Public Relations Profetik dalam penguatan reputasi kelembagaan BAZNAS Provinsi Jawa Barat

Triyanti, Neng Linda (2026) Public Relations Profetik dalam penguatan reputasi kelembagaan BAZNAS Provinsi Jawa Barat. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Public relations profetik merupakan istilah baru dalam kegiatan kehumasan. Public relations profetik menekankan pada kinerja humas yang berlandaskan pada nilai sosial keagamaan. Penerapan nilai-nilai profetik dalam praktek kehumasan dapat memberikan dampak positif bagi reputasi lembaga, karena humas bukan hanya menjaga citra di luar tetapi juga menguatkannya dengan sikap-sikap yang selaras dengan nilai-nilai agama, termasuk yang dilakukan oleh humas BAZNAS Provinsi Jawa Barat dalam melakukan komunikasi dan pelayanan. Nilai-nilai profetik diimplementasikan dalam setiap kegiatan kehumasan BAZNAS Provinsi Jawa Barat sebagai upaya dalam menjaga kepercayaan publik melalui kredibilitas, transparansi, dan berorientasi pada kepentingan masyarakat. Humas BAZNAS berperan aktif dalam memberikan informasi-informasi kepada publik melalui media sosial yang didasarkan pada data di lapangan. Penelitian ini bertujuan untuk mengetahui implementasi nilai-nilai profetik dalam kegiatan kehumasan BAZNAS Provinsi Jawa Barat, menggunakan konsep Ilmu Sosial Profetik (Humanisasi, Liberasi, Transendensi). Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam dan observasi partisipatori pasif. Hasil penelitian menunjukkan bahwa, kegiatan humas BAZNAS Provinsi Jawa Barat dalam melakukan pelayanan dan komunikasi kepada publik dengan mengimplementasikan nilai-nilai profetik, yaitu humanisasi, liberasi, dan trensendensi. Nilai humanisasi dilakukan humas pada pelayanan dan komunikasi dengan tidak diskriminatif terhadap publiknya, baik secara langsung maupun dalam media sosial. Nilai liberasi dilakukan humas dengan mendorong masyarakat untuk lebih peka terhadap sosial, membantu memberdayakan masyarakat yang membutuhkan, serta menjaga netralitas lembaga dan pesan informasi dari aspek-aspek yang berkaitan dengan kepentingan politik. Nilai transendensi dilakukan humas dengan selalu menjaga konsistensi nilai-nilai keagamaan dalam setiap aktivitas pelayanan, komunikasi dan publikasi pada media sosial. ENGLISH: Prophetic public relations is a new term in public relations activities. Prophetic public relations emphasizes public relations performance grounded in religious and social values. The application of prophetic values in public relations practice can have a positive impact on an institution’s reputation, as public relations professionals not only maintain the institution’s external image but also strengthen it through attitudes aligned with religious values—including those demonstrated by the BAZNAS West Java Province public relations team in their communication and service delivery. Prophetic values are implemented in every public relations activity of BAZNAS West Java Province as an effort to maintain public trust through credibility, transparency, and a focus on the interests of the community. BAZNAS’s public relations team plays an active role in providing information to the public through social media based on field data. This study aims to examine the implementation of prophetic values in the public relations activities of BAZNAS West Java Province, using the concepts of Prophetic Social Science (Humanization, Liberation, Transcendence). This study employs a qualitative approach using descriptive methods. Data collection techniques included in-depth interviews and passive participant observation. The results indicate that BAZNAS West Java Province’s public relations activities in providing services and communicating with the public incorporate prophetic values—namely humanization, liberation, and transcendence. The value of humanization is practiced by the public relations team in their service delivery and communication by avoiding discrimination against the public, both in person and on social media. The value of liberation is practiced by the public relations department by encouraging the public to be more socially aware, helping to empower those in need, and maintaining the institution’s neutrality and the neutrality of information messages regarding aspects related to political interests. The value of transcendence is practiced by the public relations department by consistently upholding religious values in every service activity, communication, and social media publication.

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