EFEKTIVITAS KOMUNIKASI DIGITAL: PERAN SURVEYOR LAPANGAN SEBAGAI AGEN PUBLIC RELATION DAN MEMBINA HUBUNGAN DENGAN KLIEN

Tidar Astaning S

doi:10.59003/nhj.v6i2.2237

Authors

Tidar Astaning S Universitas Paramadina

DOI:

https://doi.org/10.59003/nhj.v6i2.2237

Keywords:

digital communication, public relations, coal surveyor, client relationship management, boundary spanner.

Abstract

Field surveyors in the coal commodity inspection and certification industry are commonly perceived merely as technicians who take samples and measure tonnage. This article argues that such perception reduces the empirical reality of the surveyor's work, which in practice performs a public relations function at the most critical touchpoints between the surveying company, mining clients, coal buyers, shipping vessels, and port authorities. This research uses a descriptive qualitative approach with literature study and document analysis on coal inspection practices at the draft survey stage, barge sampling, sample preparation in the laboratory, and the issuance of the Certificate of Analysis (CoA). Analysis results are determined not only by sampling but also by sample preparation, since errors in crushing, dividing, or drying at the preparation stage will carry through to the certified figures. The findings show that the effectiveness of digital communication thru WhatsApp, email, cloud-based reporting applications, and real-time field photo sharing is decisive in managing three main risks: the risk of analysis result disputes, the risk of loading delays, and the risk of losing client trust. Field surveyors are thus constructed as boundary spanners and informal public relations agents who build relationship management based on openness, responsiveness, and data integrity. This article recommends institutionalizing digital communication competencies within the competency standards for coal surveyors.

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