Strategi digitalisasi informasi Public Relations dalam upaya membangun citra positif lembaga: Studi deskriptif kualitatif pada akun Instagram @bandungpemkab

Febriani, Amelia (2024) Strategi digitalisasi informasi Public Relations dalam upaya membangun citra positif lembaga: Studi deskriptif kualitatif pada akun Instagram @bandungpemkab. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Seiring dengan perkembangan era digital, strategi digitalisasi informasi Public Relations (PR) melalui media sosial menjadi kian penting bagi lembaga pemerintah dalam membangun citra positif di mata publik. Diskominfo Kabupaten Bandung menjalankan fungsi Digital PR melalui akun Instagram @bandungpemkab. Rangkaian aktivitas Digital PR dilakukan secara interaktif, meliputi pelaksanaan keterbukaan informasi, fasilitasi komunikasi, pembangunan kepercayaan (trust) dan upaya mempertahankan reputasi lembaga. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan strategi digitalisasi informasi public relations yang dilakukan oleh Diskominfo Kabupaten Bandung dalam membangun citra positif lembaga melalui akun Instagram @bandungpemkab. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui observasi partisipan pasif, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa Diskominfo Kabupaten Bandung menerapkan strategi digitalisasi informasi public relations yang sistematis dan terstruktur berdasarkan konsep The Circular Model of SoMe oleh Regina Luttrell. Konsep tersebut membagi strategi menjadi empat tahap, yaitu: Share (membagikan), Optimize (mengoptimalisasi), Manage (mengelola), dan Engage (melibatkan). Pada tahap Share, public relations (PR) Diskominfo Kabupaten Bandung fokus pada penyediaan informasi yang terstruktur, akurat, kredibel, relevan, dan menarik dengan menggunakan visual yang tepat. Pada tahap Optimize, melakukan riset dan pemahaman mendalam terhadap target audience, mengembangkan strategi konten dan visual yang menarik dan relevan, serta melakukan analisis data dan pengukuran kinerja untuk mengetahui efektivitas konten yang dibagikan. Pada tahap Manage, menerapkan struktur tim dan alur kerja yang terstruktur sistematis, serta mengembangkan kalender konten melalui analisis dan evaluasi kinerja. Dan pada tahap Engage, membangun hubungan yang kuat dengan pengikut dan memanfaatkan influencer untuk meningkatkan engagement. Penerapan strategi ini terbukti efektif dalam membangun citra positif Diskominfo Kabupaten Bandung di mata publik. Hal ini dibuktikan dengan tingginya engagement audiens pada akun Instagram @bandungpemkab dan komentar-komentar positif dari audiens. ENGLISH: Along with the development of the digital era, the strategy of digitizing Public Relations (PR) information through social media has become increasingly important for government agencies in building a positive image in the eyes of the public. Diskominfo of Bandung Regency carries out the Digital PR function through the Instagram account @bandungpemkab. The series of Digital PR activities are carried out interactively, including the implementation of information disclosure, communication facilitation, trust building and efforts to maintain the institution's reputation This study aims to determine and describe the public relations information digitization strategy carried out by Diskominfo Bandung Regency in building a positive image of the institution through the @bandungpemkab Instagram account. This research uses descriptive qualitative methods with data collection techniques through participant observation, in-depth interviews, and documentation. The results showed that Diskominfo Bandung Regency implemented a systematic and structured public relations information digitization strategy based on the concept of The Circular Model of SoMe by Regina Luttrell. The concept divides the strategy into four stages, namely: Share, Optimize, Manage, and Engage. At the Share stage, public relations (PR) of Diskominfo Bandung Regency focuses on providing structured, accurate, credible, relevant, and interesting information using the right visuals. At the Optimize stage, conduct in-depth research and understanding of the target audience, develop interesting and relevant content and visual strategies, and conduct data analysis and performance measurement to determine the effectiveness of the shared content. At the Manage stage, implement a systematic team structure and workflow, and develop a content calendar through performance analysis and evaluation. And at the Engage stage, building strong relationships with followers and utilizing influencers to increase engagement. The implementation of this strategy has proven effective in building a positive image of Diskominfo Bandung Regency in the eyes of the public. This is evidenced by the high audience engagement on the @bandungpemkab Instagram account and positive comments from the audience. Keywords: Digitalization of Public Relations Information, Positive Image of the Institution, SoMe Circular Model, Instagram @bandungpemkab.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Digitalisasi Informasi Public Relations; Citra Positif Lembaga; The Circular Model of SoMe; Instagram @bandungpemkab
Subjects: Social Interaction, Interpersonal Relations
Social Interaction, Interpersonal Relations > Communication
Social Interaction, Interpersonal Relations > Media of Communication, Mass Media
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Amelia Febriani
Date Deposited: 17 Jul 2024 07:05
Last Modified: 17 Jul 2024 07:05
URI: https://digilib.uinsgd.ac.id/id/eprint/92075

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