Wijayanti, Nurdewi (2023) Fungsi Public Relations dalam Penanganan Komplain. Caritas pro Serviam, 47 (2). pp. 75-81. ISSN 1410 4547

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Abstract

A complaint is a statement of dissatisfaction from a consumer to the company, because what is received does not meet expectations. Complaints that are not handled properly will have a negative impact on the company. A complaint is a form of communication between the public, especially consumers, and the company. Therefore, handling complaints needs to be done through a communication approach. One of the functions of the company's public relations is to create harmony through two-way communication. This function of public relations is carried out through steps in the public relations process, including problem formulation, policy determination, implementation, and evaluation. These four steps are carried out while paying attention to the type, form, and media in conveying complaints. In addition, complaints are incidental, unexpected, and contain negative messages. Therefore, if not handled properly, complaints might have a negative impact on the company's image. The importance of handling complaints by the company can be done through policies embodied in complaint handling standards, which serve as the main guide for public relations practitioners and other service providers.

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