PENANGANAN KRISIS KOMUNIKASI DI ERA DIGITAL: ANALISIS ISI PENANGANAN KASUS PIZZA HUT DAN MARUGAME UDON DI MEDIA SOSIAL TWITTER

Abstract

Pizza Hut and Marugame Udon have been reported using raw materials that have expired. This news was first appointed by Tempo Magazine in early September 2016 and then spread (viral) in social media. The purpose of this research is to describe the strategy of crisis handling conducted by Public relations of Pizza Hut and Marugame Udon by using social media (Twitter), and how social media citizens (netizens) see the crisis. The theory used is Situational Crisis Communication Theory (SCCT). This theory generally speaks about strategies that can be used by companies in handling communication crises. According to Coomb (2007), there are 7 strategies for handling the crisis, namely (1) attack the accuser (attacking parties who said the crisis occurred including threats like the court, (2) denial claiming no crisis, (3) excuse (minimizes organizational responsibility for crisis due to accident and beyond the limits of organizational capability, (4) justification (minimizing the personalized damage caused by the crisis, (5) ingratiation (reminding stakeholders of the good deeds of the organization in the past); (6) corrective action (to repair the damage caused by the crisis, or even prevent the recurrence of the crisis, (7) full apology (fully responsible for crisis and apologize to stakeholders including compensation). The method used in this research is content analysis. The content analysis conducted for official Twitter accounts of Pizza Hut (Pizza_HutID), Marugame Udon (MarugameUdonID) and accounts of social media citizens (netizens) who discuss the issue. Total tweets have been analyzed are 711 tweets (between September 3-9, 2016). The results show, the majority of tweets see the type of crisis in the category of victim crisis, where the crisis is not seen as a corporate fault. The results also show a denial strategy (claiming no crisis), most widely used as a response strategy in dealing with cases. There is no difference between the official tweets of Pizza Hut and Marugame Udon's official accounts and netizens. The similarities that make this crisis can be quickly over. The study discusses why the most common denial strategy emerges as a strategy choice for handling communication crises with the context of information dissemination in the digital age.