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The Analysis of External Communication Strategy

on Customer Loyalty Year of 2014-2015
(Case Study on Citra Kasih Secondary School Jakarta)

THESIS

Deswita Erini Manik

55213110036

MERCU BUANA UNIVERSITY

GRADUATE PROGRAM
MASTER OF COMMUNICATION SCIENCE
2015

CHAPTER I
INTRODUCTION

1.1. Background of Problem

The competition in education industry has been increasing every year. It
has been indicated with all the demands from the customers to have an
innovative education. And today, the competition between schools is more
rapidly. This can be seen by the wide range of creative and innovative efforts of
education providers to continue to explore the uniqueness and superiority of
the school to be more attractive to users of educational services. According to
Belfield (2002), he mentioned that when one corporate strives to survive in a
rapid competition, one corporate should be more innovative to be more
significant in making its organization well known by public.
In the education sector, where "consumers" are parents/children and
"suppliers" are schools/districts, theoretically, more competition should
translate into higher quality schooling and enhanced educational outcomes. It is
where parents become the most important part in giving positive contributions
to strengthen and make the school more qualified. In the era of globalization
raises the development in all sectors of life both individually and
institutionally. Particularly in sectors educational institutions inevitably have to
strive because of the large offer. People today are so smart to choose
educational institutions quality and in accordance with the desired service.
Institute education reaches a level of effectiveness that is reasonable in quality,
price and services so that educational institutions need to improve the
performance of meeting the customer expectations and satisfaction. Parents
will surely choose one educational institution that meets their requirement and
owns greater achievements in reputation. The absolute thing in this case is to
1

bring out the unique and innovative education that can meet the parents
expectations as there are more educations that can even strive in this era of
competition thus the most unique one will be chosen by the parents themselves.
Generally, when there are more choices, there is more rivalry. Greater
rivalry may have varied outcomes. It may enhance students' motivation, effort,
and interest if it allows them to enrol at a school that better suits their
preferences. It may improve a school's output, leading to better teacher
selection. As quoted by Stuart and Whetten (1983:263), overall, education
systems should be more efficient, likely leading to more positive outcomes.
Yet, rivalry may enhance the performance of schools in other ways.
Challenge between institutions is an undeniable reality and lasted strictly.
Such conditions should be addressed by the educational institution anticipatory
measures if they want the existence and development in a sustainable manner
Rivalry among educational institutions is increasingly stringent and thus
requires serious attention if they want to survive, strive, and excel. Excellence
is relatively specific for each institution so that they can thrive. If they are not
able to keep up and race in the development of complex educational institution
it will be less competitive and folded. Furthermore, because most of the
educational institutions managed by the community, then it requires innovation
that requires creativity and sensitivity reading people's needs and capabilities
amid expectations educational institutions in serving. Growing needs of the
community would not want to be addressed as a challenge, not an obstacle.
Rampant growth of educational institutions should be addressed as an effort to
improve quality through professional rivalry (Howell Patrick and Paul
Peterson, 2002:275).

Consequently, the institution must be able to understand the demands and

expectations of the customers so that they can survive and thrive. According to
Teske, Paul and Mark Schneider (2001:609), educational institution that is able
to exist relative to have specific advantages, so they are able to meet the
expectations of society and develop its full potential.
According to Zamroni (2007:9), the practice of education that is able to
respond to globalization has three main characteristics: integrity, diversity and
independence. Wholeness is the quality of the output which has: high
intellectual ability, strong personal ability and dynamic social skills. Diversity
is showing the diversity of the educational process in accordance with local and
global demands. Independence is demonstrated how decisions involving the
school specified in the closest place to the learning process that is the school
itself.
Competition as experienced by the company profit includes competition
in the field of quality, price and service. Educational institutions as a non-profit
entity to face the same thing. Based on industry competition, Alma (2007:102)
argues in education due to competition: There is a change and improvement
needs of the user community graduate educational institutions, occurrence
change and improvement of students /parents on the type and desired
educational services, threat of rivalry from existing educational institutions.
Conditions of rivalry between schools, especially private schools are basically
going back to the school management itself in the extent to which managing
external factors which are a source of opportunities or threats and internal
factors that are a source of strength or weakness that became the basis of a
strategy for winning the sustainability.

With all the effectiveness that occur in the education industry thus the use
of communication strategy can make the sustainability relationship with the
customers. As a matter of fact, it is undeniable that schools need to be
competitive to have sustainability of customers by implementing the
communication strategy (K. Ima Ismara, 2005).
Communication strategies can be done in various ways, either verbal or
non-verbal as well as directly and indirectly. In a formal organizations such as
companies, external communication strategies are the responsibility of the
entire section and the communication must be established well without good
communication a relationship between part in the organization and the
organization's relationship with outside parties will be difficult intertwined.
According to Michael Porter (2001:63-78), strategy is how to be different
(unique). Value lies in the uniqueness and is determined by the target
consumer. Competition: choose a different path, serving different markets and
create "rules of the game" itself, to achieve stable profitability. The focus of
the competition is to obtain a stable profitability by serving the needs of
consumers who are selected rather than replicate and destroy competitors. He
emphasizes that a company must continually increase its operational
effectiveness and actively try to shift the productivity boundary; at the same
time, there needs to be ongoing effort to extend its uniqueness while
strengthening the fit among its activities, a company may have to change its
strategic position due to a major structural change in the industry, a company
should choose its new position depending on its ability to find new
compromises and power a new system of complementary activities into a
maintainable advantage.

Organizations are social establishments in which people interact in a

complicated way (Roberts, 1984). A school is one of such social organizations
(Getzels and Guba, 1970). Within school organizations, there are students,
teachers, administrators and parents. Members of each of these groups occupy
distinctive positions and are expected to behave in certain ways. The role
expectations of these groups and norms ascribed to them are different from
each other. Clearly, the relationships among many people in schools are varied
and complex. Only after those relationships are understood, and generally
accepted, can the school organization function effectively (Campell et. al,
1983).The effort of the corporate to hold the positive communications among
the stakeholders would be improvable with the implementation of how the
corporate communicates with the stakeholders. In education, the term
stakeholder typically refers to anyone who is invested in the welfare and
success of a school and its students, including administrators, teachers, staff
members, students, parents, families, community members, local business
leaders, and elected officials such as school board members, city councillors,
and state representatives (Hellriegel, D et al, 1995).
Sometimes the problem of school organizations in maintaining customer
loyalty due to the lack of external communication strategy undertaken by the
organization. Lack of attention to creating loyal stakeholders can adversely
impact the company's reputation especially in the face of intense competition in
the industry the company. Lack of innovative strategy in implementing the
external communication to the stakeholders who are loyal.
Therefore, because the corporate organizational unit is a set of interacting
where organizations exist in a dynamic social setting, then the organization

should be able to modify the external communications strategy in response to

intense competition in the education industry.
Thus, it needs a two-way communication process between the two
parties, the school and the stakeholders which could lead to a positive
communication and it requires cooperation that is expected to achieve the goals
of an organization. Connections made by the school include creating
partnerships with the stakeholders so that any communication strategy that
makes this school organization can maintain the customer loyalty. Open
communication, vibrant, structured, balanced, wording, professional and
develop a comprehensive understanding of the stakeholders so that the
organization knows how to respond and to know how the right strategy to
deliver messages either to the relevant stakeholders. Which can be a set of
example of positive communication that can be implemented by the school to
maintain the customer loyalty (Rabinowitz, P, 2013).
The key is how this school can make a sustainability of its message to the
customers. The style message that brings out the effective external
communication that the school delivers to the customers which can generate to
customer loyalty. "External communication focuses on audiences outside the
organization as consumers, investors, regulatory bodies (Saunders, 1999:35).
Along with the tactics as speeches, conferences, open houses and tours, public
projects include tactics directed to external audiences. The external
communications itself holds an important role in conveying the message to
public. If the organization does not have a good relationship with the
organization's environment then the organization will not run, because the
external communication is one of the means used to convey the message about
what is being done.

School organizations are also parts of the community so that

organizations also have to establish a good relationship with the external
environment of the organization. This interdependence which creates a
statement that an organization must establish an external communication. The
formation of good communication will affect the success of an organization.
Communication is the initial phase can be of good relations with all
environment. Both internal and external environment of the organization.
Several attempts an organization does to establish relationships with external
parties intended for some benefits. Like, if an organization experiencing a
downturn then to improve a situation that is not good becomes easier, because
an organization already has a good relationship with the stakeholders.
Every organisations must have their own strategies to have success.
Therefore, it is stated that most of the organizations are unique. The
uniqueness creates different performances among other organizations, which
implies that effective communication can affect the value-added of an
organization (Christensen, 1997:141-142).
The final outcome that one organization can gain after implementing the
positive communication to the stakeholders is the customer loyalty. When an
organization offers details to them, the more specific the service is the most
people will appreciate the efforts. When customers are offered details, they feel
that the employees are willing to be thorough and complete as they help them.
Moreover, the organization is telling them it knows what it is doing. Details
give the service model credibility. Finally, customer loyalty is all about trust
and experience. As Stirtz (2011) says, Giving customers a better experience
will make your business stand out from the coupon-printing and discount-

offering crowd. There's always room for amazing customer service as a way to
attract and keep more customers.
When it comes to a loyalty, it brings out the customer loyalty that shows
the reputable school with the services provided by the school and is a very
important thing in achieving the company's goal to obtain the loyalty of
stakeholders. Both the poor quality of service in a school will be determined by
the feedback given to customers with the services desired by the customer in
general.
The organization of the school in its communication activities must be
able to understand that customers require the best service so that they can know
for sure that it gives a good communication strategy to stakeholders is a must
for every school if they expect the goals can be achieved.
Researcher is interested in doing the research in the school which is a
forum for the researcher to investigate the problem of external communications
strategy in maintaining customer loyalty.
Through this external activity, is expected to create closeness and
external public confidence to the company. By doing so it will create a
harmonious relationship between the organization/company with its external
public, so as to give rise to the good image of the company in the eyes of the
public and to maintain the customer loyalty.
The concern that one school has is to give a good impression to the
stakeholders which are the parents and always innovate its communication
strategy to external public in the process of maintaining the customer loyalty
and can get through every competitions to be more unique than the
competitors.

Thus the researcher concludes as the utmost case of the organization is

the efforts of maintaining the customer loyalty is to be unique and innovative
in giving the external communication to the external stakeholder such as to
parents, therefore the researcher intends to make a thesis entitled The Analysis
of External Communication Strategy on Customer Loyalty (Case Study on
Citra Kasih Secondary School Jakarta).

1.2. Problem Identification and Formulation

Sometimes the problem of school organizations in maintaining customer
loyalty due to the lack of external communication strategy undertaken by the
organization. Lack of attention to create loyal stakeholders can adversely
impact the company's reputation especially in the face of intense competition in
the industry the company.
When communicating with the external publics, the external
communication strategy needs to be improved to notify that the school
somehow can even improve that they have been keeping up or not with the
loyal customers.
One would for instance ask how do schools rate their relationships with
their publics. It is likely therefore that lack of proper external communication
by schools negatively affects the loyal customers of the schools.
As one of the most noticeable entrepreneurship based schools in
Indonesia, The trending issue of discussion has always been the external
communication strategy that this school needs to implement, which has an
effect on its customer loyalty.
Thus, based on the reasoning above, this research starts with the
following analyses within the scope of Citra Kasih Secondary School, Jakarta:.
1. How does Citra Kasih Secondary School implement the external
communication strategy in maintaining the customer loyalty?

2. How does Citra Kasih Secondary School manage the obstacles of

implementing the external communication strategy?

1.3. Research Purposes

This study focuses on external communications strategies undertaken by
Citra Kasih Secondary School in maintaining and keeping the customer in
order to always be loyal to the school, considering so much competition among
educational institutions to insist on stabilizing its school.

1.3.1. Aim
Based on the issues that have been raised, the aim of this research is to
analyse the external communication strategy of Citra Kasih Secondary School
in maintaining customer loyalty.
1.3.2. Purpose
Based on the issues that have been raised, the aim of this research is:
1. Analysing how Citra Kasih Seondary School implements the external
communication strategy in maintaining the customer loyalty
2. Analysing how Citra Kasih Secondary School manages the obstacles of
implementing the external communication strategy.
1.4. Significance of Study
1.4.1. Academic Aspects
The benefit of this research is to prove whether the concept put forward
by the experts really happened in real life, in addition to contributing to the
development of knowledge in particular communication sciences study of
external communication strategy process in a school in connection with efforts
to maintain the loyalty of customers.

1.4.2.Practical Aspects

This research is expected to broaden the management or organization

Citra Kasih Secondary School in conducting effective external communication
strategies and thorough in maintaining the customer loyalty.
In another study it is also expected to provide guidance on effective
external communication strategies in managing which the school performs its
activities to achieve its objectives.

CHAPTER II
LITERATURE REVIEW AND THEORITICAL
FRAMEWORK
2.1. Accomplished Research Study
Results of previous studies considered relevant researchers to critically
discuss in the context of this study:
2.1.1. Thesis by Tanto Siregar "Work Culture Communication Strategies In
Maintaining The Image And Employee Productivity", Mercu Buana University, in
2012. This thesis discusses a communication strategy to maintain the image of the
work culture and employee productivity itself, so that the advanced research
strategy and the communication process should be done by every employees, the
research method using qualitative method with case studies and his research
paradigm using descriptive analysis, this type of research aims to describe
accurately the properties of the individual, the state, or the symptoms of a
particular group to determine the frequency or distribution of a phenomenon in
society. The difference is that previous study has examined the communication
flow between employees or the internal communication yet the similarity is both
examining the communication strategy by using a case study.

2.1.2. Thesis by Syerli Haryati "Operational Process Media Relations Plaza In

Maintaining Good Relations With The Media In Order To Maintain A Positive
Image" Mercu Buana, 2012. This thesis discusses the process is done through
communication to foster good relations with the media in order to maintain a
positive image in order to avoid image, this thesis research method using
qualitative methods and her research is case study using this paradigm of
interpretive that assumes the social reality is a social construction based social
situations and experiences of people in it. The difference is that previous study has
examined the media relation as the function to show the positive image between
employees or the internal communication yet the similarity is both using the
paradigm of interpretive with a case study research.
2.1.3. Thesis by Hiswanti "Marketing Communication Strategy Asri hospital in an
effort to increase the number of patient visits" Mercu Buana, in 2011. In this
study, Hiswanti discusses innovative product development services in order to
further increase the number of patient visits from in and outside of the city. The
difference is that previous study has examined the media relation as the function
to show the positive image between employees or the internal communication yet
the similarity is both using the paradigm of interpretive with a case study research.
2.1.4. Thesis by Mohd. Isnaini, Indonesia Communication organization in the
library: a case study to perform the library techniques., Indonesia University in
2011. This study uses a qualitative method with a case study and the research
paradigm is descriptive. He sees the indication of the conflict between superiors
and subordinates, with the onset of the conflict makes the situation becomes
conducive organizations. He assumes all the problems occur due to a lack of
communication and coordination between superiors and subordinates, resulting in
the organization of work system becomes impaired. The difference is that

previous study has examined the communication barrier from the point of view of
the internal communication yet the similarity is both using the case study
research.
2.1.5.Thesis by Mery Paramita,Communication Strategy Information Center,
Ministry of Education and Cultural Relations in Socializing Program of School
Operational Assistance (BOS) (Case Study of SD Gunung 05 Kebayoran Baru,
South Jakarta), Prof.Dr. Moestopo University in 2012. This study uses a
qualitative method with a case study and the research paradigm is descriptive. She
examines that the strategy of the ministry of education and culture of PIH in
disseminating the BOS program, has not run smoothly.
2.1.6. Dewi Winami Susyanti, Jakarta Polytechnic University completed journal
entitled "Corporate Social Responsibility and Internal Media as Shaping
Corporate Image in the Public Sector Relations "in 2012 to make observations on
the PT. Energizer Indonesia, PT. Trakindo Utama, and PT. Indofood Sukses
Makmur Tbk.
The findings are of Corporate Social Responsibility (CSR) done in PT. Energizer
Indonesia to hold a Waste Water Treatment improve people's attention and can
form the image company. Internal media activities at PT. Trakindo Utama
managed by internal communication section under the Corporate Division
Communication (CorComm) that serves as a bridge of communication between
superiors and subordinates and fellow employees. Its main task is making
activities that can strengthen the relationship in the internal companies, especially
in managing the company's internal media. And communication with the internal
public activities at PT. Indofood Sukses Makmur, Tbk is managed through the
media. Indofood special media published only to internal company as a means of
communication with the public internal. The role of internal media is very

important, both for communication vertical and horizontal. Vertical

communication occurs when the management deliver the new policy, the
achievement achieved, and information that can make employees well informed.
While communication horizontal occurs when each employee in each division or
subsidiary unit has an activity or information that can be informed to other
employees. In this paper says that CSR and internal media is a tool to form the
image. Adjust the present study, it will be more focused on the media used
internally to form the image in the presence of internal company. The difference is
the previous explains the establishment of corporate image, and this journal also
examined regarding CSR. Form of internal communication examined in this
journal more leads the communication media. Similarly, the study uses qualitative
method.
2.1.7. In the journal made by Agnes Datuela in 2013, found that communication
strategy of Telkomsel is not only focused on publicity and sales but trying to keep
the image in the public eye. The main strategy is carried out by coordinate
existing problems with the centre and the area. In addition, the strategy is also
done with the planning and management strategy. The difference is the journal
focuses on the image of the corporation. The similarity is that this journal also
uses the communication strategy.
2.1.8. Macmillan explained in his journal that the image conceptualization has
changed into an image as a social process that is created by the stakeholders. This
is because, it is now no longer a results-oriented, but in a process implementation.
Image assessed by customers and stakeholders is no longer assessed unilaterally
by the company concerned. Therefore, the public relations seeks to establish and
maintain good relations and mutual understanding between an organization and its
publics. In reaching the purpose, public relations is not only to build and maintain

relationships with customers but also to approach the stakeholders although they
have no direct involvement with the company. The difference is the journal
focuses the public relations approach. The similarity is that this journal also uses
the mentions how the organization can maintain the relationship with the
stakeholders.
2.1.9. Dr Priti Verma is an Assistant Professor at Sharda University, India. She
completed his journal, entitled "Relationship between Organisational
Communication Flow and Communication Climate "in 2013 by using several case
studies. This research raised the relationship between the flow of information and
communication climate. This research is important in communication contributes
an organization. The ideal climate necessary communication within the company.
Climate communication itself is influenced by the pattern or flow of information
in the organization. The main focus of this research is the vertical information
flow, mainly vertically downwards, but the study of information flow vertically
upward and horizontal also remain covered with several case studies on research.
This research can be useful to avoid pattern information that is unproductive. The
difference is that this journal focuses on the climate organization that is done with
the internal communication while the current research focuses on the external
communication. The similarity is both using qualitative research method.
2.1.10. Shahrina Md Nordin, Nehru Sivapalan, Ena Bhattacharyya, Hezlina
Fatimah Wan Hashim Wan Ahmad, Azrai Abdullah, Petronas Technology
University, Malaysia wrote a journal entitled "Organizational Communication
Climate and Conflict Management: Communications Management in an Oil and
Gas Company "in 2013. In this journal stated that climate essential
communications within a company, because can support or hinder the flow of
communication within the company, good communication flows downward,

upward, and fellow employees. Result findings discussed the impact of various
communicative strategies used in the management of conflicts of organizational
communication climate. The findings showed that overall management-related
conflicts with the role of personnel within the organization. The difference is that
this journal is now investigating the effect of management conflict, and current
research examines the external communication strategy to maintain the customer
loyalty. The similarity is both using case study.
2.1.11. Aloys Nyagechi Kiriago, Jomo Kenyatta University of Agriculture and
Technology, School of Human Resource Development (SHRD)International
Journal of Academic Research in Business and Social Sciences wrote a journal
entitled External Communication and Its Influence on Secondary Schools
Corporate Image: A Case Study of Kitale Academy Secondary School. They
concluded that are communication concepts that negatively affect the image of the
school. Such include the way the message is communicated, feedback from the
target audience and channels of communication. If professionally handled, the
said concepts can be utilized so as to positively influence the cooperate image of
the school. The difference is that this journal is investigating the corporate image
conflict, and current research examines the external communication strategy to
maintain the customer loyalty. The similarity is both focusing on the external
communication.
2.1.12. Kenan Spaho, Center for Techological and Economical Development
Sarajevo, Bosnia and Herzegovina, 2011 wrote a journal entitled with
Organizational Communication As An Important Factor Of Company Success:
Case Study Of Bosnia And Herzegovina. The researcher discussed that
relationship building will provide strong basis in case of crisis management and
help in facing the changes in the organization. This will raise moral of employees

and make contribution to strategic goals of the organization. The difference is that
this journal is investigating the crisis management in an organization, and current
research examines the problem that the organization is facing due to the customer
loyalty. The similarity is both discussing the organizational communication.
2.1.13. Al-Rousan, M. Ramzi, Badaruddin Mohamed, International Journal of
Human and Social Sciences 5:13 2010 with their journal entitled Customer
Loyalty and the Impacts of Service Quality: The Case of Five Star Hotels in
Jordan. The findings of this study indicate that the most important factor in
predicting tourism service quality evaluation was tangibility, followed by
empathy, reliability, and responsiveness. The findings of this study suggest that
among the five dimensions of service quality, assurance has emerged as the best
predictor of tourism service quality. The difference is that this journal is
investigating the five dimensions of service quality, and current research examines
the external communication strategy due to the customer loyalty. The similarity is
both discussing the customer loyalty.
2.1.14. Tiur Asi Siburian, Department of Indonesian Education, State University
of Medan, International Journal of Humanities and Social Science, 2013 entitled
The Effect of Interpersonal Communication, Organizational Culture, Job
Satisfaction, and Achievement Motivation to Organizational Commitment of State
High School Teacher in the District Humbang Hasundutan, North Sumatera,
Indonesia. The researcher concluded that it is necessary to study teachers
'organizational commitment by involving other relevance in order to improve
teachers' organizational commitment, and take a larger sample that could represent
areas of North Sumatera province in order to reach a broader generalization of
research results. The difference is that this journal is investigating the
organizational commitment, while current research examines the external

communication strategy due to the customer loyalty. The similarity is both

discussing the organizational communication.
2.1.15. Kirti Rajhans, National Institute of Construction Management & Research,
India, 2012 made a journal entitled Effective Organizational Communication: a
Key to Employee Motivation and Performance. The journal mentioned that there
has to be downward and upward communication. Effective downward
communication allows decisions taken by the management of the organisation to
be converted into action by employees, also boosts teamwork, trust, better
relations, productivity and fewer chances of rumours and miscommunication. The
difference is that this journal is investigating the flow of internal communication,
while current research examines the external communication. The similarity is
both discussing the organizational communication.
Below are considered relevant research references

Resear
cher

Research
Title

Research

Result

Methodol
ogy

Tanto Siregar,

"Work Culture

This study

Being able to find and

Mercu Buana

Communication

uses a

develop how

University, in

Strategies In

qualitative

communication

2012

Maintaining The

method with

within an organization

Image And

case study

that is good to

Employee

and the

maintain a positive

Productivity",

research

image

paradigm is
descriptive.
Syerli Haryati,

Operational Process

This study

This research looks at

Mercu Buana

Media Relations

uses a

and analyzes the ways

University in

Plaza In Maintaining

qualitative

and strategies to be

2012

Good Relations with

method with

able to maintain a

the Media In order

case study

positive image in the

to maintain a

and

Media.

positive image

interpretive
research

Hiswanti,

Marketing

paradigm.
This study

Is able to perform

Mercu Buana

Communication

used a

product development

University in

Strategy of Rumah

qualitative

of innovative services

2011

Sakit Asri

method with

in order to further

case study

increase the number

and

of patient visits within

interpretive

and outside the

research

country
Sees the indication of
the conflict between

Mohd. Isnaini,

Communication

1
paradigm.
This study

Indonesia

organization in the

uses a

20

2.2. Corporate Communication

2.2.1. Organizational Communication
Stephen W. Littlejohn (2009) provides one form of another metaphor that
likens that the organization is as a network (Organizational Network). Networking
is the social structures created through communication between individuals and
groups. When people communicate with other people, in fact he is making
contacts and patterns of relationships and channels have been instrumental in all
forms of social function, in organizations and society at large. Organization has to
be able to build a social reality. Networks are the channels through which the
influence and power run, not only by the management in a formal way, but also
informal among members of the organization.
Citing the opinion of Joep Cornelissen (2011:5), he mentioned that
corporate communication can be characterized as a management function that is
responsible for overseeing and coordinating the work done by communication
practinioers in different specialist disciplines, such as media relations, public
affarirs and internal communication. While R. Wayne Pace and Don F. Faules
(2001:31-33) has another meaning of the corporate communication itself as the
organizational behavior that occurs or how they are involved in the transaction
process and make sense of what is going on. And more details of organizational
communication is the process of creating meaning on interactions that create,
maintain and change an organization. While according to Redding and Sanborn
(Muhammad Arni, 2004: 65) says that organizational communication is sending
and receiving information in a complex organization. Which is included in this

21

field is the internal communication, human relations, relationship managers unity,

downward communication or communication from superiors to subordinates,
upward communication or communication from subordinates to superiors,
horizontal communication or communication of those same level/levels within the
organization, communication skills and speaking, listening, writing and
communication evaluation.
With the definition from Goldhaber (1986) Organizational communication
is the process of creating and exchanging messages within a network of
interdependent relationship to cope with environmental uncertainty. According to
Wiryanto, organizational communication is sending and receiving messages
within the organization or informal group fomal of an organization. Based on the
theory from Karl Weick, he mentioned that "Organizations and their environment
is changing so fast that it was unrealistic to show what they are today, because
they will not stay that way later." (1969). The assumption proposed by Weick
focuses on the existing ambiguity in the information. The messages differ in terms
of the extent to which they can be understood. An organization must determine
which members are more aware or experienced in dealing with the critical
information obtained. A plan must be prepared to understand the information. The
messages, according to Weick's theory, is often unclear. Obscurity refers to a
complex message, uncertain, and cannot be predicted.
From some of the definitions above, it can simply be pulled a conclusion
that organizational communication is the process of communicating in an

22

institution which starts from the messages to be delivered by the sender, then
transferred through a channel (channel), then received by the receiver.
Organizations engaged in human information processing to reduce
uncertainty information.
According to Amon, F.S. (2004) in the process that communication is a
social process for transmitting or convey feelings or information either in the form
of ideas or ideas in order to influence others. In order for communication to be
effective, communicators should be able to regulate the flow of news in three
directions, downward, upward, sideways or horizontally. For each person or group
in the organization should be possible to communicate with any other person or
group, and for the response receives attitude, it was asked by a communicator.
Why is communication important in an organization?. This question is
often asked by those who "concern" to study the phenomenon of communication
as well as those interested in symptoms organization. In fact, communication
problems always arise in the process of organization. Organization without
communication is like a car in which there are a series of automotive tools, which
forced not to work because of the absence of flow function between one part and
another. Communication connection is a system that connects the flow and
generate performance between parts of the organization so as to produce. Without
having a proper communication, an organization will not be able to reach the goal.
It is obviously true that corporate communication demands an integrated approach
to managing communication.

23

With the communication form the core of understanding to foster

friendships, maintain compassion, spreading knowledge, and preserve civilization.
But we also fosters communication divisions, turn hostility, instil hatred, impede
progress, and inhibiting thought. So important, so pervasive, and so intimate
communication with us so that we all feel no need to learn communication.
(Postmes, T et. al, 2001)

The purpose of communication in the process of no other organization in

order to establish mutual understanding (mutual understanding). In short, in order
to occur equalization in the reference frame (frame of reference) and field
experience (field of experiences). Although almost impossible to equate the realm
cognitive individuals within the organization, but through communication
activities planned and substance contents designed, a minimum of dissemination
process (defuse) dimensions of the organization in every person. As Baker (2002)
explained about the importance of an organization management that the
dimensions are meant for example: mini organization, vision, values, strategies,
prospects, and so on. If a lot of people who do not understand the essence of the
organization, the organization becomes difficult to mobilize, instruction, as well
as changes in management. He also explained further about the lack of
understanding (misunderstanding) is a source of disintegration and conflict,
because ignorance is a stimulus (stimulus) that generate prejudice (prejudice).
Various demonstrations (demonstrations) conducted employee or employee is not
just a question of dissatisfaction with income and reward (reward), but more came
from their ignorance of the existence of the organization. It is when the needs to

24

deliver the messages are not undertaken by the organization while it is necessary
to notify every members of the organization to have unity in delivering the
messages to achieve the goals.
Many leaders in the corporate world now understand that clear, two-way
communication is vital to the success of any organization and its leaders. Jim
Collins (2001:88), in his bestselling book about making organizations better,
Good to Great, writes, A primary task in taking a company (school or school
system) from good to great is to create a culture wherein people have a
tremendous opportunity to be heard and, ultimately, for the truth to be heard.
Communications becomes the buffer between leadership and the
stakeholders. Think of communication as a bridging activity, suggests scholar
James Grunig (2006:171), an activity in which [a school or district] builds
linkages with stakeholders to transform and constitute the organization in new
ways.
A coordinator, a principal and teachers can create health organizations and
democratic values by coordinating the participation of stakeholders in corporate
decisions.
Thus the task of communication, making them available in the organization
as well as to those on the outside to know each other. Study or research associates
with many organizational communication management field. Communication in
this context from the perspective of technical or operational, communication as an
instrument to achieve the objectives of the organization (Pearson, Judy C et. al,
2003).

25

This kind of communication often involves dyadic communication, interpersonal communication and there are times for the public communication.
Formal communication is communication according to the organizational
structure, namely communication downward, upward communication, and
horizontal communication. While informal communication does not depend on
the structure of the organization, such as communication between peers, also
including gossip. For organizations who realize that communication has been an
integral part of the (integrated), the activities of planning, research,
implementation, and evaluation of communication. In addition, these
organizations will be functioning optimally parts are given the authority to handle
the problems of communication, such as "part of a public relations" (public
relations officer), protocol, development and cooperation.
Communication in a school occurs whenever, at least one person who
occupies a position in an organization interpret a show. Because the focus is
communication among the members of a school.
In implementing an educational program activity spread, convey ideas and
intentions to the whole structure of the organization is very important. The process
of communication to convey a more purpose than just channelling the thoughts or
ideas and intentions verbally or in writing. Verbal communication more generally
bring results and a clear understanding of the writing. Similarly, communication
informally and formally bring different results influence and clarity. The
communication process within an organization or agency that can happen
formally or informally, as to which according to Oteng Sutisna (1983:195), he

26

promoted that formal communication occurs, in selecting information for

reporting purposes, the bias deviation easily slip. Furthermore, usually people
want to hear reports that fun. As a result, the transfer of information is often
embellished or refracted. In the communication structure should be the existence
of a guarantee of information and thoughts will flow freely in all directions as
needed, be it downward, upward, and sideways. One particular formal
communication channel or more to and from any personal or member is necessary.
Channels for communication should at least be understood by every
member. The lines of communication should be made as short and directly as
possible. It should be possible for all members to act as a source of
communication and as a receiver as Barnard Chester (1999) mentioned about the
flow of communication in an organization.
Furthermore, according to Maman Ukas (1999:317) that informal
communication is not an official communication and the organization when
exchanging ideas, suggestions, ideas, or personal information. Informal
communication is certainly the way to approach family or social relationships that
are not formally. According to Oteng Sutisna (1983:197) that informal
communication systems distribute information and important thoughts
unthinkable person to formally distribute, foster bonding and friendship that helps
the human relations are good. If communicator paying attention to the informal
communication channels, he will know the interest and attention of the personnel
as well as their attitude towards the organization and its problems, besides the

27

informal communication that led to the decisions made at the people on the stage
of the same organization.
As Jones Watson said (2010:72), the point is that the communication of one
organization is the set of activities involved in managing and orchestrating all
internal and external communications, which aims to create a favorable starting
point with the stakeholders in a company that depends.
Whether it's the body of companies, organizations, institutions, nongovernmental organizations or government agencies, all require a positive image
and reputation. In the ever increasing competition this time, easy access to
information and media, reputation management has become increasingly
important. Therefore, corporate communications has become a significant asset
for the company's survival.
As for the school organization, it comes under the wider umbrella of school
management. The school management deals with the complete policy framing and
ensuring the smooth functioning of the school, while the school organization is
about the actual organization of resources, events, personnel of a school. In a
school, we find the circulation of work. Different people are assigned duties and
made responsible for the same. They are also given due powers to discharge their
duties effectively. Quoted by Arief Furchan (2004), the co-ordination between
different personnel is also ensured to organize the activities of the school properly.
There is also a clearly laid down organizational structure which exists in the
school and which also helps in effective organization of the school activities.

28

Therefore an educational process will succeed if occurrence of a good

communication process and in line with expectations, in which ideas or ideas
discussed in a consultation between the communicator with the communicant,
resulting in an understanding of the information or anything it becomes a staple of
discussion for leading to an agreement and unity in opinions. Based on this, that
the purpose of an organization or institution can certainly be achieved optimally if
the communication process smoothly without any obstacles, although Schminke
Met (2002:881) ever mentioned that in doing the communication process there are
obstacles, the communicator and the communicant should carefully overcome the
problems that led to the case of a barrier, so that the communication process can
take place.
In school, we can see the flow of information formally move from someone
higher authority to the lower authority (communication to the bottom), for
example, from the coordinator, as leader of the school to the deputy coordinator.
Then the information moves from a lower position of authority to the person a
higher authority (communication to the top), say from the principal to the vice
principal. Furthermore, the information moves between people and positions the
same level of authority (horizontal communication), for example, communication
between subject teachers. And moving information between people and positions
that are not being superior or subordinate to each other and they occupy different
functional parts as Parsons. T (1959:318) explained with a term of cross-channel
communication.

29

One way of appreciating the complexity of corporate communication is to

consider Bersteins (1984) idea of a corporate communication wheel, or more
particularly Balmer and Greysers (2003) adaptation of it. Basically it begins by
asking corporate management to identify all of the important audiences with
whom they need to communicate. These groups form the outer ring of the wheel.
Then it requires a list of all the available channels of communication for
delivering the message. These become a circle within the circle of potential target
audiences. In the Balmer and Greyser modification, they include eleven potential
target audience groups and eleven possible communication channels. But that is
not all. A number of other considerations are contained within the two outer
circles of the wheel. These include such things as country of origin, business
partnerships, and category or industry image, among others. All of these must be
considered for each target audience group communications channel
combination. And within each target group, there could be segments; and various
channels of communication themselves are comprised of multiple delivery
vehicles (think of just the alternatives available with mass media alone, which is
only a single communication channel) (Bernstein. D, 1984:125).
They noted the importance of and argue for the need to consider both
horizontal and vertical modes of communication integration in terms of
congruency not only through channels but sometimes over time. The three
dimensions of total corporate communications are as follows: primary
communications the communications effects of products, services, management,
staff and corporate behaviour. Primary communication should present a positive

30

image of the company and set the stage for a strong reputation; secondary
communications the communication effects of controlled forms of
communications (similar to integrated communications). Secondary
communication should be designed to support and reinforce primary
communication; and tertiary communications the communications effects of
communication given by third parties such as competitor, customers and media
commentary, the media and that from interest groups. Tertiary communications
should be positive and result in a superior reputation if the other two stages of
corporate communication are properly conceived. Finally, Balmer and Gray note
that corporate communications total corporate communications approach taking
account of primary, secondary and tertiary communication provides a tripartite
bridge between an organisations identity and corporate image and reputation. In
short, it represents the nexus between corporate identity and corporate reputation.
The story itself should only be a few pages in length ( Larsen, 2000 ), and
use rich narrative to deliver the message ( Shaw, 2000 ). The key is that the
corporate story must inform all of a companys corporate communication,
including spontaneous day-to-day interactions among employees and between any
company representative and its external audiences. It is the sustainable corporate
story that helps align all of a companys messages, regardless of the audience.
Larsen (2000) has argued that a corporate story can be a powerful tool for
differentiating a company and its products from competitors, and even suggests
that it may become the primary vehicle for differentiation.

31

The sustainable corporate story provides a way of ensuring consistency in

everything the company communicates, planned and unplanned. When there is a
corporate story in place, it will set the parameters for the strategic development of
all corporate and brand communications. The corporate story acts as a starting
point (Van Riel, 2000),and provides the umbrella under which all of the
companys communication falls.
Key to having a good strategy communication is the notion of a corporate
identity: the basic profile that an organization wants to project to all of its
important stakeholder groups and how it aims to be known by these various
groups in terms of the corporate images and reputations that they hold.
To ensure that different stakeholders indeed conceive of an organization in a
favourable and broadly consistent manner, and also in line with the projected
corporate identity, organizations need to go to great lengths to integrate all of their
communications from brochures to websites in tone, themes, visuals and logos
(Rawlins, B.L, 2006).

Figure 2.1.2. Corporate communication strategy framework

32

Source: Argenti, 2009:40

With the explanations taken from the statement of Paul Argenti (2009:40),
the above is outlined in the corporate communication strategy framework. In this
model, the feedback cycle of strategic communication is depicted. An
organization has to choose how and what to communicate with specific
constituencies. These constituencies will form an attitude based on these messages
(and other impressions) and will or will not react to it. This feedback might alter
an organizations reputation, or might prompt them to change this communicative
approach. This framework tells us that organizations should pay careful attention
to the form of their messages, approach of constituencies and feedback received.
This should all be in line with the corporate and communicative strategy.
This leads to a communicative perspective of positioning. As all
communications should be in concord with the corporate strategy, they should

33

also be derived from the corporate identity. The positioning strategy is associated
with the identity that a company strives for (Melewar & Karaosmanoglu,
2006:862). If an organization does not tailor its messages to its identity, there is
likely to be internal or external confusion as what the corporation can offer, which
can result in loss of credibility, trust and eventually loss of profits.
When one school doesnt manage the corporate communication itself, it will
ruin the credibility of the school. The effects of not maintaining the
trustworthiness will not gain any benefits to the school. Thus the researcher keens
to discover the efforts of the school to run the communication in its organization
to have the results on trustworthiness among parents as the schools stakeholder.

2.3. External Communication To The Stakeholders

Communication is a very important part in the management organization,
which in essence is to achieve an objective through other people. Therefore,
effective communication is important in the activities of the organization. And
external communication only done by people who are outside the organization.
Activities of external communication can be done in the form of for example: for
the general public; to the public press; to the public in the field of education; for
public customers; informing company policy through the mass media (Freitag,
1998:42-43). Relationship with the public outside the company is an absolute
necessity. Because the company is unlikely to stand alone without cooperating
with other companies. Therefore, companies must create a harmonious
relationship with audiences in particular and society in general. One of them with

34

the communication with the external public in informative and persuasive. The
information presented should be honest, thorough and perfect based on actual
facts.
Persuasive, communication can be done on the basis arouse the attention of
communicants (public) causing an interest. Issues that need to be solved in the
external public relations activities include how to expand the market for its
production, introduce their products to the public, get the award and acceptance of
the public and society, maintaining good relations with the government, knowing
the attitudes and public opinion against the company, maintaining good relations
with the press and the opinion leader, maintaining good relations with the public
and the suppliers are related to operations and achieve a sense of sympathy and
confidence of the public in the society (Rudi Ruslan, 2007).
Actions should be done external public relations such as: analysing and
assessing attitudes and public opinion leaders respond wisdom in moving the
company employees and applying methods; conducting corrections and
suggestions to the leadership of the company, especially the activities of public
scrutiny or criticism; preparing materials and lighting honest and objective
explanation that the public still get clear about all the activities and development
of the company; volunteering to lead in terms of creating or repairing formation
towards effective staff and conducting investigations or research on the needs,
interests and the public's appetite for goods produced by the company (Jefkins
Frank, 1992).

35

According to Effendy (2009: 129), external communication consists of two

lines on a reciprocal basis, the communication of the organization to the audience
and from the audience to the organization such as communication from the
organization to the audience. Communication to the large public is informative,
that is done in a way that audiences feel to have the involvement, at least no inner
connection. This activity is very important in the effort to solve the problem if it
occurs unexpectedly and the communication from the audience to the
organization. This communication from the audience to the society altogether is
its feedback as the effects of communication activities undertaken by the
organization. If the information is disseminated to the public nature of the effects
of controversy then this so-called public opinion. Public opinion often detrimental
to the organization and should be arranged so quickly to resolve the matter.
External communication is intended to gain understanding, trust, support
and cooperation with the community. With external communication we will have
a broader connection.
According to Karen S. Johnson (2002), external communication is any
communication that occurs with someone who is outside of your business. It can
be in any form; technology has made external communication simple and
commonplace. While based on M. Saunder (1986), he explained that external
communication is the exchange of information and messages between an
organization and other organizations, groups, or individuals outside its formal
structure. The goals of external communication are to facilitate cooperation with
groups such as suppliers, investors, and shareholders, and to present a favorable

36

image of an organization and its products or services to potential and actual

customers and to society at large. A variety of channels may be used for external
communication, including face-to-face meetings, print and broadcast media.
From the explanations stated about the external communication, it can be
concluded that external communication is a part of the organizational
communication and this communication is carried out by the organization to
external parties and done more by the head of public relations or the school
leaders and can use external communication media utilization.
In an organization, communication is divided into two such as internal and
external communication. The function of the internal communication is to make
the employees comprehend what the management is doing and to have the
management has the understanding of what the employees are thinking. While the
external communication is the exchange of information and message between an
organization and other organization groups, individual outside its formal structure.
The External communication activity is intended for external public
organization/company, all the elements that are beyond the company which are
not directly related to the company, such as the stakeholders, the press,
government, consumers and competitors. Through this external activity, is
expected to create closeness and external to the company public trust. That way it
will create a harmonious relationship between the organization or company with
its external public, which can cause both on the company's image in the eyes of
the public (Moore Frazier, 1988).

37

This communication is mostly done by the leaders. External communication

consists of lines on a reciprocal basis: communication from the organization to the
public. This communication is carried out generally informative, which is done in
such a way that the audience feels to have involvement, at least there is an inner
relationship. This communication can be through a variety of forms, such as: the
magazine of the organization; press releases; newspaper or magazine articles;
radio speech; documentary; brochures; leaflets; posters; press conference and
communication from the public to the organization. Communication from the
public to the organization as the effects of feedback and communication activities
undertaken by the organization (Tubbset. al, 2005:170).

Figure 2.3.1 Means of External Communication

Source: Saunder. M, 1999:35

This figure 2.3.1 mentions various means or channels or external
communication. Two kinds of external communication that can be conveyed from

38

this figure are written and oral. While these two kinds external communication
can bring out the best effect on communication with the external public (Saunder.
M, 1999:35). To maintain the relationship with the stakeholders, the school should
consider to
The objective of the external communication is that the company wants to
control its image and its ability to maintain good relationships, this kind of
communication is almost always formal and controlled. External communication
is about building the company's image through its relationships (Smidts.A et. al,
2001:1051).
External communication comprehends all information developed by the
company, which is related to its activity that is released in the press, for public
knowledge. Such information is crucial in order to promote the company's image.
When it comes to external communication, or for that matter, any aspect, the
most important thing is the customer. The corporate needs to ensure that they
deliver what the customer wants. Even when it comes to things like publicity or
promotion, we need to show what the customer appreciates and likes. External
Communication is used for ensuring the information flow from various
stakeholders to the organization, they help to meaningfully define the
organization's environmental policy, targets, as well as operational performance,
environmental condition and management performance indicators. Through
ensuring the information flow from the organization to various stakeholders they
promote the credibility of the organization, image management is one of the
company's most relevant concerns. It is commonly assumed that the most

39

important image is the perception image, as far as impression formation is

concerned. However, this company bets on an aesthetical and a visual approach so
as to foment a constant reflection flow on what is seen and how it is seen. In this
context, and contrary to the majority of companies, the organization demonstrates
a collective motivation in constantly synchronizing its external image to the
accessible products (Smidts.A et. al, 2001:1053).
External communication should be interactive and work in both ways.
External communication should be sensitive to the needs of both the organization
and its stakeholders with whom the organization intends to communicate. External
communications should not discriminate different audiences based on their
language, technical skills, race or other factors. Thus, the content and form of
external communications should be developed in a participatory manner. External
communications should be objective, use sound data sources, be clear and
accessible to its intended audiences (in terms of language, form of presentation).
The coordinator, principal and teachers should realize that now, more than
ever, they should listen to and communicate with the parents who are still loyal to
build and maintain the reputation of the company.
The focus of this research is the external communication of the school. This
kind of communication will eventually affect the reputation of the school if it is
run well.

2.4. Schools Stakeholder

2.4.1. The Definitions of Stakeholder

40

Kotler and Mindak (1978:17) once explained that stakeholders are

individuals, group of people, the community or society as a whole or partially
with ties and interests of the company. Individual, group, and community and
society can be said to be a stakeholder if it has the characteristics that have the
authority, legitimacy, and the interests of the company.
Freeman (1984), defines stakeholders as a group or individual who can
affect or is affected by the achievement of certain goals, Biset (1998), briefly
defines stakeholders as those with an interest or concern on the issue, Grimble
and Wellard (1996), defines important stakeholders in terms of position and
influence them (A. Gronstedt, 1996:287).
Based on the above definition can be concluded that the stakeholders are all
parties related to the issues and problems are the focus of the study or attention
and can basically control or have the ability to influence the use of economic
resources used by the company.
Stakeholder reveals that the company is not the only entity that operates for
the benefit of its own, but must be able to provide benefits to stakeholders. Thus,
the existence of a company is strongly influenced by the support provided from
existing stakeholders in the company (Ghozali and Chariri, 2007).
Edward Freeman was among the first to offer a classification of all those
groups who hold a stake in the organization. In his classic book, Strategic
Management: A Stakeholder Approach, Freeman considered three types of stakes:
equity stakes, economic, or market stakes and influencer stakes. Equity stakes, in
Freemans terminology, are held by those who have some direct ownership of

41

the organization, such as stockholders, directors or minority interest owners.

Economic or market stakes are held by those who have an economic interest, but
not an ownership interest, in the organization, such as employees, customers,
suppliers and competitors. And lastly influencer stakes are held by those who do
not have either an ownership or economic interest in the actions of the
organization, but who have interests as consumer advocates, environmental
groups, trade organizations and government agencies. One way of looking at
stakes is thus whether the interest of a person or group in an organization is
primarily economic or moral in nature. Clarkson suggests in this respect to think
of primary and secondary groups of stakeholders, with primary groups being those
groups that are important for financial transactions and necessary for an
organization to survive. In short, in Clarksons view, a primary stakeholder group
is one without whose continuing participation the corporation cannot survive as a
going concern. Secondary stakeholder groups are defined as those which generally
influence or affect, or are influenced or affected by, the corporation, but are not
engaged in financial transactions with the corporation and are not essential for its
survival in strict economic terms .( Joep Cornelissen, 2011:62-63).
Therefore, the power of stakeholders can be determined by the size of the
stakeholder ownership over resources (Ghozali and Chariri, 2007).
Therefore, when the controlling stakeholder important economic resource
for the company, then the company will react in ways that can satisfy the desires
of stakeholders (Ullman, 1985).

42

Communications are most effective at engaging stakeholders when those

stakeholders feel there is an opportunity for their voice to be heard, or for them to
influence the outcome in some way. So its not just about Symantec telling people
what were doing, but its about listening to diverse opinions and giving our
stakeholders especially employees a sense of ownership in outcomes. Because of
this social channels are definitely emerging as stakeholders Communications
channels of choice. This is also consistent with the way in which the world is
communicating in general. The world has become a much more open and
transparent place. If a company, expect to be able to tell our story, the company
has to do so in a way that resonates with its various audiences and gives them an
opportunity to participate in a conversation, not just treat them as receptacles for
our corporate pitch (Clarkson,1995:92-93).

Figure 2.4.1 Inputoutput model of strategic management

43

Source: Joep Cornelissen, 2004:59

The stakeholder model (Figure 2.4.1) contrasts explicitly with the input
output model in all its variations. Stakeholder management assumes that all
persons or groups with legitimate interests participating in an enterprise do so to
obtain benefits and there is no prima facie priority of one set of interests and
benefits over another. Hence, the arrows between the firm and its stakeholder
constituents run in both directions. All those groups which have a legitimate stake
in the organization, whether purely financial, market-based or otherwise are
recognized, and the relationship of the organization with these groups is not linear
but one of interdependency (Joep Cornelissen, 2004:59).
In other words, instead of considering organizations as immune to
government or public opinion, the stakeholder management model recognizes the
mutual dependencies between organizations and various stake-holding groups
groups that are themselves affected by the operations of the organization, but can
equally affect the organization, its operations and performance. The picture that
emerges from all this is a far more complex and dynamic one than the input
output model of strategic management that preceded it. More persons and groups
with legitimate interests in the organization are recognized and accounted for, and
these individuals and groups all need to be considered, addressed and/or
accommodated by the organization to bolster its financial performance and secure
continued acceptance of its operations. One further significant feat of the
stakeholder model of strategic management is that it suggests that an organization
needs to be found legitimate by both market and non-market stake-holding

44

groups, the notion of legitimacy stretching further than financial accountability to

include accountability for the firms performance in social (Joep Cornelissen,
2004:60)

2.4.2. Stakeholder Communication

It is important that one organization knows the stakeholders who have an
interest in the continuity of the firm. The components in the organization who are
in charge to manage this will have to know what kind of communication strategy
can be used to maintain support. Two questions should be considered to ask to the
organization about the stakeholder, what opportunities and challenges are
presented to the organization in relation to these stakeholders? And in what way
can the organization best communicate with and respond to these stakeholders and
address these stakeholder challenges and opportunities?
In order to deliver these questions, coordinator, principal and teachers
typically start with identifying and analysing the organizations stakeholders, their
influence and interest in the organization.
Why there has to be mapping for the stakeholders? Taken from the
explanation of Joep Cornelissen (2011:45), there are two general mapping devices
or tools that school leaders and communication practitioners can use, such as the
stakeholder salience model and the power-interest matrix. These mapping devices
enhance practitioners knowledge of stakeholders and their influence, and enable
them to plan appropriate communication strategies. Salience is defined with how
visible or prominent a stakeholder is to an organization based upon the

45

stakeholder possessing one or more of three attributes, which are power,

legitimacy and urgency.
When the organization can even classify and prioritize stakeholders
according to the presence or absence of three key attributes, power (the power of
the stakeholder group upon an organization); legitimacy (the legitimacy of the
claimlaid upon the organization by the stakeholder group); and urgency (the
degree to which stakeholder claims call for immediate action). Stated by Joep
Cornelissen (2011:45-51), there are three classified as latent (existing but not yet
developed or manifest) they are dormant (little interaction with the organization),
discretionary (have no power to influence the organization) and demanding (have
urgent claims, but neither the power nor legitimacy to enforce them). These three
other stakeholders are classified as expectant stakeholders, such as dominant
(strong influence on the organization), dangerous (have power and urgent claims,
but lack legitimacy. May resort to intimidation and even violence), dependent
(rely on others for the power to carry out their will). The final type is the
definitive stakeholder (powerful, legitimate, need to be communicated with).
Once the organization classifies the stakeholders according to their salience,
communication practitioners will have an overview of which stakeholder groups
require attention and need to be communicated with. Dominant and definitive
stakeholders of the organization need to be communicated with an ongoing basis
by using the ongoing communication programmes for these stakeholders,
including newsletters, corporate events, advertising and promotional campaigns
for customers. The organization will not take any communications on an ongoing

46

basis with latent stakeholder groups, including dormant, demanding and

discretionary stakeholders, they wont bring continuity to the organization.
Figure 2.4.2 The power-interest matrix

Source: Joep Cornelissen, 2011:48

In figure 2.4.2, the position of key players (quadrant D) towards the
organizations decisions and operations must be given key consideration. They
need to be constantly communicated with, but quadrant B needs to be kept
informed of the organization, so that they remain committed to the organization
and may spread positive word-of-mouth to others. Stakeholders in quadrant C are
the most challenging to maintain relationships with as, despite their lack of
interest in general, these stakeholders might exercise their power in reaction to a
particular decision or corporate activity. School leaders should also remain
sensitive to the possible movement of stakeholders from one quadrant to another
when, for example, levels of interest in the organization change.

47

Both mapping devices will make the organizations know how intensely they
need to communicate with particular groups and also what the key messages
should be. In another words, these mappings give an insight into whether
stakeholders should only be kept informed of decisions of the organization or its
stance on a particular issue, or instead whether stakeholder should actively be
listened to and communicated with an ongoing basis. Those stakeholders who are
salient or have a powerful interest in the organization need to be communicated
with so that they continue to support the organization.

Figure 2.4.3 Stakeholder communication: from awareness to commitment

Source: Joep Cornelissen, 2011:49

Figure 2.4.3 explains about the strategies that the school can apply. The first
strategy is an informational strategy which is simply a strategy of informing

48

someone about something by doing press releases, newsletters and reports on a

company website are often simply meant to make information available about the
organization to its stakeholders. This may create awareness of organizational
decisions and may also contribute towards a degree of understanding of the
reasons for these decisions. A persuasive strategy can also be applied by an
organization, through campaigns, meetings and discussions with stakeholders,
tries to change and tune the knowledge, attitude, and behaviour of stakeholders in
a way that is favourable to the organization. Educational campaigns that the
school can use are often used to create a favourable image for the organization
and to sell a particular kind of understanding of the organizations decisions, its
corporate values and its products and services. The other strategy that the
organization may apply is a dialogue strategy. This is where both parties, the
organization and stakeholders mutually engage in an exchange of ideas and
opinions. It involves working towards a process of mutual understanding and/or
mutual decisions rather than strategic self-interest on the part of organization
(Joep Cornelissen, 2011:50).
Figure 2.4.4 Models of organization-stakeholder communication

49

Source: Joep Cornelissen, 2011:50

As shown in Figure 2.4.4. Joep Cornelissen (2011:51) explained that in the
first model, communication is always one-way, from the organization to its
stakeholder. There is no listening to stakeholders or even an effort to gather
feedback. The objective is merely to make an information available to
stakeholders. Yet, the relationship between the organization and stakeholders is
still symmetrical. In this step, the school leaders aim to report objectively
information about the school to relevant stakeholders and do not try to persuade
stakeholders regarding particular understandings, attitudes or behaviour. There is
no explicit persuasive intent between an organization and its stakeholders. While
in the second model, communication flows between an organization and its
stakeholders and is labelled two-way communication. But it is still asymmetrical

50

because the school does not change as a result of communicating with its
stakeholders: instead it only tries to change stakeholders attitudes and behaviours.
While the third model consists of a dialogue rather than a monologue. The
communication flows both ways between an organization and its stakeholders and
the main goal is to exchange views and to reach mutual understanding between
both parties. Both parties participate in the communication activity and provide
each other with equal opportunities for expression and for a free exchange
information.
When the school can develop a focus on the relationship between the
organization and its stakeholders from management to collaboration and from
exchange to long-term relationships. Collaboration gives the stakeholders
actively involved and emphasizes on bridging and creating opportunities and
mutual benefits.
If the dedicated communication staff or the school leaders listen to the ideas
being discussed , provide customers with information on what the school is doing,
this may help develop ideas into action.

2.5. Parents As The Schools Stakeholder

In education, the term stakeholder typically refers to anyone who is invested
in the welfare and success of a school and its students, including administrators,
teachers, staff members, students, parents, families, community members, local
business leaders, and elected officials such as school board members, city
councillors, and state representatives. Stakeholders may also be collective entities,

51

such as local businesses, organizations, advocacy groups, committees, media

outlets, and cultural institutions, in addition to organizations that represent
specific groups, such as teachers unions, parent-teacher organizations, and
associations representing superintendents, principals, school boards, or teachers in
specific academic disciplines. In a word, stakeholders have a stake in the school
and its students, meaning that they have personal, professional, civic, or financial
interest or concern (Hayward, 2008:8).
In some cases, the term may be used in a more narrow or specific sense
say, in reference to a particular group or committeebut the term is commonly
used in a more general and inclusive sense. The term stakeholders may also be
used interchangeably with the concept of a school community, which
necessarily comprises a wide variety of stakeholders.
The stakeholders in the community of a school is the parents that can bring
out the schools performance. As the parents become the external stakeholders that
will be the key stakeholders. The efforts that take up space for giving the
fundamental contribution that can engage the parents to stay informed, invited and
involved.
As Hooge and Helderman, 2008 distinguish four different categories of
stakeholders: primary, internal, vertical, and horizontal. In education, parents and
students are the primary stakeholders. Teachers and other educational and noneducational staff are internal stakeholders with a clear interest in the success of the
school. At slightly more distance, governments and organisations formally
operating on behalf of government (such as inspectorates or municipalities)

52

operate as vertical stakeholders. Finally, all other organisations, groups, or persons

in the schools environment with some level of interest in the school are
horizontal stakeholders (Mitchell, R.Ket. al, 1997:853).
The idea of a stakeholder intersects with many school-reform concepts
and strategiessuch as leadership teams, shared leadership, and voicethat
generally seek to expand the number of people involved in making important
decisions related to a schools organization, operation, and academics. For
example, shared leadership entails the creation of leadership roles and decisionmaking opportunities for teachers, staff members, students, parents, and
community members, while voice refers the degree to which schools include and
act upon the values, opinions, beliefs, perspectives, and cultural backgrounds of
the people in their community. Parents may participate on a leadership team, take
on leadership responsibilities in a school, or give voice to their ideas,
perspectives, and opinions during community forums or school-board meetings,
for example (Ranson, S, 1993:333).
Parents may also play a role in community-based learning, which refers to
the practice of connecting what is being taught in a school to its surrounding
community, which may include local history, literature, and cultural heritages, in
addition to local experts, institutions, and natural environments. Communitybased learning is also motivated by the belief that all communities have intrinsic
educational assets that educators can use to enhance learning experiences for
students, so parents are necessarily involved in the process (Smit, Fet. al, 2006).

53

High quality communication does not occur accidentally. It happens when

leaders are thoughtful and intentional about their efforts. It happens when leaders
build strong personal relationships with their team and with their stakeholders.
High quality communication is both carefully planned and the result of everyday
interactions. It is a process, one that has no end. High quality communication rests
on a mutual respect built between the school or school system and its various
stakeholders. School leaders with good communication skills recognize and serve
all the many and diverse audiences in a school community (Donaldson,T and L.E.
Preston, 1995:65-66).
It is an absolute statement that the school can be considered success if it is
deeply commited
Making parents involved and knowing the needs of the parents as the
schools stakeholder enlarge the opportunities of mutual feedback. How this
school fosters the right way to communicate the messages to the parents would be
shown by the way the school delivers them in the proper and sustainable ways.
When the relationship with the parents is not sustained then there will not be a
continuation of a relationship between the parents and school.

2.5. Communication Strategy

2.5.1. The Strategy of Message
In terminological term implies a multidimensional strategy. In everyday
practice, the term of this strategy is usually equated with "finesse" or "tactics."

54

That's why the word "strategy" is often used when a person intends to explain
about the "finesse" or "tips." (Knights, D & Morgan, G, 1991:251)
In fact, in an article entitled "What is Strategy " Michael Porter (1996)
asserts that this strategy contains a word meaning so broad coverage. There are 8
(eight) meanings of strategy as described by Michael Porter, such as determinants
of long-term goals, work programs, and resource allocation. In this dimension, the
strategy is an explicit way in determining the long-term goals, the goals of the
organization, a program of work required to achieve the objectives, and the
allocation of resources needed; determinants of aspects of organizational
excellence. Here the power of effective strategies used to determine the product
and market segmentation. It includes the determination of customer segmentation
as well as the introduction of competition faced; determinants of managerial tasks.
Shows a three dimensional perspective of the organization as a corporation,
business, and functions. The third perspective should be viewed holistically by
taking into account differences in managerial tasks each perspective. Strategy is
sorted with operational effectiveness consisting of a series of activities. In
addition to determine and develop activities that need to be done to achieve the
best level, the strategy also plays a role that shows how these activities are
interconnected; the pattern of decisions that are binding. Here the strategy is seen
as a decision tree based on the past that might help determine what to do in the
future; determinants of benefits, both economic and non-economic to
stakeholders. This dimension indicates that corporate responsibility is not limited
to shareholders, but also to all stakeholders, for example employees, managers,

55

buyers, suppliers, and so on; statement strategic desire. This dimension puts
strategy as drafting the organization's strategic position on the magnitude of the
challenges in purpose. Here the strategy does not stop in the preparation of
programs that have been or are being run, but continued to focus on the
centralization of the power of creativity and encourage organizations to position
the more glorious; means to develop the core competencies of the organization;
attempts to allocate resources to develop a sustainable competitive advantage.
Here the core competence is closely related to the organization's resources. And
the strategy is seen as a model-based resource investment to develop the resource
as a means of achieving excellence. Here want to emphasize that competitive
advantage depends on the resource development organization (Johnson, G. &
Scholes, K, 1999).
Of 8 (eight) meanings of the above strategies, there are 4 (four) meanings of
strategies whose meanings are correlated with the communication strategy in the
context of external communication which are strategy as a determinant of longterm goals, work programs, and resource allocation; strategy as a pattern of
decisions that are binding; strategy as a determinant of benefits, both economic
and non-economical to stakeholders; strategy as a strategic statement of intent. In
this case, the intent to make a better communication among parents to determine
positive understanding between the school and parents.
Meanwhile, communication strategies such detention described by Ronald
D. Smith (2005:3) relating to a number of aspects are the more mature the
managerial role of an organization; solving problems; decision-making; take

56

advantage of opportunities (exploit opportunities); persuasive or solicitation to

build understanding and support of the proposed ideas (Argenti, Pet. al,2005).
For an organization, the strategy of a message is formulated to be strongly
influenced by the flow of information within the organization .
R. Wayne Pace and Don F. Faules (2000:170-171) calls, information flows
process itself is a complex process. What could have been raised in the structure is
not something that actually happened. Because, in fact, the information flow is not
literally. That is, the information is not moving. But the real look is the delivery of
a message, the interpretation of delivery, and other delivery creation (Child, J,
1972:22).
Creation, delivery, and interpretation of messages is a process that
distributes messages to the entire school organization. So, which is called the flow
of information within an organization is actually a dynamic process; In this
process also messages are created, displayed, and interpreted consistently and
continuously. The continuation of the message process will define the flow of the
message in the school.
When organizations want to communicate value, they must determine what
message strategies work best for them ( Eisenhardt, K. M. & Zbaracki, M. J,
1992).
Asentioned by Floyd, S. W. & Wooldridge, B (2000), the case with the
message strategy is a combination of planning communication (communication
planning) and management (management communication) to achieve this
objective, the communication strategy must be able to show how tactical

57

operations should be carried out, within the meaning of that approach (approach)
can vary at any time, depending on certain circumstances. The communication
process itself should be managed to have a proper impact that by carrying a good
communication approach, it will bring out the suitable
The origin of the word comes from the Greek strategy, of the word strategos
which means the military leadership. Military leadership or strategy in the initial
context is a done military leaders (General) to win a battle (Yogi, 2007:1).
According to Marrus (2002:1) the strategy is defined as a process of
determining the top leaders plan that focuses on long-term goals of the
organization, along with the preparation of a means or how to attempt these goals
can be achieved. Furthermore Quinn (1999:10) defines the strategy is a form or
plan (Jarzabkowski, P, 2004)
Integrating the key objectives, policies and courses of action within an
organization into a unified whole. A well-formulated strategy will help the
preparation and allocation of resources owned by the company into a unique
shape and can survive. Good strategy is based on internal capabilities and
weaknesses of the company, anticipating changes in the environment, as well as
the unity of the movement undertaken by enemy spies (Johnson, G. & Scholes, K,
1999).
Of both the above opinion, the strategy can be interpreted as a plan drawn
up by top management to achieve the desired goal. This plan includes: objectives,
policies, and actions to be undertaken by an organization to sustain its existence
and soothe competition, especially the company or organization must have the

58

competitive advantage. It is as disclosed as Ohmae (1999:10) that the business

strategy, in a word, is about competitive advantage. The sole purpose of strategic
planning is enabling companies to obtain, as efficiently as possible, which can
maintain the advantage over their rivals. Strategy Corporate thus reflects an
attempt to change the company's strength relative to rivals as efficiently as
possible. Any company or organization, particularly services, aiming to provide
better service to its customers. Therefore, any strategy of the company or
organization should be directed to the customer. It is as described Hamel and
Prahalad (1995:31) "that the strategy is an action that is incremental (constantly
increasing) and continuous, and be based on the viewpoint of what is expected by
the customers in the future". Thus, the strategy is almost always begins with what
can happen and instead started from what happened. For example, the strategy, it
may steer the organization towards cost reduction, quality improvement, and
expand the market. The pace of innovation of new markets and changing patterns
of consumer requires core competencies (core competencies). Companies need to
look for a core competency in the business done.
A message strategy is the primary tactic or approach used to deliver the
message theme. There are three broad categories of message strategies: cognitive
strategies, affective strategies, conative strategies. The goal of the cognitive
message strategy approach is to design an ad that will have an impact on a
persons beliefs and/or knowledge structure. Affective message strategies invoke
feelings or emotions and match those feelings with the good, service, or company.
Affective strategies elicit emotions that, in turn, lead the consumer to act,

59

preferably to register again, and subsequently affect the consumers reasoning

process. Conative message strategies are designed to lead more directly to some
type of consumer response. The goal of a conative message is to elicit behaviour
(Mintzberg, H, 1987:11).
Strategy is the idea of how to creatively and persuasively communicate the
brand message to the target audience, so that the message strategy capable of
rational thought and emotional unify and integrate it in creative ways. The
emphasis of the main core of the message done with proactive concept consisting
of: First, the strategic action consisting of organizational performance, audience
participation, special events, alliances &coalition, sponsorships, strategic
philanthropy. Second, Communication strategies used to model the model of
informative, persuasive and dialogue. After the action and response strategies are
formulated, effective communication message was formulated. Which must be
considered in the formulation or organizing messages are communicators who
will deliver the message. Then the approach used in preparing the message, the
message structure including words and symbols to be used. Messages will be
delivered with the model of informative, persuasive, and dialogue (Reid,
1989:553)
Figure 2.5.1. Lasswell's Model of Communication

Source: Pamela Shoemakeret. al, 2004:109.

60

In figure 2.5.1, this model communication is the earliest model

communication and was made in 1948. Lasswell stated that the best way to
explain the communication process by answer this question. ''Who says what in
which channel to who whom with what effect.'' So, basically there are five main
aspects in this communication model; Who (communicator); Who give the
information or the sender of the message; Says what (The message) What are
they saying about, there is a message; Whom (the receiver, audiences); Channel
(Medium) In what channel or through what medium this information has given to
the audience; Effect (Respond / feedback) The respond of the receiver who
receives the information.
When the school can deliver a good message strategy to parents, as the
communicator in the communication process will eventually deliver the right
message to the parents. When the messages are composed clearly and coherently,
trust gained and mutual respect of both parties will occur in the communication.
To make this happened, it needs the corporate communication personnel to
communicate organizational information consistently to external audience. To do
so effectively, corporate communication staff and leaders must be familiar with
external organizational environments and encourage the employees to feel that
they are making a contribution and a real difference within the organization. (Alan
T. Belasen, 2008:53).

2.6. Customers Loyalty

61

Loyalty or fidelity is defined as strongly held commitment to purchase or

subscribe to a particular product or service again in the future even though there is
the influence of the situation that makes changes in behavior (Kotler and Keller,
2007:175) .Loyalty as a condition in which the customer has positive attitude
toward a brand, is committed to the brand and intends to continue purchasing in
the future (Mowen and Minor, 1998:23). Customers who are considered loyal to
subscribe or re-purchase for a certain period. Loyal customers are very
meaningful for enterprises because of the cost to acquire new customers is more
expensive than maintaining existing customers (Peter and Olson, 2002: 45).
Loyalty can be measured by the order of selection (choice sequences). The
method is also called the order of preference or repeat purchase patterns are
widely used in research with the use of panels daily agenda other customers, and
more recently again, supermarket scanner data; proportion of purchase (the
proportion of purchase). Unlike the sequence of choices, this means testing the
proportion of the total purchases in a certain product group. The data analyzed
came from the customer panel; preferences (preference). This method measures
the loyalty by using psychological commitment or statement preference. In this
case, loyalty is considered a "positive attitude" towards a particular product, often
described in terms of the intention to buy; commitment. Commitment is more
focused on the emotional component or feelings. The case of linkage purchase
commitments as a result of ego involvement with the brand category. The ego
involvement occurs when a product is associated with important values, purposes,
and customer self-concept. (Ahmad Mardalis, 2005:34).

62

There are several advantages that adds the value of a company if it has a
loyal customer such as reducing marketing costs; reducing transaction costs;
reducing the cost of turnover of customers; improving cross-sell will increase the
company's market share; word of mouth is more positive with the assumption that
loyal customers also means they are satisfied; reducing the cost of failures (such
as the cost of replacement)(Kotler and Keller, 2006:57).
According to Kotler, Hayes and Bloom (2002) in Mardalis (2005) say there
are six reasons for the need to get customer loyalty. First: there are more
prospective customers, meaning that loyal customers will give great benefit to the
institution. Second: the cost of acquiring new customers is much greater compared
to maintain and retain existing customers. Third: customers who already believe
in the institution in an affair will believe also in other affairs. Fourth: the
institution operating costs will be efficient if it has a lot of loyal customers. Fifth:
The institution may deduct the cost of the psychological and social in because the
old customers have had many positive experiences with the institution. Sixth:
loyal customers will always defend the institution even trying also to attract and
advise others to become customers. (Lee, W. I., & Lee, C. L, 2011).
There are some important facts with regard to customer loyalty for the
company (Kottler, 2000:58) by getting these new customers can cost up to five
times greater than the costs involved in satisfying and retaining customers; the
efforts needed to persuade many satisfied customers to switch suppliers to them
that are present; the level of customer profit increased during the life of customers
who survive.

63

The researcher intends to discover the engagement or commitment of the

parents. When the commitment exists among the parents, they become involved in
the communication activity and retention happens. Retention is a reflection of a
parents willingness to remain with the schools service or products and is useful
to measure customer loyalty. Since loyalty is an emotional state, whereas
engagement is actual behavior. Engaged parents trust the brand. Parents with
positive experiences may remain committed long and make a retention.
Therefore Citra Kasih Secondary School should consider the factors that
significantly influence the customer loyalty, thereby increasing customer loyalty.
Based on the above, the researcher proposes the title "Analysis of external
communications strategy in maintaining the customer loyalty."

2.7. Theoretical Framework

Each institution/company needs to build a solid communication platform to
external stakeholders. Directed and continuous communication is one key to
successful institutions/companies carrying out activities. Well-managed
communications, as well as the delivery of the right message, will form a positive
perception of the institution/the company.
In developing communications strategies through various stages,
identification and analysis of stakeholders, determination of the main messages
(key message) in accordance with the stakeholders, determination of channels and
communication activities effectively, efficiently, and creatively, integration with
strategic communication programs institution / company.

64

Thus, this study research aims to analyse the corporate communication

strategy in relation to the communication
strategy
efforts towards the customer
Determination
Strategy
loyalty which is greatly dependent on the strategy of message and communication
activities.
Therefore, the research which is conducted at Citra Kasih Secondary
School, Jakarta, will work based on the following theoretical framework as seen
on Figure 2.3.1. below:

Theoretical Framework

Actions

CHAPTER III
METHODOLOGY

68

3.1. Object of Study

The object of research conducted on the corporation in making
communication strategies in order to maintain customer loyalty as well as other
individuals. This activity aims to get publicity information from customers or
positive news in order to retain the loyalty of a renowned school.
Researcher as a research instrument of observation participates in school
activities as teaching staff, the observations made by the researcher finally got the
chance to direct observation by the parties concerned. Therefore, not only can the
researcher conduct a comprehensive study, the results of this study that will
explore the phenomenon qualitatively.
This study will be conducted from the period of April to July 2015 to be
able to analyze corporate communication strategy in maintaining customer
loyalty.

3.2. Paradigm of Study

Referring to the notion of paradigm, which is a basic research paradigm is a
person's belief in doing good research that includes the object of research,
research methods, and the results of his research as described Agus Salim
(2006:96) is the main belief or metaphysical basis of system thinking base of
epistemology, ontology and methodology.
The paradigm itself by Kuhn (1970:7) understood as scientific efforts
universally recognized so as to understand the issues and give a solution of the
problem for a community of users. Paradigm provides a framework which

69

includes a set of theories, methods and the ways determination of data in a

domain. The paradigm is seen as a matter ofimportant because of its ability to
dissect the empirical reality and adaptability inaddressing the problem to be
solved. In other words, a paradigm is aviewpoint which is used to understand the
phenomenon more fully.Kuhn's opponents and proponents of the view of which
can be seen from the writings (Bernstein, 1978: 84-106 and Naughton 1982:372375)
The research approach is interpretive. Interpretive approach, researcher
assumes that social reality is a social construction based on the social situation and
the experience of people in it. Therefore morality socially created, it can only be
achieved understanding of the participants' views of reality, to obtain this
understanding, the researchers did not take the distance between the knowing (the
knower) and object of knowledge (the known) so that the resulting findings of this
research is something arising from the interaction of researchers and those
involved in social reality, interpretation researchers looked at the role in the social
reality in which researchers directly involved in social settings on natural
background, what it is and the research conducted through in-depth interviews and
observation participate in social situations studied (Elvinaro & Bambang,
2007:137-139).
In this view, human beings as, everyday social beings not "behave" connotes
mechanistic automatic alias like animals, but "act" has no connotation of
automatic/mechanistic, but the humanistic nature: it involves intention,
consciousness, motives, or specific reasons, which is referred to as social action

70

Weber (Social action) and not social behavior (social behavior) because it is
intentional; involving the meaning and interpretation stored inside the culprit.
Meaning that the world needs to be opened, tracked, and is understood to be able
to understand social phenomena anything, anytime, and anywhere (Vardiansyah
2008:67).

3.3. Research Methods

This study used a qualitative approach to the study of case study, this study
intends to understand the phenomenon of what is experienced by the subject of
this study such behavior, perception, motivation, action and others, in a holistic
manner and by way of description in the form of words and language , in a
specific context that is naturally and by utilizing a variety of natural methods
(Lexy J.Moelong, 2007:6). Bogdan and Taylor (1975:5) states qualitative research
is a research procedure that produces descriptive data in the form of words written
or spoken of people and actors that can be observed (Moelong, 2007:4) This
approach is directed at the individual background and basis holistic (whole).
With this approach, the behavior will become clear when observed from
near and deep. As noted by Gorman and Clayton (2005) that:
"The key asumption made by qualitative researches is that the meaning of
events, occurences and interactions can be understood only through the eyes of
actual of participants in specific Situations".

71

So, the key of qualitative research is to make sense of an event or

phenomenon, events and interactions are understood through direct observation of
specific situations.
Furthermore, a qualitative approach also relies on communication skills (or
human) to adapt to a wide range of reality, which can not be done non-human
instrument. Researchers are expected to understand the phenomena that occur and
then catch the meaning behind the symptoms. While non-human research
instrument, such as an interview guide and the other, merely function as a tool in
the process of recording information. (Moleong, 2003)
Qualitative research conducted for more emphasis on the analysis of the full
context beradasarkan events or conditions related to each other.
Qualitative data is used to determine the problem in more detail and to
resolve problems of various resources. Evidence can diperivikasi and less or lost
data can be avoided
According to Clayton and Gorman, qualitative research is the investigation
process that describes the data derived from the context of the events that took
place, to describe the events that occurred with the intent set the events in depth
and events - events that appear and supporting using induction method in order to
explanations that allow can be accepted based on the symptomsobserved
(Gorman, 1997).
Creswell (2009) said that the qualitative research methods to explore and
understand the meaning - by individuals or a group of people - ascribed social or
humanitarian issues. This qualitative research process involves a significant effort,

72

such as asking questions and procedures, collect specific data from the
participants, analyze the data inductively from the specific themes to common
themes, and interpret the meaning of data .
So qualitative research is a method to understand an event or phenomenon
that happens to be more meaningful.

3.4. Key informants and informant

In determining the informants in qualitative research must be done
selectively. Informants were selected in qualitative research must have sufficient
information about the phenomenon to be studied so that researchers can
understand the phenomenon is associated with the object of research. Neuman
explains that a good resource to have certain characteristics as follows:
The ideal informant has four characteristic:
1. The informant is totally familiar with the culture and is position to
witness the significant events makes a good informant.
2. The individual is currently Involved in the field.
3. The person can spend time with the researcher, and
4. Non-analytic individuals of make better informants. A non-analytic
informant is familiar with and uses native folk theory or pragmatic common sense
(Neuman, 2003:394-395).
According to Robert K. Yin, Key informants were not only able to give
information about something to researchers but also can provide advice on

73

sources other evidence that supports and creates access to other resources is
concerned.
While informants said as respondents who have information that can give
important particulars are well into situations related. The informant also said to be
a person who used fatherly provide background on the situation and conditions of
the study so the informant must have a lot of experience on the research
background.
That is, a resource that should be familiar with the culture and an eyewitness
to the events that occurred, the speakers are involved directly in the field, such
sources can spend time together with the researcher, and speaker are not
analytical. Neuman criteria described above, the parties will be interviewed are as
follows:

1.

Mr. Boedien Tjusilo (Executive Director)

He plans, develops, directs, monitors, and maintains the day-to-day
operational. He works with other school leaders in the planning,
implementing, and coordinating services with regular school programs and
activities.

2.

Ms. Lanny (Coordinator)

The reason for choosing this informant is that she plays a key role in making
schools programmes successful. She is responsible for driving the
programme, and ensuring it is integrated into the wider practice of the

74

school. She will influence the thinking and practice of colleagues and other
stakeholders across the school community.
3.

Mr. Hendra (Vice Coordinator)

The reason for choosing this informant is that he is generally also in charge
of handling all employee relations, such as fielding complaints and
maintaining the relationship with the stakeholders.

3.

Ms. Lenny (Principal of Citra Kasih Secondary School)

The reason for choosing this informant is that she is spending significant
chunks working in a public relations capacity to ensure commitment from
the parents and community alike. As references to parents and community
members as stakeholders and students as clients are becoming more
common thus that support will evolve as stakeholders learn about the
program and what is happening at the school.

4.

Mr. Kristanto (Vice Principal of Citra Kasih Secondary School)

The reason for choosing this informant is that he helps the principal
facilitates stakeholder engagement in processes for identifying specific
school goals nurtured.

5.

Teachers (Ms. Risma, Ms. Rony, Ms. Christine)

The reason for choosing teachers as the key informants that they have more
engaging relationship the stakeholders.

6.

Mrs. Lanny (Head of Parents Support Group)

The reason for choosing this informant is that she with the other parents will
be an advisory committee to the school management and will support the

75

school in various school activities. The parent support group is also to

organise activities in conjunction with the School for the students and the
school community.
3.5. Analysis Unit
The unit of analysis is something that is related to the focus of the
investigation.
The unit of analysis of a study can be objects, individuals, groups, regions
and time according to the focus of this research. In this thesis the analysis unit is
the institution, Citra Kasih Secondary School to describe the activities they do in
maintaining the customer loyalty.With limited to the subject being studied is
expected that they would not be widened on issues far from the subjects. In
addition, the importance of determining the unit of analysis, so that the validity
and reliability can be maintained.

3.6. Technical Data collection

In a qualitative study an instrument or tool is the researcher's own study,
researchers conducted observations, recording of phenomena that arise from the
activities of the corporation.
Therefore, data collection techniques in this study conducted tis riangulation
which is a technique of collecting data from various data collection techniques
that have existing data sources simultaneously. Combining techniques from
participant observation (observation participate, in-depth interviewsand
documentation.

76

According to Lofland (1984:47), and as quoted by Lexi J. Moleong that the

primary data source in qualitative research is that the words and actions of the rest
is additional data such as documents and others. Where the research data obtained
through two sources of data:
1. Primary Data
Primary data is data obtained directly from interviews obtained from
sources or informants were considered potential in providing relevant information
and actual field.
2. Secondary Data
Secondary data is primary data as supportive data from the literature and
documents and data taken from an organization that is Citra Kasih Secondary
School with problems in the field contained in the study site in the form of
reading materials, library materials, and research reports.

3.7. Data Analysis Techniques

The process of data analysis (Lexy J. Moelong:47) begins by reviewing all
available data from various sources are interviews, observations that have been
written in the field notes, personal documents, official documents, images, photos
and so on, the next step is reducing the data.
In order to answer the research problem, then the data analysis in this study
conducted a qualitative analysis seeks patterns, models, themes, relationships,
equality, and the meaning of the data that is expressed in the form of statements,

77

interpretations as to collect data from some key informants were tabulated and
made into a form of percentage according to the results (observation) and in-depth
interviews with informants author, collecting the data is processed manually,
further the reduction results are grouped in the form of a specific segment (display
data) and then presented in the form of content analysis with explanations, then
given a conclusion, so as to answer the formulation of the problem, explain and
focused on the representation of the phenomenon presented in the study.

3.8. Data Validity Examination Techniques

In testing the validity of the data the researcher using triangulation
technique, which checks the validity of the data that utilizes something other than
the data for checking purposes or as a comparison to the data, and triangulation
techniques are the most widely used is by examination through other sources.
According Moloeng (2007:330), triangulation is a technique that utilizes
data validity checking something else. Outside the data for checking purposes or
as a comparison against the data. Triangulation technique most widely used is the
examination through other sources.
Denzin (in Moloeng, 2007:330) distinguishes four types of triangulation as
examination techniques that make use of sources, methods, investigators, and
theory.
Triangulation is done through interviews, direct observation and indirect
observation, indirect observation is intended in the form of observations on some
of the behavior and events which then are taken from observations of red thread

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that connects in between both of them. Data collection techniques used will
complete in obtaining primary and secondary data, observation and interviews are
used to capture primary data related to corporate communication strategy, while
the study of documentation used to co llect secondary data that can be removed
from various documentation on communication strategies and communication
activities.
The stages in the collection of data in a study, namely the orientation phase,
exploration stage and phase check members. Orientation stage, in this stage, the
researcher is doing pre-survey to the location, in this study, pre-survey conducted
is in Citra Kasih Secondary School, engage in dialogue with the Coordinator,
ViceCoordinator, Principal, Vice Principal and representatives from the teachers.
Then the researcher also conducts a study of the documentation and literature to
see and record the necessary data in this study.
Exploration stage, this stage is the stage of data collection in the study area,
by conducting interviews with related elements, the interview guide has been
provided by the researcher, and indirect observation of the communication
activities of the school and conduct direct observation of corporate
communication strategies in the school. Stage members check, after the data
obtained in the field, either through observation, interview or documentary
studies, and respondents have filled out the questionnaire, and respondents are
given the opportunity to assess the data information that has been provided by the
researcher, to supplement or revise the new data, then the data that is carried out

79

an audit trail that checks the validity of the data in accordance with the original
source.

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