Analysis of PLN's Crisis Communication Strategy on the Power Outage that Occurred in DKI Jakarta Province

This study aims to analyze the crisis communication strategy implemented by PT PLN in dealing with power outages in DKI Jakarta Province, using the Situational Crisis Communication Theory (SCCT) approach. As the main electricity provider in Indonesia, PLN faces major challenges in maintaining the reliability of electricity supply. Power outage incidents, such as blackouts, cause public distrust that can damage the company's image. This study focuses on PLN's response to negative sentiment on social media that emerged during the power outage. This study uses a descriptive qualitative method with data collection techniques in the form of interviews, observations, and sentiment analysis on social media. The results show that PLN implemented the SCCT strategy by combining the 'Excuse', 'Rebuild', and 'Bolstering' approaches to minimize the negative impact on the company's image. Sentiment analysis shows that the communication strategy used was able to calm some groups of people, although criticisms regarding the speed and quality of communication still exist. This study provides important insights for companies in designing effective crisis communication strategies, especially in the context of power outages in urban areas.