Strategi Public Relation PT PLN (Persero) Corporate University dalam Meningkatkan Kinerja Bidang Komunikasi - Alkayla Karuni; Burhanuddin Burhanuddin; Al-May Abyan Izzy Burhani (Jurusan PTIK Universitas Negeri Manado, 2025)
ABSTRAK Memasuki era digital yang semakin berkembang pesat, mendorong organisasi untuk memiliki strategi komunikasi yang adaptif, terstruktur, dan sistematis dengan perkembangan teknologi. PT PLN (Persero) Corporate University sebagai institusi pendidikan korporat menerapkan strategi public relations dalam meningkatkan target kinerja di bidang komunikasi diantaranya adalah strategi agenda setting, dalam pemanfaatan media massa, media sosial, dan e-magazine guna menunjang pencapaian kinerja bidang komunikasi internal maupun eksternal. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan teknik pengumpulan data berupa wawancara mendalam terhadap tim Public Relations dan manajer bidang komunikasi. Strategi komunikasi dikembangkan berdasarkan teori agenda setting dan pendekatan manajerial POAC (Planning, Organizing, Actuating, Controlling). Hasilnya menunjukkan bahwa penerapan agenda setting efektif dalam membingkai isu-isu prioritas dan membentuk persepsi publik secara sistematis. Kolaborasi dengan media lokal berperan penting dalam memperluas jangkauan publikasi serta meningkatkan visibilitas institusi. Media sosial seperti Instagram digunakan sebagai sarana komunikasi interaktif, dan masih menghadapi tantangan dalam meningkatkan partisipasi audiens. E-magazine berfungsi sebagai media dokumentatif dan saluran komunikasi strategis yang mendukung transparansi dan komunikasi dua arah antar unit. Secara keseluruhan, strategi Public Relations yang diterapkan PT PLN Corporate University berkontribusi terhadap pembentukan budaya organisasi, penyelarasan nilai dan visi, serta penguatan loyalitas pegawai. Strategi ini menunjukkan efektivitasnya dalam mendukung transformasi komunikasi korporat di lingkungan PT PLN Corporate University. ABSTRACT Entering the rapidly evolving digital era, organizations are required to develop communication strategies that are adaptive, structured, and systematic in line with technological advancements. PT PLN (Persero) Corporate University, as a corporate education institution, implements public relations strategies to improve communication performance targets through agenda setting strategies, utilizing mass media, social media, and e-magazines to support both internal and external communication effectiveness. This study adopts a descriptive qualitative approach, with data collected through in-depth interviews with the Public Relations team and the communication division manager. The communication strategy is developed based on the agenda setting theory and the POAC (Planning, Organizing, Actuating, Controlling) managerial framework. The results indicate that the implementation of agenda setting is effective in framing priority issues and shaping public perception in a systematic manner. Collaboration with local media plays a vital role in expanding publication reach and enhancing institutional visibility. Social media platforms such as Instagram are used as interactive communication tools, although challenges remain in increasing audience engagement. The e-magazine functions as both a documentation medium and a strategic communication channel that supports transparency and two-way communication across organizational units. Overall, the public relations strategy implemented by PT PLN Corporate University contributes to the development of organizational culture, alignment of values and vision, and the strengthening of employee loyalty. These strategies have proven effective in supporting the corporate communication transformation within PT PLN Corporate University.