Aktivitas Public Relations Dalam Transformasi Basis Kerja Secara Digital di Era Pandemi Covid-19
DOI:
https://doi.org/10.22441/jies.v10i3.14448Keywords:
Imogen, Public Relations, Transformasi, Kerja, DigitalAbstract
Pada era Pandemi Covid-19, teknologi telekomunikasi kini menjadi penunjang utama agar operasional perusahaan atau instansi dapat berjalan. Imogen Public Relations menyadari bahwa pentingnya media digital dan fasilitas virtual dalam menjalankan aktivitasnya terutama aktivitas Public Relations. Tujuan dari penelitian ini adalah untuk mengetahui aktivitas Public Relations dalam transformasi basis kerja secara digital di era pandemi Covid-19. Digital Public Relations atau Cyber Public Relations merupakan konsep yang menjelaskan pemanfaatan media internet bagi praktisi PR dalam melaksanakan peran, tugas dan praktik, ataupun aktivitas kehumasan perusahaan maupun instansinya. Digital Public Relations sama hal nya dengan Electronic Public Relations (E-PR) dapat diartikan sebagai berikut. E adalah electronic. P adalah public. R adalah relations. Paradigma penelitian ini menggunakan paradigma postpositivistik. Pendekatan penelitian kualitatif dengan metode penelitian deskriptif. Teknik pengumpulan data primer yaitu wawancara terstruktur dan data sekunder dengan dokumentasi. Hasil penelitian ini menunjukkan bahwa transformasi basis kerja yang terjadi adalah perubahan sebuah penanganan pekerjaan dengan memanfaatkan fasilitas digital yang ada, Imogen Public Relations lebih mementingkan management operasional dalam hal pesan maupun materi yang disajikan dan tampilan virtual yang menarik agar tetap menciptakan kenyamanan stakeholders untuk menjalankan aktivitas secara virtual dengan mengedepankan tercapainya citra yang baik bagi perusahaan.
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