Strategi Humas Dalam Meningkatkan Citra Di Pemerintah Kota Bengkulu

Abstract

Public relations has the role of shaping and maintaining a positive institutional image. To achieve this, one of them can be done through strategies carried out through relationships with the press. This research is entitled Public Relations Strategy in Improving Image in Bengkulu City Government. The purpose of this research is to find out the strategies carried out by the Public Relations of Bengkulu City Government in improving the image of Bengkulu City Government. In this research, the type of research used is qualitative with descriptive research type. Research informants include three types (1). Key informants, consisting of officials at the Bengkulu City Government Public Relations Section. (2). Main informants, consisting of staff at the Bengkulu City Government Public Relations Section and (3). Additional informants, consisting of daily newspaper journalists. Based on the results of research and data analysis, Bengkulu City Government Public Relations has strategies in improving the image of the Bengkulu City government, namely through relations with the press such as internal strategies by forming an editorial team of Bengkulu City Government Public Relations in order to create constructive press relations. Then the external strategy, namely: First, opening and building a favorable relationship between Bengkulu City Government Public Relations and press organizations. Second, building close personal relationships with journalists and leaders of press organizations. Third, making journalists comfortable in covering and providing press releases and photos of activities continuously. Fourth, making publication cooperation in the form of advertisements (advertorials), both in the form of publication cooperation in the form of photos and advertorial news in print and electronic media.