STRATEGI KOMUNIKASI HUMAS PT PLN (PERSERO) UP3 BEKASI DALAM MENSOSIALISASIKAN PROGRAM PERALIHAN KENDARAAN LISTRIK (ELECTRIC VEHICLE)

Abstract

This study aims to find out how the Public Relations Communication Strategy of PT PLN (Persero) UP3 Bekasi in Socializing the Electric Vehicle Transition Program. This study uses qualitative research methods with data collection techniques of interviews, observation, documentation, and literature study with five informants involved. The theory used in this research is Charles Berger's theory of planning. Planning theory describes the process people go through in planning their communication behavior. Berger states that the plan of communication behavior is a hierarchical cognitive representation of a sequence of goal-directed actions. The results of the research and conclusions in this study indicate that the stages of the communication strategy carried out by the Public Relations of PLN UP3 Bekasi in the socialization of the electric vehicle transition program are the first stage, namely planning by knowing the audience, compiling messages, selecting and using media. The second stage is implementation through the Sarling program, Sun-Mor Electricity Lifestyle, Advertising, and collaboration with local governments and electric vehicle partners. The final stage is evaluation by reviewing outreach activities to see if there are additional customers and implementing open communication to avoid misunderstandings and lack of information regarding the electric vehicle program. The obstacles experienced by PLN public relations consist of semantic barriers, obstacles caused by a lack of general knowledge so that it is difficult to understand the language used, which is too formal and technical. Physical barriers, namely obstacles caused by the less strategic socialization location, make it difficult to reach the community.