Introduction
Regionally Owned
Enterprises (BUMD) are businesses owned by the Regional Government to be a
source of Regional Revenue (PAD) (Ismail et al., 2022). BUMD has the
same tasks as other government institutions: trying to maintain and improve a
company's performance. Building a corporate image in BUMD requires maintaining
good relations with employees, the media, the industry, investors, and the
community.
Kotler (2016) reveals that an image is a set of ideas,
impressions, and beliefs that a person has about an object. Image is closely
related to public trust, assessments, responses, opinions, associations, or
certain symbols towards a company. This image can be positive or negative.
According to
Ardianto (2011), an image is a description
of the public's feelings towards a company, organization, or institution in the
form of an impression created intentionally to create positive value. For
companies, image is an important asset because it is related to their value.
Moore in Rasyid (2015) states several types of images: mirror image,
current image, desired image, multiple image, and corporate image.
Public Relations is a
field of Communication Science that focuses on efforts to foster cooperation
and mutual understanding between an agency or company and the public (Supada, 2020). Public relations is tasked with carrying out
one of its duties and functions: fostering harmonious relationships between
management and company owners and vice versa and management leaders and
employees. Likewise, to build or bridge communication with the outside
community as the public who can determine the success or failure of a goal and
image that the company wants to achieve.
According to Jeffkins (2018), in his book, "the task of public
relations is to take care of various needs related to communication with the
public, starting from making news releases and press conferences, providing
information to journalists, producing magazines, organizing events, and
receiving visits."
Public Relations of
PDAM Tirtajati Cirebon Regency plays a role in building, maintaining, and
improving the company's positive image. However, in its implementation, some
obstacles can reduce the company's positive image, such as customers who
complain about water that often doesn't flow. Still, bills continue to flow,
leaks take a long time, and responses must be more responsive to customer
problems. This can affect the image of PDAM Cirebon Regency. However, public
relations at PDAM Tirtajati Cirebon Regency can handle this matter to maintain
the company's positive image.
According
to Dozier and Broom(1995)in the book Public
Relations and Communication Media Management, the role of public relations in
an organization can be divided into four categories: Expert Advisors,
Communication Facilitators, Problem-Solving Facilitators, and Communication
Technicians (Ruslan, 2017).
Quoted via a search
application, Google, PDAM Tirtajati has quite low reviews, namely 1.4 stars
from 228 reviews. In this review, the majority of people complained about the
expensive monthly fees, but often, the water is dry and does not come out,
especially during the dry season. It was also stated that even though the
public had submitted complaints, they did not receive a satisfactory response.
In contrast to the
unfavorable reviews on Google, quoted in the news published by Kabar Cirebon
with the title "Making Services Easier, PDAM Tirta Jati Cirebon Regency
Opens Public Service Mall," published on February 26, 2023, it was explained
that PDAM Tirtajati opened a service post in Cirebon Regency Public Service
Mall. According to Suharyadi, the Main Director of PDAM Tirtajati, the public
can access various services and complain.
This time, the
author's research took the title The Role of Public Relations and the Positive
Image of BUMD. Thus, the problem discussed by the researcher is a difference
between the assessments spread on the Google search engine and the interview
statements of the sources, the author is interested in conducting
research with the following research objectives: 1.) Knowing the role of public
relations in creating a positive image at the PDAM Tirta Jati, Cirebon Regency.
2.) Understand what obstacles arise in creating a positive image at the PDAM Tirtajati
Regency. 3.) Find out what efforts are made by public relations to overcome the
obstacles.
Previous research conducted by Bachman et al. (2023), entitled
"Public Relations Process in the Socialization of MPasport Applications at
the Cirebon City Immigration Office," states the need for socialization
from public relations to the public to facilitate understanding of learning
from something useful for gaining efficiency in doing something. PDAM Tirtajati
carries out minimal direct outreach to the public regarding services and
complaints regarding programs at PDAM.
Based on previous research titled "The Public Relations in Handling
The Complaints" proposed by Oktyarini and Mulyana (2022), The role of public relations, apart from
maintaining a positive image of a company or organization, is to resolve
complaints that occur. Even though there is a crisis related to complaints,
public relations is expected to be able to maintain good communication and
provide solutions.
The research entitled "Public Relations
Strategy of the Surabaya PDAM in dealing with Consumer Complaints through the
"Customer Meeting" Program to build relationships with Consumers,"
presented by Aisyah (2020), explained that the Humanism customer meeting program carried out by
PDAM Surabaya was a brilliant innovation that could provide space for public
relations and the community to discuss with each other regarding conveying
community complaints to PDAM and having them resolved immediately.
Research conducted by Fitrianingsih. Flowers,
Kholik. Abdul, entitled "South Tangerang Diskominfo Public Relations
Process in Building a Positive Image Through Instagram," explains the
importance of Instagram as a medium for creating a positive image. Instagram is
a forum for representing Diskominfo's public relations to the public.
Research by Nurilawati et al. (2024) entitled "Local government innovation
towards good governance through public service malls" discusses the
function of Public Service Malls (MPP) as one method that can be used to
improve the quality of government services by combining all types of services
in the same place and hopefully making it easier for the community to access
services through one door.
The research gap identified from previous research is that PDAM Tirtajati's
public relations performance still needs to be improved. BUMD Public Relations
still needs to implement socialization optimally.
PDAM Tirtajati Public Relations also needs to improve in the lack of
optimal use of social media. The content uploaded on social media does not
display information and education. PDAM Tirtajati also does not utilize social
media as a personal branding tool for its agency. Therefore, the gap occurs in
the form of less-than-optimal use of social media for personal branding.
Research Methods
This research method uses a qualitative approach with descriptive analysis
techniques. Bogdan and Taylor (1975) define qualitative methodology as a research procedure
that produces descriptive data from people and observable behavior in the form
of written or spoken words.
This research was
conducted at the Tirtajati PDAM Office, Cirebon Regency, in March-April 2024.
Semiawan (2010) states that qualitative
research uses triangulation techniques to assess data validity. Data collection
techniques in qualitative research use interviews, observation and
documentation.
Informants in qualitative research are divided into
two groups: key informants and supporting informants. The key informants in the research are the Public
Relations Sub Division of PDAM Tirtajati, while the Supporting Informants are
PDAM Tirtajati Employees and Customers.
Result and Discussion
Results
Based on data analysis from the results of research conducted using data
collection techniques, the author conducted in-depth interviews, observations,
and documents in March 2024. The primary data was obtained through interviews
while supporting data was obtained through observations and documents to
explain and complement the data obtained through in-depth interviews. The
interview results are derivatives of the variables studied, based on the Role of Public Relations and the Positive
Images of BUMD.
The Role of Public Relations
1) Expert
advisor
Expert advisors are tasked with providing solutions to problems and
resolving them. Problems that often occur at PDAM Tirtajati are those beyond
their control, namely low water discharge, pipe leaks, and natural disasters.
There are two sections of the PDAM Tirtajati subdivision that handle this,
namely the technical section to deal with leaks, pipe damage, and other
problems. Second, Public Relations is tasked with providing comfort,
understanding, information, and solutions to customers when issues arise.
In this way, PDAM Tirtajati Public Relations carries out its duties well,
and TUPOKSI provides solutions to its customers' problems.
2) Communication
Facilitator
The task of a communication facilitator is to accommodate the aspirations
and desires of the audience, whether from the company or customers. PDAM Public
Relations opens a complaint service through the listed contacts, such as
WhatsApp Center and social media. Customers can also make complaints directly
by coming to the office.
PDAM Tirtajati Public Relations can accommodate aspirations and complaints
submitted by customers well.
3) Problem-Solving
Facilitator
Problem-solving
facilitators assist organizational leaders as advisors in executing decisions
rationally and professionally. At this point, PDAM Tirtajati Cirebon Regency
has never faced a major crisis. Other problems can be resolved quickly.
4) Communications
Technician
In this role, Public Relations is required to be able to disseminate news
and information both within a company and to customers. Communication media
must be adapted to changing times so that information can be communicated
quickly to customers. External communication media implemented are Public
Service Mall (MPP), social media in the form of WhatsApp Center, E-mail,
Instagram, and Spam Report (a website belonging to the Cirebon Regency Regional
Government, which covers all departments). WhatsApp Center is a communication
medium that has been used for 2 (two) years, but people prefer to make
complaints via Instagram.
In conclusion, PDAM Tirtajati can use communication media well, which is
used for complaints or disseminating information.
Discussion
Discussion related to public relations research at PDAM
Tirtajati, Cirebon Regency, the role of Public Relations in an organization
according to Dozier and Broom (1995) in the book (Ruslan, 2014). Public
relations has four parts: Expert Advisor, Communication Facilitator, Problem
Solving Facilitator, and Communication Technician. Expert Advisors on its
application in PDAM Public Relations can provide solutions for customer
complaints. In the role of Public Relations Communication Facilitator, PDAM
Tirtajati can accommodate the aspirations of its customers. Then, PDAM
Tirtajati's Public Relations role as a Problem-Solving Facilitator overcame the
crisis that occurred, even though it was not a big crisis because PDAM
Tirtajati had never experienced one. Finally, the Communication Technicians
used by PDAM Tirtajati Public Relations have kept up with the times, using
WhatsApp Center, Instagram, etc.
PDAM Tirtajati customers play a direct role when there
is a problem with cloudy water and small water flow. When experiencing
problems, the resource person immediately makes a complaint through the RT/RW
intermediary in the complex area. After making a complaint, PDAM Tirtajati
immediately comes and makes repairs according to the problems experienced by
the customer.
This is in accordance with research conducted by
Musyarrofah, Mifrohatul, entitled "The Role of Public Relations in
Developing Higher Education," which shows that public relations plays the
role of solving problems that occur in an organization. Good handling from PDAM
Tirtajati can maintain the agency's positive image. This is reinforced by
Figure 1, as below.
Figure 1. PDAM Tirtajati opens at the Public Service Mall
The research results from interviews concluded that PDAM
Tirtajati Public Relations could fulfill the role of public relations, as
stated by Dozier and Broom. These four aspects have been implemented as they
should and are carried out well, producing a positive image at PDAM Tirtajati
through the performance and role of good and excellent public relations.
Obstacle of Positive Image of the Regional Drinking Water
Company (PDAM) Tirtajati Regency
Obstacles are things that can influence or hinder the
success of an organization or company in the role of PDAM Tirtajati Public
Relations in creating a positive image. Based on the results of observations
made by researchers after conducting interviews, the obstacle to creating a
positive image comes from a service that could be more excellent and optimal,
which can trigger negative responses from customers. Customers need to gain
knowledge regarding contact and social media when making complaints, which is
one of the things that can cause delays in reporting problems.
Based on the results of complete participation
observations and supported by the results of informant interviews conducted by
researchers, public relations is needed to create a positive image. There is
also a need for awareness in looking for factors that become obstacles in
carrying out tasks to maximize public relations' performance in creating a
positive company image. Unfavorable ratings on Google are one of the challenges
for PDAM Tirtajati, and they impact the company's image.
Efforts of public relations to
overcome the obstacles
Efforts are needed to overcome the obstacles in PDAM
Tirtajati's public relations role in creating a positive image. Based on the
results of observations made by researchers after conducting interviews. PDAM
Public Relations strives to maintain and improve service quality promptly and
well, maintain communication with customers to build good relationships, and
provide information related to the WhatsApp Center and social media owned by
PDAM Tirtajati so that the public knows more about it.
The key informant, Mr. Arul, made efforts to overcome
obstacles by improving service quality, maintaining communication with
customers, and providing information through the WhatsApp Center and social
media used by PDAM Tirtajati.
Based on the data analysis
presented, researchers and informants need to make efforts to overcome
communication barriers regarding the role of PDAM Tirtajati Public Relations in
creating a positive image for the company. PDAM Tirtajati Public Relations is
expected to be more sensitive and aware of the importance of a positive image
in the company through improving the quality of services and company work
programs.
Conclusion
Based
on the data presentation and data analysis that has been carried out to
determine the role of public relations and the positive image of BUMD, it is
concluded that in forming an image, PDAM Tirtajati's public relations carries
out its duties well under the theory of the role of public relations proposed
by Dozier and Broom (1995) which can be distinguished, into four, namely Expert
Advisor, Communication Facilitator, Problem Solving Facilitator and
Communication Technician. Image is essential in a company as the public views
the company. According to Jefkin Frank, there are four theories about the
image: Shadow Image, Current Image, Desired Image, Corporate Image, and
Multi-Image Image. Public Relations of PDAM Tirtajati Cirebon Regency is
responsible for carrying out the role of public relations and creating a
positive image for BUMD, namely establishing good relationships with customers
and providing excellent service. Public Relations of PDAM Tirtajati offers
solutions and treatments depending on their problem. The public can complain
about issues via WhatsApp Center, E-mail, Instagram, and Spam Reports or by
coming directly to the office.
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Copyright holder: Anantri
Putri Sofiani, Lulu Millati Anjani, Nizhaamul
Fatmawati, Farida Nurfalah (2024) |
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First publication right: Syntax Literate: Jurnal Ilmiah Indonesia |
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