Media Relation merupakan suatu keharusan bagi praktisi Humas, bahwasannya humas memiliki peranan penting dalam menjalin hubungan dengan media, karena memang salah satu tugas yang dipikul seorang humas adalah mengenai wartawan dan media massa. Sebagai Badan usaha milik negara PT Pelabuhan Indonesia III (Persero), tidak bisa lepas dari krisis pemberitaan, Strategi media relations sangatlah penting dilakukan untuk menangani pemberitaan negatif, karena dapat mempengaruhi sebuah citra perusahaan. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data observasi, wawancara, dan studi pustaka. Bertujuan untuk mengetahui strategi media relations PT. Pelabuhan Indonesia III (Persero) dalam handling crisis pemberitaan media dan membandingkannya dengan teori yang digunakan. Teori yang digunakan dalam penelitian ini adalah teori publik relations, krisis, dan media media relations disaat krisis. Krisis pemberitaan media harus dikelola dengan cepat dan tepat, yaitu dengan handling krisis. Hasil riset ini dalam menangani sebuah krisis pemberitaan langkah-langkahnya yaitu 1). Analisis, 2). Identifikasi, dan 3). Merespon Media. Dari ke-empat langkah tersebut, kegiatan media relations sangatlah penting untuk dilakukan, dan strategi media relations dijalankan untuk membantu peran, fungsi dan tugas public relations. Strategi media relations tersebuat adalah: By serving the media, By establishing a reputations for reliability, By supplying good copy, By cooperations in providing material, By providing verifications facilities, dan By building personal relationship with the media. Keenam strategi tersebut merupakan aktivitas komunikasi yang dilakukan humas, untuk menjalin pengertian dan hubungan baik dengan media massa. Kata kunci : Krisis, Public Relations, Strategi Media Relations, dan Pelabuhan Indonesia III (Persero).

Agesty Sabreyna RM. 2014. NIM 10.05.311.000084. Media Relations Strategy Of PT. Pelabuhan Indonesia III (Persero) to Handle Media Crisis. Thesis advisors: Surokim, S.Sos., M.Sc. and R. Bambang Moertijoso, S.Sos., M.Sc ABSTRACT Media Relations was a requirement for Public Relation practitioners that PR had an important role in a relationship with media. It was because the task of public relation was the mass media and journalist. PT Pelabuhan Indonesia III (Persero) as a State-owned enterprised cannot separate with the crisis news. The strategy of media relations was very important to handle the negative publicity because it could affect a company's image. This research used qualitative descriptive method with data collection techniques, observation, interviews, and literature. The aim was determine the media relations strategy of PT. Pelabuhan Indonesia III (Persero) to handle media crisis and compared it with the theory used. This study used theory of public relations, crisis and the media of media relations in crisis situation. The crisis of media should solve quickly and precisely, by handling the crisis. The results of this research to handle a news crisis, the steps were: 1). Analysis, 2). Identification, 3). Responds media. All the four steps above, the activity of media relations were very important to do, and the strategy of media relations used to support roles, functions and duties of public relations. The strategy of media relations were: By served the media, By established a reputations for reliability, By supplying good copy, By cooperations in providing materials, verifications By provided facilities, and By build a personal relationship with the media. The six of those strategies was the activity of public relations communications to establish understanding and good relations with the mass media. Keywords: Crisis, Public Relations, Media Relations, Strategy, and Pelabuhan Indonesia III (Persero).

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