ABSTRACT
Syu’latuddifa ‘Ubaid Al Tsuwaibah. NIM: 211211063. Public Relations Strategy of PT KAI (Persero) Daop 7 Madiun in Facing Traffic Accident Cases at Railroad Crossings to Maintain Image. Islamic Communication and Broadcasting Study Program. Faculty of Ushuluddin and Da'wah. Raden Mas Said State Islamic University of Surakarta, Thesis 2025.
Railways are an essential mode of transportation for public mobility, and PT Kereta Api Indonesia (Persero), as the sole operator, is responsible for maintaining service quality and the company’s image. However, traffic accidents at level crossings remain a serious challenge that disrupts operations and may reduce public trust. In this context, the strategic role of the Public Relations Division of PT KAI Daop 7 Madiun becomes highly significant. This study aims to analyze the public relations strategies implemented in handling level crossing accidents to maintain the company’s image.
This research uses a qualitative case study approach, with data collected through documentation and semi-structured interviews. Data analysis is based on Scott M. Cutlip’s public relations strategy theory, which includes four stages: fact finding, planning and programming, action and communication, and evaluating the program.
The findings indicate that PT KAI Daop 7 Madiun's public relations department implements active and systematic communication strategies through a proactive, educational, and collaborative approach, although it is not yet entirely based on formal planning. The steps taken include collecting information and monitoring public perception, issuing press releases and newsletters to maintain transparency, conducting safety awareness campaigns at railway crossings and schools, hosting talk shows on local media, incorporating safety messages into CSR programs, and monitoring media coverage. The absence of an official social media account until the end of 2024 was a shortcoming that began to be addressed with the launch of the @kai_ontrack account in early 2025. Overall, the implemented strategy has had a positive impact on maintaining the company's image through public perception, as it should be, despite accidents occurring due to limited safety facilities. This is evidenced by more cautious actions at railway crossings and a reduction in the number of accidents from 23 cases in 2023 to 21 in 2024.
Keywords: Public Relations, Public Relations Strategy, Traffic accidents at level crossings, image.