Peluang dan Tantangan Konvergensi Media Bagi Praktisi Humas di Perusahaan Perkebunan Nusantara XI

Hayiz Historia Adhi Pratama, Santi Isnaini

Abstract


Abstrak

Pesatnya perkembangan teknologi menciptakan perubahan yang tidak hanya terjadi di masyarakat, tetapi lini bisnis juga ikut berubah. Penggunaan media online oleh praktisi humas dapat membuat peluang sekaligus tantangan baru yang harus dihadapi dalam menjalankan fungsinya. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus yang berfokus pada peran humas PTPN XI dalam menggunakan media online sebagai channel komunikasi. Hasil penelitian menunjukkan bahwa secara tugas pokok dan fungsi humas PTPN XI berfokus kepada stakeholder eksternal, sehingga media sosial dan website perusahan lebih ditujukan kepada stakeholder eksternal. Pemanfaatan media online menciptakan peluang baru dalam hal efektifitas dan efisiensi, seperti berkomunikasi dengan stakeholder, merawat citra perusahaan, dan mengedukasi nilai sejarah PTPN XI dan perkebunan. Sementara tantangan yang dihadapi disebabkan oleh dua faktor, yaitu faktor manajemen perusahaan dan faktor ketika pelaksanaan. Kontribusi yang diberikan dalam penelitian ini adalah rekomendasi bagi PTPN XI untuk mengoptimalkan peran humas dalam penggunaan media online dengan cara segera melakukan rekrutmen karyawan untuk posisi humas dan menyediakan inventaris alat yang dapat menunjang seluruh kegiatan kehumasan.

 


Keywords


Peran Humas; Konvergensi Media; Media Online; Peluang dan Tantangan

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References


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DOI: https://doi.org/10.31315/jik.v22i2.8661

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