Peran Public Relations Dalam Penerapan Fungsi Corporate Communication PT. Kereta Api Daerah Operasional 3 Cirebon Untuk Pembentukan Citra Perusahaan - Faisal Atthariq; Ida Ri'aeni; -, Ririn Risnawati (Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Universitas Muhammadiyah Cirebon, 2023)
The purpose of this study was to find out how the role of Public Relations in Public Relations activities and the application of the Corporate Communications Function to form the corporate image of PT. KAI Operational Area 3 Cirebon. The research method used is a qualitative descriptive study by conducting interviews with the company's internal parties, namely the Manager and Assistant Manager of the Public Relations Unit of PT. KAI DAOP 3 Cirebon and external parties, namely interns at the public relations unit of PT. KAI DAOP 3 Cirebon and prospective passengers, observation of activity data looking for news publications published in mass media on the internet which was confirmed by the Manager of the Public Relations Unit of PT. KAI DAOP 3 Cirebon, as well as observations in the form of documentation of news releases on PT. KAI DAOP 3 Cirebon. The results of the research show that the role of Public Relations is very important in enhancing the company's image. The role of Public Relations (PR) in Public Relations activities and the implementation of Corporate Communication is very important in forming a good corporate image. The Public Relations Unit is responsible for selecting communication media and implementing appropriate communications to convey company information. The Public Relations Manager provides advice and recommendations to companies in building good relations with employees. The Public Relations Unit helps facilitate communication between employees - corporate units, as well as companies and customers - the general public. The Public Relations Manager also assists companies in solving problems in an effective way so that problems can be resolved properly. KAI DAOP 3 Cirebon is considered to be well formed by PR from a series of activities carried out, and is considered to care about a positive work environment, provide optimal service to the use of rail services, and care for the public in general. Therefore, it can be concluded that the role of Public Relations in Public Relations activities and the implementation of Corporate Communication has been good in forming corporate image. Keyword: The Role of Public Relations, Corporate Communications Functions, Corporate Image Abstrak Tujuan penelitian ini adalah untuk mengetahui bagaimana peran Public Relations dalam kegiatan Public Relations dan penerapan Fungsi Corporate Communications untuk membentuk citra perusahaan PT. KAI Daerah Operasional 3 Cirebon. Metode penelitian yang digunakan adalah studi deskriptif kualitatif dengan melakukan wawancara dengan pihak internal perusahaan yaitu Manager dan Asisten manager unit humas PT. KAI DAOP 3 Cirebon dan pihak eksternal yaitu pemagang di unit humas PT. KAI DAOP 3 Cirebon dan calon penumpang, observasi data kegiatan mencari publikasi berita yang dimuat pada media massa di internet yang terkonfirmasi oleh Manager Unit Humas PT. KAI DAOP 3 Cirebon, serta observasi berupa dokumentasi rilis berita kegitan Public Relations PT. KAI DAOP 3 Cirebon. Hasil penelitian menunjukkan bahwa peran Public Relations sangat penting dalam meningkatkan citra perusahaan. Peran Public Relations (PR) dalam kegiatan Public Relations dan penerapan Corporate Communication sangat penting dalam membentuk citra perusahaan yang baik. Unit Humas bertanggung jawab untuk memilih media komunikasi dan melaksanakan komunikasi yang tepat untuk menyampaikan informasi perusahaan. Manager Humas memberikan saran dan rekomendasi kepada perusahaan dalam membangun hubungan baik dengan karyawan. Unit Humas membantu memfasilitasi komunikasi antara karyawan - unit perusahaan, serta perusahaan dan pelanggan - masyarakat secara umum. Manager Humas juga membantu perusahaan dalam menyelesaikan masalah dengan cara yang efektif agar masalah dapat diselesaikan dengan baik. Citra perusahaan PT. KAI DAOP 3 Cirebon dianggap terbentuk dengan baik oleh PR dari serangkaian kegiatan yang dilakukan, serta dianggap peduli pada lingkungan kerja yang positif, memberikan layanan yang optimal pada penggunaan jasa kereta api, dan peduli kepada publik secara umum. Oleh karena itu, peran Public Relations dalam kegiatan Public Relations dan penerapan Corporate Communication dapat disimpulkan sudah baik dalam membentuk citra perusahaan. Kata Kunci: Peran Public Relations, Fungsi Corporate Communciations, Citra Perusahaan