Strategi Hubungan Masyarakat dalam Meningkatkan Citra Organisasi Nirlaba World Wide Fund for Nature – Indonesia
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Abstract
Non-profit organizations engaged in environmental issues has been increasingly recognized by many people. The success of non-profit organizations that pursued by increasing the positive image obtained from media relations. This study aimed to analyze the strategy of Public Relations (PR) WWF-Indonesia in improving the image of the organization. This study was conducted with a quantitative approach and qualitative approach. The method used is survay on two student organizations Bogor Agricultural University who worked with WWF-Indonesia, they are from Fisheries Diving Club (FDC) and the Association of Student Interest in Sciences of Communication and Community Development (HIMASIERA). Data analysis included Spearman Rank test and Chi Square used to look at the relationship between PR strategy with the image of a non-profit organization. The results of the study, namely: 1) there is a relationship between individual characteristics with the image of a company that is formed; 2) there is a relationship between the public relation activities undertaken by the company's image.
Keywords: environmental issue, media relation, student organizations
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ABSTRAK
Organisasi nirlaba yang bergerak di isu-isu lingkungan telah semakin diakui oleh banyak orang. Keberhasilan organisasi nirlaba yang dikejar dengan meningkatkan citra positif yang diperoleh dari hubungan media. Penelitian ini bertujuan untuk menganalisis strategi hubungan masyarakat WWF-Indonesia dalam meningkatkan citra organisasi. Penelitian ini dilakukan dengan pendekatan kuantitatif dan pendekatan kualitatif. Metode yang digunakan adalah survai pada dua organisasi mahasiswa Institut Pertanian Bogor yang bekerja dengan WWF-Indonesia yang berasal dari Fisheries Diving Club (FDC) dan Asosiasi Mahasiswa Peminat Ilmu Komunikasi dan Pengembangan Masyarakat (HIMASIERA). Analisis data termasuk uji Rank Spearman dan Chi Square, digunakan untuk melihat hubungan antara strategi PR dengan citra sebuah organisasi nirlaba. Hasil studi, yaitu: 1) terdapat hubungan antara karakteristik individu dengan citra perusahaan yang terbentuk; 2) ada hubungan antara kegiatan hubungan masyarakat yang dilakukan oleh citra perusahaan.
Kata kunci: isu lingkungan, hubungan media, organisasi mahasiswaDownloads
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