Analisis Media Relations Humas PT. Bank Sumut dalam Meningkatkan Reputasi di Kota Medan

Abstract

This research is entitled Analysis of Media Relations of PT Bank Sumut Public Relations in Improving Reputation in Medan. The purpose of this study is to determine the media relations management carried out by Bank Sumut Public Relations in improving the company's reputation. This study employs a qualitative descriptive method, utilizing in-depth interviews with 8 informants and non participant observation through social media and online news portals. The collected data were analyzed using data reduction techniques, data presentation, and conclusion drawing. This study employs the principles of effective media relations as outlined by Franks Jefkins. The findings reveal that the media relations activities conducted by Bank Sumut's Public Relations Department include press conferences, media gatherings, press receptions, media briefings, press releases, and press calls. As the Top Communicator, the Public Relations Department implements several media relations programs that adhere to the general principles of building media relations, namely: a). By Servicing The Media (serving the media) by being open with all media and establishing relationships with various media and media associations. b). By Cooperations in Providing Material (providing information material) The public relations department always prepares press kits and sends press releases about Bank Sumut's activities or information to the media. c). By Providing Verifications (providing facilities) providing a special media room to facilitate journalists/reporters in gathering information from the necessary sources. d). By Building Personal Relationships With The Media (personal approach) the Public Relations Department often holds media gatherings, press receptions (coffee mornings, Halal Bihalal/breaking the fast together with the media) to create harmonious relationships and long-term relations.