MANAGEMENT PUBLIC RELATIONS DALAM MENGELOLA HUBUNGAN INTERNAL DAN EKSTERNAL : Studi Kasus Pada Rumah Sakit Umum Pusat Dr. Hasan Sadikin Bandung - Suryadi Wahid Hasyim, - (2017)
Isu kesehatan merupakan permasalahan utama setiap Rumah Sakit tak terkecuali Rumah Sakit besar seperti Rumah Sakit Umum Pusat (RSUP) Dr. Hasan Sadikin Bandung (RS Hasan Sadikin). Isu ini termasuk kedalam permasalahan yang cukup serius yang melibatkan publik internal dan eksternal RS Hasan Sadikin. Jika tidak dikelola dengan baik, dapat menyebabkan jatuhnya reputasi RS Hasan Sadikin. Dalam hal ini, Humas dan Protokoler (Humpro) RS Hasan Sadikin dianggap mampu menangani isu tersebut. Humpro RS Hasan Sadikin dapat menempatkan strategi yang tepat untuk berkomunikasi dengan pihak internal dan eksternal rumah sakit. Maka, Berdasarkan isu tersebut, penulis memandang bahwa perlu diadakan penelitian mengenai management internal dan eksternal relations dalam meningkatan citra rumah sakit. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif serta strategi studi kasus. Adapun teknik pengumpulan data yaitu dengan observasi, dan wawancara. Hasil penelitian menunjukan bahwa humas dan protokoler RS Hasan Sadikin menghadapi isu mengenai efektivitas pesan komunikasi dengan pihak internal dan eksternal RS Hasan Sadikin. Sehingga citra yang timbul menjadi kurang baik. Dalam menangani isu tersebut, Humas dan Protokoler RS Hasan Sadikin menerapkan strategi proaktif seperti perencanaan dan manajemen isu, hubungan internal yang meliputi hubungan karyawan, hubungan eksternal yang meliputi hubungan pelanggan, hubungan komunitas, hubungan pemerintah, hubungan pers. ----------- Health issues are the main problem of every hospital, including large hospitals such as the Central General Hospital (RSUP) Dr. Hasan Sadikin Bandung (Hasan Sadikin Hospital). This issue is included in a quite serious problem involving internal and external public hospitals of Hasan Sadikin Hospital. If it is not managed properly, it can cause the reputation of Hasan Sadikin Hospital to collapse. In this case, the Public Relations and Protocol (Humpro) of Hasan Sadikin Hospital are considered capable of handling the issue. Humpro Hasan Sadikin Hospital can put in place the right strategy to communicate with internal and external parties of the hospital. So, based on these issues, the authors consider that research needs to be held on internal management and external relations in improving the image of the hospital. This research uses a qualitative approach with descriptive methods and case study strategies. The data collection techniques are observation, and interview. The results showed that the public relations and protocols of Hasan Sadikin Hospital faced the issue of the effectiveness of communication messages with internal and external parties of Hasan Sadikin Hospital. So the image that arises becomes less good. In addressing the issue, Hasan Sadikin Hospital Public Relations and Protocol implemented proactive strategies such as planning and management of issues, internal relations which include employee relations, external relations which include customer relations, community relations, government relations, press relations.