Implementasi dan Strategi Pengelolaan Media Relations pada Instansi Pemerintahan

Abstract

This study aims to to see how the implementation of media relations practices in government agencies. The theory used in this research is relationship management theory. The theory was chosen by the researchers in order to examine more deeply about media relations between organizations and the media. The approach used is qualitative with a constructivist paradigm and case study method. This study involved seven resource persons who were public relations practitioners and came from different agencies BPOM, PPATK, Depok City Communications and Information Office, Ministry of Energy and Mineral Resources, Directorate General of Taxes, Directorate General of Immigration and the National Research and Innovation Agency (BRIN). The results of the study concluded that the practice of media relations was interpreted as a process of building mutually beneficial relationships, aiming to create a positive image of the agency, and to resolve crises. The results also show that the practice of media relations has been around for a long time in government agencies. This is evidenced by the fact that various media relations activities have been carried out, such as publishing press releases, holding press conferences, and sharing other activities. Media visits are the most frequently carried out media relations activities. Research also shows that well-developed communication and positive agency behavior towards the media are the most effective strategies for perpetuating media relations.

Keywords: Media Relations, Government Agencies, Relationship Management Theory, Positive Image, Crisis.