Strategi kampanye Public Relations pada program Rebo Nyunda di Kabupaten Bandung

Ramadhan, Rafy Rizky (2022) Strategi kampanye Public Relations pada program Rebo Nyunda di Kabupaten Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Program Rebo Nyunda di Kabupaten Bandung sebagai upaya untuk mengubah kebiasaan masyarakat khususnya anak-anak siswa TK, SD, dan SMP dengan harapan melestarikan budaya dan bahasa Sunda melalui kegiatan Kampanye Public Relations. Penelitian ini memiliki tujuan untuk mengetahui gambaran kegiatan Strategi Kampanye Public Relations Pada Program Rebo Nyunda di Kabupaten Bandungmulai dari tahap identifikasi masalah, pengelolaan sampai pada tahap evaluasi. Model kampanye pada penelitian ini mengacu pada model kampanye Ostegaard menggunakan pendekatan interpretatif, metode yang digunakan deskriptif kualitatif melalui teknik pengumpulan data dengan wawancara mendalam dan observasi. Hasil penelitian menunjukkan bahwa kegiatan Startegi Kampanye Public Relations Pada Program Rebo Nyunda Di Kabupaten Bandung menerapkan tiga tahap kampanye, yakni: (1) Identifikasi masalah. (2) Pengelolaan kampanye yaitu melalui proses perencanaan dengan menentukan tujuan, publik sasaran, pelaku, pesan, dan media kampanye, serta proses pelaksanaan dilakukan dengan sosialisasi langsung dan sosialisasi tidak langsung. (3) Evaluasi dilakukan dengan mengamati perubahan penggunaan bahasa Sunda oleh masyarakat khususnya anak-anak siswa TK, SD, dan SMP di hari Rabu. ENGLISH : The Rebo Nyunda Program in Bandung Regency is an effort to change people's habits, especially kindergarten, elementary and junior high school students with the hope of preserving Sundanese culture and language through Public Relations. This study aims to describe the activities of the Public Relations at the Rebo Nyunda Program in Bandung Regency starting from the problem identification stage, management to the evaluation stage. The campaign model in this study refers to the Ostegaard campaign model using an interpretive approach, the method used is descriptive qualitative through data collection techniques with in-depth interviews and observation. The results showed that the Public Relations Rebo Nyunda Program in Bandung Regency implemented three campaign stages, namely: (1) Problem identification. (2) Campaign management, namely through the planning process by determining objectives, target public, actors, messages, and campaign media, as well as the implementation process is carried out by direct socialization and indirect socialization. (3) The evaluation was carried out by observing changes in the use of Sundanese by the community, especially kindergarten, elementary and junior high school students on Wednesdays.

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