KOMUNIKASI ORGANISASI DALAM MEMBANGUN CITRA POSITIF PERUSAHAAN

Abstract

ABSTRACT This study aims to (1) Know the organizational communication process that takes place at Ciradio Cirebon, both internally and externally; (2) Knowing the role of organizational communication in enhancing a positive image at Ciradio Cirebon. In this study the research methodology used is qualitative research with a case study approach. Data collection techniques through the method of pastoral observation, in-depth interviews, and documentation. And for the data analysis technique used is the Miles and Huberman model, which consists of three stages, namely data reduction, data presentation and conclusion drawing. The results of this study indicate as follows: (1) The communication process that takes place at Ciradio, internally divided into three parts, namely (a) the process of organizational communication from superiors to subordinates (downward communication), while the form of communication is to provide instructions and coordinate with subordinates ; (b) organizational communication from subordinates to superiors (upward communication), while the form of communication is to coordinate with superiors and provide input in the form of criticism and suggestions; (c) horizontal organizational communication process, while the form of communication is to coordinate between employees and work- based communication. The organizational communication process externally is divided into two parts, namely (a) communication from the company to the public, while the form of communication is friendship, personal approach, giving attention, attention, being a facilitator in promotion opportunities and participating in public activities; and (b) communication from the audience to the company, in the form of audience response, business cooperation, visits and practical cooperation. (2) The role of organizational communication in building a positive image in Ciradio Cirebon is divided into 2 parts. Internally, namely (a) growing work motivation; (b) deliberation; (c) forming a family climate organization. Whereas externally, namely (a) improving the quality of human resources and radio programs; (b) actively participate in externally; (c) building sustainable communication.