Perancangan Code of Conduct Publikasi Humas PT KA Properti Manajemen Menggunakan Design Thinking

Abstract

Komunikasi korporat pada anak perusahaan PT Kereta Api Indonesia (Persero) di sektor properti menuntut keseragaman identitas visual dan konsistensi gaya penyampaian pesan guna memperkuat citra perusahaan di hadapan publik dan pemangku kepentingan. Proyek akhir ini bertujuan merumuskan langkah strategis dalam merancang code of conduct publikasi humas PT KA Properti Manajemen menggunakan metode design thinking yang terdiri atas lima tahap, yaitu empathize, define, ideate, prototype, dan test. Tahap empathize dan define dijalankan melalui observasi, wawancara, studi pustaka, dan analisis dokumen guna memetakan kesenjangan standar publikasi sekaligus mengidentifikasi kebutuhan pengguna. Fase ideate dan prototype menyatukan gagasan penyeragaman identitas ke dalam rancangan pedoman penggunaan logo, standar warna dan tipografi, serta tata aturan publikasi Instagram Feed dan Instagram Reels sebagai langkah taktis penguatan citra digital perusahaan. Tahap pengujian dilakukan melalui evaluasi keterbacaan dan keterpakaian pedoman oleh tim humas selaku pengguna akhir. Fase penyampaian dituntaskan melalui penyerahan luaran akhir berupa dokumen code of conduct publikasi humas yang memuat standar identitas visual, pedoman logo, standar warna dan tipografi, standar publikasi media sosial, pedoman siaran pers, standar dokumentasi, serta identitas media komunikasi perusahaan kepada unit terkait. Keberadaan pedoman ini bertindak sebagai poros utama dalam menjaga konsistensi identitas perusahaan serta mendukung koordinasi antar unit kerja selama penyusunan dan penyebarluasan informasi berlangsung.

Corporate communication for the property-sector subsidiary of PT Kereta Api Indonesia (Persero) requires a unified visual identity and consistent messaging style to strengthen the company's image among the public and stakeholders. This final project aims to formulate strategic steps for designing a public relations publication code of conduct for PT KA Properti Manajemen, utilizing the five-stage design thinking methodology: empathize, define, ideate, prototype, and test. The empathize and define stages were conducted through observation, interviews, literature reviews, and document analysis to map gaps in publication standards and identify user needs. The ideate and prototype phases integrated concepts for identity unification into draft guidelines covering logo usage, color and typography standards, and publication rules for Instagram Feed and Reels—tactical measures to bolster the company's digital image. Testing involved evaluating the guidelines' readability and usability with the public relations team acting as end-users. The project concluded with the delivery of the final output—a public relations publication code of conduct—to the relevant units; this document encompasses visual identity standards, logo guidelines, color and typography specifications, social media publication standards, press release guidelines, documentation standards, and corporate communication media identities. These guidelines serve as a central reference for maintaining corporate identity consistency and facilitating coordination across work units during the preparation and dissemination of information.