MARIA DIAH PALUPI
041514353068
Supervisor
Prof. Fendy Suhariadi, ST, MSi.
ABSTRACT
Public Relations is the spearhead in terms of organizational image. However, it has not been supported by a performance measurement tool that is reflected in the key performance indicator as an appropriate evaluation tool to measure public relations contributions. Individual performance is very important because the individual's performance can lead to the efforts of organizational goals achievement.
It is expected that with the assessment of performance results, public relations can improve what was done before and the provision of rewards as a driver of public relations performance. Management can focus on long-term strategies and as a unit's responsibility to top management. The results of the evaluation can also be used as a basis for unit leaders to submit policies to top management regarding everything about organizational image.
This study aims to measure the performance of PR management by designing key performance indicators by conducting a process of identifying stakeholder necessities that exist in hospital X. The identification of stakeholder necessities will then become the basis of designing PR's KPI. This study uses a qualitative approach based on a case study on hospital X. The informants in this study are director, head of marketing, staff as internal stakeholders and customers, suppliers and regulators as external stakeholders.
The results of this study is the assessment of PR performance which includes assessment work (result) formulated six responsibilities namely, customer satisfaction, customer complaints, fostering community, events, social media content and website traffic. While the assessment of work behavior (behavior) and indicators of competence namely communicative, flexibility, discipline, teamwork, customer service.
Keywords: Public relations, stakeholder management, performance assessment, key performance indicators.
