STRATEGI MEDIA RELATIONS BIRO HUKUM, HUBUNGAN MASYARAKAT DAN KERJASAMA DALAM MEMPROMOSIKAN BADAN INFORMASI GEOSPASIAL

ARAWINDA NUR SALSABYLA, . (2026) STRATEGI MEDIA RELATIONS BIRO HUKUM, HUBUNGAN MASYARAKAT DAN KERJASAMA DALAM MEMPROMOSIKAN BADAN INFORMASI GEOSPASIAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Strategi media relations merupakan peran penting Hubungan Masyarakat dalam menjembatani komunikasi lembaga dengan publik melalui media massa. Bagi Lembaga Pemerintah Non Kementerian, strategi ini krusial untuk menyosialisasikan program kerja yang bersifat teknis agar mudah dipahami masyarakat. Penelitian ini bertujuan menganalisis strategi media relations yang diterapkan oleh Biro Hukum, Hubungan Masyarakat, dan Kerjasama Badan Informasi Geospasial dalam mempromosikan eksistensi dan capaian kinerja lembaga. Penelitian ini menggunakan prinsip strategi media relations Frank Jefkins yang menekankan enam dimensi utama, yaitu by serving the media, by establishing a reputation for reliability, by supplying good copy, by cooperation in providing material, by providing verification facilities, dan by building personal relationship with the media. Peneliti menggunakan Teori Excellence yang diungkap oleh Dozier dan Grunig, mencakup knowledge core, shared expectation, dan participative culture. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif dengan paradigma kontruktivisme. Subjek penelitian ini adalah Kasatgas Kehumasan dan Informasi serta tiga orang Pranata Hubungan Masyarakat Ahli Muda.Subjek penelitian meliputi Kasatgas Kehumasan dan Informasi serta tiga Pranata Hubungan Masyarakat Ahli Muda. Pemilihan informan dilakukan melalui teknik purposive sampling, yakni penentuan informan berdasarkan pertimbangan dan kriteria tertentu yang relevan dengan kebutuhan penelitian. Pengumpulan data dilakukan melalui wawancara, kemudian data yang diperoleh dianalisis dengan mengikuti tahapan analisis menurut Creswell. Sementara itu, keabsahan data diuji menggunakan teknik triangulasi data. Hasil penelitian menunjukkan bahwa Badan Informasi Geospasial telah menerapkan keenam prinsip media relations tersebut melalui penyediaan informasi yang responsif dan akurat, penyusunan materi publikasi yang mudah dipahami media, kerja sama dalam peliputan kegiatan, serta pemeliharaan hubungan dengan jurnalis. Meskipun menghadapi keterbatasan anggaran, Badan Informasi Geospasial tetap mampu memaksimalkan media relations sebagai sarana promosi lembaga. Kesimpulan penelitian ini menunjukkan bahwa strategi media relations berperan penting dalam mendukung promosi Badan Informasi Geospasial sebagai lembaga pemerintah non-kementerian. Keberhasilan strategi tersebut didukung oleh komunikasi yang terbuka, konsistensi informasi, serta hubungan profesional dan personal dengan media, meskipun masih diperlukan perencanaan yang lebih terstruktur dan penguatan sumber daya agar promosi dapat menjangkau publik secara lebih luas dan berkelanjutan. ***** Media relations strategies play an important role in public relations in bridging communication between institutions and the public through the mass media. For non-ministerial government agencies, this strategy is crucial for socializing technical work programs so that they are easily understood by the public. This study aims to analyze the media relations strategies implemented by the Legal, Public relations, and Cooperation Bureau of the Geospatial Information Agency in promoting the existence and performance achievements of the agency. This study uses Frank Jefkins' media relations strategy principles, which emphasize six main dimensions, namely by serving the media, by establishing a reputation for reliability, by supplying good copy, by cooperation in providing material, by providing verification facilities, and by building personal relationships with the media. The researchers used the Excellence Theory described by Dozier and Grunig, which includes knowledge core, shared expectations, and participative culture. Methods used in this study were descriptive qualitative method with a constructivist paradigm. The subjects were the Head of Public Relations and Information and three Junior Public Relations Officers, selected through purposive sampling based on relevant criteria. Data were collected through interviews, analyzed using Creswell’s stages, and validated through data triangulation. The results show that the Geospatial Information Agency has implemented all six principles of media relations by providing responsive and accurate information, preparing publication materials that are easy for the media to understand, cooperating in covering activities, and maintaining relationships with journalists. Despite budget constraints, the Geospatial Information Agency has been able to maximize media relations as a means of promoting the agency. The conclusion of this study shows that media relations strategies play an important role in supporting the promotion of the Geospatial Information Agency as a non-ministerial government agency. The success of this strategy is supported by open communication, consistency of information, and professional and personal relationships with the media, although more structured planning and strengthening of resources are still needed so that the promotion can reach a wider and more sustainable audience.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dini Safitri, S.Sos., M.Si; 2). Dr. Vera Wijayanti Sutjipto, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Arawinda Nur Salsabyla .
Date Deposited:	03 Feb 2026 03:47
Last Modified:	03 Feb 2026 03:47
URI:	http://repository.unj.ac.id/id/eprint/64703

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