POS INDONESIA’S STRATEGY TO DISSEMINATE PUBLIC INFORMATION REGARDING ITS DIGITAL TRANSFORMATION
Background: The age of disruption is an inevitable phenomenon in these times. Massive and rapid changes occurring in an unpredicted pattern have caused corporates to do their best to adapt in order to stay relevant with time. Pos Indonesia is one of the corporates experiencing the negative impacts of the age of disruption. It resulted in a decrease, not only in terms of financial revenue but also in terms of technology use. In the age of disruption, technology moves towards digitalization, causing Pos Indonesia to be even more left behind. Purpose: This study aimed to analyze how the public relation department of Pos Indonesia implemented information dissemination strategy to tell people about the company’s transformation. Methods: This study employed descriptive case study method, using qualitative approach. Data was collected through observation, interviews, and document analysis. Data analysis involved data reduction, data display, and conclusion drawing. Results: In disseminating information to the public, Pos Indonesia’s PR department utilized PR management, which began with the digital transformation programs. Four aspects of the transformation being managed here were the planning, organization, implementation, and evaluation. Using PESO model, this study also analyzed the media that Pos Indonesia’s PR department used to disseminate information to the public. The analysis showed that Pos Indonesia utilized the media effectively because information was disseminated quickly and accurately. In addition, the public also could access the information easily and in a practical way. Conclusion: The dynamics of business competition is getting fiercer because new competitors keep emerging and growing while information and communication technology advances rapidly, increasing the demand for information. In addition, the impact of public opinion and attitude as well as company’s image and reputation are more significant than ever. Therefore, Pos Indonesia needs to optimize its public relation activities.
Public Service Delivery, Disruption, Public Relations, Digital Transformation, Information Technology