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All Journal Jurnal Pendidikan Vokasi Interaksi : Jurnal Ilmu Komunikasi Jupe-Jurnal Pendidikan Ekonomi Jurnal Ilmu Komunikasi Komunikator Jurnal The Messenger Jurnal PIKOM (Penelitian Komunikasi dan Pembangunan) PRofesi Humas Politik Indonesia: Indonesian Political Science Review Journal of Health Policy and Management Jurnal Profetik Kajian Jurnalisme Budapest International Research and Critics in Linguistics and Education Journal (Birle Journal) Jurnal Multidisiplin Madani (MUDIMA) Formosa Journal of Social Sciences (FJSS) Prospect: Jurnal Pemberdayaan Masyarakat International Journal of Media and Communication Research Journal of Social Interactions and Humanities (JSIH) Proceeding ISETH (International Summit on Science, Technology, and Humanity) Prosiding Seminar Nasional Official Statistics Penamas Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation International Journal of Emerging Issues in Islamic Studies Jurnal Berita Ilmu Keperawatan Jurnal Audiens Jurnal Komunikasi Massa Proceedings of Jogjakarta Communication Conference (JCC)
Andre Noevi Rahmanto
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Public relations mitigation: Using local wisdom to secure trust in private hospitals Lestari, Eni; Rahmanto, Andre Noevi; Susanti, Ratna
PRofesi Humas Vol 10, No 2 (2026): February 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i2.69007

Abstract

Background: Public trust is a fundamental determinant of the reputation of private hospitals in a competitive healthcare environment. In this context, vulnerability to miscommunication can potentially lead to reputational crises. Previous research related to hospital public relations (PR) has focused on forms of crisis communication and media management. Meanwhile, research related to PR mitigation rooted in the local cultural context is still limited. This gap explores mitigation practices in private hospital PR by integrating local wisdom as a strategic communication method. Purpose: To analyze PR mitigation strategies based on local wisdom in building public trust in private hospital. Method: This research used a descriptive qualitative method to obtain data through in-depth interviews, including PR personnel, hospital management, and healthcare professionals in four private hospitals in Central Java. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions, with the application of source triangulation to ensure validity. Results: Local wisdom values such as family-based communication, courtesy (unggah-ungguh), empathy (tepa slira), and mutual respect (nguwongne) inherent in Javanese culture served as the basis for the PR mitigation strategies. These values were applied when conveying information, handling complaints, and problem prevention practices, mitigating potential communication risks, reducing conflict escalation, and building emotional closeness between the hospital and the community. Conclusion: PR mitigation based on local wisdom played an important role in increasing public trust by strengthening relational communication and social legitimacy. Implication: Practically, this research emphasized the importance of integrating local cultural values into PR and health communication strategies to increase public trust. Theoretically, this research contributed to the analysis of PR and health communication by positioning local wisdom as a contextual mitigation framework in institutional communication within the health sector.
Co-Authors Akbar, Shafa' Salsabila Amartina, Rahma Yudi Amrudhia, Nada Farah Anjang Priliantini, Anjang Anshori , Mahfud Anshori, Mahfud Arif Wahyu Wirawan, Arif Wahyu Arifiyanto, Aditya Diponegoro, Muhammad Agung Djoko Santoso Eni Lestari Faridl Widhagdha, Miftah Ferdian Ahya Al Putra Fernandez, Maria Angela Fikriyah, Binta Ulfatul Hastuti, Dita Angelia Dwi Hendriyani, Christina Tri Ign. Agung Satyawan Indhira Hari Kurnia Kharisma Ayu Febriana Listiyoningsih, Ragil Mahendra Wijaya Marieti Debyora Gardiana Muhammad Rio Fariza Naini, Albert Muhammad Isrun nfn Mustaqbirin nfn Sudarmo Nur Azizah Fitrianti Pawito Pawito Pawito Pawito Pawito Prasetyo, Nur Cahyo Agung Rahajeng Kartika Wungu Ratna Susanti Satyawan, Ignatius Agung Sri Herwindya Baskara Wijaya, Sri Herwindya Baskara Sudarmo sudarmo sudarmo Sudarmo, S Sushmita, Chelin Indra Tri Kartono, Pawito Drajat Utari, Prahastiwi Wahyudi, Sulistiyo Joko Widodo Muktiyo, Widodo Yanto, Marianus Diaz Zakiyah, Alfina Rizkyana