Search results

Citra perusahaan yang baik di mata publik menjadi salah satu faktor yang harus diperhatikan di tengah persaingan bisnis saat ini. Bagi perusahaan fintech lending yang bergerak pada layanan keuangan dan beroperasional secara online, trust dan citra positif dari pengguna atau calon pengguna menjadi hal yang penting. Membangun trust dan citra positif merupakan fungsi dari public relations dalam sebuah perusahaan. Melalui penelitian ini akan dilihat bagaimana praktisi public relations Investree menjalankan aktivitas PR dalam rangka mengelola citra perusahaan. Penelitian ini menggunakan paradigma interpretif dan pendekatan kualitatif, dengan wawancara sebagai metode utama dalam pengumpulan data. Hasil penelitian menunjukkan bahwa posisi PR di Investree sudah dijalankan secara strategis dengan aktivitas PR yang paling dominan dilakukan adalah media relations, customer relations, dan content and brand management. Akan tetapi, aktivitas lainnya seperti community relations, government relations, corporate social responsibility dan lain sebagainya juga dilakukan oleh tim lainnya dalam departemen Marketing & Communications. Selanjutnya, semua tools PR juga telah dimanfaatkan oleh tim PR Investree, mulai dari controlled PR, uncontrolled PR, dan juga semi-controlled PR, termasuk salah satunya adalah media sosial dalam mengelola citra positif di mata publik. Kata Kunci: Citra, Public Relations, Fintech Lending, Media Relations, PR Tools ; A good corporate image in public is one factor that must be considered in the midst of business competition today. For fintech lending companies engaged in financial services and operating online, trust and positive image of users or prospective users is important. Building trust and a positive image are the function of public relations in a company. Through this research, it will be seen how the public relations practitioner in Investree carries out public relations activities in order to manage the company's image. This research uses interpretive paradigms and qualitative approaches, with interviews as the main method of data collection. The results showed that the PR position at Investree had been carried out strategically with the most dominant PR activity carried out were media relations, customer relations, and content and brand management. However, other activities such as community relations, government relations, corporate social responsibility and so on are also carried out by other teams in the Marketing & Communications department. Furthermore, all PR tools have also been utilized by Investree PR team, ranging from controlled PR, uncontrolled PR, and semi-controlled PR, including one of which is social media in managing positive images in the public eye. Keywords: Image, Public Relations, Fintech Lending, Media Relations, PR Tools