Kampanye Public Relations program Adopsi Hutan melalui Instagram @Hutanituid : Studi deskriptif pada Humas Organisasi Hutan Itu Indonesia

Pramana, Resa (2023) Kampanye Public Relations program Adopsi Hutan melalui Instagram @Hutanituid : Studi deskriptif pada Humas Organisasi Hutan Itu Indonesia. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Hutan Itu Indonesia is aware of the diversity of forests in Indonesia which have the potential to provide livelihoods for their inhabitants and the people living around the forests. This is not fully understood so that views of forests in Indonesia are always oriented towards negative things. Hutan Itu Indonesia through Public relations and campaigns handles this issue through a campaign movement entitled Forest Adoption through social media. This study aims to describe the process of the public relations campaign carried out by the Hutan Itu Indonesia organization through the social media Instagram @hutanituid. The researcher describes the campaign process starting from problem identification, design, implementation to the campaign evaluation stage. This study has a concept using the Ostergaard campaign model with the paradigm used is the constructivism paradigm through descriptive qualitative methods and data collection through in-depth interviews and collected documentation. The results of this study explain that the public relations campaign for the Forest Adoption program via Instagram @hutanituid conducted by the Hutan Itu Indonesia organization has gone through four main processes. 1) the process of identifying problems by conducting research on forest issues that are developing in the community and looking for data on conservation forests that benefit the community around the forest. 2) the process of designing campaigns in collaboration with local environmental organizations, determines message strategies and campaign audiences and determines local figures as forest role models and determines. 3) the process of implementing the campaign by creating Instagram content and working with influencers, other companies/organizations. 4) campaign evaluation process by monitoring hashtags and donation results and holding internal meetings. Campaign activities through Instagram have succeeded in attracting public participation. 3470 trees were adopted in 15 forest locations with 672 volunteers in 11 provinces and 188 more campaign partners. Based on the results of the research, it was concluded that the Hutan Itu Indonesia organization had carried out a public relations campaign for the Forest Adoption program via Instagram @hutanituid according to the Ostergaard campaign model.

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