PEMANFAATAN PLATFORM MEDIA SOSIAL DALAM MERESPON KRISIS KOMUNIKASI: STRATEGI PUBLIC RELATIONS PT. PLN PADA KASUS PEMADAMAN LISTRIK SULAWESI SELATAN

Irwanto Irwanto; Hafied Cangara

doi:10.38012/jb.v6i1.1209

PEMANFAATAN PLATFORM MEDIA SOSIAL DALAM MERESPON KRISIS KOMUNIKASI: STRATEGI PUBLIC RELATIONS PT. PLN PADA KASUS PEMADAMAN LISTRIK SULAWESI SELATAN

Irwanto Irwanto, Hafied Cangara

Abstract

The power outage in South Sulawesi has become a widely discussed case in the media today. Based on this case, it reflects the complexity of challenges faced by PT. PLN and the importance of a quick and coordinated response from Public Relations (PR) to manage the communication crisis that can influence the public's perception of the company. The author considers it crucial to conduct research related to the crisis conditions and crisis communication strategies to be undertaken by PR of PT. PLN. Public Relations of PT. PLN can leverage social media platforms as part of the PR strategy in responding to the communication crisis related to power outages in South Sulawesi. An exploratory qualitative methodology is employed. Data collection methods involve literature review, observation, and case studies. The utilization of social media in crisis communication, applying the STREMII (STREAM-ee) model by Stewart and Wilson, introduces a cyclical process for organizations as a reference when engaging in crisis communication using social media platforms. The six related elements of STREMII include: (a) social monitoring and listening, (b) targeting the right audience, (c) crisis response and conversation, (d) monitoring environmental conditions and evaluating outcomes, (e) interacting with consumers and the public, and (f) implementing necessary changes.

Keywords

Crisis, Communication, Public Relation,PLN, Social Media.

Full Text:

PDF

References

Allcott, H., Collard-Wexler, A., & O’Connell, S. (2016). How do electricity shortages affect industry? evidence from india. American Economic Review, 106(3), 587-624. https://doi.org/10.1257/aer.20140389.

Almaktar, M., Elbreki, A., & Shaaban, M. (2021). Revitalizing operational reliability of the electrical energy system in libya: feasibility analysis of solar generation in local communities. Journal of Cleaner Production, 279, 123647. https://doi.org/10.1016/j.jclepro.2020.123647.

AlSaqer, L. (2018). The role of public relations in crisis communication planning in bahraini organisations. Kne Social Sciences, 3(10), 76. https://doi.org/10.18502/kss.v3i10.3104.

Babatunde, K. (2022). Public relations and social media for effective crisis communication management. Jurnal Bina Praja, 14(3), 543-553. https://doi.org/10.21787/jbp.14.2022.543-553.

Ban, Z. and Lovari, A. (2021). Rethinking crisis dynamics from the perspective of online publics: a case study of dolce & gabbana’s china crisis. Public Relations Inquiry, 10(3), 311-331. https://doi.org/10.1177/2046147x211026854.

Boamah, M. (2019). Analysing crisis communication strategies of airline companies in united states: a case study of southwest airline 2016 power outage crisis. Studies in Media and Communication, 7(1), 7. https://doi.org/10.11114/smc.v7i1.4190.

Brown?Devlin, N., Lim, H., Bouchacourt, L., & Devlin, M. (2020). Exploring the influence of stakeholder personality on crisis response evaluations and outcomes. Journal of Contingencies and Crisis Management, 29(3), 248-264. https://doi.org/10.1111/1468-5973.12345.

Bukar, U., Jabar, M., Sidi, F., Nor, R., Abdullah, S., & Othman, M. (2020). Crisis informatics in the context of social media crisis communication: theoretical models, taxonomy, and open issues. Ieee Access, 8, 185842-185869. https://doi.org/10.1109/access.2020.3030184.

Bukar, U., Jabar, M., Sidi, F., Nor, R., Abdullah, S., & Ghazali, A. (2021). Revisiting social media crisis communication model for building resilience via artificial neural network analysis. International Journal of Academic Research in Business and Social Sciences, 11(17). https://doi.org/10.6007/ijarbss/v11-i17/11389.

Castro, S., Bustos, E., & Gonzatti, D. (2023). Reputation management during a public health crisis: overcompensating when all else fails. Public Administration Review, 83(5), 1234-1245. https://doi.org/10.1111/puar.13638.

Chousa, J., Vizcaíno-González, M., & López-Cabarcos, M. (2016). Reputation, game theory and entrepreneurial sustainability. Sustainability, 8(11), 1196. https://doi.org/10.3390/su8111196.

Coombs, W. T., & Holladay, S. J. (2022, October 26). The Handbook of Crisis Communication. John Wiley & Sons.

Coombs, W. and Holladay, S. (2002). Helping crisis managers protect reputational assets. Management Communication Quarterly, 16(2), 165-186. https://doi.org/10.1177/089331802237233.

Coombs, W. (2004). Impact of past crises on current crisis communication: insights from situational crisis communication theory. Journal of Business Communication, 41(3), 265-289. https://doi.org/10.1177/0021943604265607.

Coombs, W. (2006). The protective powers of crisis response strategies. Journal of Promotion Management, 12(3-4), 241-260. https://doi.org/10.1300/j057v12n03_13.

Coombs, W. T. (2015, March–April). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58, 141–148. https://doi.org/10.1016/j.bushor.2014.10.003.

Debnath, S., Arif, W., Roy, S., & Baishya, S. (2021). A comprehensive survey of emergency communication network and management. Wireless Personal Communications, 124(2), 1375-1421. https://doi.org/10.1007/s11277-021-09411-1.

Dini, N., Hastjarjo, S., & Satyawan, I. (2022). Crisis communication strategy by public relations to customers in the middle of covid-19., 324-329. https://doi.org/10.2991/978-2-494069-77-0_45.

Dominic, E., Mahamed, M., Abdullah, Z., & Hashim, N. (2022). A quantitative study on scct: examining the relationships between crisis response strategy, crisis history, and crisis type on organisational reputation: nigerian perspective. International Journal of Academic Research in Business and Social Sciences, 12(10). https://doi.org/10.6007/ijarbss/v12-i10/10002.

Eriksson, M. (2018). Lessons for crisis communication on social media: a systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526-551. https://doi.org/10.1080/1553118x.2018.1510405.

Geller, L. (2014, September 16). Outstanding customer service in social media. Forbes. Retrieved from https://www.forbes.com/sites/loisgeller/2014/09/16/outstanding-customer-service-in-social-media/#630564753425.

Helm, S. and Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis?. Journal of Contingencies and Crisis Management, 21(3), 144-152. https://doi.org/10.1111/1468-5973.12020.

Hirschfeld, G. and Thielsch, M. (2022). Impact of crisis communication strategies on people’s attitudes toward behavioral guidelines regarding covid-19 and on their trust in local officials. International Journal of Disaster Risk Science, 13(4), 495-506. https://doi.org/10.1007/s13753-022-00424-3.

Jamal, J. and Bakar, H. (2015). The mediating role of charismatic leadership communication in a crisis: a malaysian example. International Journal of Business Communication, 54(4), 369-393. https://doi.org/10.1177/2329488415572782.

Jaume, J. (2013, February 13). Using social media monitoring for crisis man- agement. Brandwatch. Retrieved from https://www.brandwatch.com/blog /using-social-media-monitoring-for-crisis-management/

Kriyantono, R. and McKenna, B. (2019). Crisis response vs crisis cluster: a test of situational crisis communication theory on crisis with two crisis clusters in indonesian public relations. Jurnal Komunikasi Malaysian Journal of Communication, 35(1), 222-236. https://doi.org/10.17576/jkmjc-2019-3501-15.

Kunikowski, G. and Kisilowski, M. (2022). Changes in the crisis management policy – a case study of poland. Public Policy and Administration, 21(3), 226-235. https://doi.org/10.5755/j01.ppaa.21.3.28348.

Langaro, D., Neves, H., & Loureiro, S. (2020). Is apology the best strategy to mitigate online firestorms in social media?. Global Fashion Management Conference, 2020, 1374-1382. https://doi.org/10.15444/gmc2020.10.05.04.

Li, Y., Yang, K., Chen, J., Gupta, S., & Ning, F. (2019). Can an apology change after-crisis user attitude? the role of social media in online crisis management. Information Technology and People, 32(4), 802-827. https://doi.org/10.1108/itp-03-2017-0103.

Lin, X., Spence, P., Sellnow, T., & Lachlan, K. (2016). Crisis communication, learning and responding: best practices in social media. Computers in Human Behavior, 65, 601-605. https://doi.org/10.1016/j.chb.2016.05.080.

Lindsay, B. R. (2011, September 6). Social media and disasters: Current uses, future options, and policy considerations. Retrieved from http://www.infopuntveiligheid.nl/Infopuntdocumenten/R41987.pdf.

Liu, B., Pennington-Gray, L., & Klemmer, L. (2015). Using social media in hotel crisis management: the case of bed bugs. Journal of Hospitality and Tourism Technology, 6(2), 102-112. https://doi.org/10.1108/jhtt-08-2014-0036.

Ly-Le, T. (2019). How vietnamese stakeholders view current socialmedia use in crisis communication in vietnam. Athens Journal of Mass Media and Communications, 6(1), 65-80. https://doi.org/10.30958/ajmmc.6-1-4.

Ma, L. and Zhan, M. (2016). Effects of attributed responsibility and response strategies on organizational reputation: a meta-analysis of situational crisis communication theory research. Journal of Public Relations Research, 28(2), 102-119. https://doi.org/10.1080/1062726x.2016.1166367.

Miles, M. B., Huberman, A. M., & Saldaña, J. (2019). Qualitative Data Analysis: A Methods Sourcebook. Los Angeles: SAGE.

Murphy, B. (2007). Locating social capital in resilient community-level emergency management. Natural Hazards, 41(2), 297-315. https://doi.org/10.1007/s11069-006-9037-6.

Nurulhuda, I., Wulandari, M., & Prasetyo, B. (2022). Crisis communication strategy pt. pln (persero) in responding to electric blackout in jakarta in 2019. International Journal of Science and Society, 4(2), 291-298. https://doi.org/10.54783/ijsoc.v4i2.470.

Pratiwi, M., Musdalifah, F., Yusa, M., & Rahmawati, A. (2022). Crisis management and communication: sriwijaya air sj182 crash flight.. https://doi.org/10.2991/assehr.k.220705.007.

Sellnow, D., Lane, D., Littlefield, R., Sellnow, T., Wilson, B., Beauchamp, K., … & Venette, S. (2014). A receiver?based approach to effective instructional crisis communication. Journal of Contingencies and Crisis Management, 23(3), 149-158. https://doi.org/10.1111/1468-5973.12066.

Stewart, M. C., & Arnold, C. L. (2017). Defining social listening: Recognizing an emerging dimension of listening. International Journal of Listening, 32(2), 85–100. https://doi.org/10.1080/10904018.2017.1330656.

Stewart, M. C., & Wilson, B. G. (2015). The dynamic role of social media during Hurricane#Sandy: An introduction of the STREMII model to weather the storm of the crisis lifecycle. Computers in Human Behavior, 54, 1–8. https://doi.org/10.1016/j.chb.2015.07.009.

Suomi, K., Kuoppakangas, P., Hytti, U., Hampden-Turner, C., & Kangaslahti, J. (2014). Focusing on dilemmas challenging reputation management in higher education. International Journal of Educational Management, 28(4), 461-478. https://doi.org/10.1108/ijem-04-2013-0046

Syme, C. (2014, April 21). Monitoring social media to prevent a crisis. Social-MediaToday. Retrieved from http://www.socialmediatoday.com/content/monitoring-social-media-prevent-crisis.

Tazin, S. and Kaur, K. (2017). Exploratory study of a crisis commander’s perspectives on the role and value of public relations in crisis management. SHS Web of Conferences, 33, 00047. https://doi.org/10.1051/shsconf/20173300047.

Telang, A. and Deshpande, A. (2016). Keep calm and carry on: a crisis communication study of cadbury and mcdonalds. Management & Marketing, 11(1), 371-379. https://doi.org/10.1515/mmcks-2016-0003.

Thießen, A. and Ingenhoff, D. (2011). Safeguarding reputation through strategic, integrated and situational crisis communication management. Corporate Communications an International Journal, 16(1), 8-26. https://doi.org/10.1108/13563281111100944.

Utami, A., Hamdani, W., & Annas, F. (2022). Corporate crisis communication strategy of henkel indonesia in facing the covid-19 pandemic. International Journal of Management Entrepreneurship Social Sciences and Humanities, 5(2), 165-180. https://doi.org/10.31098/ijmesh.v5i2.791.

Utz, S., Schultz, F., & Glocka, S. (2012). Crisis communication online: How medium, crisis type, and emotions affected public reactions in the Fukushima Daiichi nuclear disaster. Public Relations Review, 39, 40–46. https:// doi.org/10.1016/j.pubrev.2012.09.010.

Veil, S., Buehner, T., & Palenchar, M. (2011). A work?in?process literature review: incorporating social media in risk and crisis communication. Journal of Contingencies and Crisis Management, 19(2), 110-122. https://doi.org/10.1111/j.1468-5973.2011.00639.x

Wang, Y. and Dong, C. (2017). Applying social media in crisis communication: a quantitative review of social media-related crisis communication research from 2009 to 2017. International Journal of Crisis Communication, 1(1), 29-37. https://doi.org/10.31907/2617-121x.2017.01.01.05.

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015, October 7). Public Relations. Pearson.

Wolburg, J. (2011). Crisis communication: theory and practice. Journal of Consumer Marketing, 28(6), 459-460. https://doi.org/10.1108/07363761111165976.

Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Los Angeles, CA: Sage.

DOI: https://doi.org/10.38012/jb.v6i1.1209