Strategi Media Relations PT Kimia Farma Diagnostika dalam Mendukung Pemberitaan Positif di Media Online

Abstract

Pemberitaan media online membentuk citra perusahaan, khususnya pada sektor layanan kesehatan. Meskipun didominasi sentimen positif, jumlah publikasi PT Kimia Farma Diagnostika menurun selama 2023-2025 sehingga diperlukan strategi relasi media yang efektif. Penelitian ini bertujuan menganalisis strategi relasi media dalam mendukung pemberitaan positif di media online serta mengidentifikasi hambatan pelaksanaannya. Penelitian menggunakan pendekatan kualitatif deskriptif dengan pengumpulan data melalui wawancara, observasi, dokumentasi, dan studi pustaka serta uji keabsahan menggunakan triangulasi. Hasil penelitian menunjukkan bahwa strategi relasi media diterapkan melalui pengelolaan relasi, pengembangan strategi, dan pengembangan jaringan yang didukung press release, media visit, media monitoring, dan jejaring media. Hambatan meliputi tuntutan kecepatan media online, keterbatasan interaksi langsung, perbedaan sudut pandang perusahaan dan media, serta hubungan media yang bersifat nonkontraktual. Strategi tersebut mendukung pemberitaan positif serta memperkuat citra dan reputasi perusahaan.

Online media coverage shapes a company's image, particularly in the healthcare sector. Although PT Kimia Farma Diagnostika received predominantly positive media coverage, the number of publications declined during 2023-2025, highlighting the need for an effective media relations strategy. This study aimed to analyze the company's media relations strategy in supporting positive online media coverage and to identify the challenges encountered in its implementation. A descriptive qualitative approach was employed. Data were collected through interviews, observation, documentation, and literature review, and their validity was ensured through triangulation. The findings show that the media relations strategy was implemented through relationship management, strategy development, and network development, supported by press releases, media visits, media monitoring, and media networking. The main challenges included the demand for rapid online reporting, limited direct interaction, differences in perspectives between the company and the media, and the non-contractual nature of media relationships. These strategies support positive online media coverage while strengthening the company's image and reputation.