Strategi Humas PT. KAI melalui Program Rail Clinic dan Rail Library

Abstract. PT Kereta Api Indonesia (Persero) has operational areas which are divided into several DAOPs. One of the main operational areas is DAOP 1 Jakarta which has a strategic role as the operational center for rail transportation on the island of Java. In maintaining its reputation, a Public Relations Strategy through Corporate Social Responsibility (CSR) is needed. However, the strategy used must be right on target so that the CSR program can run well and be effective. Based on this, the researcher intends to find out the public relations strategy at PT KAI DAOP 1 Jakarta in implementing the CSR Rail Clinic and Rail Library. This research uses qualitative methods with a case study approach, as well as techniques carried out by means of observation, interviews and documentation. The research results show that the planning of the Rail Clinic and Rail Library activities at DAOP 1 Jakarta was carried out through a systematic, cross-divisional mechanism, based on regional needs, and oriented towards public service. This process included identifying needs, conducting field surveys, prioritizing locations, and developing service and communication strategies that took into account social conditions and resource constraints.   Abstrak. PT. Kereta Api Indonesia (Persero) memiliki wilayah operasional yang dibagi menjadi beberapa DAOP. Salah satunya wilayah operasional utama adalah DAOP 1 Jakarta yang memiliki peran strategis sebagai pusat operasional transportasi kereta api di pulau Jawa. Dalam menjaga reputasinya, diperlukan Strategi Humas melalui Corporate Social Responsibility (CSR). Namun, strategi yang digunakan haruslah tepat pada sasarannya sehingga program CSR mampu berjalan dengan baik dan juga efektif. Berdasarkan hal tersebut, peneliti bermaksud untuk mengetahui strategi humas pada PT. KAI DAOP 1 Jakarta dalam melaksanakan CSR Rail Clinic dan Rail Library. Penelitian ini menggunakan metode kualitatif dengan adanya pendekatan studi kasus, serta teknik yang dilakukan dengan cara observasi, wawancara, dan juga dokumentasi. Hasil penelitian menunjukkan bahwa perencanaan kegiatan Rail Clinic dan Rail Library DAOP 1 Jakarta dilakukan melalui mekanisme lintas divisi yang sistematis, berbasis kebutuhan wilayah, serta berorientasi pada pelayanan publik. Proses ini mencakup identifikasi kebutuhan, survei lapangan, penentuan prioritas lokasi, hingga penyusunan strategi layanan dan komunikasi yang mempertimbangkan kondisi sosial dan keterbatasan sumber daya.