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Ratna Susanti
POLITEKNIK INDONUSA SURAKARTA
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Journal : PRofesi Humas

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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 A. Anditha Sari A. Anditha Sari Abd. Syakur Abraham Manuhutu Adi Nugraha, Yoga Prasetya Adi Pratama, Mario Rahmad Agus Dwi Priyanto Aji, Yanuar Prasetyo Al Ikhlas Andi Muh suktomansyah Anditha Sari Andre Noevi Rahmanto Anum, Adelina ARDIANSYAH, ACHMAD Arkida, Teisar Asmoro Nurhadi Panindias Basnendar Herry Prilosadoso Basnendar Herry Prilosadoso Brilindra Pandanwangi Brillian Nur Diansari Canggih Ajika Pamungkas Corolina Sasabone Dewi Agustini Dewi Agustini Dhita Naoemy, Aulia Ditya Fajar Rizkizha Djatmika Djatmika Eni Lestari Faizah Betty Rahayuningsih Faizah Betty Rahayuningsih Ferdiawan Fernanda, Nadhila Firdaus Firdaus Hamka Hamka, Hamka Hanandyo Dardjito Haryanto , Haryanto Helfany Amsa Hening Laksani Henny Kustini Husen, Mohd Nizam Immanuel Abimanyu Indra Tjahyadi Ipung Kurniawan Yunianto Ira Nurmala Iswahyu Pranawukir khuzaini, Khuzaini Krisna Adi Heryoga Kurniasih, Mepa Kurniawan, Rendya Adi Kusuma, Ema Laksani, Hening M. Azmi M. Harun Rosyid Ridlo Makmun Syaifudin Mariska, Tiara Nabila Pia Mas'ud Muhammadiah Masfiastutik, Sri Mas’ud Muhammadiyah Muh. Safar Muhammad Rohmadi Muslihah, Isnawati Nauril Ni’ma Nilam Astari Putri Ningsih, Titiek Surya Novikasari, Linawati Nur Diansari, Brillian Nursiam Pamungkas, Canggih Ajika Pandanwangi, Brilindra Pradiska Budi, Agustyarum Pranowo Pranowo Pravitasari, Indriati Suci Prilosadoso, Basnendar Herry Putri, Nawangsih Edynna Rahman, Rashid Rendya Adi Kurniawan Rico, Rico Riyadi Santosa Roosyanti, Anna Safar, Muh Sari, A.Anditha Sedana Yoga, I Putu Septiana Wulandari Setiawati Setiawati Sherly Franchisca Singgih Prastawa Siti Fatimah Solissa, Everhard Markiano Sri Murwanti Suci Purwandari Suci Purwandari Suci Purwandari Sugeng Irianto Sumarlam Sumarlam Sumarlam Syafruddin Syafruddin Syahrial Shaddiq Tabelessy, Novita Tahalele, Olivia Tasyarasita, Aulia Zahra Telussa, Sandra Ivonnie Tri Wiratno, Tri Wachid Yahya Wahyu Tri Hastiningsih Waluyo Windy Wonmally Yoga Karmizi Yoga Prasetya Adi Nugraha Zahra Titania Magenta Zulham, Zulham Zurkarnaen, Zurkarnaen