TV

Abstract

Banyaknya penggunaan nama pada divisi atau departemen public relations memberikan kesan bahwa tugas dan fungsi divisi atau departemen public relation di sebuah perusahaan kemudian berbeda dengan perusahaan lain. Perbedaan pada fungsi, tugas, peran, dan kegiatan yang dilakukan oleh divisi atau departemen public relations itu dapat menentukan karakteristik public relations pada perusahaan. Tujuan penelitian ini untuk mengetahui tujuan, fungsi, peran, juga aktivitas departemen marketing public relations di CNN Indonesia TV. Metode penelitian yang digunakan adalah deskriptif kualitatif. Hasil penelitian menjelaskan bahwa perbedaan tujuan, fungsi, dan peran tergantung dari kebijakan perusahaan masing- masing. CNN Indonesia TV melakukan efisiensi pada tujuan dan fungsi perusahaan, sedangkan peran departemen marketing public relations-nya sejalan dengan misi PR perusahaan yaitu ikut berkontribusi langsung dalam revenue perusahaan. Sedangkan aktivitas yang diinisiasi oleh CNN Indonesia ada 3, yaitu Dialog, Monolog, dan Meet Up. Dari 3 poin pada pembahasaan tersebut akhirnya dapat diketahui seperti apa karakteristik public relations pada departemen marketing public relations CNN Indonesia TV.

 

Kata Kunci: Media Massa; Karakteristik; Public Relations; Marketing Public Relations; Fungsi

 

 

ABSTRACT

The many uses of names in the division or department of public relations that give the impression that the tasks and functions of the division or department are not the same as at first. Differences in functions, tasks, roles, and activities carried out by the division or public relations department can determine public relations in company. This  the background of the writer will describe characteristics of public relations in the public relations marketing departement CNN Indonesia TV. The purpose of this study was to determine the objectives, functions, roles, and also the marketing business relations department at CNN Indonesia TV. The research method is descriptive qualitative. The results of the study explain that the number of goals, functions, and roles depends on each company. CNN Indonesia TV transfers the functions and functions of the company, while the marketing office relations of public relations are within the mission of the company's public relations incorporated in the company's revenue. While the activities initiated by CNN Indonesia are 3, namely Dialogue, Monologue, and Meet Up. Of the 3 points in the discussion, it can finally be seen as what public relations in the CNN Indonesia TV marketing public relations department.