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All Journal Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu komunikasi (JIPIK)
Fauziah, Almira Nur
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Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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Analisis Komunikasi Strategis Public Relations Bank Indonesia dalam Sosialiasasi Kebijakan Moneter kepada Stakeholders Fauziah, Almira Nur; Rahmawati, Dian Hutami
Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu Komunikasi Vol 5 No 1 (2026): Januari - Juni 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Poliitik Universitas Ichsan Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59713/jipik.v5i1.1302

Abstract

This research aims to analyze Bank Indonesia's Public Relations (PR) communication strategy in socializing monetary policy to external stakeholders. This study used a qualitative descriptive approach with Cutlip, Center, and Broom strategic communication models as an analysis framework. The research results show that Bank Indonesia's PR implements four stages of communication strategies: finding the fact and defining the problem, planning and programming, taking action and communicating, and evaluation. PR Bank Indonesia maps stakeholders, including parliament, government, banking, market players, academics, mass media, and the general public. Omnichannel communication that integrates Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL) is used to reach audiences with segmented approaches. Strategy evaluation is conducted through surveys, FGD, and feedback analysis from the community on social media and mass media as well as annual evaluation through EVAKOM (Communication Evaluation). This study found that people's demographic diversity is a major challenge, so a flexible approach is needed to simplify monetary policy information to make it easier to understand.  
Co-Authors Rahmawati, Dian Hutami