Public Relations Communication Strategy of Bappeda Seluma Regency In Socializing Development Programs
DOI:
https://doi.org/10.37676/sosj.v3i2.1415Keywords:
Communication Strategy, Government Public Relations, Development Communication, BAPPEDA, Program SocializationAbstract
This study aims to analyze the communication strategy of the Public Relations Division of the Regional Development Planning Agency (BAPPEDA) of Seluma Regency in socializing development programs to the community. The background of this research is based on the fact that socialization activities are still dominated by face-to-face meetings, the use of technical terms that are difficult for the public to understand, and the limited utilization of digital media. This research uses a qualitative descriptive approach. The research informants consist of internal parties of BAPPEDA Seluma Regency and members of the community who have participated in development program socialization activities. Data collection techniques were conducted through in-depth interviews, observation, documentation, and literature study. Data were analyzed using the Miles and Huberman model which includes data reduction, data display, and conclusion drawing. The analytical framework refers to Everett M. Rogers’ Development Communication Theory which includes five stages: situation and community needs analysis, message planning and communication strategy, communication implementation, community participation, and evaluation and feedback. The results show that the communication strategy of the Public Relations Division of BAPPEDA Seluma Regency is implemented through development planning forums (Musrenbang), village meetings, and direct socialization activities. Message planning has attempted to simplify language to make it easier for the public to understand; however, the use of technical planning terms still becomes an obstacle to public understanding. Community participation has been facilitated through discussion forums, although the level of public involvement varies. Evaluation of communication activities is carried out through activity reports and internal discussions, but it has not systematically involved the community. The study concludes that the communication strategy of the Public Relations Division of BAPPEDA Seluma Regency has followed the stages of development communication, but it still needs improvement in simplifying messages, optimizing dialogue, and developing a more participatory and transparent evaluation system
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