STRATEGI KOMUNIKASI PUBLIK HUMAS PT RAILINK MEDAN DALAM MENDORONG PARTISIPASI PROGRAM KESELAMATAN KERETA API
Keywords:
Communication Strategy, Public Relations, Community Participation, Railway SafetyAbstract
Railway safety is a critical issue that requires active public involvement as users of public transportation services. PT Railink Medan, as the operator of airport railway services, plays astrategic role in fostering public awareness and participation in railway safety programs through public communication activities conducted by its Public Relations division. This study aims to analyze the public communication strategies employed by the Public Relations of PT Railink Medan in encouraging public participation in railway safety programs. This research adopts a qualitative approach with a descriptive method. Data were collected through participant observation, documentation, and field notes obtained during a two‑month internship conducted by the researcher at PT Railink Medan. The findings indicate that the public communication strategies implemented include safety message planning, utilization of internal and external communication media, implementation of outreach activities, and continuous evaluation of
communication programs. These strategies contribute to enhancing public understanding and participation in railway safety initiatives. This study is expected to serve as a reference for public relations practitioners, particularly in the public transportation sector, in developing
effective safety communication strategies.
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