Strategi Humas Badan Kepegawaian Negara dalam Memelihara Citra Melalui Media Sosial Instagram (@bkngoidofficial) Selama Pandemi Covid-19 Tahun 2020

JANNATI, MIFTAH (2022) Strategi Humas Badan Kepegawaian Negara dalam Memelihara Citra Melalui Media Sosial Instagram (@bkngoidofficial) Selama Pandemi Covid-19 Tahun 2020. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui strategi Humas yang digunakan oleh Humas untuk memelihara citra Badan Kepegawaian Negara melalui media sosial Instagram @bkngoidofficial dimasa pandemi Covid-19 Tahun 2020 ini. Metode penelitian yang akan digunakan oleh peneliti adalah metode triangulasi teori. Peneliti menggunakan teori konsep strategi yaitu menggunakan teori konsep Scott M. Cutlip & Allen H. Center, bahwa terdapat proses strategi public relations yang mengacu pada pendekatan manajerial, proses tersebut yaitu fact finding. planning. communication, and evaluation. Paradigma yang digunakan paradigma Konstruktivisme dengan pendekatan kualitatif. Metode yang digunakan peneliti metode penelitian studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara, observasi, studi kepustakaan dan internet searching. Hasil penelitian ini menyimpulkan bahwa Strategi humas yang diterapkan oleh humas BKN kepada publik yaitu dengan mengelola informasi yang baik di kanal official, BKN dapat membina dan memelihara hubungan baik dengan masyarakatnya, serta sudah sesuai dengan manfaat humas pemerintah dalam menjalankan strategi. Kata kunci: Strategi Humas, Citra, Instagram, Covid 19 ABSTRACT This study aims to determine the PR strategy used by Public Relations to maintain the image of the Badan Kepegawaian Negara during the COVID-19 pandemic. The research method that will be used by the researcher is the theoretical triangulation method. This Researchers use the theory of strategy concepts that use the concept theory of Scott M. Cutlip & Allen H. Center, that there is a public relations strategy process that refers to the managerial approach, the process is fact finding. planning. communication, and evaluation. The paradigm used is the constructivism paradigm with an approach. Qualitative. The methods used by researchers are case study research methods. Technique Data collection used is interviews, observations, literature studies and internet searching. The results of this study concluded that the public relations strategy applied by BKN public relations to the public is that by managing good information on official channels, BKN can foster and maintain good relations with its people, and is in accordance with the benefits of government public relations in carrying out the strategy. Key Words: PR Strategy, Image, Instagram, COVID 19

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