Pengelolaan digital public relations dalam mengemas konten dakwah di akun instagram Masjid Trans Studio Bandung

Asih, Wulan Mulya (2019) Pengelolaan digital public relations dalam mengemas konten dakwah di akun instagram Masjid Trans Studio Bandung. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Praktik public relations tidak hanya dilakukan oleh perusahaan-perusahaan atau lembaga-lembaga ternama saja, kini praktik public relations diterapkan di manajemen Masjid. Masjid Trans Studio Bandung merupakan salah satu Masjid yang memiliki fungsi public relations secara offline dan online yang masih jarang dilakukan oleh masjid-masjid ataupun tempat ibadah lainnya. Postingan yang ada di instagram @masjidtrans memuat konten-konten mengenai flyer kajian, clip one minute statement dan clip amalan harian yang dikemas dengan menarik untuk menjadi daya tarik jama’ah atau pengguna instagram pada umumnya. Penelitian ini bertujuan untuk mengetahui proses pengelolaan yang dilakukan oleh digital public relations Masjid Trans Studio Bandung dalam mengemas konten dakwah di akun instagram @masjidtrans yang diuraikan dalam empat langkah pengelolaan yaitu fact finding, planning, taking action and communication dan evaluation. Konsep yang digunakan dalam penelitian ini yaitu four steps of public relations yang didalamnya membahas mengenai empat langkah kerja yang biasa dilakukan oleh seorang public relations. Metode penelitian yang digunakan pada penelitian ini yaitu metode desktriptif analisis dengan pendekatan kualitatif dan paradigma konstruktivisme. Hasil penelitian di lapangan dapat disimpulkan bahwa digital public relations Masjid Trans Studio Bandung telah melakukan pengelolaan dalam mengemas konten dakwah di akun instagram @masjidtrans dengan melalui empat tahap pengelolaan yakni: 1). Tahap pencarian fakta dan data (fact finding) dengan cara melakukan analisis situasi, analisis target sasaran dan analisis media. 2). Tahap perencanan (planning) yaitu dengan cara merencanakan tujuan yang ingin dicapai dan membuat perencanaan taktis. 3). Tahap pengambilan tindakan dan komunikasi (taking action and communication) dilakukan dengan cara membagi jenis konten sesuai fitur instagram, follow up konten kajian ke komunitas penyelenggara, crosscheck konten, membuat konten accidental, membuat strategi posting di instagram dan melakukan intensitas posting dan pengemasan konten. 4). Tahap evaluasi (evaluation) dengan cara menentukan indikator penilaian dan membuat laporan bulanan data penaikan atau penurunan followers, post, like dan comment. ENGLISH : The practice of public relations is not only carried out by well-known companies or institutions, now the practice of public relations is applied in mosque management. Trans Studio Bandung Mosque is one of the mosques that have offline and online public relations functions which are rarely performed by mosques or other places of worship. The posts on Instagram @masjidtrans contain content about the study flyer, clip one minute statement and daily practice clips which are packaged attractively to be attractive to pilgrims or Instagram users in general. This study aims to determine the management process carried out by the Trans Studio Bandung Mosque digital public relations in packaging the preaching content on the Instagram account @masjidtrans which is described in four management steps, namely fact-finding, planning, taking action and communication and evaluation. The concept used in this study is the four steps of public relations in which discussing the four steps of work normally done by public relations. The research method used in this research is descriptive analysis method with a qualitative approach and constructivism paradigm. The results of the research in the field can be concluded that the digital public relations of the Trans Studio Bandung Mosque have managed to package preaching content on the Instagram account @masjidtrans through four stages of management namely: 1). The fact-finding phase (data finding) is done by analyzing the situation, analyzing the target audience and analyzing the media. 2). Planning stage (planning) is by planning the objectives to be achieved and making tactical planning. 3). Taking action and communication phase is done by dividing the type of content according to the Instagram features, following up the study content to the organizing community, crosschecking content, creating accidental content, making posting strategies on Instagram and conducting posting intensity and content packaging. 4). The evaluation stage (evaluation) by determining the assessment indicators and making monthly reports of data raising or decreasing followers, posts, likes, and comments.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Management; Digital Public Relations; Instagram
Subjects: General Management > Planning and Strategic Management
General Management > Marketing Distribution
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Wulan Mulya Asih
Date Deposited: 18 Nov 2019 07:45
Last Modified: 18 Nov 2019 07:45
URI: http://digilib.uinsgd.ac.id/id/eprint/26682

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