Strategic Communication and Crisis
Management
Case Study : Train Crashes Into Pertamina Gas Tanker in Bintaro,
December 9th 2013
Paramadina Graduate School - 3 Februari 2014
Gabriella Vania Maria Rosari Pratiwi Biasane Mahfud Achyar Endah Hapsari
1
The Indonesian Railway or
commonly known as PT Kereta
Api Indonesia (Persero) is the
major operator of public
railways in Indonesia. It is
completely owned by the
government and pays track
access charges to the
government. One of its
subsidiaries, PT Kereta Api
Indonesia (Persero) Commuter
Jabodetabek (KCJ), is operating
electrified commuter service in
Jakarta metropolitan area from
August 14, 2008.
Company Profile
http://en.wikipedia.org/wiki/PT_Kereta_Api
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7 people died (including 2
machinist and 1 train
technician) after a train
crashed into a Pertamina
gasoline tanker at a railroad
crossing in Pondok Betung,
Uljami – Bintaro, South Jakarta
on Monday morning
(December, 9th 2013), causing
one female-only carriage to
overturn and burst into flames.
The Case
http://www.thejakartaglobe.com/news/train-crashes-into-gas-tanker-in-bintaro/
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication. 3
The News
http://en.tempo.co/read/beritafoto/12051/Photos-Bintaro-Train-Crash-Killed-7-and-Injured-Tens
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication. 4
The News
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication. 5
http://www.bbc.co.uk/indonesia/berita_indonesia/2013/12/131209_kcjkomuter_update.shtml
http://jakarta.okezone.com/read/2013/12/09/500/909353/kecelakaan-kereta-di-bintaro-petugas-belum-mampu-padamkam-api
Public Opinion About The Accident
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This deadly accident not only
shocked the victims, but also all
commuter line user who rely on this
mass transportation for daily basis
mobile activity. But some people
were amazed by the technician’s
action. He ran away to the first
carriage and shout, so all the
passenger could go back off. He
tried his best to minimize the
number of victims. His action
earned a positive response because
it’s showed us how PT KAI personel
worked professionally to always
prioritize customer safety.
Who Say’s What• President Director PT KAI, Ignatius Jonan
• Enggan disalahkan dalam kasus ini.
• Pengendara kendaraan tidak tertib berlalu lintas.
• Korban akan ditangani maksimal
• Kepala Humas Daops 1, Mateta Rijalulhaq
• Tidak memiliki kewenangan dalam memberi informasi kasus ini
• Juru Bicara Commuter Line Jabodetabek, Eva Chairunissa
• Menginformasikan jumlah korban
• Kepala Humas (VP) PT KAI, Sugeng Priyono
• Ada wacana membawa kasus ini ke jalur hukum untuk menuntut
Pertamina
• Kadaops 1 PT KAI, Heru Isnadi
• Tidak ada prosuder yang dilanggar dari sisi PT KAI, sehingga
kecelakaan ini bisa disebut karena ulah supir truk bahan bakar
Pertamina.
Analisis Situasi
• Manajer Humas PT KAI Wilayah Jogjakarta
• Akan ada penghargaan yang diberikan kepada masinis dan teknisi
yang tewas
• Direktur Sarana PT KAI, Bambang Martono
• Kecelakaan ini menjadi pelajaran bagi kita semua untuk selalu
mengindahkan nilai-nilai keamanan.
Tools Komunikasi dan Approach
• Press conference, door
stop, wawancara di TKP.
• Personal approach
korban,
santunan,/penaikan
pangkat
• Pendekatan hukum
(biarpun belum
dilakukan)
Tools Komunikasi dan Approach
• Publik : Masyarakat luas (baik
pengguna commuter line maupun
yang tidak termasuk juga
komunitas) dan keluarga korban,
• Startegi komunikasi dinilai kurang
tepat karena banyak pihak yang
memberikan keterangan, tidak
satu key message dan tidak satu
approach.
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