Strategi Public Relations dalam Manajemen Isu Keamanan Pangan di Pizza Hut Indonesia

Abstract

At the end of 2017, Pizza Hut Indonesia had to deal with food safety issue. This issue began with a news from online newspapers that got uploaded on social media and it went viral. If this adverse news was not handled properly, it would harm Pizza Hut’s image. Therefore, it is necessary to develop a sound strategy organized by Public Relations of Pizza Hut Indonesia and relevant stakeholders to manage the issue. This qualitative descriptive research aimed to investigate the efforts made by Pizza Hut Indonesia in solving the problem. It was found that Pizza Hut has developed a five-stage strategy, which consists of problem analysis, information exploration, decision making, implementation and resolution. The strategy was in line with the issue management concept of Chase and Jones. Therefore, it can be inferred that Pizza Hut Indonesia has implemented an effective strategy to address the issue through mediation with unsatisfied customers. This is demonstrated by the increasing restaurant sales.