PROSES PUBLIC RELATIONS PT. POS INDONESIA DALAM MEMPERTAHANKAN CITRA TERKAIT BEREDARNYA TABLOID OBOR RAKYAT Septian Indra Kusuma 1 , Arie Prasetio, S.Sos., M.Si 2 Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom Jl. Telkomunikasi Terusan Buah Batu, Bandung Jawa Barat 40257 Email : 1 septianindra23@gmail.com 2 ariejatock@gmail.com ABSTRAK Tahun 2014 lalu bertepatan dengan momen pemilihan presiden beredar Tabloid Obor Rakyat yang sempat membuat heboh masyarakat Indonesia, tabloid tersebut melakukan black campaign dengan memuat artikel berisi fitnah yang ditujukan kepada Joko Widodo yang pada saat itu masih menjadi calon presiden RI. Pada kasus itu disebut-sebut Pos Indonesia menjadi distributor bagi Tabloid Obor Rakyat. Dalam hal inilah Public Reltions PT. Pos Indonesia berperan penting untuk menjaga nama baik dan reputasi Pos Indonesia. Berdasarkan hal tersebut peneliti ingin mengetahui bagaimana tahapan yang dilakukan oleh Public Relations PT. Pos Indonesia. Pada penelitian ini peneliti menggunakan studi deskriptif kualitatif dengan paradigma postpositivism. Untuk mengumpulkan data peneliti menggunakan metode wawancara, observasi, dan dokumentasi. Berdasarkan hasil penelitian dalam mempertahankan citranya Public Relations PT. Pos Indonesia melakukan beberapa tahapan yang termasuk kedalam Proses Public Relations, adapun tahapan tersebut adalah (1) Fact Finding, pada tahap ini Public Relations PT. Pos Indonesia melakukan pengecekan terhadap kebenaran berita dan fakta di lapangan, (2) Planning, pada tahap ini terdapat 2 macam perencanaan yaitu press conference, dan artikel advertorial, (3) Communicating, press conference diadakan dikantor Public Relations PT. Pos Indonesia dengan sasaran komunikasi stakeholders dan masyarakat secara umum, (4) Evaluating, pada tahap ini Public Relations PT. Pos Indonesia melakukan evaluasi terhadap semua tahap yang sudah dilakukan. Secara kesuluruhan Public Relations dinilai berhasil menjaga citra Pos Indonesia. Kata Kunci : Tabloid Obor Rakyat, PT. Pos Indonesia, Proses Public Relations, Citra Organisasi ABSTRACT In 2014, coincide with the presidential election, Obor Rakyat Tabloid circulated around which gave a shock to Indonesian society. The tabloids did black campaign by making defamatory article addressed to Joko Widodo, who was at that time a candidate for president of Indonesia. In this case Pos Indonesia was mentioned as the distributor of Obor Rakyat Tabloid. That's why Public Reltions of PT. Pos Indonesia took an essential role in maintaining the good image and reputation of PT Pos Indonesia. Based on this case, the researcher wants to know what are the steps taken by PT Pos Indonesia's public relations to handle this case. In this study, researcher used qualitative descriptive study with postpositivism paradigm. Data collection used were interview, observation and documentation. Based on the research results in maintaining its image Public Relations of PT. Pos Indonesia perform several steps which is called as Public Relation process, and the stages are (1) Fact Finding, at this stage the Public Relations of PT. Pos Indonesia checked the truth of the news and finding facts in the field, (2) Planning, at this stage there are two kinds of planning, namely press conference, and articles advertorial, (3) Communicating, a press conference was held at the office of Public Relations of PT. Pos Indonesia with the communication target were stakeholders and the general public, (4) Evaluating, at this stage Public Relations department was 1 penulis 2 pembimbing ISSN : 2355-9357 e-Proceeding of Management : Vol.3, No.2 Agustus 2016 | Page 2359