Strategi Komunikasi Humas dalam Kampanye Keselamatan di Perlintasan Sebidang PT KAI Daop 3 Cirebon

Abstract

PT KAI Daop 3 Cirebon menyampaikan dalam kurun waktu Januari 2023 hingga 31 Desember 2023 terjadi 15 kasus kecelakaan di perlintasan sebidang dengan korban sejumlah 11 orang dinyatakan meninggal dunia. Humas PT KAI Daop 3 Cirebon melaksanakan kampanye keselamatan di perlintasan sebidang guna memberi pemahaman kepada masyarakat akan pentingnya keselamatan berkendara dan budaya tertib berlalu lintas di perlintasan sebidang kereta api. Humas PT KAI Daop 3 Cirebon merancang strategi komunikasi yang terbagi menjadi beberapa tahapan, yaitu riset, perencanaan program kampanye keselamatan, tindakan komunikasi, dan evaluasi. Metode yang digunakan pada penelitian ini adalah kualitatif yaitu dengan melakukan wawancara dengan informan di PT KAI Daop 3 Cirebon mengenai kampanye keselamatan di perlintasan sebidang. Kampanye keselamatan dilaksanakan secara langsung di perlintasan sebidang dengan membentangkan mock-up dan spanduk berisi imbauan keselamatan. Pada penelitian ini, strategi komunikasi humas melalui program kampanye keselamatan yang dilakukan secara konsisten dan kontinyu akan meningkatkan keselamatan di perlintasan sebidang yang berdampak pada lancarnya operasional perjalanan kereta api.

PT KAI Daop 3 Cirebon stated that in the period from January 2023 to December 2023, there were 15 cases of accidents at railway crossings with 11 people declared dead. The Public Relations Department of PT KAI Daop 3 Cirebon conducted a railway crossing safety campaign to make the public understand the importance of driving safety and orderly traffic culture at railway crossings. Public Relations of PT KAI Daop 3 Cirebon designed a communication strategy which was divided into several stages, research, action, communication, and evaluations (RACE). The method used in this research is qualitative, namely by conducting interviews with informants at PT KAI Daop 3 Cirebon related to safety campaign activities at level crossings. The safety campaign was carried out directly at level crossings by unfolding mock-ups and banners containing it. In this study, a public relations communication strategy through a safety campaign program that is implemented consistently and continuously will improve safety at railway crossings, which will impact the smooth operation of train travel.