A crisis can be viewed as the perception of an event that threatens important expectancies of stakeholders and can impact the organization’s performance. Crises are largely perceptual. If stakeholders believe there is a crisis, the organization is in a crisis unless it can successfully persuade stakeholders it is not. A crisis violates
expectations; an organization has done something stakeholders feel is inappropriate.
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Strategic Communication and Crisis Management (Study Case: PT. KAI)
1. Strategic Communication and Crisis
Management
Case Study : Train Crashes Into Pertamina Gas Tanker in Bintaro,
December 9th 2013
Paramadina Graduate School - 3 Februari 2014
Gabriella Vania Maria Rosari Pratiwi Biasane
Mahfud Achyar Endah Hapsari 1
2. The Indonesian Railway or
commonly known as PT Kereta Api
Indonesia (Persero) is the major
operator of public railways in
Indonesia. It is completely owned by
the government and pays track
access charges to the government.
One of its subsidiaries, PT Kereta
Api Indonesia (Persero) Commuter
Jabodetabek (KCJ), is operating
electrified commuter service in
Jakarta metropolitan area from
August 14, 2008.
Company Profile
http://en.wikipedia.org/wiki/PT_Kereta_Api
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication.
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3. 7 people died (including 2 machinist
and 1 train technician) after a train
crashed into a Pertamina gasoline
tanker at a railroad crossing in
Pondok Betung, Uljami – Bintaro,
South Jakarta on Monday morning
(December, 9th 2013), causing one
female-only carriage to overturn and
burst into flames.
The Case
http://www.thejakartaglobe.com/news/train-crashes-into-gas-tanker-in-bintaro/
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication.
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5. The News
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication.
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http://www.bbc.co.uk/indonesia/berita_indonesia/2013/12/131209_kcjkomuter_update.shtml
http://jakarta.okezone.com/read/2013/12/09/500/909353/kecelakaan-kereta-di-bintaro-petugas-
belum-mampu-padamkam-api
6. Public Opinion About The Accident
Strategic Communication and Crisis Management – Paramadina Graduate School of Communication.
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This deadly accident not only shocked
the victims, but also all commuter line
user who rely on this mass transportation
for daily basis mobile activity. But some
people were amazed by the technician’s
action. He ran away to the first carriage
and shout, so all the passenger could go
back off. He tried his best to minimize the
number of victims. His action earned a
positive response because it’s showed us
how PT KAI personel worked
professionally to always prioritize
customer safety.
7. Who Say’s What
• President Director PT KAI, Ignatius Jonan
• Enggan disalahkan dalam kasus ini.
• Pengendara kendaraan tidak tertib berlalu lintas.
• Korban akan ditangani maksimal
• Kepala Humas Daops 1, Mateta Rijalulhaq
• Tidak memiliki kewenangan dalam memberi informasi kasus ini
• Juru Bicara Commuter Line Jabodetabek, Eva Chairunissa
• Menginformasikan jumlah korban
• Kepala Humas (VP) PT KAI, Sugeng Priyono
• Ada wacana membawa kasus ini ke jalur hukum untuk menuntut Pertamina
• Kadaops 1 PT KAI, Heru Isnadi
• Tidak ada prosuder yang dilanggar dari sisi PT KAI, sehingga kecelakaan ini
bisa disebut karena ulah supir truk bahan bakar Pertamina.
8. Analisis Situasi
• Manajer Humas PT KAI Wilayah Jogjakarta
• Akan ada penghargaan yang diberikan kepada masinis dan teknisi yang tewas
• Direktur Sarana PT KAI, Bambang Martono
• Kecelakaan ini menjadi pelajaran bagi kita semua untuk selalu mengindahkan
nilai-nilai keamanan.
9. Tools Komunikasi dan Approach
• Press conference, door stop,
wawancara di TKP.
• Personal approach
korban, santunan,/penaikan
pangkat
• Pendekatan hukum (biarpun
belum dilakukan)
10. Tools Komunikasi dan Approach
• Publik : Masyarakat luas (baik
pengguna commuter line maupun yang
tidak termasuk juga komunitas) dan
keluarga korban,
• Startegi komunikasi dinilai kurang tepat
karena banyak pihak yang memberikan
keterangan, tidak satu key message
dan tidak satu approach.