ABSTRAK
KONSTRUKSI MAKNA PROFESI HUMAS RUMAH SAKIT BAGI PETUGAS HUMAS RUMAH SAKIT
Studi Fenomenologi Mengenai Pemaknaan Profesi Humas Rumah Sakit Oleh Petugas Humas di Rumah Sakit Jakarta dan Bandung
Profesi Humas rumah sakit masih tergolong baru. Sebagai institusi pelayanan kesehatan yang rentan terhadap paparan pemberitaan negatif, serta kian maraknya isu-isu kesehatan yang konfliktif di rumah sakit membuat petugas Humas senantiasa perlu memperbaharui diri dengan terus menggali potensi kehumasan yang dimilikinya. Namun kenyataannya, peran petugas Humas di rumah sakit selama ini masih dinilai belum optimal. Hal ini dapat disebabkan oleh sejumlah faktor, antara lain: faktor internal meliputi kurangnya kesadaran diri atas tanggung jawab yang dilimpahkan kepadanya, serta kurangnya pengalaman dalam membangun konsep kehumasan di rumah sakit. Ada pun faktor eksternal mencakup pihak-pihak yang berperan dalam pergaulan sosial petugas Humas rumah sakit, khususnya pemahaman pimpinan rumah sakit yang sebagian besar masih memandang profesi Humas rumah sakit sebagai wujud formalitas, bahkan mendiskriminasikan perannya dengan unit-unit pelayanan lainnya. Tujuan dari penelitian ini adalah untuk mengetahui makna profesi Humas rumah sakit bagi petugas Humas pada dua jenis rumah sakit yang berbeda, yakni rumah sakit pemerintah dan rumah sakit swasta.
Teori tentang fenomenologi Edmund Husserl dan teori Konstruksi Sosial atas Realitas Peter L Berger dan Thomas Luckmann menjadi dasar referensi penelitian ini. Penelitian ini pun menggunakan metode kualitatif dengan pendekatan fenomenologi dan paradigma konstruktivis. Data diperoleh melalui wawancara mendalam, obeservasi partisipatif, studi literatur, arsip dan dokumentasi terhadap subjek penelitian yang dipilih secara purposif.
ABSTRACT
A MEANING CONSTRUCTION OF HOSPITAL PUBLIC RELATIONS PROFESSION FOR HOSPITAL PUBLIC RELATIONS
A Phenomenological Study on the Meaning Construction of Hospital Public Relations Profession of Public Relations Personnel in Jakarta and Bandung
Profession of hospital PR is still relatively new. Being a health service institution that is vulnerable to be exposed to negative news (bad press), and increasing proliferation of controversial health issues in hospitals, PR personnel are demanded to upgrade themselves by constantly cultivating the potentials of PR affairs they possess. However, in fact, the role of PR personnel in hospital is thus far assessed as less than optimal. This may be due to some factors, among others: internal factors, including the lack of self-awareness on the responsibility imposed to them and the lack of experience in building PR affairs concept in hospital. Meanwhile, external factors include those who play a role in social life of the hospital PR personnel, particularly hospital management understandings that generally still view hospital PR profession as simply formality, or even discriminate the role against other units. The purpose of the present research was to find out the meaning of hospital PR profession for PR personnel at two different types of hospitals, namely, public hospital and private hospital.
Phenomenological theory from Edmund Husserl and Social Construction of Reality theory from Peter L Berger and Thomas Luckmann were the reference basis of the research. Moreover, the research used a qualitative method by a phenomenological approach and constructivist paradigm. Data was obtained from in-depth interview, participative observation, library study, archive, and documentation of the research subjects selected purposely.
The research findings revealed the followings: the hospital PR personnel made a sense of hospital PR profession by some different viewpoints, among others: definition of PR, characteristics of PR job that hospital PR personnel perform, achievement of PR that is the main target of hospital PR personnel, the differences in hospital PR with other PR companies, the advantages possessed by the hospital PR, as well as the impacts become PR hospital. The different terminologies used by different hospital PR personnel in representing their position in a hospital included, among others: Head of HPP (PR affairs, Marketing, and Development) Section, Manager of Marketing and CR (customer Relations), Public Relations Manager, head of Program and PR Affairs Sub-section, Head of General dan Equipment Sub-section, Head of Marketing Department, Head of PR Affairs and Protocol, and Head of Marketing & PR (Marketing & Communication).
