Darmawansah, M. Syukri (2024) STRATEGI KOMUNIKASI DALAM MEMBANGUN CITRA INSTANSI PEMERINTAHAN MELALUI KONTEN VIDEO (Studi kasus Dinas Pekerjaan Umum dan Penataan Ruang Balai Besar Wilayah Sungai Cidanau Ciujung Cidurian (PUPR_BBSWC3)). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the communication strategies employed by the Balai Besar Wilayah Sungai Cidanau Ciujung Cidurian (BBWSC3) in building the image of a government institution through video content. The research adopts a qualitative descriptive approach based on Cutlip and Center's strategic communication theory, encompassing the stages of fact-finding, planning, communicating, and evaluating. Data were collected through observations, interviews, and analysis of video content published by PUPR BBWSC3. The findings reveal that BBWSC3’s communication strategy successfully established a positive image through informative and inspiring video content. During the factfinding stage, research was conducted to understand the public’s needs and expectations regarding the projects being implemented. The planning stage involved designing content strategies based on research data, while the communicating stage utilized digital platforms to reach a broader audience. Video content served as the primary medium to disseminate information, raise public awareness, and foster positive relationships with the community. However, the evaluation stage was limited to social media metrics, which inadequately reflected public perceptions, particularly in areas with limited digital access. The study concludes that the strategic use of video content can effectively strengthen the image of government institutions, enhance transparency, and engage the community in sustainable development. To improve effectiveness, a more inclusive evaluation approach should be adopted to reach communities in remote areas. These findings are expected to serve as a reference for other government institutions in developing multimedia-based communication strategies.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis strategi komunikasi yang diterapkan oleh Balai Besar Wilayah Sungai Cidanau Ciujung Cidurian (BBWSC3) dalam membangun citra instansi pemerintahan melalui konten video. Pendekatan yang digunakan adalah deskriptif kualitatif dengan mengacu pada teori komunikasi strategis Cutlip dan Center, yang meliputi tahapan fact-finding, planning, communicating, dan evaluating. Data dikumpulkan melalui observasi, wawancara, dan analisis konten video yang dipublikasikan oleh PUPR BBWSC3. Hasil penelitian menunjukkan bahwa strategi komunikasi BBWSC3 berhasil membangun citra positif melalui konten video informatif dan inspiratif. Pada tahap fact-finding, riset membantu memahami kebutuhan dan ekspektasi masyarakat terhadap proyekproyek yang dilaksanakan. Tahap planning melibatkan perencanaan konten berbasis data riset, sementara tahap communicating menggunakan platform digital untuk menjangkau audiens yang lebih luas. Video digunakan sebagai media utama untuk menyampaikan informasi, meningkatkan kesadaran publik, serta membangun hubungan positif dengan masyarakat. Namun, pada tahap evaluating, evaluasi masih terbatas pada metrik media sosial, sehingga kurang mencerminkan persepsi masyarakat di daerah dengan keterbatasan akses digital. Kesimpulan penelitian ini menunjukkan bahwa pemanfaatan konten video secara strategis mampu memperkuat citra instansi pemerintahan, meningkatkan transparansi, dan melibatkan masyarakat dalam pembangunan berkelanjutan. Untuk meningkatkan efektivitas, evaluasi yang lebih inklusif perlu dilakukan guna menjangkau masyarakat di wilayah terpencil. Temuan ini diharapkan dapat menjadi acuan bagi instansi pemerintah lainnya dalam mengembangkan strategi komunikasi yang berbasis multimedia. | |||||||||
| Uncontrolled Keywords: | Communication Strategy, Government Institution Image, Public Relations, Video Content, Social Media, PUPR BBWSC3, Digital Communication. Strategi Komunikasi, Citra Instansi Pemerintah, Humas Pemerintah, Konten Video, Media Sosial, PUPR BBWSC3, Public Relations, Digital Communication. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | M. SYUKRI DARMAWANSYAH | |||||||||
| Date Deposited: | 11 Mar 2025 01:53 | |||||||||
| Last Modified: | 11 Mar 2025 01:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47753 |
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