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Abstrak Lion Air penerbangan JT610 yang beroperasi dari Jakarta ke Pangkal Pinang jatuh 13 menit setelah lepas landas pada 29 Oktober 2018 lalu menewaskan seluruh penumpang dan awak pesawat yang berjumlah 189 orang. Kecelakaan ini menyebabkan krisis yang menjadi perhatian publik terhadap maskapai penerbangan yang telah banyak dikeluhkan oleh pelanggan terkait manajemen pelayanan mereka. Menggunakan metode kualitatif deskriptif berdasarkan Situational Crisis Communication Theory (SCCT) dengan data yang dikumpulkan melalui dokumen berupa press release dan pemberitaan terkait kecelakaan tersebut, penelitian ini mencoba mengidentifikasi dan mendeskripsikan bagaimana Public Relations PT. Lion Mentari Airlines sebagai perusahaan yang mengoperasikan pesawat Lion Air menciptakan strategi untuk mengelola dan menangani krisis tersebut. Hasil dari penelitian ini menunjukkan bahwa Public Relations PT. Lion Mentari Airlines menggunakan gabungan strategi respon krisis primer antara strategi pengurangan (diminish) dan strategi pembangunan kembali (rebuild). Selain itu mereka juga menggunakan strategi respon krisis sekunder berupa strategi memuji (ingratiation) dan strategi korban (victimage). Kata kunci: Komunikasi Krisis, Lion Air, Public Relations, Respon Krisis, SCCT. Â  Abstract Lion Air Flight JT610 that operated from Jakarta to Pangkal Pinang crashed 13 minutes after takeoff on 29 October 2018, killing all 189 people on board. This accident causing crisis that drawing public attention towards the airlines that has been complained a lot by their customers about their services management. Using descriptive qualitative method based on Situational Crisis Communication Theory (SCCT) on data that collected through press release and news related to the accident, this research tries to identify and describe how Public Relations Department of PT. Lion Mentari Airlines, a company that operates Lion Air airlines creating strategies to manage and handle the crisis. This study shows that Public Relations Department of PT. Lion Mentari Airlines uses a combination of primary crisis response strategies between diminish strategies and rebuild strategies. In addition, they also used secondary crisis response strategies in the form of ingratiation strategies and victimage strategies. Keywords: Crisis Communication, Crisis Response, Lion Air, Public Relations, SCCT.

STRATEGI KOMUNIKASI KRISIS PUBLIC RELATIONS PT. LION MENTARI AIRLINES DALAM MERESPON KASUS KECELAKAAN PESAWAT LION AIR JT610