Pelni Sea Toll Program Public Relation Strategies : An Evaluative Study on Pelni’s Communication Strategy

ABSTRACT: Pelni as the biggest shipping company in Indonesia was commissioned by government to execute the sea toll program. The Sea Toll is a maritime logistics transportation concept that aims to connect huge ports within the archipelago. This study aims to find out how Pelni’s public relations department conducts the communication strategy for the sea toll program. Researcher uses Persuasive Theory and The 9 Steps of Public Relations Planning by Ronald Smith. The method used is a qualitative research method with in-depth interview techniques and document analysis. As a result, Pelni has done a good communication strategy, but it has not been optimal. Some factors that make the less of sea toll publications among others, there are no issue mapping, determination of key publics, selection of media channels, the position of public relations that not strategic and program evaluations that haven’t been maximized.
KEYWORDS : communication strategy, public relations, shipping company