Detail Cantuman

Company image towards stakeholders means anything, once company break its image the company crediblity could decrease or even worst. Public relation is one of key component that company has to mantain an image. PT. Pelni (Persero) is a large company owned by govenment who got an issue about waste disposal into the sea by the sea crew of PT. Pelni, This issue become as PR crisis that need to handled in order to recover company image. Therefore, this research aims to know the strategies applied by PR team at PT Pelni in dealing with this issue.

The theory used of this research are Situational Crisis Communication Theory (SCCT) by Coombs and contingency theory. Which relates on strategies to communicate and persuade towards customers and media. In addition, these theories also explain how to reacts towards crisis properly.

This research use qualitative descriptive approach. Meanwhile, the collection data methods used on this research is semi-structured interview. The validity and reliability data method used is triangulation of source.

The outcome of this research is the strategies applied by PR team of PT. Pelni to overcome crisis were successful by elaborate the core concept of PR they are Research and analysis, Policy Formation, Programming, Communication, and feedback. Furthermore, the strategies were enable to get back the good image of a company.