xi

DAFTAR ISI

Lembar Judul Tugas Akhir .............................................................................. i

Lembar Pernyataan Keaslian Tugas Akhir ..................................................... ii

Lembar Pernyataan Persetujuan Publikasi Karya Ilmiah ................................. iii

Lembar Persetujuan dan Pengesahan Tugas Akhir ......................................... iv

Lembar Konsultasi Tugas Akhir ..................................................................... v

Kata Pengantar ................................................................................................ vii

Abstraksi ......................................................................................................... ix

Daftar Isi .......................................................................................................... xi

Daftar Gambar ................................................................................................. xiv

Daftar Tabel .................................................................................................... xv

Daftar Lampiran .............................................................................................. xvi

BAB I PENDAHULUAN ......................................................................... 1

1.1 Latar Belakang .......................................................................... 1

1.2 Maksud dan Tujuan .................................................................. 3

1.2.1 Maksud ............................................................................ 3

1.2.2 Tujuan .............................................................................. 3

1.3 Metode Riset ............................................................................. 3

1.3.1 Teknik Pengumpulan Data .............................................. 3

1.3.2 Metode Analisa Penelitian ............................................... 8

1.3.3 Waktu Penelitian ............................................................. 9

1.4 Ruang Lingkup Penelitian ........................................................ 10

1.5 Permasalahan Pokok ................................................................. 10

1.6 Sistematika Penulisan ............................................................... 11

BAB II LANDASAN TEORI ................................................................... 13

2.1 Umum ....................................................................................... 13

xii

2.1.1 Definisi Public Relation .................................................. 13

2.1.2 Tugas dan Fungsi Public Relation ................................... 14

2.1.3 Peran Public Relations ..................................................... 15

2.1.4 Ruang Lingkup Public Relations ..................................... 17

2.2 Studi Literatur ........................................................................... 19

2.2.1 Strategi Public Relations ................................................. 19

2.2.2 Definisi Corporate Communication ................................ 20

2.2.3 Tugas dan Fungsi Corporate Communication ................. 22

2.2.4 Sumber Daya Manusia/Karyawan ................................... 23

2.2.5 Special Event ................................................................... 24

2.2.6 Employee Relations ......................................................... 25

BAB III PEMBAHASAN .......................................................................... 28

3.1 Tinjauan Perusahaan ................................................................. 28

3.1.1 Sejarah Perusahaan .......................................................... 28

3.1.2 Visi dan Misi Perusahaan ................................................ 35

3.1.3 Struktur Organisasi .......................................................... 36

3.1.4 Logo Perusahaan ............................................................. 37

3.1.5 Posisi Public Relations Dalam Perusahaan ..................... 38

3.2 Proses Kerja Program PR ......................................................... 39

3.2.1 Perencanaan ...................................................................... 39

3.2.2 Pelaksanaan Kegiatan ...................................................... 49

3.2.3 Evaluasi Kegiatan ............................................................ 53

3.3 Kendala dan Pemecahan ........................................................... 55

3.3.1 Kendala ............................................................................ 55

3.3.2 Pemecahan Masalah ........................................................ 56

xiii

BAB IV PENUTUP ..................................................................................... 58

4.1 Kesimpulan ............................................................................... 58

4.2 Saran ......................................................................................... 59

DAFTAR PUSTAKA .................................................................................... 60

DAFTAR RIWAYAT HIDUP ..................................................................... 64

SURAT KETERANGAN PKL/RISET ....................................................... 65

LAMPIRAN-LAMPIRAN ........................................................................... 66

xiv

DAFTAR GAMBAR

Halaman

1. Gambar III.1 Struktur Organinsasi .............................................................. 36

2. Gambar III.2 Logo Perusahaan ................................................................... 37

3. Gambar III.3 Screenshoot Publikasi ........................................................... 45

4. Gambar III.4 Rincian Sponsorship .............................................................. 50

5. Gambar III.5 Rincian Keterlibatan Karyawan ............................................ 52

xv

DAFTAR TABEL

Halaman

1. Tabel III.1 Rincian Anggaran Turnamen .................................................... 46

2. Tabel III.2 Kriteria Evaluasi ....................................................................... 48

xvi

DAFTAR LAMPIRAN

Halaman

A.1 Wawancara dengan Key Informan ........................................................... 66

A.2 Wawancara dengan Informan ................................................................... 71

B.1 Logo dan Susunan Panitia Oetama Cup 2017 .......................................... 76

B.2 Dokumentasi Sponsor ............................................................................... 77

C.1 Media Publikasi Oetama Cup 2017 .......................................................... 78

C.2 Dokumentasi Kegiatan Oetama Cup 2017 ............................................... 79

D.1 Berita Acara Riset Perusahaan ................................................................. 80