Management of Crisis Communication in SMAN XYZin Admission of New Students (PPDB) in 2022

Abstract

The crisis communication that occurred at SMAN XYZ began with the disappointment of a group of people
due to the absence of an increase in the PPDB quota by the school management, resulting in negative issues
and news appearing which cornered the school as the organizer of the 2022 PPDB. The impact of rumors
and negative issues as well as demonstrations resulted in The school's image and reputation became
negative and the public questioned the performance results and credibility of school management in
relation to the crisis. Through Situational Crisis Communication Theory, this research aims to examine the
management of crisis communication carried out by the response school management and strategy of SMAN
XYZ to the crisis that occurred.This research uses a constructivist research paradigm. The research method
used is qualitative with a case study approach. Research data was collected from in-depth interviews with
various sources, online media, documents and archives at SMAN XYZ. The research results found that SMAN
XYZ carried out crisis response steps with 3 crisis stages. First, the pre-crisis stage of public relations detects
crisis signals, forms a coordination team and appoints a spoke person. Second, the crisis stage, responds to
the crisis by forming a crisis team incidentally, identifying problems and looking for facts, holding internal
meetings and preparing key messages and holding press conferences . Third, post-crisis stage, carrying out
crisis tracking communication activities, cooperation with investigations and follow-up communication to
key stakeholders. SMAN XYZ succeeded in resolving the crisis and rebuilding the school's reputation by
using crisis management steps and excuse and justification crisis communication strategies.