Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui strategi public relation pt. mifa bersaudara dalam membangun citra positif pada masyarakat kabupaten aceh barat dan hambatan pt. mifa bersaudara dalam membangun citra positif masyarakat kabupaten aceh barat. metode penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitiannya deskriptif. subjek penelitian ialah pimpinan pt. mifa bersaudara, karyawan dan masyarakat kabupaten aceh barat. teknik pengumpulan data dilakukan dengan wawancara, dokumentasi dan observasi. berdasarkan hasil penelitian dapat diketahui bahwa strategi public relation pt. mifa bersaudara dalam membangun citra positif pada masyarakat kabupaten aceh barat dilakukan dengan berbagai cara, yakni strategi operasional yang terdiri dari mengadakan kontak sosial dengan kelompok masyarakat dan stakeholder dan membentuk tim khusus. strategi persuasif dan edukatif yang terdiri dari kegiatan publikasi dan kegiatan make news value. ketiga, strategi tanggung jawab sosial yang terdiri dari peningkatan kesehatan masyarakat, partisipasi aktif dalam kegiatan keagamaan, sosial kemasyarakatan dan pelestarian budaya lokal, program mifa goes to school, program mifa goes to campus, vocational trainig. selain itu juga dilakukan program siswa magang untuk smk, pengembangan sarana desa dan pelestarian lingkungan. keempat, strategi kerjasama yang dilakukan dengan mengorganisir event/kegiatan dan membina hubungan baik dengan pihak pers dan media massa serta menjalin hubungan kerjama dengan pemerintah aceh barat. hambatan pt. mifa bersaudara dalam membangun citra positif masyarakat kabupaten aceh barat secara internal ialah tingkat sdm tenaga kerja dalam bidang komunikasi dan informasi yang masih minim dan minimnya sosialisasi kepada masyarakat dan minimnya dilakukan sosialisasi secara berkelanjutan. sedangkan kendala eksternal yaitu masyarakat setempat kurang mendukung berbagai program yang hendak dijalankan oleh pihak pt. mifa bersaudara. adanya penolakan hadirnya pt. mifa bersaudara di tempat mereka karena keinginan masyarakat untuk menjadi tenaga kerja di pt. mifa bersaudara tidak dapat dipenuhi oleh pihak perusahaan. kata kunci: strategi publik relation, pt. mifa bersaudara, citra positif masyarakat. abstract this study aims to determine the strategy of public relations of pt. mifa brothers in building a positive image of the people of west aceh regency and the obstacles of pt. mifa brothers in building a positive image of the people of west aceh regency. this research method uses a qualitative approach with the type of research is descriptive. the subject of the research was the leadership of pt. mifa brothers, employees and the people of west aceh regency. data collection techniques carried out by interview, documentation and observation. based on the results of the study it can be seen that the public relations strategy of pt. mifa brothers in building a positive image of the people of west aceh district carried out in various ways, namely the operational strategy which consists of holding social contacts with community groups and stakeholders and forming a special team. persuasive and educative strategies consisting of publication activities and make news value activities. third, the social responsibility strategy which consists of improving public health, active participation in religious activities, social and local cultural preservation, the mifa goes to school program, the mifa goes to campus program, vocational training. in addition, an internship program for vocational schools was also carried out, the development of village facilities and environmental preservation. fourth, the cooperation strategy carried out by organizing events / activities and fostering good relations with the press and mass media and establishing cooperative relations with the government of west aceh. pt. mifa brothers in building a positive image of the people of west aceh regency internally is the level of human resources in the field of communication and information which is still minimal and the lack of socialization to the community and the lack of ongoing socialization. while external constraints namely the local community did not support the various programs that pt. mifa brothers. the existence of rejection of the presence of pt. mifa brothers in their place because of the desire of the community to become workers in pt. mifa brothers cannot be fulfilled by the company. keywords: public relations strategy, pt. mifa brothers, positive image of the community.