PUBLIC RELATIONS STRATEGY IN ADDRESSING CRISIS ON IMAGE OF LION AIR AIRLINES IN PEKANBARU

Abstract

The Lion Air Airline was founded in 2000, is one of the pioneers of
commercial aviation in Indonesia. Lion Air is one of the air transportation of non-
governmental early generations who have managed to get through the crisis and has
grown rapidly to face the competition by developing organizational, operational
capabilities and also its fleet. The actual case is less rapid handling of the crisis was
made by the Lion Air Pekanbaru. The purpose of this study was to determine how the
public relations strategy in handling the crisis at the image of Lion Air in Pekanbaru,
as well as factors related to the public relations strategy in handling the crisis at the
Lion Air in Pekanbaru.
This study used qualitative methods with descriptive approach, which is a
problem-solving procedures are investigated, by describing / depicting the object of
research at the present time. Based on the facts that appear or as they are, while the
framework uses a model of Strategic Communications.
The results of this study indicate that public relations strategies conducted by
Lion Air Pekanbaru. They have a strategy for dealing with image crisis include:
strategies to identify the issues that led to the crisis, map the needs of reporters during
a crisis, prepare information for management, and have the image enhancement
strategies include flight scheduling, fleet use of new, lower price , and using the
method of a press conference to facilitate imaging convey messages to the public.
Lion Air branch of Pekanbaru also use existing media in the city of Pekanbaru, such
as Riau Pos, and electronic media such as aditiya FM, and in collaboration with a
leading telecommunications company Telkomsel.
Keyword : Communication, Strategy, Crisis