FAKHRI, REZAWIEN (2025) IMPLEMENTASI STRATEGI PUBLIC RELATIONS KEMENTERIAN KETENAGAKERJAAN MELALUI NAKER FEST DALAM SOSIALISASI PROGRAM KETENAGAKERJAAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Employment issues in Indonesia, such as high unemployment rates and skill gaps, require the government to adopt more innovative communication strategies. The Ministry of Manpower introduced Naker Fest as a special event designed to socialize employment programs to young people through job fairs, vocational training, and various interactive sessions. This study focuses on examining how the Ministry of Manpower’s Public Relations strategy is implemented through Naker Fest in disseminating employment programs. This research is grounded in Public Relations theory and employs Ronald D. Smith’s Nine Steps of Strategic Communication Planning as the main analytical framework, which includes: analyzing the situation, analyzing the organization, analyzing the publics, establishing goals and objectives, formulating action and response strategies, developing the message strategy, selecting communication tactics, implementing the strategic plan, and evaluating the program. These nine steps serve as a reference for assessing the communication strategy applied by the Ministry of Manpower through Naker Fest. The study adopts a constructivist paradigm with a qualitative descriptive approach. Data were collected through in-depth interviews with internal informants from the Ministry’s Public Relations Bureau and participants of Naker Fest. This approach is used to understand the communication processes and strategies implemented in the socialization of employment programs. Data analysis was conducted using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. Data validity was ensured through source triangulation to strengthen the credibility and reliability of the findings. The results show that Naker Fest is implemented through Public Relations strategy stages aligned with Ronald D. Smith’s model, including situation analysis, planning, communication execution, and evaluation. Strategies such as social media utilization, influencer collaboration, and interactive event-based communication proved effective in increasing public awareness and participation. The Public Relations division of the Ministry of Manpower plays an essential role in building relationships with the public and ensuring that employment information is delivered clearly and effectively. Keywords: Public Relations Strategy, Public Relations Program, Program Socialization, Government Public Relations, Naker Fest. Permasalahan ketenagakerjaan di Indonesia seperti tingginya pengangguran dan kesenjangan keterampilan menuntut pemerintah untuk menghadirkan strategi komunikasi yang lebih inovatif. Kementerian Ketenagakerjaan kemudian menginisiasi Naker Fest sebagai special event yang dirancang untuk mensosialisasikan program ketenagakerjaan kepada generasi muda melalui job fair, pelatihan vokasi, dan berbagai sesi interaktif. Penelitian ini berfokus melihat Bagaimana Implementasi Strategi Public Relations Kementerian Ketenagakerjaan melalui Naker Fest dalam Sosialisasi Program Ketenagakerjaan yang tujuannyaa untuk mengetahui Implementasi Strategi Public Relations Kementerian Ketenagakerjaan melalui Naker Fest dalam Sosialisasi Program Ketenagakerjaan. Penelitian ini menggunakan landasan teori Public Relations serta model Nine Steps of Strategic Communication Planning dari Ronald D. Smith sebagai kerangka analisis, yang meliputi: analisis situasi, analisis organisasi, analisis publik, perumusan tujuan komunikasi, strategi tindakan dan respons, strategi pesan, pemilihan taktik komunikasi, implementasi, dan evaluasi. Kesembilan langkah tersebut digunakan untuk menilai penerapan strategi komunikasi Kemnaker dalam penyelenggaraan Naker Fest. Paradigma dalam penelitian ini menggunakan konstruktivisme, dengan pendekatan kualitatif dan metode penelitian deskriptif. Data diperoleh melalui wawancara mendalam dengan informan internal yaitu Humas Kementerian Ketenagakerjaan serta peserta Naker Fest. Pendekatan ini digunakan untuk memahami proses komunikasi dan strategi yang dijalankan dalam sosialisasi program ketenagakerjaan. Teknik analisis data menggunakan model Miles dan Huberman yang meliputi tahap reduksi data, penyajian data, serta penarikan kesimpulan. Untuk menjaga keabsahan data, penelitian ini menggunakan teknik triangulasi sumber sehingga data yang diperoleh lebih kuat, kredibel, dan dapat dipertanggungjawabkan. Pendekatan ini digunakan untuk memahami proses komunikasi dan strategi yang dijalankan dalam sosialisasi program ketenagakerjaan. Hasil penelitian menunjukkan bahwa Naker Fest diimplementasikan melalui tahapan strategi Public Relations, mulai dari analisis situasi, perencanaan, pelaksanaan komunikasi, hingga evaluasi sesuai model Ronald D. Smith. Strategi yang diterapkan seperti pemanfaatan media sosial, kolaborasi dengan influencer, dan komunikasi event interaktif terbukti efektif dalam meningkatkan awareness dan partisipasi publik. Public Relations Kemnaker memiliki peran penting dalam membangun hubungan dengan masyarakat serta memastikan informasi ketenagakerjaan tersampaikan dengan baik. Kata Kunci:Strategi Public Relations, Program Public Relations, Sosialisasi Program, Humas Pemerintahan, Naker Fest.
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