CD Skripsi

Manajemen Public Relations Dalam Menjaga Citra Perusahaan (Studi Pada Program Royal Golden Eagle (Rge) Social Media Ambassador Di Pt Riau Andalan Pulp And Paper)

---

PT Riau Andalan Pulp and Paper (PT RAPP) has implemented the RGE Social Media Ambassador program as a corporate strategy to maintain its public image, and the program has successfully become a finalist in an international award. This study aims to examine how PT RAPP’s Public Relations department manages the RGE Social Media Ambassador program as part of the company's communication strategy. The research analyzes the stages of problem identification, planning, implementation, and evaluation using the Four-Step Public Relations Process by Cutlip.
This study employs a descriptive qualitative method. Informants were selected using purposive sampling, involving five individuals: the program coordinator, an employee ambassador, corporate communications staff, a non- ambassador employee, and a follower of the Instagram account @sahabatrapp. Data collection techniques include interviews, observations, and documentation, supported by secondary data through literature review. The data analysis technique follows the interactive model by Miles and Huberman, while data validity is ensured through source, technique, and time triangulation.
The research findings reveal that: First, in the Defining the Problem stage, the main challenge lies in the limited public access to Riau Complex, resulting in low public knowledge and engagement with official company content. Second, in the Planning and Programming stage, the company developed a communication strategy by involving employees as brand ambassadors, along with clear communication guidelines and a monitoring system. Third, the Taking Action and Communicating stage shows that the program was implemented according to plan, including ambassador training to ensure message alignment with company values. Fourth, in the Evaluating the Program stage, the program was found effective in enhancing corporate transparency, although evaluation remains focused on engagement rates without in-depth sentiment analysis. In conclusion, the program has successfully supported the company’s image-building efforts; however, improvements are needed in monitoring, ambassador consistency, and long-term impact evaluation to ensure optimal and sustainable outcomes.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2101113762

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2101113762

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar