Strategic Communication and Crisis Management (Study Case: PT. KAI)

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    25-Jan-2015

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A crisis can be viewed as the perception of an event that threatens important expectancies of stakeholders and can impact the organizations performance. Crises are largely perceptual. If stakeholders believe there is a crisis, the organization is in a crisis unless it can successfully persuade stakeholders it is not. A crisis violates expectations; an organization has done something stakeholders feel is inappropriate.

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  • 1. 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

2. 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 Strategic Communication and Crisis Management Paramadina Graduate School of Communication. 2 3. 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 4. 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 5. 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 6. Public Opinion About The Accident Strategic Communication and Crisis Management Paramadina Graduate School of Communication. 6 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 technicians 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 its showed us how PT KAI personel worked professionally to always prioritize customer safety. 7. Who Says 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. 8. 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. 9. Tools Komunikasi dan Approach Press conference, door stop, wawancara di TKP. Personal approach korban, santunan,/penaikan pangkat Pendekatan hukum (biarpun belum dilakukan) 10. 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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