Peran Konsultan Public Relations dalam Aktivitas Media Relations Perusahaan Startup

Abstract

Media relations penting bagi berbagai jenis perusahaan guna dapat memperoleh publisitas positif melalui media massa, utamanya bagi perusahaan yang baru merintis. Walau peran Public Relations merupakan aspek penting dalam pertumbuhan perusahaan yang baru merintis (startup), penelitian holistik tentang bagaimana startup dapat memanfaatkan Public Relations masih terbatas. Penelitian ini bertujuan untuk membahas secara lebih rinci tentang bagaimana konsultan Public Relations Kennedy, Voice Berliner (KVB) dapat berperan dalam aktivitas media relations sebuah startup properti-teknologi bernama Cove. Penelitian menggunakan metode kualitatif, dengan merujuk pada konsep ilmiah media relations yang meliputi pengelolaan relasi, pengembangan strategi, serta pengembangan jaringan. Data penelitian diperoleh melalui hasil observasi, wawancara, dan studi dokumen yang dianalisis secara deskriptif. Hasil penelitian menunjukkan bahwa konsultan Public Relations KVB berperan untuk melakukan follow-up rutin terhadap jurnalis dalam rangka mengelola relasi. Konsultan juga melakukan pengembangan strategi dengan menyusun pedoman komunikasi serta taktik berupa pemetaan media, siaran pers, konferensi pers, serta pemantauan media. Selain itu, konsultan juga turut memanfaatkan jaringan di organisasi usaha dan kehumasan internasional dalam menjalankan aktivitas media relations Cove. Media relations are essential for various companies to gain positive publicity through the mass media, especially for startups. Although the role of Public Relations is a crucial aspect amidst the growth of startups, holistic research on how startups can optimize the use of Public Relations remains limited. This study aims to discuss how Public Relations consultants from KVB (Kennedy, Voice Berliner) can manage the media relations activities of a property-technology startup called Cove. The research uses the qualitative method, referring to the three concepts of media relations; relationship management, strategy development, and network expansion. All data were obtained through observations, interviews, and document studies which were also descriptively analyzed. The study results indicate that the Public Relations consultants of KVB have a role in carrying out the routine follow-up of journalists to manage relations. The consultants also develop strategies by initiating communication guidelines and tactics. Moreover, consultants utilize KVB’s networks in business and international public relations organizations to implement Cove’s media relations activities.

Keywords

• media relations
• public relations
• startup