Article Sidebar

Submitted
May 30, 2020
Accepted
October 30, 2020
Published
November 17, 2020
Download
PDF
Statistic
Read Counter : 1880 Download : 3890

Main Article Content

Abstract

The use of Image Repair Theory for companies during crisis communication is an interesting study. It is also applied when several PT HM Sampoerna Tbk factory employees are known to have died due to suffering from COVID-19.  This event affected the company's image, especially the negative sentiment on the quality of the products produced due to employees affected by COVID-19. This study analyzes the image repair strategy used by PT HM Sampoerna Tbk through press releases published on the company's official website. The research objective is to analyze message options for organizations to use in times of crisis. The study uses a qualitative content analysis method by analyzing text written in press releases, then putting it into categories that have been determined in the image repair strategy. The results showed PT HM Sampoerna Tbk's inconsistency in using the Reducing Offensiveness strategy, which is often used in types of accident and/or challenge crises, including product damage situations. Excessive use of Reducing Offensiveness must be an organization's concern when conducting crisis communication, especially when the audience has a critical view of the organization. Reducing Offensiveness can be more optimally used by neutral third parties than the organization itself; however, the research results show that PT HM Sampoerna Tbk carries out all strategy delivery.

Article Details

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Hasibuan, M. R., & Irwansyah, I. (2020). Strategi Image Repair PT HM SAMPOERNA TBK pada peristiwa ‘karyawan pabrik Surabaya positif covid-19’. Jurnal Komunikasi, 15(1), 1–18. https://doi.org/10.20885/komunikasi.vol15.iss1.art1
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
Crossref
Scopus
Google Scholar
Europe PMC

References

  1. Belarminus, R. (2020). Pabrik Sampoerna Surabaya Ditutup Setelah 2 Karyawan Positif Covid-19. Kompas.Com. https://regional.kompas.com/read/2020/04/30/11210601/pabrik-sampoerna-surabaya-ditutup-setelah-2-karyawan-positif-covid-19.
  2. Benoit, W. L. (1995). Accounts, excuses, apologies: A theory of image restoration strategies. State University of New York Press.
  3. Benoit, W. L. (1997), Hugh Grant's image restoration discourse: an actor apologizes. Communication Quarterly, Vol. 45, No. 3, pp. 251-267.
  4. Benoit, W. L. (2000). Another visit to the theory of image restoration strategies. Communication Quarterly, 48(1), 40–43. https://doi.org/10.1080/01463370009385578
  5. Benoit, W. L. (1997), Hugh Grant's image restoration discourse: an actor apologizes. Communication Quarterly, Vol. 45, No. 3, pp. 251-267.
  6. Benoit, W. L., & Brinson, S. L. (1994). AT&T: “Apologies are not enough.” Communication Quarterly, 42(1), 75-88.
  7. Benoit, W. L., & Czerwinski, A. (1997). A critical analysis of USAir's image repair discourse. Business Communication Quarterly, Vol. 60, pp. 38-57.
  8. Benoit, W. L., & Hirson, D. (2001). Doonesbury versus the Tobacco Institute: the Smoke Starters' coupon. Communication Quarterly, Vol. 49, No. 3, pp. 279-294.
  9. Benoit, W. L., & Pang, A. (2008). Crisis communication and image repair discourse. In Tricia L. Hansen-Horn & Bonita Dostal Neff (Eds.), Public Relations: From theory to practice (pp. 244-261). Boston, MA: Pearson.
  10. Blaney, J. R., Benoit, W. L., & Brazeal, L, M. (2002). Blowout!: Firestone's image restoration campaign. Public Relations Review, Vol. 28, pp. 379-392.
  11. Brinson, S.L., & Benoit, W. L. (1999). The tarnished star: Restoring Texaco’s damaged public image. Communication Quarterly, 12, 483-510.
  12. Bungin, B. (2011). Konstruksi Sosial Media Massa: Kekuatan Pengaruh Media Massa, Iklan Televisi, Dan Keputusan Konsumen Serta Kritik Terhadap Peter. L Berger & Thomas Luckmann. Kencana.
  13. Burke, K. (1970). Rhetoric of religion. Berkeley: University of California Press.
  14. Caldiero, C. T., Taylor, M., & Ungureanu, L. (2009). Image Repair Tactics and Information Subsidies During Fraud Crisis. Journal of Public Relations Research, Vol. 21, No. 2, pp. 218-228.
  15. Chaffee, S. H., & Metzger, M. J. (2001). The End of Mass Communication? Mass Communication and Society, 4(4), 365–379. https://doi.org/10.1207/S15327825MCS0404_3
  16. Choi, Y., & Lin, Y. H. (2009). Consumer responses to Mattel products recalls posted on online bulletin boards: Exploring the two types of emotion. Journal of Public Relations Research, 21 (2), 198-207.
  17. Coombs, W. T. (2007), Ongoing Crisis Communication, Sage, Thousand Oaks.
  18. Coombs, W. T. (2008). Crisis communication. In Wolfgang Donsbach (Ed.) International Encyclopedia of Communication (pp. 1054 – 1060). Malden, MA: Blackwell.
  19. Coombs, W. T., & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco’s racism crisis. Journal of Public Relations Research, Vol. 12, No. 2, pp. 163-178.
  20. Cowden, K., & Sellnow, T. L. (2002). Issues advertising as crisis communication: Northwest Airlines' use of image restoration strategies during the 1998 pilot's strike. The Journal of Business Communication, Vol. 39, pp. 193-219.
  21. Dardis, F., & Haigh, M. M. (2009). Prescribing versus describing: testing image restoration strategies in acrisis situation. Corporate Communications: An International Journal, Vol. 14, No. 1, pp. 101-118.
  22. Entman, R. M. (1993). Framing: Towards clarification of a fractured paradigm. Journal of Communication, Vol. 43, No. 4, pp. 51–58.
  23. Friedman, R.A. (2001). Managing diversity and second-order conflict. Journal of Conflict Management. 12 (2): 132–153
  24. Gilpin, D. R. (2008). Narrating the organizational self: Reframing the role of the news release. Public Relations Review, 34(1), 9–18.
  25. Haigh, M. M., & Brubaker, P. (2010). Examining how image restoration strategy impacts perceptions of corporate social responsibility, organization public relationships, and source credibility. Corporate Communications: An International Journal, 15(4), 453–468. https://doi.org/10.1108/13563281011085538
  26. Haryanto. (2020). Pabrik Tutup, Secara Teknikal Begini Arah Saham HM Sampoerna. Cnbcindonesia.Com. https://www.cnbcindonesia.com/market/20200504101318-17-155979/pabrik-tutup-secara-teknikal-begini-arah-saham-hm-sampoerna.
  27. Kim, S., Avergy, E. J., & Lariscy, R. W. (2009). Are crisis communicator practicing what we preach?: An evaluation of crisis response strategy analyzed in public relations research from 1991 to 2009. Public Relations Review, 35(4), 446-448.
  28. Mulyana, Deddy. (2003). Metodologi Penelitian Kualitatif. Remaja Rosdakarya, hal. 201.
  29. Nijkrake, J., Gosselt, J. F., & Gutteling, J. M. (2015). Competing frames and tone in corporate communication versus media coverage during a crisis. Public Relations Review, 41(1), 80–88.
  30. Pace, K. M., Fediuk, T. A., & Botero, I. C. (2010). The acceptance of responsibility and expressions of regret in organizational apologies after a transgression. Corporate Communications: An International Journal, 15(4), 410-427.
  31. Pang, A. (2006), Conflict positioning in crisis communication: Integrating Contingency stance with Image Repair strategies. University of Missouri.
  32. Pang, A., Ho, B., & Malik, N. (2012). Repairing an organization’s image in times of crises: What strategies to use when? Conference on Corporate Communication, 485–506.
  33. Philip Morris Indonesia. (2020). Sekilas Sampoerna. Www.Pmi.Com.
  34. Ramadhan, A. (2019). Kronologi Blackout: Dari Mati Lampu, Jokowi Marah, hingga Janji PLN. . Diakses pada. Kompas. https://nasional.kompas.com/read/2019/08/06/08454741/kronologi-blackout-dari-mati-lampu-jokowi-marah-hingga-janji-pln.
  35. Reissová, A., Žambochová, M., & Sláma, V. (2018). The role of mass media in crisis communication. Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 25(1), 189–199.
  36. Riza, Irfan. (2019). Komunikasi Krisis dengan Media: Belajar dari Kasus PLN. Warta Ekonomi. https://www.wartaekonomi.co.id/read242957/komunikasi-krisis-dengan-media-belajar-dari-kasus-pln.
  37. Situmorang, R. (2020). Soal Karyawan Kena Covid-19, HM Sampoerna (HMSP) Tegaskan Tak Ada Penarikan Produk. Bisnis.Com. https://market.bisnis.com/read/20200511/192/1238670/soal-karyawan-kena-covid-19-hm-sampoerna-hmsp-tegaskan-tak-ada-penarikan-produk
  38. Wicaksono, P. (2020). Cek Fakta: Jutaan Rokok Sampoerna Terpapar COVID-19 Beredar di Masyarakat? Ini Faktanya. Liputan6.Com. https://www.liputan6.com/cek-fakta/read/4241659/cek-fakta-jutaan-rokok-sampoerna-terpapar-covid-19-beredar-di-masyarakat-ini-faktanya.
  39. Yin, R.K. (2008). Case Study Research: Design and Methods. 4th Edition, Sage Publications, Thousand Oaks.