STRATEGI PROGRAM FILANTROPI RUMAH SAKIT UMUM ISLAM BANYUBENING DALAM PEMBENTUKAN CITRA

Febriani, Rizki Alvira and Sriyanto, Agus (2018) STRATEGI PROGRAM FILANTROPI RUMAH SAKIT UMUM ISLAM BANYUBENING DALAM PEMBENTUKAN CITRA. skripsi thesis, IAIN SURAKARTA.

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Abstract

Philanthropy is the act of dividing part of the property voluntarily for the sake of the social interests of humanity. But it is later realized that philanthropy is not only a spiritual-religious oriented activity, but also a useful self-image strategy not only for others but also for oneself. To that end, health institutions at BanyuBening Islamic General Hospital implement philanthropy programs through Health Promotion programs such as free medical treatment, dental examination of school-age children, blood donation and social service activities. Other programs, such as training programs, health counseling, and health seminars. To realize the entire philanthropy agenda above then as a public relations practitioner needs to take strategic steps to achieve a success. This study aims to describe the philanthropy program strategy in shaping the image of the hospital. The research method uses a qualitative descriptive method. Data collection techniques were conducted with structured interviews, participant observations, and documentations. The research informants were Deputy Director of Communications and Hospital Development Department, the staffs, and the communities who had been involved in the philanthropy program issued by the purposive sampling technique. The result of this research is BanyuBening Islamic General Hospital has applied philanthropy strategy with creative approach and philanthropy philosophy from four approaches by Helmut K. Anheier and Diana Leat that is karitas approach, scientific, neo-philanthropy and creative philanthropy. Where with the approach of charity through the program distributed AMDK (Mineral Water In Packaging) to the mosque congregation aims to create hospital branding to the public. Strategy of creative philanthropy through Social Activity program to the general public, aims to build healthy partners. Healthy partners here, meaning RSUI BanyuBening not only do the treatment of patients, but also do early prevention to the community. The resulting image is in accordance with the RSUIBB public relations expectation, that is, the visit statistics increase every month, an get an award from BPJS Health as the hospital with the best service from 12 hospitals in Boyolali. Keywords: Philanthropy Program, BanyuBening Islamic General Hospital, Image

Item Type: Thesis (skripsi)
Subjects: 600 Teknologi > 605 Serial publications
Divisions: Fakultas Ushuludin dan Dakwah > Komunikasi Penyiaran Islam
Depositing User: Maha siswa
Date Deposited: 13 Dec 2018 01:47
Last Modified: 13 Dec 2018 01:47
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2101

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