| dc.description.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. | en_US |
