Strategi Humas Dalam Meningkatkan Citra Rumah Sakit Advent Medan

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui strategi komunikasi yang dilakukan oleh Humas dalam meningkatkan citra Rumah Sakit Advent Medan serta mengidentifikasi hambatan yang dihadapi. Citra rumah sakit menjadi aspek penting karena memengaruhi kepercayaan masyarakat terhadap kualitas pelayanan kesehatan. Dalam membangun citra positif, Humas menerapkan strategi publication melalui media sosial, news terkait kegiatan dan program kesehatan, serta community relations seperti charity clinic, dukungan posyandu, pemeriksaan kesehatan, dan bakti sosial. Humas juga menjalankan komunikasi dua arah dengan merespons pertanyaan dan keluhan pasien secara langsung maupun melalui media digital. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik purposive sampling. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi humas telah berjalan dengan baik dan berkontribusi dalam membangun citra positif, meskipun masih terdapat hambatan seperti keterbatasan sumber daya manusia dan kurangnya pelatihan khusus di bidang kehumasan. The purpose of this study was to determine the communication strategies implemented by Public Relations to improve the image of Medan Adventist Hospital and identify the obstacles faced. Hospital image is an important aspect because it influences public trust in the quality of health services. In building a positive image, Public Relations implemented a publication strategy through social media, news related to health activities and programs, and community relations such as charity clinics, support for integrated health posts (Posyandu), health checks, and social services. Public Relations also carried out two-way communication by responding to patient questions and complaints directly and through digital media. This study used a descriptive qualitative method with a purposive sampling technique. Data were obtained through interviews, observations, and documentation, then analyzed through data reduction, data presentation, and drawing conclusions. The results showed that the public relations strategy has been running well and contributed to building a positive image, although there are still obstacles such as limited human resources and a lack of specific training in the field of public relations.