Peran Humas PT Kereta Api Indonesia (PERSERO) Daop 2 Bandung dalam Sosialisasi Keselamatan Perlintasan Sebidang di Wilayah Bandung

Abstract

PT KAI Daop 2 Bandung's Public Relations routinely conducts safety socialization at level crossings as part of the company's responsibility to raise public awareness and maintain safety as well as a positive corporate image. This research aims to analyze the role of PT KAI Daop 2 Bandung's Public Relations in implementing safety socialization at level crossings as part of Corporate Social Responsibility (CSR). The focus of this research is on the implementation of the safety program involving relevant parties and the communication strategies applied to achieve its objectives. The observational method uses a qualitative descriptive approach through interviews, observation, documentation, and literature study. The research findings show that PT KAI Daop 2 Bandung's Public Relations plays a strategic role as a facilitator and executor of the safety socialization program with a persuasive communication approach, mass media utilization, and collaboration with stakeholders, effectively raising public awareness. This study concludes that PT KAI Daop 2 Bandung's Public Relations plays a strategic role in designing and implementing safety socialization at level crossings to raise public awareness through collaboration with various stakeholders. Recommendations include optimizing the use of digital media, conducting periodic evaluations of message effectiveness, and developing the skills of students in the Public Relations program at Fikom Unpad to better prepare them for the workforce.