Strategi Humas Polres Metro Bekasi Dalam Meningkatkan Citra Institusi

Kushayandi, Dhimas Eka (2024) Strategi Humas Polres Metro Bekasi Dalam Meningkatkan Citra Institusi. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Departing from the problem of declining public trust in the Indonesian National Police (Polri) due to cases involving unscrupulous members throughout 2023, the Polri Public Relations Division worked hard to improve its image as a law enforcement agency, in Bekasi Regency, this role was carried out by the Bekasi Metro Police Public Relations. The strategy was measured using the PENCILS theory initiated by Thomas L. Harris in the form of (publications, events, news, community involvement, inform or image, lobbying and negotiating, social responsibility). Based on the results of the study, overall the Bekasi Metro Police Public Relations strategy in improving the institution's image has proven to be effective through the PENCILS approach, researchers found innovative publication steps that created various programmes that effectively attracted public attention such as the Police Comic and the Mang Kasi series and created a breakthrough for cybersecurity through cyber patrols but still has a record, namely the lack of content diversification, then events that involve the community from various social and cultural aspects, credible reporting process but lacks the human resources of the Polsek, community empowerment with the Journalist Working Group that is mutually beneficial in content dissemination, impressive achievements in the field of public relations, effective lobbying and negotiation practices through preemptive programmes, and consistent social responsibility for internal and external, showing that the Bekasi Metro Police Public Relations is quite successful in improving the image of the Police Institution.

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