Public Relations (PR) which is now metamorphosed into the term "Corporate Communication (CorCom)" is an important field for the company. Activities undertaken by Public Relations are building images. From the perspective of the organization, information or messages conveyed by PR are expected to have a positive meaning to maintain and even enhance the company's reputation. However, companies are not always surrounded by only positive information, sometimes even alternating with negative information. Unclear information or "issues" can disrupt the operation of the company. Issues that will continually turn into "crisis" companies. PR as the spearhead of the company is expected to be able to handle this. This paper, entitled "The Role of Public Relations in Overcoming Crisis", discusses the role of the PT Krakatau Steel (PTKS) Corporate Communication Division when hit by a corporate crisis. The research approach is qualitativeand as a knife of analysis in this research is the Attribution Theory, which is used to dissect problems of organizational behavior, for example the phenomenon when the organization is in a crisis situation. Research methods, case studieswith the postpositivist paradigm. Data collection techniques through observation,interviews, and literaturerelevant to the discussion. The findings show that when PTKS was hit by a crisis related to the corruption case of one of the officials in his environment, the issue of corporate restructuring, the issue of layoffs of 1300 employees in the mass media and employee demo news in local and national media, at that time information "milling" in various media, both print media and social media that tend to corner the company. Strategic steps taken by the Corporate Communication Division in overcoming corporate crises, namely Pre-Crisis, Crisis, and Post-Crisis. These steps are implemented very carefully, responsive, fast, and right on target.
Public Relations(PR) yang kini bermetamorfosa menjadi istilah “Corporate Communication(Cor.Com)” merupakan bidang yang penting bagi perusahaan. Aktivitas yang dilakukan oleh Public Relations yaitu membangun citra. Ditinjau dari perspektif organisasi, informasi atau pesan yang disampaikan oleh PR diharapkan memiliki makna positif untuk mempertahankan bahkan meningkatkan reputasi perusahaan. Namun, perusahaan tidak selalu dikelilingi hanya informasi positif saja, terkadang silih berganti bahkan beriringan dengan informasi negatif. Informasi yang belum jelas atau “isu” dapat mengganggu jalannya operasional perusahaan. Isu yang terus menerus akan berubah menjadi “krisis” perusahaan. PR sebagai ujung tombak perusahaan diharapkan mampu menangani ini. Tulisan ini berjudul “Peran Public Relations Dalam Mengatasi Krisis”, membahas peran Divisi Corporate CommunicationPT Krakatau Steel (PTKS) ketika dilanda krisis perusahaan. Pendekatan penelitian yaitu kualitatif, dan sebagai pisau analisis dalam penelitian ini yaitu Teori Atribusi, yang digunakan untuk membedah permasalahan perilaku organisasi, misalnya fenomena saat organisasi berada dalam situasi krisis. Metode penelitian, studi kasusdengan paradigma postpositivist. Teknik pengumpulan data melalui observasi, wawancara, dan kepustakaan yang relevan dengan pembahasan. Hasil temuan menunjukkan bahwa ketika PTKS dilanda krisis terkait kasus korupsi salah seorang pejabat di lingkungannya, isu restrukturisasi perusahaan, isu PHK sebanyak 1300 karyawan di media massa dan berita demo karyawan di media lokal dan nasional, saat itu informasi “berseliweran” di berbagai media, baik media cetak maupun media sosial yang cenderung menyudutkan perusahaan. Langkah-langkah strategis yang dilakukan Divisi Corporate Communicationdalam mengatasi krisis perusahaan, yaitu Pra-Krisis,Krisis, dan Pasca-Krisis. Langkah-langkah tersebut diimplementasikan secara sangat cermat, responsif, cepat, dan tepat pada sasarannya.
The Investigation of Psychological Mechanism to Corporate Crisis: The Mediating Role of Corporate Trust
